How To Convert Leads With Social Media

Apr 3 2014, 3:21pm CDT | by

Businesses that engage in social media marketing are already doing themselves a world of good. A strong online presence is crucial to successful online marketing, and social media plays a huge role in building that online strength. Social media, however, can do even more.

Converting leads with social media seems like a pipe dream to many businesses, but for some, social leads actually convert. Stop doubting your ability to turn a real social ROI; here are some of the best tactics for converting leads with social media.

Publish gated content

When you come up with a great piece of marketing content, place it behind a gate when publishing it. A gate is an online form that users must fill out, usually with their name and email address, in order to access the content. Those users are then generally added to a lead funnel for outreach by the sales department, or subscribed to an email newsletter. Gates should be used sparingly, because public content (ie, content that’s accessible to search engine crawlers) is essential for good organic search visibility and SEO. But some marketing channels are perfect for gates, and social media is one of them.

Social media is great for gated content because once users reach your online form, you know their interest has already been piqued. When you post content to Twitter, for example, anyone who clicks your link has already decided they want to view that content. Will some leads be put off by content that requires a gate? Undoubtedly so, but if the content is presented well enough and you have a decent reputation, seriously interested readers will gladly give their name and email address to see it.

One great example is Infusionsoft’s gated eBook. Infusionsoft, a marketing software provider, published an ebook titled “How to Convert Fans and Followers Into Customers, and placed it behind a gate on a landing page. The page clearly explains the features and benefits of the ebook, and only requires a name and email address to access it.

Include a promo code in your profile image

Whether it’s your Facebook cover photo or your Twitter background, static images on your company’s social media profiles serve as ideal locations for promo codes. Leads who just happen upon your profile may be intrigued enough to find out more about your business, and already interested leads will find the encouragement they need to become your customers.

Non-coded offers work too, but codes are especially useful in social media because they provide a direct way to measure ROI. If you create a promo code just for Twitter, every time that promo code is used, you’ll know Twitter converted for you.

One great example of this is HostGator’s Twitter profile. HostGator knows a thing or two about social media conversion; their Twitter profile exhibits a simple call to action in the profile background image, including a 20% off promo code made just for Twitter. With over 50,000 followers, this tactic provides users with an easy way to get in touch, while providing a monetary incentive for doing so that allows the company to track conversions via social media.

Create a clear path to conversion

All too often, businesses develop beautiful social media profiles that offer no opportunity for followers to become customers. A link to your company website isn’t enough. Like all well-converting landing pages, every social profile you maintain needs a call to action and an easy way for leads to complete that specific action.

Of course, your options are limited in different ways for all the different social media sites, but there are a few key tactics any business can use.

  • Drive Facebook fans to convert through a custom Facebook tab. If your main goal, for example, is to gain more email subscribers, create a tab that invites leads to sign up and directs them to your signup page.
  • Drive Twitter followers to convert by publishing your phone number in your profile. Twitter is used very much across smartphones. Make it easy for your leads to call you.
  • Convert Pinterest followers with pin-specific calls to action. Every pin has a place for a description. Include a call to action and the link, email address, phone number, or whatever is needed to complete that action.

Your business is missing out if your social media profiles don’t convert leads. Does every conversion tactic work for every business? No; that’s why you should mix it up, and try different tactics until you find some that work especially well for your business. Other companies are converting leads with social media. Trust that you can, too!

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

NASA's flying saucer among 'Best of What's New'
Washington, Nov 22 (IANS) NASA's Low-Density Supersonic Decelerator (LDSD), a spacecraft that aims to facilitate the safe landing of future Mars missions, has earned a place in the the Popular Science magazine's "Best Of What's New" list.
 
 
Indian helping to light up Gambia (Diaspora Feature)
Banjul (Gambia), Nov 22 (IANS) Like many Indians who are proving to be philanthropists around Africa, Ram Mohan has set up a social business called Comafrique Intelizon Initiative and has embarked on the replacement of candles in villages in the Gambia with solar lights from India.
 
 
Leopards in human areas not conflict animals: Study
New Delhi, Nov 22 (IANS) Leopards in human areas are not always "stray" or "conflict" animals but residents with strategies to thrive in human dominated areas, says the first GPS-based study of leopards in India.
 
 
Golf courses are hotspots for ticks
Washington, Nov 22 (IANS) Golf courses are prime habitats for ticks, the tiny bloodsucking creatures, says a new study.
 
 
 

Latest from the Network

Sharif urges Obama to take up Kashmir issue with India
Islamabad, Nov 22 (IANS) As US President Barack Obama confirmed his India visit for the Republic Day next year, Pakistan Prime Minister Nawaz Sharif urged him to take up the Kashmir issue with India. Obama spoke to...
Read more on Politics Balla
 
Hiding tattoos irks Chris Hemsworth
Los Angeles, Nov 22 (IANS) Actor Chris Hemsworth says he hates having his tattoos covered while shooting for films. In an interview with PEOPLE magazine, the actor also mentioned that it takes hours to cover the...
Read more on Celebrity Balla
 
Bynes has real medical issue: Ribeiro
Los Angeles, Nov 22 (IANS) Actor Alfonso Ribeiro says actress Amanda Bynes, who grabbed headlines recently for her erratic behaviour, acted strangely on the set of the film "Love Wrecked" in 2005. In an interview with...
Read more on Celebrity Balla
 
Walmart 1-Hour Deals also Available Online
The Walmart Black Friday 2014 Ad revealed 9 1-Hour Guarantee Doorbuster deals available in the Walmart Black Friday 2014 Sale. The Walmart Black Friday 2014 sale will start online Thanksgiving morning and lead right...
Read more on Black Friday Countdown
 
Pune FC aim for semi-spot in King's Cup
Thimpu, Nov 22 (IANS) Pune FC will be up against fellow Indian side Assam State Electricity Board (ASEB) in a crucial third round group stage encounter of the King's Cup at the Changlimithang Stadium here Sunday. The...
Read more on Sport Balla
 
We're doing okay: Zak after Robin Williams' death
Los Angeles, Nov 22 (IANS) Late actor-comedian Robin Williams' son Zak says that the family is still coming to terms with life after the actor's death. Zak, 31, opened up about how his family is coping since his...
Read more on Celebrity Balla
 
Indian golfers Shiv, Chiragh tied 13th, 14th at Manila
Manila, Nov 22 (IANS) Indian golfers Shiv Kapur and Chiragh Kumar fired five-under 67 each to finish tied 13th and joint 14th, respectively, after the third round of the $1 million Manila Masters at the par-72 Manila...
Read more on Sport Balla
 
Saarc panel decides to close regional centres
Kathmandu, Nov 22 (IANS) The Saarc Programming Committee, meeting here Saturday for its 49th session ahead of the 18th Saarc Summit, has decided to close down three regional centres and merge four others, bringing down...
Read more on Politics Balla
 
Nepal-India border to be sealed during Modi visit
Kathmandu, Nov 22 (IANS) Some parts of the Nepal-India border will be sealed during Indian Prime Minister Narendra Modi's visit to Lumbini, the birthplace of Lord Buddha, an official said here Saturday. Three...
Read more on Politics Balla
 
Australia rest pace trio ahead of India series
Melbourne, Nov 22 (IANS) Cricket Australia (CA) Saturday opted to rest pace trio Mitchell Johnson, Peter Siddle and Josh Hazlewood for the upcoming Sheffield Shield round matches, keeping in mind the upcoming Test...
Read more on Sport Balla