A lead is where your success begins. So, the question is: How to get enough leads? If you Google, “How to get B2B leads,” you’ll find several methods explaining the various lead generation and nurturing strategies. But social media is often not a common tactic for B2B lead generation.
It might not be the holy grail of leads, and you’ll have to do more than tweet daily or have a LinkedIn account, but social media could be a great source for B2B lead generation. Here are a few ways to turn your social media channels into a quality lead source.
There is no denying the fact that Facebook is the most impactful social media channel online. In fact, 74 percent of users log into Facebook daily, where half of them actually check it several times a day.
That being said, this platform is ideal for businesses of all sizes, including startups with smaller budgets. Integrating Facebook Lead Ads into a social media strategy is an easy way to get started. Facebook Lead Ads are targeted, mobile-friendly, and customizable. It lets B2B users sign up for offers in two taps, without having to leave the social network.
What can You Do with Facebook Lead Ads?
- You can gather inquiries from potential customers, and also ask them specific questions to know more about their interests.
- Grab more subscribes to your newsletters and email marketing so you can increase the size of your customer base.
- Attract people with deals and promotions
An Example of Facebook Lead Ad:
Consider this example from AdEspresso. It helped the company generate more leads with less friction.
Did you notice that the above example looks identical to the landing page ad? Except once the user clicks Download, a form pops up in the same window, so they don’t have to leave Facebook.
The results of this campaign were impressive. AdEspresso saw a 67 percent conversion rate on mobile devices (1,057 filled forms out of 1,569 lead ad form clicks).
LinkedIn has always been a go-to social media platform for B2B industries. Research from the Content Marketing Institute revealed that B2B marketers use LinkedIn more than any other channel to distribute contents.
LinkedIn is a place where you can find a massive gathering of professionals and decision-makers. That is, 90 million senior-level influencers and 63 million decision-makers use this channel. So, it’s viewed as a mature and sophisticated platform, as opposed to Facebook or Twitter.
LinkedIn Ads, and the targeting options offered, are a great B2B lead generation tool. They are flexible and result-oriented advertising options such as targeting the users by the employer, job title, skills, interests, and more.
Here are a few questions one need to keep in mind when starting a LinkedIn ad campaign:
- Where does my audience work?
- What is their job title(s)?
- What are their unique skills/interests?
- What is their role in the company?
Once you know your audience, you can target them effectively based on personas and grab warmer leads.
An Example of LinkedIn Ad Campaign:
Consider this case study on HubSpot. As a leading marketing software provider, the company tried various social media strategies and got a mixed result out of it. But when they ran a brief, to-the-point Text Ads on LinkedIn, it saw a 60 percent increase in click-through rate. Also, they witnessed greater quality leads than other channels.
Dan Slagen, Head of HubSpot’s Paid Marketing was extremely happy with the result. He says, “With LinkedIn, we’re able to truly identify our core audience by going a step further and targeting by company, job title, job function, and groups.”
Now it’s Your Turn
If you are feeling inspired by these social media ads, start using it right away. Social media is a great tool for B2B lead generation if you know how to use it effectively. Are there other tips that you use that work? Let us know in the comments.
The original version of this article was first published on V3Broadsuite.
- The Best B2B Lead Generation Campaigns for Social Media - October 28, 2019