How to Generate Leads on Instagram

With over 2 billion monthly active users, Instagram has secured its dominance as a social media “giant”. Brands can leverage this platform for brand discovery, lead generation, brand consideration, and conversions. But, how can you generate leads on Instagram? 

It’s easy to feel “lost in the sauce” of Instagram’s highly competitive, over-saturated market. However, defining your ideal target audience, carefully curating your content, and measuring your strategies will drive lead generation. 

Instagram can help generate quality leads and build client/customer relationships, whether organic or paid. Follow this guide to learn how to generate leads on Instagram effectively. 

What is Instagram Lead Generation? 

Instagram lead generation is the process of using Instagram to attract interested users through quality brand content, and continue communication through an effective content strategy and collecting their contact information. 

“Leads” refer to prospects, and can sprout from different sources: events, ads, blog posts, personal referrals, etc. As digital marketing takes over, the majority of leads are generated from emails and content marketing. 

Ways to generate leads on Instagram 

Here are a few of the most common lead-generation strategies used on Instagram:

• Instagram Lead Ads: These ads guide leads through a form embedded in your ad. Often marketed with a “Learn more” or specific call to action, an attached form will gather information about your lead. In the example below, the “Learn more” button leads to a website asking for users to enter their state of residency and email address. 

• Instagram DMs: DM automation tools like ManyChat have helped brands and influencers leverage comments to drive lead generation through Instagram DMs. For example, brands can set up automated messaging if a user comments a specific word. In this message, brands can send resources, event sign-ups, and other links to generate leads. 

• Call-to-action buttons: Instagram has extended its CTA button, allowing brands to book appointments, make a reservation, email or call, go to the website, etc. Users now have your information easily accessible, which can generate a new lead for your business. 

• Link-in-bio: Brands can leverage the link in bio to drive traffic to their website or eCommerce store to generate leads and sales. 

• Instagram Stories: While Stories are a more “casual” way to update and connect with followers, the linking abilities make for easy lead generation. Add a CTA to your link text and help drive engagement.

• UGC & Influencer marketing: Using influential accounts and business fans can help increase your brand authority and generate leads. Dedicated followers are highly likely to trust the influencers they follow, and try the products or services they use.

Instagram Lead Generation Strategy 

The truth is that you can utilize Instagram to generate leads beyond the ways mentioned above. This process depends on the brand’s sales goals. For example, maybe you want to gain domain authority and lead users directly to your website. On the other hand, maybe you want to generate leads through product tagging or a profile Shop. 

Regardless, it’s important to form a lead generation strategy for Instagram to clearly define your objectives and begin to measure your results. How can you do that? Let me tell you… 

#1. Optimize your Instagram bio 

A bio is the first glance into a brand. This needs to create a sense of who your brand is, and what you offer. Since you are limited to 150 characters and one link, your bio should be carefully curated to match your branding:

• Profile Image: This is the face of your profile and the first association that users make with your brand. Make sure it’s professional and true to your brand. 
• Accurate brand description: In order for users to understand your brand, your bio needs to clearly explain what you provide. This is where you can add your value proposition, and why they should invest in your products or services. 
• Website or store link: Here is where your bio drives traffic! By adding a link to your bio, you can strategically direct traffic to a specific site. Either link your website, or store or try using a tool like Metricool’s SmartLinks, so you can have all your links in one. This link in bio tool will display all important links, such as upcoming events, highlighted blog posts, and other social media pages, etc. This is a great way to generate leads right off the bat. 
• Company Category: Select a category for your business, which will display under your name. You can use the search bar inside this category section, to choose among thousands of categories. 
• Call-to-action buttons: Mentioned in the ways to generate leads on Instagram, action buttons easily collect information and allow users to feel comfortable reaching out to your brand. 

#2. Maximize your link in bio

While Instagram only offers one link in the bio, links stores like Linktr.ee, Stan Store, and Metricool’s SmartLinks allow brands to generate leads for multiple offerings at once. Adapting your link page to fit your brand image and tone will help users recognize your brand. 

What can you do with link stores and tools? 

• Customize links, logos, media, themes, and texts 
• Link other social media profiles and content
• Create multiple link pages per social channel 
• Organize your links and offerings 
• Select custom URLs
• Analyze clicks and CTR rates 

For example, Meticool’s Instagram SmartLink looks like this: 

#3. Connect with users through Instagram Stories 

Instagram has leveled up Instagram Stories, adding more clickable links and engagement options. Stories are a powerful way to connect with your audience or reach new audiences with advertising. 

Analyze your Instagram Stories metrics to identify top-performing content and audience behaviors, to optimize your content. 

If you’re looking for new story ideas, this article lists 22 Instagram story ideas. The list mixes brand storytelling strategies, audience engagement, and lead generation: 

#4. Reach new audiences with Instagram ads

Instagram ads appear at every corner of the app, able to hit audiences within their preferred spaces. Creating attractive and eye-popping designs and images is crucial to catching your audience’s attention. This should also include a clear message and CTA. 

To build your Instagram ads strategy and know how to run your first campaign, read this guide:

#5. Share value with Instagram DMs

Directing messaging on Instagram is more than responding to your followers – it often also involves firsthand customer service, resource sharing, and promptness. Brands that start conversations with their customers in Instagram DMs see a 70% conversion rate. 

Tools like ManyChat help drive more sales and conversions on Instagram, WhatsApp, and Messenger using automation. Build your email list, share exclusive offers, and increase post engagement. 

#6. Enhance trust with UGC & influencer marketing 

User-generated content gives brands a 4.5% higher conversion rate than other types of content on Instagram, while 30% of marketers say Instagram has the biggest ROI for influencer marketing. Instagram’s user base is Gen Z-heavy, and they are more likely to purchase products through influencers they trust. 

Brands and creators should align their goals and strategies to create successful partnerships. Users will connect with authentic and valuable content. 

Instagram Lead Generation Tools

Optimizing your lead generation processes allows you to drive more conversations and sales on autopilot. 

ManyChat

ManyChat leverages chat messaging across Instagram, WhatsApp, and Facebook Messenger. The platform’s main benefits include automated responses, link sharing, and a complete sales funnel. Build your email lists and share exclusive content to retain users and followers. 

Metricool 

Metricool’s single management platform allows brands to schedule their social media, analyze results, manage social media inboxes, create link-in-bio pages, and run advertisements. This tool is essential for executing a powerful marketing strategy and measuring your results. 

How can these support lead generation? 

• Analyze your Instagram website and call-to-action buttons. 
• Launch and manage Instagram ads with Metricool’s ad platform.
• Create custom Instagram links in bio pages with SmartLinks. 
• Centralize Instagram comments and messages with a single inbox. 
• Access saved texts in Metricool’s planner and inbox to answer commonly asked questions. 
• Add product and collaborator tags to posts.
• View a list of your top hashtags by impressions. 

These are hidden gems to improving your strategies on Instagram. Metricool’s comprehensive tool offers social media managers the entire social media marketing package. 

Anniston Ward , 09 October 2024