Social media is a powerful lead generation tool, but only if you use it correctly. Can you say that in this environment, you are able to establish strong and trusting relationships with your audience, conducting dialogue at the time and on the platforms that are most preferred by your potential customers?
Everyone knows that social media marketing (SMM) is a dynamically developing industry, and many B2B marketers are fully aware of the need for a company to be present in social media, as the quality of its web presence as a whole depends on it. There are also marketers who strive to make SMM part of their overall lead generation strategy.
While the B2B sector has been slow to adopt social media, there has been a steady increase in the number of companies using social media as a mass lead generation channel. In one of its studies, the Content Marketing Institute found that social media has become the most widely used medium for content promotion. Today, most B2B companies integrate social media into their marketing strategies and use an average of six social media platforms.
It is worth noting that budgets allocated to inbound marketing are increasing year on year. The growing importance of social media likely reflects the expansion of platforms, changes in the shopping process, better ROI tracking, and the emergence of marketing automation capabilities.
Everyone knows that people prefer to do business with those they trust, and to earn that trust, you will need to be present where your target audience is at the moment. But how exactly can social media help you successfully implement the mass lead generation model?
1. Promoting gated content
Gated content is a type of content delivery where access to it is restricted until a specific action is taken by the user (usually by requiring readers to enter their email address or other contact information). The simplest way to implement this method on social media is to distribute a piece of content – be it a long blog post, a webinar, or an e-book – with a link bosnia-and-herzegovina phone number data to your landing page . The scenario is this: people are interested in the presented piece of material, they click on the link to read the entire article, and they are taken to the landing page. This is the gate. To access the full material, they must provide the requested personal information.
2. Competitions
Contests are a fairly easy way to grab the attention of potential leads and build a large email list. The trick is to be able to offer people something related to your service or product. These should be some kind of samples. For example, it could be a free trial or an upgrade that improves the main offer. People who participate in a social media contest are often genuinely interested in your product.
3. Advertising in social media
The main advantage of running advertising campaigns in social media is the targeting capabilities . In social media, you can easily divide your target audience into several segments and address each of them with a unique offer, or form a group of recipients of your advertising message from the entire set of Internet users that most closely matches your type of buyer. Anyone who clicks on your ad can be considered a lead.
4. Targeted listening
This is another great tactic you can use. It includes everything from being active in specific Facebook or VKontakte groups (and other social media) to creating Twitter search streams. Compared to other lead generation methods, this approach won’t allow you to gather a lot of information, but it will allow you to establish direct contact with potential buyers and learn a lot about what they see as the benefits of your offer, what shortcomings they may see in the product, how they perceive your company as a whole, etc.