Since the reach of organic (unpaid) social media is now so low – less than 1 in 50 of your followers typically even sees a company’s post – using paid social can be far more effective. And with the data that platforms like Facebook and LinkedIn have you can target your ads really well. (You can also target just to people on an email list that you upload.)
As with any digital marketing, you can significantly improve how many results you get by using built-in on-site forms rather than having people click a link to go to a form on your site. These forms will auto-complete information that the site has about the user (with their permission) making it super easy for them to respond – which is even more important on mobile. Facebook claims that these forms increase leads by 2.8 times over sending them to your site.
· Linked lead gen forms are available on Sponsored InMail and Sponsored Content
· Facebook provides Lead Ads
Twitter had these lead generation “cards” for four years but discontinued them in 2017 (why?). Here is a blog post from the always-insightful Larry Kim on how to run a successful Twitter lead gen campaign.
The three most important elements of direct marketing success in order are:
1. List/audience
2. Offer
3. Creative
These forms fall into the creative category and, as I said, can more than double your results. But don’t forget you also need a compelling offer and, most importantly, need to target your campaign well.
