Lead Generation in Social Media [Step-By-Step Guide]
Lead generation – why is it used?
Lead generation in social media is the main source for reaching your leads! In advertising, lead generation is a way of creating consumer interests. This can be anything from initial contact to inquiries about a company’s products or services. This data generation is then used to identify potential customers.
A customer list in the form of e-mail addresses, names, telephone numbers etc. is an invaluable asset for companies. It is relatively inexpensive to build, and works for all types of companies. Generating leads is something that every company, regardless of business, should consider.
What is a lead?
There are different types of leads. A lead is, according to the definition, someone with whom the seller has not had contact. This can be compared to a so-called prospect which has confirmed interest in what the company offers. However, in this post we will address the broader perspective. Namely, those leads are potential customers. There are generally 2 different types of leads.
Leads based on an existing interest in the company
It can be as simple as having someone submit their contact information through the company’s website to know more about what goods or services the company offers. With this type of lead, fast feedback is important. In this type of lead generation, the emphasis is placed on the potential interests of potential customers.
Leads based on lead magnets
This type of lead generation is a common sight. Building leads through lead magnets (a free trial of some kind. It could be an e-book, a guide, a webinar or similar) generates interest in your potential customers. It also creates a sense of added value in them. In addition to this, this added value creates an initial relationship between your company and your potential customers. By creating a lead magnet, those who provide their contact information receive:
- A direct feeling of satisfaction because they get something in exchange.
- Coming one step closer to becoming paying customers.
When creating a lead magnet, there are certain aspects to keep in mind. First and foremost, it is important to target your advertising to a specific persona. Offer a solution to a problem these people may have. The more specific you are, the easier it will be to direct traffic to your lead magnet. This also increases the number of conversions.
Why you need a lead magnet in social media
There are several uses for leads. Firstly, through CRM integration, you can generate recipients of, for example, a newsletter or other e-mail, or alternatively you can use the information provided to create custom audiences for further advertising.
Lead generation is useful from two main points of view:
Getting potential customers’ email addresses to then target their advertising to their target audience is often cheaper and more effective than trying to sell directly. This document creates contact between the company and its potential customers. Creating a contact leads to you and your customers get to know each other and, like any other relationship, hopefully, have a happy ending.
Builds brand awareness and loyalty
Who would you rather buy from yourself? An unknown brand that is pushing and trying to sell its products or services to you, or a brand that you know of and that on several occasions has offered you free, valuable information? Thus, a company that has invested time and energy in your relationship with you.
Lead generation on social media
How to reach your potential leads? There are two main ways to get important leads for your business. Either you can send your potential customers to a landing page, or you can create so-called lead ads directly on Facebook or LinkedIn. Both of these forms of the collection can be used, however, they are used in different ways.
Choosing to send potential leads to a landing page can be effective if there is additional information about the goods or services you offer. It can also be used to give a clearer picture of who you are as a company, or even for additional sales by telling us about additional products or services.
It is thus possible to give a broader picture of you as a company and what you are best at. However, this type of lead generation can take longer to complete because it requires an entire landing page to be built up.
Lead ads are instead based on having a shorter message and easier registration of customer information. By using lead advertising you can use the built-in features of the various social media platforms.
It is, therefore, possible to create neat and simple ads where the potential contacts’ information is already included in the platforms where the ads are displayed. This means that they get quicker access to the lead magnet you have chosen. One disadvantage of this method may be that it is not possible to inform about your products or services in a broader perspective.
Both types of lead generation in social media thus have their advantages and disadvantages. You should, therefore, adjust your lead generation depending on what you sell and what is demanded by the potential customers.
No matter which of these methods is used, one should not ignore the importance of leads!