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August 8, 2022 Content Chat Recap: How To Drive Leads from Social Media

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A Content Chat header image that says this chat recap topic is how to drive leads from social media with guest Chris Smith

Social media channels can be powerful for building brand awareness and capturing new leads, but you cannot expect to use the same lead generation strategies across your brand accounts. In this #ContentChat, we’re joined by Chris Smith (@Chris_Smth), author of The Conversion Code, to discuss how to drive leads from social media and the unique features that will accelerate your success. Read the full recap below to learn:

  • Channel-specific tips for Twitter, Instagram, TikTok, and LinkedIn
  • Ways to use video content to attract leads
  • Strategies for finding new communities on social media

Q1: How can social media channels provide valuable lead generation opportunities for brands?

Social media channels can attract high-quality leads if you regularly share engaging and helpful content.

Networking on social media can connect you to potential brand customers or partners.

And social media is a goldmine of information on your ideal customers. Listen to see who is expressing a need for a product/service/solution that you offer, and engage them in casual conversation if appropriate.

Q2: Many marketers are finding Twitter engagement rates to be mercurial so far this year. How can content marketers best reach prospective customers on the platform?

Twitter has fewer users than Facebook and YouTube, but the platform’s focus on conversations makes it a great space to drive engagement.

Consider using paid Tweets to capture attention, especially during the first 30 seconds that someone is on the site.

Create lists to filter through specific audiences or personas.

Visual content can help stop the scroll.

Join relevant industry communities.

Tailor your content to address specific customer needs.

And stick to conversations that are brand relevant.

Q3: Is Instagram a viable channel for lead generation? If so, what features are most helpful for widening your reach?

Create a combination of Reels, Stories, and Carousels to maximize your reach, and use CTAs that drive action within Instagram (like, comment, DM) instead of providing a traditional link or landing page.

Explore hashtags to uncover new leads.

Q4: Facebook Ads can be powerful for reaching potential buyers. What tips can you share for driving an effective Facebook ad campaign? #ContentChat

When running a Facebook Ad campaign, customize the advanced settings to maximize your success.

Read the comment on your ads. Do not run an old ad with negative comments or pitches for your competitors.

Q5: What type of content works best on TikTok to attract leads?

According to Chris, short, unpolished videos perform best on TikTok, especially with a CTA and engaging add-ons.

Leverage trending sounds in a brand-relevant way.

And create edutainment content that provides tips or lessons in a fun and authentic way.

Q6: What are your tips for how to optimize social media videos to attract and convert leads?

Keep videos short, and shoot them vertically.

Use CTAs that provide tangible next steps for your viewer.

Optimize videos based on each platform’s requirement.

Include short copy to reinforce points made in the video.

Create video snippets and teasers that spotlight key learnings.

Q7: How can content marketers maximize their lead generation success on LinkedIn?

Experiment with LinkedIn’s dynamic ads.

Demonstrate expertise by sharing educational content or industry news, not just sales materials or brand-specific messages.

Build relationships by posting content regularly and engaging with other people’s content.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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