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3 quick social PPC tips that will boost your lead generation

Posted by Mark Debenham - January 7, 2016

69% of B2B tech marketers say they’re under increased pressure to provide their sales department with more marketing-qualified leads, according to the 2015 InTech report.

Can we expect that pressure to ease up in 2016? It seems unlikely. As long as new business targets are a priority for sales departments, they’ll be one for marketers too.

Pay-per-click (PPC) campaigns on social networks can be an effective way of generating new sales leads, but click costs need to be kept low and conversion rates should be high for it to be a viable source for new leads.

Our eGuide on social PPC in B2B covered tips for Facebook, Twitter and LinkedIn, and in this blog we look at three of the best tips for optimising PPC campaigns for lead generation on each of those social networks.

1. Use old LinkedIn posts to help your sponsored ones

Each time you post an update on your company’s LinkedIn page, it appears on the newsfeed of users who already follow the page. By sponsoring that update, you’re amplifying its exposure as it will also appear on the newsfeed of users who don’t follow your page.

To get the most out of LinkedIn’s sponsored posts, it’s worth creating one around a theme that you know is likely to perform well. Look at the open and click-through rates of emails you’ve sent out in the past, as well as blog posts and LinkedIn posts that have generated the most engagement for you in the past and use them for inspiration.

If you don’t have much to draw from, then that’s OK. Post a range of updates on LinkedIn (either via your profile page or your company’s) and see which ones are resonating with the audience you’re targeting.

Not only does this give you some insight, it also provides some endorsement (via the comments and likes) for that post if you decide to sponsor it – that social proof can go a long way and increase the chances of users clicking through.

2. Place your link strategically in your tweet

Twitter’s promoted tweet model lends itself well to lead generation campaigns, as it allows you to tailor your message in different tweets to suit different audiences, increasing the chances of them converting once they arrive on your landing page.

If your tweet includes a link, try to place it about a quarter of the way through the tweet, rather than the end. Data from over 200,000 tweets with links shows that this placement has the highest click-through rate.

3. Add some social proof to your Facebook Ads

Facebook’s ad model is compelling. Not just because of its huge user base, but also because it has a wealth of information about them such as gender, location, likes, interests, education, device type, online shopping habits, and their connections. That scale and depth of that data make it one of the most targeted lead generation options available.

Creating a compelling offer that really speaks to your audience can be difficult if your business doesn’t have a brand new product or service to promote.

Harness the power of social proof instead. Include a customer testimonial, ideally from an industry influencer, in your Facebook ad to endorse what you’re offering and make it relevant to your audience.

No testimonials to hand? No problem. You can achieve social proof in other ways. For example, if your company’s product or service is used by over 100,000 people, include that. ‘Join 100,000+ businesses that rely on us’ is all the social proof you need!

If you’d like more tactics and tips for PPC campaigns on Twitter, LinkedIn and Facebook, download our guide, Social PPC in B2B: How to go from Zero to Hero

Download Social PPC: How to go from Zero to Hero


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