How to use social media polls to drive leads

Estimated read time: 3 minutes

Responding to people that engage with you on social media certainly is a way to drive leads and that includes social media polls. Those polls can be found specifically in Instagram Stories and on LinkedIn. Polls are not just created to keep audience members busy. That can also be the start to a conversation with potential leads.

social media polls LinkedInLinkedIn and Instagram both show to the author who has voted in the poll so it’s easy to send them a quick note of some kind. Them voting can indicate interest in what the brand is about.

Here’s how that can look. I post relevant social media polls to my accounts. On Instagram Stories here’s an example about “going viral.”

As a reminder “going viral is the rarity and even getting a content piece produced that draws average attention can be a challenge for some teams.” Read more about better metrics here.

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Social media polls workflow to engage (Instagram Stories)

I posted this Story to my Instagram media polls IG Stories

Once people vote, they see the current tally.

social media polls results IG Stories

Message button in social media pollsOn the backend, I can see who voted and which way they voted. So in this case, when they vote “Yes, but how” or “I need results” they are potentially even asking for help. I could message them with:

  • What are you struggling with when it comes to results?

  • What are the barriers currently to get results?

Then depending on how they respond and if they respond you can move the conversation forward. As far as I know, this cannot be automated (yet) on Instagram or LinkedIn and an actual person has to respond. This strategy I would say falls into the Conversational Marketing roam, even without automation.

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What is conversational marketing?

Conversational Marketing Certification through Drift for Christoph Trappe

On LinkedIn, it’s similar. You can see who responded and then can follow up with a message.

Types of follow-up messages

On Instagram, you can send:

  • Short videos (save to your camera roll first – you could have a reply that you use for multiple people. Just don’t say their name.)
  • Written message
  • Voice message

On LinkedIn, you can send:

  • Written message
  • Voice messages

Sending a voice message as I previously mentioned in this article can help you stand out as well. 

Personalized video messages can also be a differentiator on Instagram.

Is it a good idea to respond to social media polls?

Yes, as long as you aren’t being overly pushy and when people don’t reply don’t send a snarky message. “Hey yo. Ignoring me?” Or something else that is rude and unnecessary. But it can help you build and deepen that relationship.

On this live stream of the Business Storytelling Podcast, Kate Bradley Chernis discussed responding to social media engagement as a sales strategy that is was less annoying than a cold call.

“When people engage with us on social media, we consider them a warm lead,” she said.

Read next: How to build relationships in the digital age … for business acceleration

On Twitter, you can’t see who is responding to your social media poll so this strategy can’t be used there currently. But you can see who is looking at your Fleets, so that could potentially be used as a conversation starter.

For all of these networks and all these cases, just keep it conversational, helpful and don’t sell too quickly. If a poll is related to a business problem and people respond it’s likely that they at least are open to discussing how the problem can be solved.

This is worth trying in B2B as well. With so many stakeholders and influencers on projects why not add more touchpoints? This is just one more – especially when you or the brand are connected to them on those social networks.

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What are your thoughts? Join the discussion in this Twitter thread.