Category: social media tools


Level Up Your Social Media Lead Generation Game with…

Gorgeous, on-brand images and lively language? Check. A substantial social following in the channels that matter most for your industry? Check. Leads coming through? Check — and fist bump.

What comes next? Optimizing your social media lead generation so that it converts even more of your engaged audience into clients and customers.

Social media lead generation is the process of turning brand awareness and interest into visitor actions, such as:

  • Signing up for your weekly newsletter
  • Accessing an ebook or white paper
  • Signing up for a free trial of your service
  • Attending a virtual event
  • Engaging with a chatbot

People who take any of these first steps are more likely to take the next and the next. They’ve demonstrated more-than-passing interest in your products or services, and can evolve into high-value, qualified leads — provided you build trust and offer genuinely helpful content along the way.

Social Media Lead Generation Tools

Social Media Ad Retargeting Tools

Ads on social media are a must for any enterprise business. You already use them to raise brand awareness across platforms and then retarget ads to people who visit your website. But generating more warm leads takes retargeted social media ads segmented to address particular interests or pain points.

Image source: IBM Cloud

For example, retargeted ads for B2B website visitors who explored introductory guides should be different than ads for visitors who explored more complex topics. Tools to help you dive deeper and segment site visitors for retargeting:

1. Google Analytics Tracking inbound leads generated through social media will quickly pinpoint which social platforms perform best for your business, as well as what is the most effective messaging and images for your audience.

2. Facebook Custom AudiencesThe platform allows you to target custom audiences through website visitors and people who have already engaged with your Facebook ads. To track website visitors for audience customization, you need to add Facebook pixel to your website. Once you’ve installed pixel, you can create retargeted ads for people who have visited a specific blog post or product page.

3. YouTube Audience ManagerThis is an excellent way to create sequential retargeted ad campaigns for specific audiences. The first step is to link your YouTube channel with your Google Ads account. Then, through Audience Manager, you can create audience lists of people who watched a specific video or channel page.

4. LinkedIn Showcase and Affiliated Pages Separate from your company page, showcase pages spotlight specific product offerings and initiatives. They are featured on your main page, but they have different audiences and their own followings. For example, IBM features a showcase page for IBM Cloud (pictured above) with nearly 180,000 followers interested in keeping up with that service.

5. Twitter Custom AudiencesSegment your audience for retargeting campaigns based on website or app activity. Your custom audience must be greater than 100 Twitter users to trigger retargeting.

6. Instagram Engagement Custom AudienceCreate custom audiences based on website activity, shares, and likes, among other options. Instagram also retargets seamlessly with Facebook, its parent company.

7. AdRollThis company is known for their retargeting options, including detailed audience segmentation and exclusions triggered by specific parameters. No more flooding customers with ads or sending an ad for a product they purchased yesterday.

8. Perfect AudiencePerfect Audience is an affordable retargeting option for smaller companies that need to keep the process efficient and simple.

Conversational Landing Pages

Nobody puts chatbot in a (lower-left) corner. At least, not on conversational landing pages. Visitors feel more in control of the experience, because they can get answers to their high-level questions immediately and choose their next steps from multiple options presented by the chatbot.

Landbot social media tool

Image source: Landbot

Conversational landing pages are excellent options for freemium tool pages, complex product pages, and product education sign-up pages. They are popular for B2B landing pages in particular because of the subject-matter complexity in comparison to ecommerce.

9. Landbot This chatbot platform lets you build a customized conversational landing page. Coding skills not required. The chatbot guides visitors through ‘choose your own adventure’ prompts, so they get the answers they need.

Video Tools for Lead Generation

Engaging, polished, and informative videos are powerful lead generation tools. They can answer customer questions before they’re asked and clarify your value proposition for visual learners.

Animaker Lead Generation

Image source: Animaker

You can use video to capture attention and educate on social media ads, landing pages, and product pages.

10. Biteable This program reduces the intimidation factor of video and animation production. Their homepage trumpets the ability to make professional videos “on your lunch break.” The top-tier plan allows collaborative editing, production assistance, custom branding, and access to 1.8 million images and clips sans watermark. Be sure to include closed captioning to make the video accessible — and for those who watch social videos with the sound off.

