Leads make the world go round. Or, at least, they keep your business ticking along nicely. A successful company has a healthy lead generation game and doesn’t rely solely on referrals to generate business. Leads are vital for furthering your bottom line.
Social media has proven to be somewhat of a hotbed when it comes to generating new leads. 39% of marketers have received leads through Facebook, while 30% have achieved success on Twitter. They’ve fared even better on LinkedIn with a 65% success rate.
But what ingredients do you need to set up a successful lead generation campaign? A good strategy is a must, so are tools that help you do things more efficiently. In this article, we’ll guide you through everything you need to know about lead generation and how to do it the right way.
What is a lead?
In layman’s terms, a lead is someone who shows an interest in your product or service. They typically once they’ve interacted with your brand in some capacity. That might be from providing information for something like a newsletter or signing up for a free trial.
Leads come through different channels, such as marketing and sales departments, or other products and services you provide. The majority of leads that funnel through after a lead generation campaign are often qualified. This is because they have already shown some form of indication that they’re interested in your offering.
Using social media for your lead generation
All the primary social media networks offer lead gen methods, whether it’s Facebook, LinkedIn, Instagram, or Twitter. How you capture leads varies and depends on your goal. Sharing links for gated content can be a great way to utilize social media, as can short and snappy ads that resonate with audiences.
Running competitions and implementing live video streams found on the various platforms are also bona fide methods for attracting leads. Social media gives you plenty of room to be creative when it comes to lead generation.
6 steps to setting up a successful lead generation campaign
1) Know your audience
Knowing your customer is vital to ensuring that you have a well-run business, and it’s the same when it comes to your target customer. The quality of leads matters more than the quantity. It’s better to have five conversions from 30 high-caliber leads than three from 100 low-quality ones.
You’re going to create content to attract leads (more on that later), so you’ll need to examine your current customers and best clients in order to paint a picture of the ideal lead. Know what drives your audience and their behavioral patterns online. Essentially, you want to create a dossier on your perfect customer.
2) Set goals for your campaign
The primary objective is to convert leads into sales. But getting to that stage requires mini-goals that will help you achieve your final target. Decide how you’ll measure the early impact of the campaign: is it based on the number of leads you attract? Or will you focus more on revenue spend per lead?
Sometimes focusing on spend per lead provides better results, as it’s more linear than merely looking for the most leads. Work out the value of your average customer so that you have an idea of how many leads you need to convert for the campaign to be successful.
3) Create content
You’ve decided on your ideal customer, so now it’s time to create content that turns them into leads. Social media offers a myriad of ways to attract leads and get them to take action, from sponsored stories on Instagram to featured tweets on Twitter.
Whether you’re getting people to react on the social channel or promoting a link to a blog post or video, make sure there’s always a strong call to action. The end goal should see them enter information that qualifies their prospects as a lead, and you can only do that by creating great content with a purpose.
4) Implement a post-click landing page
What happens when someone interacts with your awesome tweet, reads your blog post or clicks through from your Instagram Story? They come to a landing page, which is where you can begin to capture their personal information.
The landing page should provide an offer, whether it’s a new ebook, a course, or a free product demo. The user inputs their personal info (usually an email), at which point they receive the offer and become a qualified lead. At this point, your sales team can begin contacting them.
5) Be quick to follow up
You want to be quick when contacting your leads. The reality is that most won’t become customers, but you’ll stand a higher chance of converting if your brand is still fresh in their minds. This is the stage where your sales team should get involved.
So how do you judge the length of time to respond to a lead? If your offer was a promotion or free trial, you’ll want to contact them as soon as possible. If they downloaded a piece of informational (like an ebook) content, it might be worth giving them a few hours to read and digest what they were sent.
Either way, the further processing of collected leads is crucial. To ensure that, using the right tool can help you achieve the best chance of a good result. With Zoomsphere Leads Manager, you can keep track of all your leads and assign them to colleagues (or yourself), making it easy to track and efficiently respond to leads.
ZoomSphere shows you exactly the same data (name, phone number, e-mail, country, …) you choose to collect when creating the lead form in Ads Manager. The number of displayed forms is unlimited, you can go through your whole lead history.
6) Measure your results
Once you’ve collected all your leads, you’ll want to check and record results. Doing so is vital for future lead generation campaigns, as you’ll have a barometer to measure against. Analyzing results helps you pinpoint what went well and where you can improve.
Log everything, from the number of impressions to everyone who became a qualified lead. Not everything you try will work – especially on the first attempt – but having a record of all your actions helps you better understand results and how to improve in the future.
What else do you need for success?
You will need to equip yourself with tools that compliment your lead generation campaign so that it’s easy to measure leads. This is especially true if they’re coming from more than one place: eg, some leads might funnel through multiple social media channels.
Using a lead’s manager lets you collect all your leads in one place, which makes it easy to act on. Zoomsphere helps you connect all your Facebook and Instagram leads and directly export the info from ad manager on a social media website. It’s super easy to set up too.
Lead generation is key to building your brand and increasing business. It should form a vital part of any marketer’s strategy, on social media, and further afield. And with tools like Zoomsphere, you can implement winning tactics while collecting all your vital leads in one easy place.