Today, a lead is not just a list of contacts. It is a person who has in some way, shape, or form indicated interest in your company’s product or service by giving you their information. In effect, they have raised their hand and ask to be helped.
Their are two types of leads you can develop using Social Media.
- Direct Leads: Direct leads come from sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer — whether that be an ebook, coupon, infographic, or any other piece of content. This form is housed on a landing page dedicated to that specific offer.
- Indirect Leads: Indirect leads are generated by using social media on the path to conversion. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial social media share is helping direct visitors to that landing page.
Now, let’s dive into how you can develop leads via Social Media, whether they are direct or indirect.
- When a customer or prospect voices that they have a problem – solve it! (Indirect Leads) One way to set yourself apart from the competition is to position yourself as an expert within your field or industry. Social media and blogs are a great way to demonstrate your expertise. If you can solve a common customer problem in the process, all the better.
- When you are friended, respond with a personal note. (Indirect Leads) 99% do not respond and by responding you are going to stand out as a person who cares and wants to earn new business.
- Use Calls-to-Action within Cover Photos – (Direct Leads) Example:
If you were on this Facebook Page and clicked on this cover photo, as in all photos you would go to an image display with a caption and room for discussion. However! This company includes a link to the lead capture form within the caption. A clever way to direct someone to your offer.
- Include Links in Image Captions – (Direct Leads) Images get over 50% more clicks than text post. So it is very important to use visuals in your Facebook strategy but also to think of them as a way to create leads when appropriate, by including a link back to your website.
- Host a Facebook Chat – (Indirect Leads) Similar to a Twitter Chat, a Facebook Chat is a virtual gathering of Facebook users to discuss a common topic. You can use a Facebook Chat to bring fans together around a conversation topic you selected and to to develop thought leadership. The key difference between a Facebook Chat and a Twitter Chat is that a Facebook Chat — it’s hosted directly within a post on your Facebook Company Page.
- Content can effectively be posted and spread via social media – (Indirect Leads) It is very important to connect your different channels. An infographic on Pinterest can link to an article. A guest post on a blog can link to a video on YouTube. In fact this article was posted to Twitter, our FaceBook page and Google +.