11. Animaker Animated videos get attention and can be more cost-effective than live-action video production. Animaker streamlines the process for companies with their enterprise option.

12. Shakr This video making technology for start-ups and global enterprises includes A/B testing, creative services, and support with video ad campaign set up.

13. Magisto Video Editor An online video editing tool that uses AI to highlight the most emotional moments of your footage, so you can create videos that connect and inspire.

A/B and Multivariate Testing Tools

Small and large changes to your landing pages and your social media ads can make or break a campaign’s lead generation success. With A/B testing you test two distinct options to see which performs better. You can test the design of an entire landing page or a single element, such as a form or CTA.

HubSpot A/B testing tool

Image source: HubSpot

Multivariate testing is more complex and measures the impact of several subtle changes on a webpage. Here, you may test different copy options for your landing page H1 and the CTA to discover which combination is most effective for lead generation.

14. Optimizely This company is all about digital experimentation, making them a strong partner for A/B and multivariate testing. You can do both testing styles with the Optimizely Web Experimentation tool, but only A/B testing with Optimizely Performance Edge.

15. HubSpot You can conduct A/B and multivariate testing to improve lead generation using the HubSpot CRM. Set up an A/B test of a landing page to see which option results in more form completion. Or, set up multivariate tests to determine whether a distinct combination of copy and background color results in more downloads of a whitepaper.

Social Listening and Competitor Research Tools

These tools track what people are saying about your company and the products and services of your competitors. What do people like? Where do your competitors fall short? This can help you tweak your ad and landing page copy to address frustrations and stand apart from the crowd.

sprout social lead generation tool

Image source: Sprout Social

16. Hootsuite Insights This tool lets you track millions of mentions across the major social media platforms, as well as in online forums, the news, and review sites. You can track social sentiment around your brand and industry keywords, as well as social mentions of your competitors.

17. Sprout Social The social media management tool boasts detailed competitor analysis in their Premium and Advanced plans. To compare your brand’s performance with competitors, Sprout Social breaks reports down by earned (organic) and owned (brand-driven) content and by social platform. This allows you to expand on what’s working and adjust what’s not working.

18. BuzzSumo Competitor Intelligence This tool helps you track the content that works for your competitors, as well as the content that falls short. Use this information to create content, social campaigns, and landing pages that leverage engaging topics across your industry.

Social Graphics Tools

Original, vibrant graphics capture attention on the feed. Here are a few tools to help you create scroll-stopping images.

Word Swag tool

Image source: Word Swag

29. CanvaThis easy-to-use design tool lets you create social media graphics using ready-to-customize templates or your own designs.

20. Word SwagThis one is for the font fanatics in the crowd. Use Word Swag to create text-only social graphics. You can even A/B test how your text-only social ads perform for lead generation against ads that blend images and text.

Landing Page Optimization Tools

Without a sharp landing page, your inbound lead generation via social media will fall flat. You want your landing page to be frictionless, with information that meets the expectations you set up in your social post, exact next steps, and engaging CTA button.

HubSpot free landing page builder

Image source: HubSpot

Once visitors fill out a form, don’t forget the personable thank-you page that offers a discount, related blog post links, or simply a compelling or charming on-brand image.

21. HubSpot Landing Page Builder – HubSpot’s Landing Page Builder helps you optimize with one-click forms and dynamic content that changes depending on who is visiting the page (first-timers or repeat visitors). HubSpot lets you track the inbound traffic from social media and the performance of CTAs. A/B or multivariate testing will also help optimize the page.

22. UnbounceThe landing page builder and platform helps users create branded pages with an easy drag-and-drop interface. Unbounce specializes in SaaS, ecommerce, and agency landing pages. It’s Social Ads solution helps you create ad-customized landing pages and customizable forms designed to capture more qualified leads.

