I want to show you how tapping the social news feed is an excellent way for building leads for your business’s page. Consider this; every day billions of users worldwide check their Facebook, Twitter, and Instagram, pages with startling regularity. To initiate the conversion process, you’ll have to master the best practices that generate leads via social news feed.
Types of Leads
Before we start on methodologies, let’s take a look at the types of lead generation needed to reach audiences.
Direct lead generation is attained by sharing content that links directly to a page on your blog or website. Visitors click a link that will lead them to a landing page. Here your visitors can share content in exchange for a reward such as a small gift, an e-book, etc.
Indirect leads present a slightly longer path to audience conversion. This type of lead generation entails crafting content that uses a social channel to send users to a landing page. With this type, your social post is merely a tool for getting your visitors to where you want them.
Lead Conversion Using Social Media
I’ve found that the majority of popular social media platforms work well when you are trying to generate leads. Let’s take a look at some methods to generate traffic using social leads on the top three social platforms.
Facebook has over 1.7 billion users, and tapping into this demographic is relatively simple with the right lead generation techniques. Reaching audiences is key to any social media lead generation. You’ll start by identifying the community that you want to appeal to. Once that’s established, you can use Facebook ad buys to reach out to the groups who will find your content useful.
Now that you have the delivery method, it’s time to create content that your users will find relevant and actionable. Many of the more successful Facebook campaigns feature content that is best considered infotainment. Recently, several campaigns have used online quizzes or even social news feed recipes to boost engagement and Facebook lead generation.
I know that some of these might not necessarily jibe with the type of content that you’re trying to push, but there is a precedent for success with each. This type of lead generation can bring audiences to your site who may have just passed by. Let’s take a look at some successful campaigns that have used these emergent techniques to drive leads.
Create Social News Feed Recipes
The easily digestible “Quick Recipes” that are popping up across social news feeds are intensely marketable and can generate leads. It might not seem to match your niche or vertical, but these recipes engage and can be used for conversions. It might seem difficult at first, but this is something anyone can do.
Food appeals to everyone, I know I love to try out a new recipe once and a while, so dedicating a section of your site to recipes can be valuable to bringing in new users. A few great examples are:
1. American Express and BuzzFeed’s Epic Everyday campaign. Based on their research, older millennials look for utility. To capitalize on this, the partners crafted a series of recipe videos that are clickable and promote the Blue Cash Everyday card.
2. The Huffington Posts’ taste section. This part of the news giant’s page is loaded with shareable recipes for millennials to post to their walls.
3. Tasty: This is the primary arm of BuzzFeed’s social recipe efforts. It’s massive. According to Fortune this social recipe site has over 30 million users.
I’ve found that the best way to capitalize on this is to simply create easily watched recipe videos. You can use time lapse technology or add a speed filter to quickly get to the punch line. You want appetizing recipes that are easy to make and appeal to a large audience, like gooey, delicious looking desserts.
Create a Social News Feed Quiz:
Social media users love to take quizzes that test them on a key component of their lives. Quizzes can be about pop culture, their opinions, or about a personal interest. Companies like Red Lobster and Aaron Brothers have used quizzes to engage with the social media community with great results.
There are a few methodologies that they employed to craft engaging campaigns. Here’s how you can make it work for you and generate leads through social media:
1. Create Vivid Images: This is how you’ll grab their attention. Craft images that will make them want to click through to your quiz page. You’ll garner extra page visitors this way.
Also, continue to provide vivid images in the body of your quiz that’ll make them want to continue the process. Remember: completion will allow you to get their contact info, so it’s imperative that they finish.
2. Keep it Short and Simple: Every marketer knows this rule as it is key to keeping a user’s attention. Don’t be overly wordy in your quiz or in the Facebook boosted post that promotes it. Being overly verbose in either of these situations will drive users away, so get to the point quickly.
3. Incentivize Completion: Don’t be afraid to add a contest entry or a giveaway to your quiz. This incentivizes completion and makes it much easier to gather visitor info at the end of the process.
4. Get The Most Important Info: At the end of your quiz you should at least get email info. Ideally, you should collect any information that will help you convert your quiz takers into customers.
These are just a couple of ways to generate leads using Facebook, but what about other social platforms? Let’s take a look at some more methodologies:
Many people find that the limited word count of Twitter can stymie their creativity when it comes to lead generation. In all actuality, Twitter has some great methods to generate leads through social media that many don’t consider. Here are some great ways that I find will help you build leads for your site.
Twitter Chats: With this method, create or use a popular hashtag that jibes with your site. Anyone who follows that hashtag can then take part in twitter chats, which in turn will help you generate leads. There are existing hashtags for many of topics, so this can be an easy way to locate a pre-existing audience.
Besides this, using trending topics to locate your audience is a great way of leveraging the newsfeed. Finding users who’ll enjoy your site is absolutely crucial. Pretty easy, right?
According to Neil Patel at QuickSprout, Instagram has the largest user/brand interaction rate of the social platforms. As a result of this, you should use this platform as means of generating leads.
Since Instagram is a visual platform, your users need to know that it’s you when they visit your Instagram page. You can do this by ensuring that your page’s branding is clearly recognizable in its Instagram counterpart. Also, your handle should also be very recognizable and intuitive enough that you can easily be found through the platform.
Once you’ve established this, you’ll need to create image or video content that is quickly usable by your audience. What do they like? What are they looking for? These are the type of questions that you should ask whenever you create new content.
You should be adding content at least once a day to generate traffic using social leads on Instagram. The more you post, the more your audience will come to expect your posts. This will inevitably benefit your brand presence and your site’s viewership will sky rocket.
When it Comes to Lead Generation, Snapchat Doesn’t Work as Well.
Snapchat has become incredibly popular amongstmillennials. Unfortunately, it’s difficult to use to generate leads because of the fact that Snapchat content is brief and eventually disappears.
Snapchat lacks much in the way of discovery functionality, but you can utilize other platforms such as your page or social channels to drive users to your Snapchat page. On the other hand, Snapchat is a great way to actually support and engage with your current users. ”Snaps” will entice them to come back to your site and explore more intriguing content.
1. Create “Snaps” that instruct your users in how to use your product or service.
2. Create quick infotainment videos that boost a feeling of engagement with your target audience. To do this, you can craft “behind the scenes” content for them to enjoy.
Wrapping It Up
Always remember, no single method is going to be perfect. Most of the time, it’s going to require a combination of techniques for success. I know that many of these methods seem time consuming, but in reality, you’ll be able to execute them easily.
Always know who your audience is, it’ll help you craft content that appeals to them more easily. No one regularly visits a boring site, so make trendy posts that encourage participation in the conversation.
I hope that this beginner’s guide to lead conversion helps you bring new visitors to your site. Mastering the social landscape takes time and utilizing the unique lead building capabilities of each of the social platforms isn’t easy. Once you are able to master all of the Social strategies that build leads, your business will soar.