2. Lead Generation Through Social Media
Alex Fisher // Digital Marketing Consultant

3. Introduction Freelance Digital Marketing Consultant based in Leeds, UK
8 years of experience within the Digital Industry
Digital Marketing Manager at a top UK Integrated Marketing Agency
Experience working across Digital Strategy, SEO, Paid Social advertising, Social strategy

4. Overview Introduction to Digital Marketing & Lead Generation
The role of Social Media
Marketing Strategy
Organic Social Media & Lead Generation
Paid Social Media & Lead Generation
Reporting on results
Top tips
Q&A

5. INTRODUCTION TO
Digital Marketing
& Lead Generation

6. “Achieving marketing objectives
through applying digital technologies.”
(Smarter Insights, 2000)

7. Digital Marketing OWNED MEDIA EARNED MEDIA PAID MEDIA SEO WEBSITE BLOG
SOCIAL CHANNELS
SHARES
MENTIONS PR
REVIEWS
EARNED
MEDIA
PAID
MEDIA
PPC
PAID SOCIAL
DISPLAY
RETARGETING

8. Driving Traffic

9. Reach
Driving Traffic

10. Reach
Engage
Driving Traffic

11. Brand Awareness
Reach
Engage
Driving Traffic

12. Brand Awareness
Reach
Online Visibility
Engage
Driving Traffic

13. Brand Awareness
Reach
Online Visibility
Engage
Driving Traffic
Sales

14. Brand Awareness
Reach
Online Visibility
Engage
Lead Generation
Driving Traffic
Sales

15. Lead Generation

16. or service in some way, shape, or form.”
“A lead is a person who has indicated interest in your company's product
or service in some way, shape, or form.”

17. Lead Generation
Website visitors
Newsletter signups
Form completions

18. Lead Generation
Brand
Impressions
Clicks
Leads
Sales

19. Lead Generation
Brand
Impressions
Clicks
Leads
Sales

20. Lead Generation PAID MEDIA OWNED MEDIA WEBSITE CTA INBOUND SALES
DIGITAL MARKETING
EARNED MEDIA

21. Lead Generation LEAD GENERATION LEADS CLICKS LEADS BRAND IMPRESSIONS
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
WEBSITE
CTA
DIGITAL MARKETING
INBOUND SALES
Lead Generation
LEAD GENERATION
LEADS
CLICKS
LEADS
BRAND
IMPRESSIONS
BRAND
IMPRESSIONS
CLICKS

22. The Role of Social Media

23. “74% of people say they use Facebook for professional purposes”
“The number of monthly active Instagram users has grown to 1 billion”
“LinkedIn now has 590 million users with 260 million of them being active on a monthly basis”

24. Can social media be used for lead generation?

25. Constant connectivity

26. Constant connectivity
Mood, mode & context

27. Constant connectivity Mood, mode & context
Complex & unique user journeys

28. Constant connectivity Mood, mode & context
Complex & unique user journeys
Personal content favoured in feeds

29. Constant connectivity Mood, mode & context
Complex & unique user journeys
Personal content favoured in feeds
Difficulty measuring success

30. Social Media Building relationships Engaging with your target audience
Driving users to your website
Communicating brand values & messaging
Increasing brand awareness
Customer service
Being involved in relevant online conversation
Reacting to topical conversations / live events
Supporting wider marketing campaigns

31. Social Media
Brand
Impressions
Clicks
Leads
Sales

32. Social Media
Brand
Impressions
Clicks
Leads
Sales

33. So, can social media be used for lead generation?

34. YES. Although…

35. Social Media should support Lead Generation as part of
YES. Although…
Social Media should support
Lead Generation as part of
Integrated Digital Marketing

36. OWNED MEDIA EARNED MEDIA PAID MEDIA SEO WEBSITE BLOG SOCIAL CHANNELS
SHARES
MENTIONS PR
REVIEWS
EARNED
MEDIA
PAID
MEDIA
PPC
PAID SOCIAL
DISPLAY
RETARGETING

37. Marketing Strategy

38. Marketing Strategy Discover Develop Deliver Brand Research / Insight
Objectives
Approach
Content
Campaigns
Social activity
Paid advertising
Reporting