Social Media Lead Generation Statistics

  1. 59% of marketers say social media marketing is one of the most effective tactics for improving lead generation quality. (Ascend2)
  2. 61% of marketers say lead generation is their top marketing challenge. (Hubspot)
  3. 67% of marketers say social media marketing generates leads. (Social Media Examiner)
  4. Approximately 96% of website visitors are NOT ready to make a purchasing decision. (Marketo)
  5. You have less than 15 seconds to capture the attention of website visitors before they leave. (Crazy Egg)
  6. 72% of adults in the US use at least one social media platform. (Pew Research Center)
  7. 73% of adults in the US use YouTube. (Pew Research Center)
  8. 69% of US adults use Facebook. (Pew Research Center)
  9. 89% of consumers buy from brands they follow on social media. (Sprout Social)
  10. In 2020, global digital ad spend is estimated to be $385 billion. (eMarketer)
  11. 56% of marketers say sales revenue generated is the most useful metric for measuring lead generation quality. (Ascend2)
  12. 54% of marketers say they measure lead quality continuously. (Ascend2)
  13. 66% of marketers say they generate social media leads with only six hours of social marketing per week. (Social Media Examiner)
  14. 74% of marketers with more than four years of experience in social media marketing say their lead generation proficiency improved. (Social Media Examiner)

How to Measure Lead Generation for Social Media

Analyze, adjust, repeat. It’s a marketing mantra across strategies for good reason, and social media lead generation should be part of your analysis. Here are the essential metrics to track and analyze:

Click-through rate – This metric shows whether you are effectively segmenting audiences for your social ads. If you speak to your customers’ interests, questions, and pain points, your CTR percentage will be higher.

The CTR is calculated by dividing the number of clicks on your social media ad with the number of ad impressions and multiplying the result by 100. That is your CTR percentage for a given ad or campaign.

Conversion rate – This measures the number of people who took the lead generation action you wanted your social ad to prompt, such as joining your newsletter, downloading a whitepaper, or requesting a quote.

Leads per channel – Knowing how many leads you get per channel often tells you where your customers prefer to engage and where you should focus your social ad spend. However, if your campaigns aren’t generating leads on platforms known to yield results for your industry, you may need to A/B test or rethink your social ads strategy on that channel.

Form abandonment – If your form abandonment rate is high, there may be one too many information requirements. Business leads may be hesitant to give their full name, email, company name, and cell phone number.

Leads to qualified leads – How many of the leads you generate via social media are truly qualified? That means they successfully resulted in sales or were, at the least, promising for future business. To get the qualified lead percentage, divide qualified leads by the total number of leads and multiply by 100. To make improvements, you may need to further refine your social media messaging for your target audience.

It’s tempting to set your social media lead generation strategy to autopilot, especially when you get positive results. But gaining a better understanding of your audience and fine-tuning your social ads can deepen trust, enhance your lead generation, and significantly boost their quality.


The Best Social Media Management Tools

In the world of social media marketing, there are hundreds of tools and software with features capable of helping you with different aspects of your social media strategy. These tools — also known as social media management tools — can assist with social media creation, collaboration, planning, scheduling , sharing, analysis, and more.

In this blog post, we’ll cover what social media management tools are, how your team can benefit from them, and 12 of the best options available today.

Let’s get started.

What is social media management?

Social media management is the process of handling (managing) your entire social media strategy. This includes planning, publishing, engaging, strategizing, and analyzing your social media content across the social platforms your business uses. It also entails understanding your social media strategy’s level of success so you can improve upon it.

Get certified in social media strategy with a free social media marketing course.

Social Media Management Tools

As mentioned above, there are a plethora of social media management tools available today. Some are meant to help with a wide array of social media management needs. Meanwhile, other tools are meant for specific types of social media management (e.g. tools for agencies) or facets of social media management (e.g. social listening or analytics). No matter your needs, goals, or industry, there’s a social media management tool for you.

Why use social media management tools?

Social media management tools assist with your social media strategy — typically, they have scheduling, publishing, collaborating, listening, and/or reporting capabilities. They also often have the ability to streamline interactions with followers cross-platform, offer access to all of your social accounts via a single dashboard, and analyze your success. They may also integrate with other tools your team uses such as your Marketing Software or CRM.

The 12 tools below are separated into categories based on what they’re meant for — as you read their descriptions, keep in mind that some of them overlap categories. For example, many of the general tools are great for small businesses — and many of the free tools are too.

Best General Social Media Management Tools

The following tools are ideal for all social media management teams — you can customize them to help you meet your specific needs and goals.

