Social Media Strategy for Lead Generation
Lost in a Sea of Opportunity
Defining an Objective
Today we’re going to look at a common business problem and use a social media strategy to increase lead generation. We often chat with businesses and see a common trend. Most businesses recognize an opportunity for social media to be of benefit however they often find themselves lost in a sea of opportunity – not a terrible place to be with some direction. The underlying issue we recognize is a lack of a social media strategy. You can’t do everything, but you do need to do something – the right something. What strategy can you put in place that will provide the greatest results?
As a business owner you need to consider how can an investment in social media help achieve a business objective. Of course, increasing the bottom line is going to rank amongst the top priorities for most businesses. We often ask our clients to break a business goal down into smaller objectives. For example, would increasing the number of qualified leads you receive advance you toward growing your bottom line? Most likely.
Here’s a breakdown of the lead generation strategy we’ll be discussing:
- Define Objective: Lead Generation
- Email List
- Facebook Custom Audiences
- Targeted Facebook Ads
- Traffic to Landing Pages
- Sign-ups at a Contact Page
- Analyze & Optimize
- Rinse & Repeat
‘Tis the Season: Spring Cleaning
Maintaining Your Email List
We’ve heard from countless businesses. “We’ve got emails collected over the past few months (or years) but don’t know what to do with them.” Does this sound familiar? You need to collect, sort, and categorize these ASAP. There’s no shortage of options for organizing your emails. If you’re starting from scratch then you might look at MailChimp, Highrise, or something as basic as Google Contacts. This isn’t the primary purpose of this post, but if you need advice on the best ways to organize your business cards and email lists, let us know. We’re happy to provide some options.
Once you’ve digitally centralized your email list you’ll want to segment it into groups for more precise targeting of appropriate messaging. You may want to begin with three segments such as customers, prospective customers and partners. As you’ll see this will be used as part of our social media strategy for lead generation.
Everyone Belongs Somewhere
Facebook Custom Audiences
Now that they’ve been centralized and segmented, we’ll use your email lists in an effort to generate more qualified leads. For the purposes of this post I’ll be discussing Facebook, but there are other social channels with equally interesting lead generation opportunities available. Perhaps I’ll discuss these in a future post.
With your email lists we’ll create what’s called a Facebook Custom Audience. At its simplest, Facebook will crosscheck your own email list(s) against Facebook and identify the members of that list who are on Facebook. In our example we’d have three Custom Audiences consisting of Customers, Potential Customers, and Partners. These newly saved Facebook Custom Audiences can now be used for targeting of Facebook ad content.
Connecting with Your Audience
Targeted Facebook Ads
If you’re looking to generate more referrals inquiries, you might do well to target your existing customers with a referral incentive. You’d start by creating an ad targeting your Facebook Custom Audience you’d called ‘Customers’. As with any Facebook ad you could dive down further and define your audience by location, age, gender, language, interests, and so on. We’ll leave that up to you, but we’d recommend running separate ad sets to do A/B testing to find out what audience and messaging is most effective.
Below is an example of a fictional ad that could be targeted at customers offering a referral incentive. If the messaging of the ad connects with the viewer then the viewer should click the ad and act upon the offer.
The Moment You’ve Been Waiting For
The Importance of a Landing Page
If the user were to click ‘Learn More’ from the ad above, she would be taken to a unique landing page specific to your original messaging with details on your referral incentive. At this point the user could learn about your offer and take action.
How Do You Know What Good Is?
Analyze, Optimize; Rinse & Repeat
Once you’ve started your first campaign the job is not complete. In fact it’s only just begun. A CEO I once worked for liked to ask, “how do you know what good is?”. To paraphrase his response, the answer is you must define good before you can do good, or well.
In regards to our strategy, this requires that we review the ad’s performance during and after its run. We’d also recommend setting up your funnels and goals within your analytics tool of choice – we often use Google Analytics. The process is never complete but with each iteration we can test, tweak, and repeat. You should strive for increasingly more effective results as you go. I hope you enjoyed this discussion on social media strategy for lead generation. Let me know if you have any questions. And remember…
Rome wasn’t built in a day and neither is an effective social media strategy.
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