Choose the Right Products or Services to Promote

How to Choose the Right Products or Services to Promote on Social Media for Lead Generation

When your business offers a wide variety of products or services, it can be difficult to know which ones to prioritise in your marketing. Social media campaigns—particularly those focused on lead generation—require careful planning, especially when your time and budget are limited.

So how do you decide what to push first?

At SFM Marketing, we work with businesses throughout Kent and across the UK to deliver targeted, results-driven social media campaigns. In this blog, we break down how to select the right products or services to promote as part of your next social media lead generation strategy.

Start with Your Business Goals

Every effective marketing campaign begins with clear objectives. Ask yourself what you want to achieve from your social media efforts. Are you focused on driving immediate sales, increasing brand awareness, or generating qualified leads for a long-term sales pipeline?

For example, if your goal is quick revenue growth, it makes sense to promote products or services that have a higher profit margin or that are already popular with your audience. On the other hand, if you’re launching a new service or trying to enter a new market, you may want to focus on lead magnets that educate and introduce your offering to a broader audience. Your goals should guide every aspect of your campaign—from the messaging to the ad format and targeting.

Look at Your Data

Data-driven decisions lead to better results. Take a look at your recent sales reports, Google Analytics data, CRM insights, and social media analytics. Identify which products or services are already performing well in terms of sales, engagement, and conversions.

Which products bring in the most traffic to your website? What services are mentioned most frequently in customer enquiries? Are there social media posts or ads from the past that generated strong engagement or leads? Promoting items that already show evidence of interest or demand is a smart way to improve campaign effectiveness and reduce wasted spend.

Understand Your Audience

Lead generation campaigns only work if you’re speaking to the right people in the right way. Take the time to revisit your buyer personas or audience profiles. Think about the demographics, interests, pain points, and behaviours of your ideal customer.

What challenges do they face, and how do your products or services solve them? If your target audience is at the early stage of the buying journey, they may respond better to educational content or free guides. If they’re further along the funnel, you might see stronger results from direct offers, free trials, or limited-time discounts. The more you align your message with your audience’s needs, the more leads you’ll generate.

Consider Seasonality and Trends

Timing can be just as important as the offer itself. Certain products or services may be more relevant during particular times of the year. For example, air conditioning installation services will perform better in summer, while tax-related services will gain traction in the run-up to the end of the financial year.

It’s also worth considering broader industry trends and current events. Is there a new regulation, technology, or consumer behaviour shift that makes one of your services more relevant right now? By riding the wave of demand or interest, you can capture attention more easily and stay ahead of the competition.

Test and Optimise

Choosing what to promote on social media doesn’t have to be a one-time decision. In fact, the best campaigns evolve over time. Start by selecting two or three key products or services and test how they perform in your lead generation ads.

Monitor metrics like cost per lead (CPL), click-through rate (CTR), conversion rate, and engagement levels. Use this insight to determine which offers resonate most with your audience. Then refine your targeting, creative, or budget allocation accordingly. Continuous optimisation helps you maximise ROI and ensures you’re always promoting the right offerings at the right time.

Let SFM Marketing Help

At SFM Marketing, we understand that every business is unique. Our team works with you to understand your goals, identify your best opportunities, and deliver fully managed social media campaigns designed to generate leads that convert.

Whether you’re launching a new product, scaling up a core service, or exploring a new audience segment, we provide the strategy, content, and targeting expertise to make your campaigns a success. We handle the heavy lifting so you can focus on what you do best—running your business.

Let’s turn your social media into a powerful lead generation engine

Contact SFM Marketing team today to learn more about how we help businesses like yours grow through targeted digital marketing campaigns.