How To Optimize Social Media For Lead Generation

I’ve seen it one too many times before: marketers make the mistake of treating social media as a “hobby”. They post on Facebook a couple of times per week and expect massive amounts of traffic to suddenly appear.

The reality is that social media is just like any other endeavor in life. It requires time, patience, and persistence.

In this article, I walk through how to optimize your social media to generate more leads in your business, using strategies that help convert readers into prospects and potential customers.

Since it’s inception, social media has maintained a skyrocket growth pattern. Just recently, Shareaholic analyzed traffic sources from 200,000 websites over a four month span and found that Facebook alone generated 17.41% of traffic on the Internet.

This data suggests that social media is no longer considered a “trend.” It is here to stay, and this is only the beginning.

In this article, you’ll learn:

  • How to automate your social media marketing by setting up regimens
  • Why your reader’s demographics are correlated to their buying behaviors
  • How to create products that are almost guaranteed to sell
  • How to optimize your social media platforms to generate the most leads into your business

Let’s get started.

Execution Is Everything
Social media is all about creating useful content on a consistent basis. If you don’t have a concrete plan, it will almost always result in failure. You simply can’t rely on your willpower and motivation to build a qualified social media presence.

Instead, you need to cultivate a series of regimens and rituals that will hold you accountable.

Social media is a long-term strategy. There aren’t any magic pills or secrets that will shortcut the process. You need to take an honest assessment of the time that’s required to build an audience.

Bad Strategy: “I’m going to post to social media each day in the morning, afternoon, and evening.”

Good Strategy: “Every Monday at 10am, I’m going to dedicate one hour to schedule my posts for the week. Each night, I will spend an additional 15 minutes engaging with my audience.”

After a few weeks, this will become as routine as brushing your teeth in the morning. Automating your social media strategy is key to building long-term traffic in your business. Remember, social media is about execution and consistency. Don’t rely on your impulse and commit to a strategy today.

Enter The Conversation In Your Reader’s Mind
The basis of your social media strategy will depend on demographics and psychographics.

Demographics
Demographics refer to data that describes a specific group of people. They include their age, gender, location, education, marital status, and income levels.

The most pertinent data for your business will most likely be your readers age and gender. These statistics will help determine your customer avatar. When you understand the age and gender of your potential buyers, it makes it much easier to communicate with them in your marketing. A simple tools that accesses demographic information is called Google Analytics.

In Google Analytics, navigate to “Audience – Demographics – Overview” on the left side tab.

Optimizing Demographics to Generate Leads
Demographics help you understand who your readers are. When you determine the age and gender of your visitors, you can structure your social media to accommodate them.

Imagine that you had a fitness blog, and the majority of your readers were 40 year old men looking to build muscle. Would you write an article about how to help women lose weight before their wedding?

Of course not.

Instead, you can create valuable content that will entice 40 year old men who are looking to add muscle mass. You can explicitly speak to these demographics in the headlines of your articles (“How To Build Muscle If You’re Over 40”). The footer of the article can include a banner that offers your reader a white paper that’s relevant to the content in the article.

You can also present this widget as a pop-up when your reader first visits your website, or as an “exit pop-up” when they are about to leave. This strategy will enhance the number of leads in your business, in addition to the overall engagement on your website.

Psychographics
Psychographics allow you to understand your audience at a much deeper level. They will reveal the core desires and fears of your prospect, which is a critical component to content creation.

Here are some questions you should be asking about your reader:

  1. What is their number one goal?
  2. What is their greatest fear?
  3. What has been their biggest obstacle?
  4. How would their life change if they were able to achieve their goal?
  5. What specific objections are preventing them from becoming one of your customers?

Unfortunately, there is no website that reveals this type of information about your reader. However, you can set up systems in your business that encourages your prospects to provide you with this information. Here are some useful strategies to help you determine the psychographics of your readers:

Forums: This is a place where you can discover the behaviors of your readers. You can learn the specific language they speak and integrate it into your marketing. Simply “Google” your [NICHE NAME] FORUM and you’ll get a list of websites to choose from. Ensure that each forum correlates to the demographics of your target audience.

Comments: Responding to the comments on your blog, Facebook page, and YouTube channel will help you gauge the goals and desires of your readers. If you are just starting a website, you can analyze the comments of another blog that’s similar to your niche.

Optimizing Psychographics To Generate Leads
Far too often, business owners create content based on their level of expertise and not what their customer wants. When you understand the psychographics of your reader, you can tailor your marketing to fulfill their goals and desires.

Although forums and comments are useful, there’s a much more effective strategy that can help generate more leads in your business. By enticing your prospect to fill out a survey, you can enable them to answer these questions for you.

How exactly would you do this?

It’s fairly simple. When your reader opts in to one of your squeeze pages, direct them to a “Thank You Page” that includes a survey. Inform your reader that the purpose of the survey is to help them achieve their goals faster. Upon completion of the survey, reassure them that they’ll get instant access to the widget they opted in for. In the survey, ask specific questions related to their goals, desires, fears, and frustrations.

This information will become marketing gold to your business. It will allow you to segment your new prospects based on their wants and needs. This will ultimately increase your ROI and customer lifetime value.

Now, will literally every one of your prospects fill out the survey? Perhaps not. However, if the content on your website is aligned with their goals, the majority of them will. Tools like Survey Monkey make it virtually effortless to create simple surveys.

Picking The Right Platforms
Attempting to conquer all the various social media platforms is a common mistake that many business owners make. Instead, find the channels that can be leveraged in your particular niche.

If you are in the fitness niche, video and images are more likely to resonate with your followers. Platforms such as YouTube, Facebook, and Instagram will be your best options.

Each social media channel can be optimized for lead generation in a variety of ways:

  1. Your posts can direct readers to a blog post that has an opt-in pop up.
  2. You can link your posts to an opt-in page that solicits their email address.
  3. You can send readers to an article that includes a banner at the footer of the page.
  4. Your videos can include annotations and descriptions that direct viewers to a squeeze page.
  5. Your profile can contain a link to your website.

Your goal is to ultimately convert your followers into subscribers and potential customers. Each piece of content you create should relate to the core benefits they are looking to glean.

Social Media Is A Cocktail Party
You wouldn’t pitch someone at a cocktail party as soon as you met them, right? Instead, you would take the time to understand who they are and what they’re interested in. The same approach needs to be incorporated into your social media campaigns. Refrain from trying to close the sale on the first attempt, and encourage your readers to take the next logical step in your marketing sequence.

The 80/20 Rule
As a general rule of thumb, 80% of your social media content should be useful, educational content that instills trust in your reader. The other 20% can present them with an offer or direct them to a squeeze page. Make sure to integrate pop-ups and banners with your educational content. This will constantly present your reader with an opportunity to subscribe.

Conclusion
Social media can be an integral source of traffic to your business. It’s not something that should be treated as a hobby, and requires a concise plan to get started. Now that you’ve learned some proven strategies to convert your followers into prospects, it’s time for you to execute.

Block off an hour or two each week to automating your social media. After a few months, you’ll start seeing some traction. After a year, you’ll notice drastic results.

Although you are positioned as the “expert”, your content should speak to the wants and needs of your readers. Remember that your goal is to build a sustainable business, not just a “following.” Your focus should be converting your followers into prospects, and those prospects into buyers.

-Daniel Faggella
CLVboost Founder

Image credit: E-Media Asia

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.