Everyone wants to generate leads on social media, but where do you even start? How do you even know that your leads are quality leads?

Wasting resources on generating leads that will never convert is the worst thing you can do. To avoid this, you need to know more about your audience so that you can better target the right people.

Enter social media. Most people never respond to cold calls but feel ready to have a social media conversation.

Social media can help generate quality leads that will actually convert. But how is it done? Keep reading to find out all about it.



Gated Content

Social media marketing is all about connecting and engaging with your audience. The more you know about them, the easier it becomes to target those who are more likely to convert.

Gated content refers to content that is hidden behind links. It’s something that you know your users will find useful and valuable, something they’ll want to click on. Offer them something you know they won’t be able to resist.

People who are interested and do make it to your landing page are then requested to submit their contact details. Once people start filling in their information, you’ll be receiving more and more information about them.

This common lead generation tactic can then inform your marketing strategy and following marketing campaigns. You will know more about the visitors who were interested in your content, so you can use this information to target them and generate even more leads.


Fact: People love free stuff. Running contests can generate a huge amount of leads, but that’s not always a good thing.

Lead generation needs to be effective and worthwhile. This basically means that you want to generate leads that you know have a higher chance of converting in the future.

Contests are great, but for people to even bother entering, you need to offer them something that they consider valuable. But it should be just that. If it’s too valuable ( so much so that everyone wants it), you won’t be able to tell which leads are genuinely interested in your product or service and which entered the contest just for the freebies.

So, what do you do? Offer something that only your target audience will be interested in. This could come in the form of free software, a free x day trial of premium service or a free upgrade to a higher tier of service.

The most common way to run a contest on social media is through sharing, liking, following, commenting etc. This is the best way to ensure a large number of entrants. Depending on what the offer is, you could end up with too many leads in the end.

Adding an extra step to the process will help you filter out leads that just entered the contest because it was extremely easy to do so. A link to a landing page that requires information to be accessed (much like gated content) will ensure that only people who are truly interested go all the way.

Social Media Advertising

Advertising on social media can be extremely effective. This is because social media sites have access to so much personal information about their users.

When running an ad campaign on social media, you can define the exact audience and set a specific amount of money that you’re willing to spend.

Facebook lead ads format allows customers to connect with your business without even having to leave Facebook. People are much more likely to enter their contact details if they know they have not left Facebook. Facebook automatically populates forms, meaning that it only takes a few seconds for users to connect.

Instagram is owned by Facebook, which means that Facebook lead ads can also appear on Instagram. To appear on Instagram, lead ads need to follow specific guidelines.

Keep in mind that Instagram will only automatically populate forms with basic user information (name, email, phone number, and gender). If you want to collect more information, then users will have to type it in.

LinkedIn may or may not be the place for you to advertise your product or service. Just like Facebook lead ads, LinkedIn Lead Gen Forms don’t require any typing to complete.

Customise Your Facebook Tabs

Your main business page can be a great venue for lead generation, especially if you often run marketing campaigns that incorporate coupon giveaways, product/service discounts, and contests.

Wouldn’t it be great if you could somehow inform people of promotional content without them even having to see your ads? You can do just that by customising your Facebook tabs so that useful lead generation tools, such as discounts and contests, are clearly visible on your main page.

Customising your Facebook page tabs can help you highlight offers and contests that are so often used for lead generation on social media sites.

Facebook itself doesn’t allow for too much customisation, which is why you might have to work with a developer to ensure everything shows and works properly. If you don’t want to deal with code, you’ll find plenty of apps online that can help with the creation of custom tabs.

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Lead Generation – Bonus Tips

  • Host webinars. Live videos and webinars on social media are both great ways to generate quality leads on social media. You can either present the video as gated content, or you could open up the video to a wider audience and offer rewards for participation.
  • Geotargeted search. You can search for people looking for a product or service in a specific area by using advanced geotargert searches, such as the Twitter advanced search page. Other social media management and lead generation tools, such as Hootsuite, can help you search for popular terms in a specific area.
  • Social media listening. It’s important to know what’s happening in your industry at any given point in time. Monitor crucial keywords to find out what people are looking for. You’d be surprised at how much you can learn about people just by looking at the things that they search.

If you’re looking for a failproof way to market your product and generate more quality leads through social media, then you should definitely check out our Facebook Video Ads article.