How To Generate Leads and Engagement with Social Media Advertising

on October 19, 2015

How To Generate Leads and Engagement with Social Media Advertising

While B2B social media marketing comprises free, organic brand evangelism, paid advertising can help you reach a vast portion of your audience, and teach them about your brand. Particularly for B2B marketers, the rise of social media advertising demands attention: social ad spend is expected to grow to nearly $14 billion by the year 2018. By judiciously combining paid social campaigns with an already-existing social media marketing strategy, you’ll potentially open the floodgates to interested prospects.

Here, we’ll show you a roadmap for implementing social media advertising alongside your existing social strategy to generate and engage leads.

Determine how you’ll measure success

Before you even start your social media advertising efforts, you have to know how you’re going to track performance. Deciding on which key performance indicators (KPIs) matter ahead of time will allow the most effective ads for your marketing objectives to emerge.

A word of warning: B2B marketers should avoid tracking “vanity metrics,” such as the simple number of Facebook followers and Likes or Twitter Retweets you’ve managed to collect. While such numbers might provide some sense of your brand’s exposure to the market, they are useless for lead qualification.

To really get a sense of what your social media advertising campaign will achieve, you should decide from the outset to focus on very specific KPIs. Here are a few examples to choose from:

Whichever KPIs you choose to track, you’ll have a handle on the most important metrics for refining your social media ads to meet your company’s specific goals.

Take stock of what already works

If you’ve been engaged in organic social media marketing for any length of time, you’ve probably garnered some attention from your target audience. Now, you can use what’s worked to guide your foray into paid social outreach.

Your most popular content pieces shine a spotlight on what will likely attract future prospects. It only makes sense to build on top of success:

Knowing what has worked well for your audience is a surefire way to begin your social media advertising efforts on the right foot.

Write ads based on the targeting options and analytics offered by each social network

Each social network has its strengths and weaknesses when it comes to targeting. Use the unique offerings of each platform to make informed decisions about the structure of your advertising campaign.

B2B marketers have more tools at their disposal than ever before to understand their target audience on an intuitive level. Use the gifts given to you by each social platform to create targeted ads that speak directly to your prospects.

Schedule your promotions in a way that seamlessly complements your organic social marketing

Once you draw up a plan for your social advertising campaign, schedule ads to go live alongside organic posts with social media management software. Engage with prospects via social ads just as you would through organic discussion threads that remain locked inside social platforms. Over time, a clear picture will emerge of which ads garner the most engagement, which ones drive positive change in your selected KPIs and what refinements you’ll need to make to bring in even more qualified leads.

There’s a vast number of highly qualified leads you would simply never find without social media advertising. With KPIs of interest and specific insights gained from inbound social marketing in mind, you’ll find that social advertising is indispensable to your lead generation arsenal.

Cover Image via @pixlars

Lead Generation