Everyone knows that social media can be a powerful tool for creating brand awareness and generating sales and other positive marketing metrics. However, the number of leads you’re able to generate and convert will depend on the strategies you’re using to engage and follow through with prospects. It’s possible to create a lot of engagement but then wind up with a poor conversion rate, or your conversions could be great but you need more leads to engage. Whatever your problem or goal may be, here are three simple ways you can boost the value of the leads you’re generating from social media marketing efforts:
1. Build an Email Marketing List and Send Follow Ups
If you’re not obtaining the email addresses of the leads you’re getting on sites like Facebook and Twitter, then you’ll be permanently dependent on those platforms in the future when you want to reach out to prospects or conduct re-targeting campaigns. If you’ve been wondering how to boost your online marketing leads from social media, using an email marketing program like MailChimp or SendGrid is one of the best ways to get started. You can convince your social leads to provide their email address by offering up discounts, access to exclusive content, a chance to win a prize, or other creative incentives. If you need help determining which service will be better for you, check out this handy article from PieSync: MailChimp vs. SendGrid: which one is the best email tool for your business?
2. Post and Share Interesting and Entertaining Content
Many novice marketers and social campaign managers make the mistake of only posting important updates, news, and promotions related to the brand they’re representing. By taking that straight and narrow approach, you’re missing out on all the other trends that you could be leveraging to catch the attention of potential leads. As long as it’s appropriate in a professional context, it’s okay to post or share it. For most people, browsing through their social media feed is about fun, not advertising. A good rule of thumb is to post or share between 2-7 pieces of content per day with about a third to a quarter of them being directly related to your brand.
3. Utilize Social Ad Platforms for Targeted Promotion
If you’ve only been trying to go the cost-free route with your social media campaign, you’re definitely not getting the same refined audience targeting capabilities that are available through platforms like Facebook Ads. By taking the paid ad approach, you can put your promotions in front of people who are more likely to be interested in your product, service, or website. Of course, that means your engagement will increase dramatically along with conversions, click-through rates (CTR), and other positive metrics.
Make the Most Out of Your Leads
In closing, don’t forget the importance of having an excellent landing page with convincing content and an appealing site design. There’s no use in putting all that effort into lead generation if you’re pointing them to a page that isn’t going to convert well. The bottom line is always the conversion rate, as you can actually be more successful with fewer leads just by persuading more of them to take action.