How to Generate Leads from Social Media

How to Generate Leads from Social Media

Author: Vanessa Penagos-Pino / Source: Practical eCommerce Obtaining qualified leads is a challenge for many businesses. Social media can

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Obtaining qualified leads is a challenge for many businesses. Social media can help, as consumers can discover brands that interest them. In this post, I’ll review examples of how ecommerce businesses are using social media to target prospects, build awareness, and gain leads.

Lead Generation on Social Platforms

Lead generation ad formats have been around for a while on Twitter and Facebook, and more recently on Instagram. Lead forms for these ads are built in, prompting the user for information without leaving the ad.

GrowthHackers, a training and consulting firm, allows new subscribers to enter their email address directly in this Twitter ad.
GrowthHackers, a training and consulting firm, allows new subscribers to enter their email address directly in this Twitter ad.

You can build lookalike audiences for Facebook and Twitter ads by uploading customer lists in each platform, to target similar consumers.

It’s important to test these ad formats. In addition to testing copy and images in a lead generation ad, consider testing ad formats, such as a native lead generation ad versus an ad with a compelling image or video. The example below is from Wantable, a fashion and fitness retailer, using a video to capture users’ interest to drive them to a landing page.

Wantable uses video in its Facebook ad to attract interest, to drive prospects to a landing page.
Wantable uses video in its Facebook ad to attract interest, to drive prospects to a landing page.

Offering something for free to drive user interest is worth testing. As an example, Brit + Co, a female apparel and lifestyle site, sells video classes and lessons to learn new skills. In the ad below, the company offers a free class to drive new customers.

Using this Facebook ad, Brit + Co offers free classes to entice prospects.
Using this Facebook ad, Brit + Co offers free classes to entice prospects.

For a more topical or keyword focused approach, many businesses use Twitter to build brand awareness and generate leads. Whether targeting competitors’ customers or replying to a user’s tweet, this tactic can drive prospects to a dedicated landing page. The example below from Green Chef, an organic food delivery company, uses tweets about trying new recipes to entice prospects.

Green Chef uses tweets about trying new recipes to entice prospects.
Green Chef uses tweets about trying new recipes to entice prospects.

Pop-ups with a Social Twist

Website pop-ups, wherein users provide an email address to…

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