One Simple Social Media Strategy for Lead Generation

Tutorial Part 1

Tutorial Part 2

Often, I hear smaller businesses say that social media can feel like a waste of time – “is it really helping to grow my company?”  My response is yes, but you must set in place regimens around lead generation; this means consistently tracking and monitoring social media activity (with the ultimate goal of implementing a process that can be put on autopilot through delegation) and knowing how that strategy is correlating to lead generation.

In this video tutorial, we’ll walk through four questions to ask yourself before you set up your social media regimen. By the end, you should have a clear picture of which social media channels to use and how these channels tie to leads, which can then be converted and added to your bottom line.

I’ll assume that you have some semblance of a core website or blog where you can post content (this is a necessity). Social media without links to useful content on a site is often flat and doesn’t give a whole picture (if you’re in the business of selling and increasing ROI). If done right, social media can be used to help drive clicks and rank your site higher in Google searches.

Q1 – Content Commitment

How are you going to produce sufficient content of value, and what pace or rhythm will you use to drive social media traffic to your site? Hopefully, the content piece is already in place before you start thinking about your social media strategy. I suggest posting once per week as the bare minimum for most any social media channel.

Q2 – Social Media Channel of Choice

Where will your product be displayed well and where will you find your prospects? If you use a lot of visuals, like pictures of puppies or babies or anything else, then Instagram may be the way to go. Business folks in the tech space may find Twitter the most engaging platform.

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If your products or services are easily conveyed via video, then YouTube or Vimeo may be helpful. In my opinion, picking one or two social media avenues to commit to at first is better than having them all and juggling all poorly. Entrepreneur has a list of some real-world examples of how companies are using social media in 2016.

Q3 – Regimen Determination

How will you drive more clicks and generate more leads? Although it’s possible to drive directly to an offer (i.e. a newsletter, web event, etc.), this is often seen as uncouth on social media.

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Generally, social media offers a platform where value is traded and interests are explored, but this is not where people want to feel that leads are being generated. There are two primary ways to blend content with lead generation strategy – soft content and hard content.

  • Types of content – If Facebook is one of my platforms, I want to make sure that X times per week I’m linking to content on my site. Once prospects are on my site, then somewhere on the bottom or somewhere in the text on that landing page, there should be a visible option to click and enter email and potentially other information (this recent post provides some insights on steps to take with blog content once your have a list of leads).
      • Soft content: As an example, if you’re in the business of selling camping gear, you might have a social media post that sends prospects to a video about setting up a tent under high-wind conditions. To the side, you might have an opt-in for a coupon code for 10% off tents for the season, or at the bottom of the video you may have another link to a 21-page mountaineer basics guide that explains basic preparation strategies. The prospect likely came to your website to drink content, not to be turned into lead, which is the basis for the soft call to action.

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    • Hard content: These are entirely based on a direct call-to-action to opt-in and become a lead. Sticking with the same example, you might have a social media post that links to a video dedicated to advertising a new free guide created about winter hiking. This is not filler content – it should be real and have value – but the entire piece of content is wrapped around opting in. As another example, you could do the same thing in an article that sums up a list of speakers and topics that are coming up in an webinar.

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  • Create a routine schedule – You also need to come up with a weekly routine for posting your content on social media. I might post a link to soft content on Facebook and Twitter on Monday, Wednesday, and Friday at 8 a.m., then another posting with a link to hard content at 4 p.m.. On YouTube, you may post less, maybe twice a week, with the first video linking to soft content and the second video going to a straight opt-in. These are only suggestions, but the point is to come up with a regular posting content schedule that works for you.

Q4 – Tracking System in Place

How will you track your posts and generated leads? This can be as easy as a Google spreadsheet, where you have your one or more social media postings scheduled by the week. I label rows by the day of the week started or ended, and then week over week put a 0 or 1 to mark if a particular task has been done.

You can use the same spreadsheet, generally in the same tab, and start tracking metrics via Google Analytics to determine how many leads were generated via social media platform for the week or month. This type of task can easily be delegated to a contractor or employee.

Wrap Up

This is just one basic strategy and lens for social media and lead generation. Let me know what you think, how you’ve implemented social media, and maybe what you’re doing on social media that’s similar or different. Stay tuned for next week’s video tutorial!

-Daniel Faggella
CLVboost Founder

About The Author

Daniel Faggella

I grow businesses with marketing automation, email marketing, and conversion-rate optimization. I've spoken on business and emerging technologies internationally and at some of America's finest schools (Yale, Stanford, Cornell, etc...). My marketing strategies have been featured in the Boston Business Journal, MarketingProfs, Direct Marketing News, and much more. CLVboost is where I share marketing strategies, TechEmergence.com is my major pursuit.