6 Lead Generation Tactics to Use in Your Social Media Channels

Social media can be a great channel to connect with potential customers. Deliberate use can also facilitate lead generation.

1. A solid content strategy

Companies can get 4.5x more leads by posting 16 posts per month instead of 4, and 47% of B2B buyers pay attention to content and read at least 3-5 articles before deciding whether to sell via HubSpot search (or not).

However, your content must not only post regularly, but it must also be engaging and relevant.

Each message must answer a question that empowers your target customers. By answering their questions, you show that you understand their needs and know how to meet them. Other ways to make your content more attractive:

  • Using video
  • Write shorter messages that are quick and easy to read
  • Optimization of titles and texts for search engines (SEO)
  • Button A / B

2. Video Marketing

B2C marketers understand the potential of video. In B2B, it can be equally robust. Follow these simple rules to capture your prospects with a video:

  • Tell a story. Start with a problem your customers are likely to worry about and end with a solution.
  • Package actions, not words. Talking Head videos are boring. Whenever possible, show your solution in action rather than talking about it.
  • Get attention quickly. The first 8 to 10 seconds of the video determines whether it will be watched to the end.
  • Be brief. Business owners with tight schedules don’t like videos longer than 1 to 2 minutes.
  • Use subtitles when watching your video without audio; many people do this right when they are at work.
  • Add a call to action (button or link) at the end.

3. LinkedIn groups

LinkedIn group memberships are useful for lead generation—they aren’t seen as a nuisance by customers and aren’t overused by marketers. These tactics may not offer many clues, but the ones you do get are likely to be of better quality than your average online performance. Here are some steps:

  • Track your buyers’ personalities. Which LinkedIn groups can they join? (Probably those related to your industries.) Join these groups.
  • Comment on relevant topics. There will be a series of questions discussed in the group where you can provide professional and helpful advice.
  • No direct promotion. It is usually rejected.
  • Has a solid profile. If you find a potential customer’s interest with your smart, relevant comments, you’re probably looking at their LinkedIn profile. Make your value proposition and contact information instantly visible so they don’t waste time looking for it.

4. Micro-Influencer

Evidence suggests that micro-influencers (specialists in a given field with 25,000-25,000 monthly visitors) generate 16 times higher engagement rates than paid ads. But who are the real micro-influencers in your company?

  • Companies you follow and share your content. It’s easy to reach and convince, and some of your followers may become your customers.
  • Bloggers writing about their industry.
  • Local bloggers (if your business is focused on a specific geographic area).
  • Recognized experts in the sectors in which your potential clients work.

How to involve micro-influencers:

  • Emphasize the value and relevance of your campaign to readers.
  • Offer free offers in exchange for an authentic review.
  • Approach them for trade shows

5. Mobile Optimization

You probably have no idea how many potential leads you’re losing due to poor mobile optimization. According to the survey, around 50% of Google searches for B2B products and services are done through a smartphone, and phone speeds can reach 20%.

Here’s a quick checklist of what you can optimize:

  • Your site. Is it convenient to browse from a smartphone?
  • Social media content. Is it easy to read on your mobile screen? You may need to adjust the fonts and paragraph size.
  • Is it intrusive and blocks some content on the mobile version?
  • Newsletter by email. Formatting must be rediscovered after every update of popular email clients, which can drastically change how your message is displayed in the client.

6. Automation and Reorientation

Automatic marketing outreach can improve lead generation:

  • Only 2% of website visitors make direct purchases. By contacting them later through multiple channels, including social media, you have a greater chance of a sale.
  • Integration of email and social media content. You can use automated processes to send personalized emails to your prospects if they indicate it is necessary.

Any of these tactics can increase the number of clues. However, as with other marketing tools, there is no one-size-fits-all solution. Try to find what works best for your business.