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Lead generation is an important task for any marketing department.

And for most companies lead generation means focusing on creating lead capture forms and driving traffic back to those forms.

But that’s not the only way to generate new leads for your business.

Nowadays, social media content can play an integral role in lead generation for businesses of all sizes.

But how does someone go from viewing a piece of content on Facebook to making a purchase?

Look no further than the NFL’s Miami Dolphins…

How the Miami Dolphins generate leads from Facebook video

In 2017, the Dolphins became the #1 ranked NFL team for video views on Facebook.

Alone, that’s quite an achievement, yet the Dolphins didn’t just use their video content as a way to boost engagement with fans, it was also a key part of their lead generation strategy.

During an off-season marketing campaign to sell season tickets, the Dolphins used data generated from the likes, comments and shares their videos to better target people who they felt were likely to become season ticket holders and results are astonishing:

25 percent of new season ticket memberships during the 2017 season was a direct result of leads generated from engaging with social media content. This brought in more than $4 million in revenue for the team.

The strategy: How to generate leads using social Facebook video

Step 1: Create content

Social media content is the most important part of this strategy. Without content, the Dolphins wouldn’t have been able to target such an engaged, receptive audience.

For this campaign, the Dolphins created a series of videos called ‘The Life’. The Life focused on the Dolphins organization, the Miami community, and the players. The videos featured no mentions of season ticket sales. Instead, they focused on telling stories that might resonate with new and existing fans.

Note: The Life is one of 11 video shows the Dolphins have published directly to Facebook, including:

  • Dolphins Daily: A short, daily roundup of news from the Dolphins franchise.

Step 2: Create an Engagement Custom…