What is lead generation?

Lead generation is the process of attracting people who are interested in your products or services and collecting their contact details so you can follow up.

Leads are potential customers, and social media is a great place to find them. Instead of hoping followers will buy right away, lead generation gives you a way to stay in touch, build trust and guide them toward a purchase over time.

Common social lead tactics include sharing a free guide or checklist in exchange for an email, promoting webinars or consultations, running giveaways and inviting people to message you. Some networks, such as Facebook, Instagram and LinkedIn, offer lead forms within ads so people can sign up without leaving the app.

Offer something your audience genuinely wants, and make the sign-up quick and simple. Be clear about how you will use their details and respect privacy laws. Follow up quickly with helpful information, and track which posts or networks bring in the best leads.

Example

A mortgage broker shares a free first-time buyer checklist on LinkedIn, and people enter their email address to download it.