Lead Generation: Proven Social Media Strategies That Work Every Time

Singapore business owners should invest more time into lead generation on social media.

When it comes to generating leads, not all Singapore business owners consider Social Media Strategies as the best tool. Many have tried to garner customers from social media platforms but have ultimately failed. Now, these businesses tend to avoid it altogether. This is especially the case since recent algorithm changes. Reaching your entire audience used to be a straightforward process, but now numbers are are starting to dwindle.

This isn’t to say that all hope is lost with social media. Believe it or not, there are still opportunities available for lead generation on your social platforms. Take a look at three social media marketing strategies that could change the way you view your lead generations.


1. Run a Contest With Images


If you’re an avid social media user, then there’s a good chance that you’ve seen tons of photo contests. The general idea is that the user submits a photo that fits a certain theme or follows specific guidelines for their chance to win a prize. What’s great about this type of contest is that it results in content that is user generated. Not only does it create a buzz about your brand, but these images can be later used on different platforms.


Why this works:


This type of contest works for two reasons: it’s visual and it allows people to interact with your brand. People really enjoy being creative. And by allowing people to submit images, you give them the opportunity to contribute to a brand that they’re interested in. Sure, they would like to win the prize, but ultimately, they get joy out of participating and being apart of a community.


Here’s how to do it:


When holding a photo contest, the goal is to get as many people to participate as possible. So make sure that you encourage all of the participants to share what they have created on social media. Let them know that with each additional share, they get a bonus entry, which means there is a greater chance of their actually winning.


What to keep in mind:


When running a contest, you need to make sure that your goals are clearly defined. What should be the end result of your contest. What type of theme will result in the best user generated content? How can this contest help both you and your fans. How will it help to tell the story of your brand?


2. Steer Them Towards Gated Lead Magnets


One of the reasons it’s so challenging to turn social media followers into actual leads is that in most cases all of their brand interaction is confined to the social media platform. In order to turn your followers into leads, you need to lead them away from the platform and on to a channel that you can control, like your website. More specifically, you need to lead them to a landing page that contains a lead magnet that is of high value.


Why this works:

This strategy works well because it limits the options of what your visitors can do when they are taken to your landing page. When a lead magnet has been paired with a landing page, the only goal is conversion. So the lead can either choose to convert or leave altogether.


Here’s how to do it:


When it comes to promoting a lead magnet, you have two options: organic or paid. If you choose to promote it organically, there are several things you need to take care. First, pin your lead magnet at the top of each of your social channels. Change all of your cover photos to highlight it. Include it in inline call to actions within all of the blog content that you share. Create custom landing pages on Facebook. You should also make sure to share it regularly across each of your social media channels.


What to keep in mind:


Though you could always choose between paid or organic methods of promoting your lead magnets, it’s a good idea to do both. When you use paid ads, if you are offering something that people want, it will return a ton of traffic at a reasonably low price. Paid ads can be especially helpful to new businesses–it can result in immediate traffic. Even if you’re worried about overspending, you can adjust the price to only what the lead is worth to you.


3. Run a Sweepstakes


Perhaps you are not interested in running a contest. You could always run your own social sweepstakes. All you need to do is come up with an awesome prize, create your landing page on which to accept your entries, and then choose your winner.


Why this works:


Just as is the case with a contest, this will allow your visitors to interact with your brand. It also makes for great user generated content. For example, if you ask that your followers includes 200 words about why they love your brand or think that they should win, you can later use these particular pieces of content in the future.  


Here’s how to do it:


Start by making a post which urges your followers to visit the link to enter the sweepstakes. This links should ideally send them to your landing page which asks them for their personal information. You may also set up a few guidelines–perhaps requiring them to write a certain amount of words about what they would like to win the prize. When you ask them to do this will make the best entries stand out.


What to keep in mind:


When holding a sweepstakes, you need to be diligent about the way that you promote it. It’s a good idea to promote your sweepstakes across all of your platforms. You should also promote on your blog and to your email subscribers. Never rely on one form of marketing to get the word out.


The Takeaway


A lot of Singapore businesses have given up on social media when it comes to lead generation. However, as you can see, sometimes it just takes a few tweaks of your social media strategy to get the most out of your campaign. Running a contest with images, steering your followers towards a gated lead magnet, and running your own sweepstakes can really go a long way.


Just make sure that the options you choose will actually appeal to the target audience that you’re interested in. You need to put your time into planning your strategy carefully from the very beginning in order to get the most out of it. When you have found something that works for you, you can continue to change the theme and continue to use this strategy time and time again. Spend all of your time on what works.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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