Social-Media-for-Lead-Generation
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SOCIAL MEDIA FOR LEAD GENERATION<br />
SOCIAL SHARING<br />
<strong>Social</strong> sharing amplifies your message and your lead generation ef<strong>for</strong>ts, but getting people to share isn’t easy.<br />
People are motivated to share by:<br />
1. Reputation enhancement<br />
2. Access to something exclusive<br />
3. Opportunities <strong>for</strong><br />
co-creation/authorship<br />
4. Competitions<br />
5. Altruism<br />
“When it comes to sharing on social,<br />
pick the channel where you can best<br />
tell your story. If you’re better in<br />
video, use YouTube. If you’re brief<br />
and quippy, use Twitter. Pick what<br />
you like.”<br />
– Chris Brogan, CEO and Founder,<br />
Human Business Works<br />
<strong>Social</strong> Sharing Offers<br />
Keep these motivations in mind, and<br />
try to align them to your social offers.<br />
Consider adding some extra oomph to<br />
your social campaigns and messaging<br />
by employing one of these tactics:<br />
• Refer-a-friend: Create a<br />
compelling offer <strong>for</strong> both the<br />
referrers and referees. This taps<br />
into the same power as peer-topeer<br />
recommendations—people<br />
are far more likely to trust their<br />
friends. Of course, this is also a<br />
fantastic way to collect<br />
lead in<strong>for</strong>mation.<br />
• Sweepstakes: Create a contest<br />
and get your entrants to spread the<br />
word on your behalf. Everyone<br />
loves winning, and contests are<br />
highly shareable on social<br />
channels. You can also gain<br />
important lead data through<br />
entry <strong>for</strong>ms.<br />
• Polls and voting: Everyone<br />
has an opinion, and most<br />
people are happy to share.<br />
Build relationships with<br />
campaigns that engage your<br />
audience and compel them to<br />
share their opinions. You can<br />
also gain valuable in<strong>for</strong>mation<br />
about your leads’ likes and<br />
dislikes, which can help you<br />
plan future campaigns.<br />
• Flash deals: Create a sense of<br />
urgency with a strong CTA and<br />
a time limit—these cause leads<br />
to act quickly. Flash deals can<br />
quickly increase brand<br />
awareness and bring in<br />
new customers.<br />
Utilizing the 80/20 Rule <strong>for</strong> social<br />
So what kind of content should you post<br />
on social channels? <strong>Social</strong> media has<br />
many different functions, including lead<br />
generation, brand awareness, and<br />
relationship building. To be effective, you<br />
need a good balance of promotional<br />
content and thought leadership. We<br />
advise marketers to use the 80/20<br />
rule—80% of your content should be<br />
in<strong>for</strong>mational/educational, and 20%<br />
should be self-promotional.<br />
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