Gorgeous, on-brand images and lively language? Check. A substantial social following in the channels that matter most for your industry? Check. Leads coming through? Check — and fist bump.

What comes next? Optimizing your social media lead generation so that it converts even more of your engaged audience into clients and customers.

Social media lead generation is the process of turning brand awareness and interest into visitor actions, such as:

• 注册您的每周新闻通讯bob官网官方网站
• Accessing an ebook or white paper
• Signing up for a free trial of your service
• Attending a virtual event
• Engaging with a chatbot

People who take any of these first steps are more likely to take the next and the next. They’ve demonstrated more-than-passing interest in your products or services, and can evolve into high-value, qualified leads — provided you build trust and offer genuinely helpful content along the way.

Social Media Lead Generation Tools

Social Media Ad Retargeting Tools

Ads on social media are a must for any enterprise business. You already use them to raise brand awareness across platforms and then retarget ads to people who visit your website. But generating more warm leads takes retargeted social media ads segmented to address particular interests or pain points.

Image source:IBM Cloud

例如，探索入门指南的B2B网站访问者的重新定位广告与探索更复杂主题的访问者的广告不同。帮助您深入研究更深入和细分现场访问者进行重新定位的工具：

1.谷歌分析–Tracking inbound leadsgenerated through social media will quickly pinpoint which social platforms perform best for your business, as well as what is the most effective messaging and images for your audience.

2.Facebook Custom Audiences–该平台允许您通过网站访问者和拥有的人来定制自定义受众一个lready engagedwith your Facebook ads. To track website visitors for audience customization, you need to addFacebook pixelto your website. Once you’ve installed pixel, you can create retargeted ads for people who have visited a specific blog post or product page.

3.YouTube Audience Manager–这是为特定受众创建连续重定的广告系列广告系列的绝佳方法。第一步是链接您的YouTube channelwith your Google Ads account. Then, through Audience Manager, you can create audience lists of people who watched a specific video or channel page.

4.LinkedIn展示柜和附属页面–Separate from yourcompany page, showcase pages spotlight specific product offerings and initiatives. They are featured on your main page, but they have different audiences and their own followings. For example, IBM features a showcase page for IBM Cloud (pictured above) with nearly 180,000 followers interested in keeping up with that service.

5.Twitter Custom Audiences–细分您的听众retargeting campaignsbased on website or app activity. Your custom audience must be greater than 100 Twitter users to trigger retargeting.

6.Instagram参与定制的观众–创造custom audiencesbased on website activity, shares, and likes, among other options. Instagram also retargets seamlessly with Facebook, its parent company.

7.忠诚–This company is known for their retargeting options, including detailed audience segmentation and exclusions triggered by specific parameters. No more flooding customers with ads or sending an ad for a product they purchased yesterday.

8.Perfect Audience–Perfect Audience is an affordable retargeting option for smaller companies that need to keep the process efficient and simple.

Conversational Landing Pages

Nobody puts chatbot in a (lower-left) corner. At least, not on conversational landing pages. Visitors feel more in control of the experience, because they can get answers to their high-level questions immediately and choose their next steps from multiple options presented by the chatbot.

Image source:Landbot

Conversational landing pages are excellent options for freemium tool pages, complex product pages, and product education sign-up pages. They are popular for B2B landing pages in particular because of the subject-matter complexity in comparison to ecommerce.

9.Landbot–This chatbot platform lets you build a customized conversational landing page. Coding skills not required. The chatbot guides visitors through ‘choose your own adventure’ prompts, so they get the answers they need.

Video Tools for Lead Generation

Engaging, polished, and informative videos are powerful lead generation tools. They can answer customer questions before they’re asked and clarify your value proposition for visual learners.

Image source:Animaker

You can use video to capture attention and educate on social media ads, landing pages, and product pages.

10。Biteable–This program reduces the intimidation factor of video and animation production. Their homepage trumpets the ability to make professional videos “on your lunch break.” The top-tier plan allows collaborative editing, production assistance, custom branding, and access to 1.8 million images and clips sans watermark. Be sure to include closed captioning to make the video accessible — and for those who watch social videos with the sound off.

11.Animaker–Animated videos get attention and can be more cost-effective than live-action video production. Animaker streamlines the process for companies with their enterprise option.

12.Shakr–这款针对初创企业和全球企业的视频制作技术包括A/B测试，创意服务以及设置视频广告系列的支持。

13.Magisto Video Editor–An online video editing tool that uses AI to highlight the most emotional moments of your footage, so you can create videos that connect and inspire.

A/B and Multivariate Testing Tools

Small and large changes to your landing pages and your social media ads can make or break a campaign’s lead generation success. WithA/B testingyou test two distinct options to see which performs better. You can test the design of an entire landing page or a single element, such as a form or CTA.

Image source:HubSpot

Multivariate testing is more complex and measures the impact of several subtle changes on a webpage. Here, you may test different copy options for your landing page H1 and the CTA to discover which combination is most effective for lead generation.

14.Optimizely–该公司全都bob全站app与数字实验有关，使其成为A/B和多元测试的强大合作伙伴。您可以使用Optimizely Web实验工具进行两种测试样式，但只能使用优化性能边缘进行A/B测试。

15.HubSpot–You can conduct A/B and multivariate testing to improve lead generation using the HubSpot CRM. Set up an A/B test of a landing page to see which option results in more form completion. Or, set up multivariate tests to determine whether a distinct combination of copy and background color results in more downloads of a whitepaper.

