At its core, and from a user’s perspective, inbound marketing is a relatively linear process. They see find your website via social media or Google search, fill out a signup form, and are slowly nurtured to become a customer.
This process is both effective and successful, as a wide variety of statistics readily prove.
But if you think about it, that process also takes effort on your user’s side.
Particularly if they become aware of your business on social media, they have to click a link that has them leave the network, then navigate to the right form on your website to become a lead.
Particularly on a mobile device, these multiple steps (not to mention the app-to-browser transition) can be too much for some users.
That’s where many inbound marketers lose leads.
Users may be interested in your product, but not quite enough to make the leap from one medium to another just to declare their interest.
And that’s exactly where native lead generation comes into play.
What is Native Lead Generation?
Realizing the success potential of removing a step for users who might become leads, social networks have begun to implement ways for businesses to generate leads right on their platform.
Of course, offering this type of lead generation is at least partially self-serving for the different social networks. By offering sign up forms on their network, channels like Facebook and Twitter prevent users from leaving the platform.
Your Native Options
Facebook and Twitter are marketers’ best options for native lead generation at this time, and they both offer a fundamentally similar solution with only minor differences. Both allow marketers to create lead-generating ads, which include a ‘sign up’ call to action button on which users can click to become a lead. Their information is collected by the network, and forwarded to the marketer for nurturing.
Twitter’s Native Lead Options
Twitter’s primary option is called Lead Gen Cards, is particularly simple. Upon clicking the CTA, they don’t even have to complete a form; the network simply collects their name along with the email address they use for their Twitter account. By making lead generation this simple, the improvements in conversion rates and cost per lead can be significant.
Facebook’s Native Lead Options
Facebook takes the process a step further. On its lead ads, the same call to action button leads to a form, in which a user’s known information from their network profile is already pre-filled in. But marketers can also ask for additional information, turning this type of native lead generation into a closer approximation of your ‘traditional’ web sign-up forms. But removing the step of leaving the network to visit your website, along with pre-filling in known information, should also reduce friction and improve your conversion rates.
Implementing Native Lead Generation in Your Inbound Marketing
These new social options are undoubtedly intriguing for inbound marketers. But they should by no means replace your web landing pages and sign up forms.
Instead, think of ways you can augment and add to your existing methods.
For example, you may send a monthly newsletter to your leads, keeping them up-to-date about happenings within your company and industry. These newsletters are an effective lead generation tool, and Twitter’s lead gen cards can help you improve your subscribers significantly.
Or you may not be satisfied with the number of high-quality leads you grow using your website. In that case, Facebook lead ads can help you generate qualified leads by enabling you to ask for more information than your website form could. Conversion rates rise as you lessen the amount of fields on your sign up form, but Facebook’s pre-filled in fields allow you to ask for more while simultaneously requiring less manual entry from your users.
And of course, none of these native lead generation methods can be effective if you don’t nurture the new leads with regular, high-quality content.
To learn more about integrating Twitter and Facebook’s solutions into your inbound marketing strategy, along with what should happen after an audience member becomes a lead, signup for your free inbound marketing analysis with one of our specialists today.