Generating interest from potential customers requires a multifaceted strategy, and lead magnets can form an important part of this.
With the right incentive, you can take casually interested leads and convert them at the very top of your sales funnel, providing you with a starting point which will eventually result in a sale.
In the social media age, it’s important to consider what role your lead magnets can play in this context. So let’s look at a few options you have for combining lead magnets with social posts, and why this makes a difference.
If you’re new to the concept of lead magnets, it’s worth touching on what they are before we get any further.
Simply put, a lead magnet is something you offer to prospects to convince them to part with their contact details, such as their name and email address.
Lead magnets can take many forms, but more often than not they are a piece of content which is provided to leads in return for the aforementioned personal info. For example, when looking for a piece of business continuity software to download, you may come across sites that will offer you to book a free demo or subscribe to a company's newsletter and provide your email address in return for a discount.
Whether you write an eBook on a topic relevant to your market niche, you provide templates which others can harness to their advantage, or you even create video tutorials, having lead magnets to hand can transform conversion rates.
You probably already make use of social media to post content that’s aimed at connecting with your ideal audience. However, it’s important to consider that lead magnets are different to the content you give away freely on your social feeds.
There are a few ways to integrate lead magnets with the social platforms you occupy in order to generate engagement, so let’s go over some of them to give you the inspiration you need to get started.
All good social platforms give you a bio; that place where you can explain who you are and what you do. For business and brand accounts, the bio is also ideal for adding things like links to your website and details about your latest products.
The ability to include links in your bio means that this is a place to give lead magnets a prime spot to get noticed. So long as you use social media reporting software to track performance and analyze the impact of linking to content here, you’ll quickly get a sense for how much traffic and traction this tactic generates.
Social services like Twitter and Facebook let you pin a post to the top of your feed, and so this is typically the place to showcase the best of what you have to offer.
Despite this, the social media network is vast enough to deliver good outcomes. You will succeed, though, if you can beat the algorithm by figuring out the best times to publish and reach your target audience. Post scheduler for Facebook will be the ideal tool to help you overcome the algorithm
New organic Instagram followers, or just those who are checking out your profile casually, will encounter this post first and foremost, so pinning a lead magnet link here is also sensible.
Without this approach, it’s easy for your important posts to get lost in the flurry of activity that typifies modern social networks.
It’s not enough to add a link to your lead magnets and assume that people will interact with it automatically. Instead, you’ve got to compel them to take the plunge, and including tidbits from the main body of the content as the focus of social posts is perfect for this purpose.
Let’s say you’ve got an eBook about how to host industry events. To sell it on your socials, you could lift key quotes from the copy and present them as shareable images, to accompany the download link, acting as a taster for what to expect from the full publication.
If you’re promoting a video tutorial or training series, then you can cut together clips, effectively a highlights reel, to distribute on your social feeds in much the same way.
Aiming to attract organic traction on social media with your lead magnets is all well and good, but you don’t just have to rely on it if you’ve got ample marketing budget available.
This is where paying to promote your carefully crafted content comes into play. Lead generation ads are part and parcel of modern social media advertising, and the top platforms have their own promotional tools which let you create paid posts very quickly.
Obviously, there’s a cost that comes with this, and if you don’t pitch your content correctly you could end up paying for clicks that don’t end up converting. That’s why you have to stay on top of monitoring paid ad performance and making adjustments if the results aren’t aligned with your aims and budget.
You might be worried about overloading your followers with the same posts, but that doesn’t mean you should always be aiming to offer them something new.
As mentioned, social feeds can fly by at a rate of knots and it’s very easy to miss out on content as a result. So there’s no harm in reposting your lead magnets several times over a set period to ensure that they are seen by as many prospective customers as possible.
Clearly, it’s not a good idea to get too spammy with your reposts, but equally, you can get away with sharing content again once a day for the first week after it goes live, and then less frequently after that.
Lead magnets and social posts really do go hand in hand, and it’s necessary to switch up your approach to combining these if you want to see a marked difference to how your incentivized content performs.
Not every strategy will work for every business or market niche, but by plugging away and experimenting on your own terms, you’ll build a picture of what clicks for your audience, and what doesn’t.
Most importantly, don’t let lead magnets go live and then immediately lay dormant, without doing the job that they were intended for. Squeeze as much as you can from them with social media, and you’ll understand why this combination is used so often.
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