Social Listening and Competitor Research Tools

这些工具跟踪人们对您的公司以及竞争对手的产品和服务的评价。bob全站app人们喜欢什么？您的竞争对手在哪里缺乏？这可以帮助您调整广告和着陆页副本，以解决挫败感并与人群区分开。

Image source:Sprout Social

16.Hootsuite Insights–This tool lets you track millions of mentions across the major social media platforms, as well as in online forums, the news, and review sites. You can track social sentiment around your brand and industry keywords, as well as social mentions of your competitors.

17.Sprout Social–The social media management tool boasts detailed competitor analysis in their Premium and Advanced plans. To compare your brand’s performance with competitors, Sprout Social breaks reports down by earned (organic) and owned (brand-driven) content and by social platform. This allows you to expand on what’s working and adjust what’s not working.

18.BuzzSumo Competitor Intelligence–这个工具帮助你追踪作品的内容or your competitors, as well as the content that falls short. Use this information to create content, social campaigns, and landing pages that leverage engaging topics across your industry.

Social Graphics Tools

Original, vibrant graphics capture attention on the feed. Here are a few tools to help you create scroll-stopping images.

Image source:Word Swag

29.Canva–This easy-to-use design tool lets you create social media graphics using ready-to-customize templates or your own designs.

20.Word Swag–This one is for the font fanatics in the crowd. Use Word Swag to create text-only social graphics. You can even A/B test how your text-only social ads perform for lead generation against ads that blend images and text.

Landing Page Optimization Tools

Without asharp landing page, your inbound lead generation via social media will fall flat. You want your landing page to be frictionless, with information that meets the expectations you set up in your social post, exact next steps, and engaging CTA button.

Image source:HubSpot

Once visitors fill out a form, don’t forget the personable thank-you page that offers a discount, related blog post links, or simply a compelling or charming on-brand image.

21。HubSpot Landing Page Builder- HubSpot的着陆页构建器可以帮助您optimizewith one-click forms and dynamic content that changes depending on who is visiting the page (first-timers or repeat visitors). HubSpot lets you track the inbound traffic from social media and the performance of CTAs. A/B or multivariate testing will also help optimize the page.

22。Unbounce–The landing page builder and platform helps users create branded pages with an easy drag-and-drop interface. Unbounce specializes in SaaS, ecommerce, and agency landing pages. It’s Social Ads solution helps you create ad-customized landing pages and customizable forms designed to capture more qualified leads.

Social Media Lead Generation Statistics

1. 59％的营销人员表示，社交媒体营销是提高潜在客户生成质量的最有效策略之一。（（Ascend2)
2. 61% of marketers say lead generation is their top marketing challenge. (Hubspot)
3. 67% of marketers say social media marketing generates leads. (社交媒体的考官)
4. Approximately 96% of website visitors are NOT ready to make a purchasing decision. (Marketo)
5. You have less than 15 seconds to capture the attention of website visitors before they leave. (疯狂的鸡蛋)
6. 72% of adults in the US use at least one social media platform. (Pew Research Center)
7. 73% of adults in the US use YouTube. (Pew Research Center)
8. 69% of US adults use Facebook. (Pew Research Center)
9. 89% of consumers buy from brands they follow on social media. (Sprout Social)
10. In 2020, global digital ad spend is estimated to be $385 billion. (eMarketer)
11. 56% of marketers say sales revenue generated is the most useful metric for measuring lead generation quality. (Ascend2)
12. 54% of marketers say they measure lead quality continuously. (Ascend2)
13. 66% of marketers say they generate social media leads with only six hours of social marketing per week. (社交媒体的考官)
14. 74% of marketers with more than four years of experience in social media marketing say their lead generation proficiency improved. (社交媒体的考官)

How to Measure Lead Generation for Social Media

Analyze, adjust, repeat. It’s a marketing mantra across strategies for good reason, and social media lead generation should be part of your analysis. Here are the essential metrics to track and analyze:

Click-through rate –This metricshows whether you are effectively segmenting audiences for your social ads. If you speak to your customers’ interests, questions, and pain points, your CTR percentage will be higher.

The CTR is calculated by dividing the number of clicks on your social media ad with the number of ad impressions and multiplying the result by 100. That is your CTR percentage for a given ad or campaign.

Conversion rate –这是衡量的the number of people who took the lead generation action you wanted your social ad to prompt, such as joining your newsletter, downloading a whitepaper, or requesting a quote.

Leads per channel –Knowing how many leads you get per channel often tells you where your customers prefer to engage and where you should focus your social ad spend. However, if your campaigns aren’t generating leads on platforms known to yield results for your industry, you may need to A/B test or rethink yoursocial ads strategyon that channel.

Form abandonment –If yourform abandonment rate很高，可能有太多的信息要求。业务潜在客户可能会犹豫提供其全名，电子邮件，公司名称和手机号码。bob全站app

Leads to qualified leads –How many of the leads you generate via social media aretruly qualified? That means they successfully resulted in sales or were, at the least, promising for future business. To get the qualified lead percentage, divide qualified leads by the total number of leads and multiply by 100. To make improvements, you may need to further refine your social media messaging for your target audience.

It’s tempting to set your social media lead generation strategy to autopilot, especially when you get positive results. But gaining a better understanding of your audience and fine-tuning your social ads can deepen trust, enhance your lead generation, and significantly boost their quality.