1.HubSpot Social Media Management Software


HubSpot monitors all interactions, conversations, and audiences on your Facebook, Instagram, Twitter, and LinkedIn profiles. It allows you to effectively target specific audiences with personalized messaging using context from the contact database in your CRM as well as data from your Marketing Software. Meaning, with HubSpot, you can manage your entire social media strategy — from planning to sharing to analysis — from a single and central location.

Here are some other notable features you’ll get from using HubSpot’s Social Media Management software:

  • Turn your content offers into social posts.
  • Schedule social posts weeks in advance on all of your profiles.
  • Keep up with current trends by monitoring keywords that are important to your brand and audience.
  • Reply to anyone who commented on your profile or post through HubSpot.

2. Sprout Social

sproutsocial social media management tool

SproutSocial is a social media management tool that assists with social listening, publishing, engagement, and analysis. The tool streamlines the processes of sharing relevant content on social platforms as well as creating and sending personalized messages to prospects, customers, and followers — all of this support frees up valuable time for social media managers.

Customer service features exist to help you offer assistance to customers on social when they want and need it. With Sprout Social you’ll be able to develop a better understanding of who your audience members are and what they want from you on social as well as how you can improve upon your current strategy.

(Note: Sprout Social’s customer care functionality integrates with HubSpot.)

3. social media management tool
Source is a social media marketing platform with a social media management solution that saves you time by helping you maximize reach, impact, and engagement among your audience.

The software has social listening capabilities to help you identify target audience members and prospects, understand what people are saying about your brand on social media, identify opportunities for engagement, and efficiently respond to any customer comments or concerns.

There’s also a content calendar that makes cross-platform social media planning easy and quick. Plus, you can view and respond to all customer messages and questions on one dashboard so no queries go unresolved.

(Note: integrates with HubSpot so you can easily sync customer data for campaigns, create custom audiences, and offer effective customer service via social media.)

Best Free Social Media Management Tools

Here are some effective free social media management tools. It’s not uncommon for tools to have a free version as well as paid plans that you can upgrade to as you grow and require greater functionality from your tool.

1. Hootsuite

hootsuite free social media management toolSource

Hootsuite is a social media marketing and management tool. It has a dashboard through which you can manage all aspects of your social media strategy. Although there are paid plans with more capabilities, Hootsuite offers a free plan that works well if you’re a small business. With the free plan, you can schedule up to 30 social posts in advance.

You’ll also be able to manage three different social profiles from your dashboard with Hootsuite’s free plan. Lastly, this option works for small businesses because only one person has access to the account.

2. TweetDeck

tweetdeck free social media management tool

Although TweetDeck is just for Twitter users, it’s a powerful social media management tool if you’re on the platform. This free tool allows you to simultaneously manage multiple Twitter profiles via a central dashboard.

Schedule Tweets ahead, monitor your competition, set alerts for your most important Tweets and Twitter activity, and manage your lists with ease. You can also customize your timelines as well as view and respond to conversations and Tweets in real-time via your dashboard.

3. Buffer

buffer free social media management tool

Buffer has a free plan that you can move to once you’ve completed your free trial with the software. Similar to Hootsuite, Buffer’s free plan works well if you have a small business with a small social media presence. This plan offers the ability to manage three social channels. You can schedule 10 posts in advance and only one user has access to your Buffer dashboard.

Best Social Media Management Tools for Small Businesses

Here are some social media management tools meant for small businesses.

1. Everypost

everypost social media management tool for small businesses

Everypost is a social media tool that allows you to manage multiple profiles and accounts at once. Customize your social posts, schedule them in advance, and share them all via a single platform.

Tailor social content for different platforms and then cross-post it from Everypost to streamline the process of sharing content across profiles. Use the tool to collaborate internally and manage roles — this way, you can delegate content to certain people on your team as needed.

2. Agorapulse

agorapulse social media management tool for small businesses

Agorapulse is a social media management platform that helps you improve social engagement and relationship building across your social profiles.

With this tool, you can schedule your content, interact with followers, and get reports to determine the success of your strategy and ROI of your engagement. There’s also a single inbox through which you can view, share, and respond to customer comments and questions.

Real-time collaboration makes it easy to send different team members customer inquiries and work on content together. Take advantage of the flexible scheduling features to either schedule individual posts or bulk schedule posts.