39. Marketing Strategy
Awareness
Interest
Conversion
Retention
Advocacy

40. Marketing Strategy
Objective
Audience
Channels

41. Objectives Brand awareness / Reach
Increasing the awareness of your brand to your target audience
Engagement
Increasing social interaction e.g. likes / comments / shares / clicks
Driving traffic
Sending users to dedicated landing pages on your website
Leads
Encouraging users to carry out an action to express interest e.g. form sign ups / sign up to newsletters

42. Target Audience Data insights
Access all available data to inform who your target audience is e.g. CRM data, GA demographic data
Define a set of general personas
Age range & life stage
Technology used
Motivations
Frustrations
Goals

43. Facebook

44. LinkedIn

45. Twitter

46. Instagram

47. COMPETITORS
Which social channels do they use?
How often do they post?
What content do they post?
What content seems to get engagement?
What format of content resonates well?
Are there similarities / differences across competitor activity?

48. Social Strategy Objective Audience Channels Social Engagement
Students, 18-24
Instagram
Facebook

49. Social Strategy Objective Audience Channels Driving Traffic
Professionals,
LinkedIn
Facebook

50. Paid Social Media
& Lead Generation

51. WHY IS SOCIAL ADVERTISING IMPORTANT?
Algorithm updates mean it’s harder for branded content to be seen in feeds
It’s harder to gain social engagement organically
It allows you to reach the right people, at the right time
It expands your reach significantly

52. Paid Social // Pros Twitter LinkedIn Instagram Facebook Great for B2B
Specific targeting
Largest audience available
Great driver of traffic
LinkedIn
Great for B2B
Targeting specific job roles / companies
Twitter
Easy to set up
Generally a low CPC
Instagram
Higher than average engagement rate
Young, active audience

53. Paid Social // Cons Facebook LinkedIn Twitter Instagram
Restricted with imagery that you can use – 20% text rule
LinkedIn
CPC is much more expensive than other channels
Twitter
Targeting is not very specific & much broader than other channels
Instagram
Lower click through rates

54. Example Paid Social Advertising
Facebook & Instagram
Example Paid Social Advertising

55. Facebook Business Manager

71. Example Paid Social Advertising
LinkedIn
Example Paid Social Advertising

83. Organic Social Media
& Lead Generation

84. “All Social Media activity should be founded in brand messaging & objectives”

85. Organic Social Media Developing a strategic content plan
Regular posting across channels
Actively engaging with others
Engage, don’t just broadcast
Outreaching to influencers
Following relevant accounts
High quality imagery / video

86. Aims & Objectives Facebook Instagram LinkedIn Twitter
Specific targeting
To showcase expertise
Drive traffic
LinkedIn
To showcase expertise & thought leadership
Connect with key prospects
Twitter
Engage with relevant audiences
Reactive engagement
Instagram
To increase brand awareness
To increase engagement

87. Channel Roles Instagram Facebook LinkedIn Twitter Specific targeting
Primarily supported by paid advertising
LinkedIn
Showing expertise within the industry
Displaying thought leadership
Twitter
Being on the pulse with industry news
Engaging in relevant conversations
Instagram
Showcasing high quality imagery & inspiration
User generated content

88. Channel Content Facebook Twitter LinkedIn Instagram Case studies
Testimonials
Blog posts
Sharing expertise
Industry news
LinkedIn
Case studies
Sharing expertise
Client wins
Testimonials
Opinion Recruitment
Blog posts
Twitter
Case studies
Blog posts
Inspiration
Project updates
Industry news
Events
Instagram
Case studies
Sharing expertise
Testimonials
Behind the scenes
UGC

89. Reporting on Results

90. Social KPIs Follower increase Clicks Likes Shares Comments Impressions
Engagement rate
Leads

91. Facebook Reporting

92. Facebook / Instagram Reporting

93. Facebook / Instagram Reporting

94. LinkedIn Reporting

95. LinkedIn Reporting

96. Twitter Reporting

99. Top Tips

100. Top Tips Integrated approach Test & evolve Mobile Paid support
Consistency
Paid support
Engaging content
Clear call to action

101. Thank you

102. Q&A