How To Generate More B2B Leads Using Social Media Challenges

Olin Hyde
August 25, 2016

Social media challenges are something new. They are the type of thing designed to encourage people to put in 110% to improve their results. They are a great way to keep you motivated and a great way to keep you pushing. But coming up with challenges is part of the process.

The right challenge can help you to get things done, whereas the wrong challenge can make it difficult for you to achieve anything. This guide is going to show you how every B2B seller can hit their target audience with challenges.

Make Your Challenge Relevant to the Target Audience

For a challenge to work, it has to be relevant to your audience targeting. The main law of social media marketing is to make it relevant and targeted. To do this, you need to go to your target audience and find out what their needs are. Know their struggles and understand what they want.

Your challenge should focus on solving a problem. Just because a challenge is fun means nothing. It has to provide you with some sort of tangible result, otherwise you are wasting your time.

Keep it Short

To maintain a social media challenge’s momentum, you should aim to keep it as short as possible. The last thing you want is for people to drop off. The average challenge should last from three to ten days. Anything shorter won’t lead to any real results and anything longer will lead to a loss of momentum.

The goal is to maximize engagement and to keep people playing along. The shorter it is the punchier it is.

Make Sure Your Challenge Meets Four Key Criteria.

When you are dealing with difficult off-page optimization techniques and email list building, you must conform to certain criteria. The same principle applies to social media challenges. This section is going to introduce you to the four key criteria you have to follow.

Cohesiveness – Make sure your challenge is relevant to everything you’re doing. It shouldn’t act independently of everything else. Otherwise people aren’t going to move on from the challenge to actually buy something.

Take Action – Everything you publish on social media should include a call to action. It should form part of your social media strategy. You have to lead people from the challenge to the next step in the sales funnel. Everything must lead to an eventual purchase.

Shareability – It doesn’t make sense to make time for social media marketing without sharing. Everything you do should encourage sharing. This is how you gain momentum and generate more B2B leads.

Make it Helpful – You are in the business of solving problems. The main principle of social media marketing is your content should add value.

Use Paid Advertising to Amplify Your Efforts

Paid advertising is the heart of everything when you want to generate leads with social media. Challenges can help, but they only act as the foundations for going further. With paid advertising platforms, like the Facebook Power Editor, you have lots of targeting options to take advantage of.

It requires a lot of time and effort to make it work. You may know that 90% of 18 to 29-year-olds have social media accounts, but it’s not as easy as that to target them. You have to use interests, regions, and even more specific demographics to reach your target audience.

Split testing is the most costly, time-consuming part of generating leads on social media. But it is incredibly important to help you hone in on the right approach. Before you begin your next social media challenge, you should spend time on split testing. Combining paid advertising with social media challenges is a winning combination.

In the B2B world, just getting 50 customers can translate to thousands of incremental revenue dollars. You are in a high ticket business so make sure that you are maximizing your gains.

Measuring ROI After Every Challenge

The greatest challenge for most businesses on social media is measuring social media ROI. This is something you need to learn to do at the end of every challenge. You will never get 100% accurate numbers, but you can get pretty close.

To begin with, you need to track how much you are spending on social media over a specific length of time. Match that up against the sales you can attribute directly to social media. You can do it through tracking the person’s progress through your website.

Social media challenges can be valuable, but you need to check your returns to make your startup stand out. How will you succeed on social media today?

Further Reading

Lainey Mebust
July 10, 2020
Lainey Mebust
June 24, 2020
Lainey Mebust
November 22, 2019