Additionally, the Agorapulse CRM that this tool automatically comes with tracks followers and their interactions with your brand so you can learn from those engagements now and reference them in the future.

3. Content Cal

content cal social media management tool for small businesses

Content Cal is a social media management tool meant for planning and publishing content. There’s an easy-to-use visual calendar you can pair with approval flows to ensure specific posts are shared at the right time.

Pull in content from other tools — such as Facebook, Slack, Google Drive, or Dropbox — to share on social. You can also collaborate with team members and ask for their feedback easily using the tool’s comments feature.

Best Social Media Management Tools for Agencies

The following social media management tools are ideal for agencies.

1. Sendible

sendible social media management tool for agencies

Sendible is a social media management platform specifically designed for agencies. The tool has an interactive and customizable content calendar so you and your team can view and collaborate on all social posts that are created, planned, and shared.

Use the content suggestion feature to get new ideas for content that’s likely to resonate with your client’s audience. There’s also a single-view inbox so you can look at all client messages at once — plus a priority filter option which allows you to filter and prioritize chats.

Lastly, set up user hierarchies and workflows to set permissions for certain team members — this way, certain people have to sign off on client content prior to it going live.

2. Nuvi

nuvi social media management tool for agencies

Nuvi is a social media management, marketing, and customer experience (CX) platform. It includes management tools for social listening, planning, publishing, engaging, reporting, and more — all with an end goal of creating an excellent experience for your customers and clients. Add permissions to your workflows so team members at your agency can collaborate and ensure all content is reviewed by the necessary people prior to it going live.

Create, plan, and schedule your content so it goes live when it needs to. Then, measure performance and keep an eye on competitors to understand what social media strategies are working best for them.

The engagement feature will make it easy to prioritize social media engagement and allow you to organize, prioritize, and share those engagements internally with the correct team members. Plus social listening features will ensure you don’t miss a beat across any of your accounts.

3. HeyOrca!

heyorca! social media management tool for agencies

HeyOrca! is a social media management tool for agencies. The platform allows you to manage all of your social content and clients in a central location so you can offer a seamless and memorable customer experience.

The content calendar allows you to share your plans for scheduled content easily with team members and/or clients. Create multiple content calendars — each with unique team members and social profiles — for each of your clients to keep things organized.

Create mock ups of all content you plan to share on social so your team members and clients can give the go-ahead prior to it being shared. You can also easily share your content with clients via HeyOrca! to get their feedback (and you can choose which versions of that content you want your clients to be able to see or not see).

Lastly, offer clients easy-to-understand reports to show them how successful the content you’re creating for their social media profiles is.

The management tools we reviewed above have the power to help you reach (and exceed) your social media goals. Determine what you need out of a tool to help you identify which option has the capabilities and features needed to help you achieve those goals.


The 8 Best Social Media Analytics Tools for Marketers…

These days, businesses across every industry are investing in social media marketing. But no matter how great your social media content is or how many people follow your accounts, you won’t be able to grow your audience, reach, and presence if you don’t understand the data behind it all.

In-depth knowledge about the status and success of your social media marketing will offer actionable insight into things like which strategies should remain in place and what you should change or experiment with in order to grow. Social media analytics tools are able to help you with just that.

Social Media Analytics

In this blog post, we’ll review the importance of social media analytics and some great options to help you measure your social media marketing success.

Get certified in social media strategy with this free course.

What is social media analytics?

Social media analytics is the process of gathering, analyzing, and applying data, information, and reports related to the content shared on your social profiles and the social profiles themselves.

Why use social media analytics?

With social media analytics, you can:

  • Understand the metrics that matter most to your team and business such as engagement, reposts, shares, clicks, impressions, and sessions.
  • Identify effective ways to boost brand awareness and reach.
  • Resonate with your audience.
  • Boost traffic to your other content and website.
  • Increase conversions.
  • Improve customer loyalty.

