Generating Leads by Offering a ‘Behind the Scenes’ Look

In today’s competitive marketplace, creating a personal connection with your audience is more important than ever. One effective way to build this connection and generate leads is by sharing behind-the-scenes (BTS) content about your business on social media. This guide will cover why BTS content is powerful, what types of content to share, and how to leverage it for lead generation. We’ll also provide a practical time estimate, list the materials needed, and outline the tools required to make the most of your BTS content strategy.

Tools & Skills Needed

  • Photo and Video Editing Software: To enhance your BTS content before posting.

  • Social Media Management Tools: For scheduling posts and analyzing performance.

  • Engagement Tools: Such as comment filters and automated responses to efficiently manage interactions.

Materials

  • Smartphone or Camera: For capturing high-quality photos and videos.

  • Social Media Accounts: Platforms where your target audience is most active (e.g., Instagram, Facebook, LinkedIn).

  • Content Calendar: To plan and schedule your BTS content.

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The Power of Behind-the-Scenes Content


Behind-the-scenes content offers a unique insight into the operations, culture, and people behind your business. It humanizes your brand, making it more relatable and trustworthy in the eyes of your audience. By pulling back the curtain, you invite your audience to be part of your business journey, fostering a sense of community and loyalty. This approach not only engages current followers but also attracts new ones, turning casual viewers into potential leads.

  • Day-to-Day Operations

    Give your audience a glimpse of what a typical day at your business looks like. This can range from morning meetings to the packaging process of your products.

  • Employee Spotlights

    Showcase the people who make your business run. Share their stories, roles, and why they love what they do.

  • Product Development

    Share the journey of a product from concept to launch. This includes brainstorming sessions, prototypes, and the manufacturing process.

  • Special Events

    If your business participates in or hosts events, sharing BTS content can make your audience feel included, even if they can’t attend in person.

  • Challenges and Successes

    Be transparent about the challenges your business faces and celebrate your successes. This honesty can build trust and support among your audience.

Leveraging BTS Content for Lead Generation:

To effectively generate leads with BTS content, consider the following strategies:

  • Call to Action (CTA): Always include a clear CTA. Whether it’s signing up for a newsletter, visiting your website, or following your social media accounts, direct your audience on what to do next.
  • Engage with Your Audience: Encourage comments and questions on your BTS posts. Engagement not only boosts your social media algorithm but also helps in identifying potential leads.
  • Exclusive Offers: Provide special offers or early access to your products/services to your social media followers. This incentivizes following your account and engaging with your content.
  • Use Analytics: Monitor which types of BTS content perform best. Use this data to refine your strategy and focus on what truly resonates with your audience.

Behind-the-scenes content is a potent tool for building personal connections and generating leads. By sharing the real, unpolished side of your business, you invite your audience to become part of your community. Remember, the goal is not just to sell but to engage and build relationships that can transform followers into leads.