How to Track Social Media Analytics

Here are the steps involved in tracking social media analytics

  1. Identify which social media platforms you’ll be measuring impact on (e.g. LinkedIn, Facebook, Instagram).
  2. Determine which metrics you’re doing to track (e.g. clicks, impressions, likes, shares).
  3. Choose a time period to analyze (e.g. last quarter, last month, last week, duration of your campaign).
  4. Determine which tools you’ll use to track and measure success (we’ll cover your options in the next section).
  5. Review and analyze your data (depending on your tool of choice, there may be internal features to help you understand and analyze your data — such as this one with HubSpot).
  6. Apply your findings and conclusions to improve growth in the future.

1. HubSpot Social Media Software


HubSpot provides a deep look into the way social media impacts your bottom line and gives you the ability to report on social media ROI. View and compare performance across different platforms, campaigns, and publishing times — all from a single tool.

Monitor your brand on social to understand how your target audience perceives your business and content. Additionally, YouTube Reports provide insight into how your audience and buyer persona’s engage with your videos. Lastly, effectively reach certain audiences by using data and context from the Contacts in your CRM (which this social tool integrates seamlessly with).

Get certified in social media strategy with this free course.

2. Sprout Social

Sprout Social engagement report social media analytics tool


Sprout Social is a social media planning service with expansive analytics and reports that help you understand the performance of all of your social accounts.

Configure and customize reports and metrics to help you scale your your business’s presence on social. And if you’re a HubSpot customer, integrate your CRM with Sprout Social to collect and view accurate reports all in one place.

3. social media analytics tool

Source is a social media marketing platform for Facebook, Twitter, LinkedIn, and Instagram with analytics and community engagement capabilities.

Create an overview of cross-platform metrics and KPIs to determine which of your strategies are working best. Customizable dashboards update in real-time to give insight into your performance on your profiles. And with pre-existing templates, these customizable dashboards are easy to create and implement.

Lastly, integrate with your HubSpot CRM to sync customer data for your social campaigns, create custom and lookalike audiences, and offer customer service all via the tool.

4. Mailchimp

mailchimp reports and analytics software


Mailchimp is a full-service marketing platform that offers analytics for social media ads. It’s easy to use for small marketing teams and requires little time to pour over the accompanying analytics.

With Mailchimp, you’ll have an audience dashboard, which is a page dedicated to understanding audience behavior. Additionally, the software offers tools to look into smart targeting and mobile integrations. These tools can diversify a social strategy and deliver higher engagement numbers by helping you create content that specific audiences will respond to.

5. Databox

databox social media analytics tool


Databox is an expansive analytics platform that lets you set and track social media campaign goals. It’s a good choice for businesses that have many contacts, social accounts, campaign goals, and target audiences.

Customize metrics that matter most to your campaign or social channels for your reports. Any integration you have, such as HubSpot, will be visible from your dashboard as well.

6. Grow

grow social media analytics software


Grow users gain full visibility into engagement on all of the social accounts. The tool integrates with HubSpot, Salesforce, Google Ads, Facebook, Marketo, and Microsoft Office so you can view all data in one place.

Grow breaks down complex data into graphs and visuals, and your social reports are easily sharable which is helpful if multiple people are working on the same project. Grow’s reports are built with metrics chosen by the user — meaning, you can customize reports in a way that works for your needs.

7. ActiveCampaign

ActiveCampaign social media analytics tool


ActiveCampaign is an email marketing software with social media features including reporting. You can connect Facebook, Twitter, Digg, and other platforms to gather insights related to performance.

Since you’ll have both social media and email metrics in one place, this is a good option for businesses with a heavy email marketing focus. Additionally, ActiveCampaign’s reports track what contacts do after they click through to your site. Further, if you’re a HubSpot customer, the software integrates with your CRM.

8. CoSchedule

CoSchedule engagement report example


CoSchedule gathers social network, campaign, and engagement data for your profiles and compiles that real-time data into reports.

On your dashboard, compare multiple campaigns to determine the evolving ecosystem of audiences. You’ll also be able to see the top fans of your social accounts, making it easier to create targeted content for them (and followers like them).

Choose a Social Media Analytics Tool

Ultimately, choosing the right social media analytics tools for your business shouldn’t be a stressful process. The tools should align with your business goals and deliver the metrics you need to be successful. So review the options above and choose the right one for your business.

Editor’s note: This post was originally published in March 2020 and has been updated for comprehensiveness.

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