- Posted by Karolin Bierbrauer
- On 7. March 2017
- 0 Comments
- #digitalmarketing, #Facebook, #marketing, #SMM, #socialmedia, #Twitter
Over the past few years, everyone experienced many changes with the advancements in technology and the internet. While marketing previously required pinning a poster to the local noticeboard and attempting to get onto the local radio, a significant amount of the process can now be done for free with social media. Nowadays, we spend hours of our day on Facebook, LinkedIn, Twitter, Snapchat, and Instagram. As a business, it is now time for you to take advantage of this fact by generating leads.
Let’s not beat around the bush; everybody knows that companies try to produce leads on social media which make the process a little harder. However, it doesn’t make it impossible and we have compiled some tips for this very activity today. After staying with us for the next few minutes, you should walk away with 13 methods of generating leads for sales on social media!
1. Adapt to Your Surroundings
If you were lucky enough to get an advert on the TV, it would probably be different to the advert used on radio. Furthermore, you would generate leads differently depending on the resource you were using, and this is no different to social media. Although they all fall under the same umbrella, this doesn’t mean that the audiences are the same or that they receive news in the same way. What might work on Twitter may be completely ignored on Facebook and vice versa. With this in mind, you need to develop a strategy for each and then adjust when you find something isn’t working.
Why? When reading this, you might be wondering why this is important, but it all comes down to why we use the platforms. Mainly, people go to each platform for different reasons, and they communicate with each one differently. If you don’t grasp this, your general strategy will see success on one platform maximum.
If you want to see an example of how to do it right, look no further than Danish company ‘Maersk.’ When looking into how each platform should be treated, they have mastered this art, and you could pick up some essential tips. For example, LinkedIn is a more professional platform and therefore benefits from professional discussions and showing your knowledge on an individual topic. On the other hand, Twitter users scan through their feed quickly and need to be attracted by infographics and colors. If we compare this with Facebook which plays videos regardless of whether they are clicked on or not, you would see better results with videos and tutorials.
2. Show Your Knowledge
When you buy a product or service, what is it that you look out for? Among other things, you probably look for a company that knows more about a topic than you, and this is important to remember. Yes, there is nothing wrong with showing a bit of humor but, at the end of it all, customers choose products or services because they believe the company to be experts in their field.
If you want to generate leads, you need to show this knowledge in a way that suits each platform as we discussed previously. Firstly, you could post an informative blog before then sharing it on your various social media profiles. Secondly, you could tackle a huge issue in the world and show why your company is supreme. Thirdly, you could create a video talking about an individual issue. However you do it, the consumer needs to see that you know what you’re saying otherwise they will choose a company that portrays it better.
3. Be Helpful
One of the biggest mistakes you can make and probably have done if you are still a beginner is always posting about your product, asking people to buy your service, and talking about how good you are. Whenever you do this, you lose the crowd because it becomes apparent that there is only one thing you are interested in – making a sale.
If you want to generate leads, you should be looking to help others and engage with them as much as possible. As soon as you can do this, you won’t need to push your brand nearly as much because all the hard work will be done automatically. On social media, there is often a ‘push’ mentality where we are attempting to point everybody in the right direction. However, why not replace that with a ‘pull’ mentality? Surely the success will be more sustainable if you create a brand that entices the customer in? To start with, it can be as simple as commenting on tweets, sharing and liking posts, and answering questions that people may have.
4. Host Events
Earlier, we discussed just how far technology and the internet have journeyed in recent years so why not use this to your advantage? Rather than just posting once a week and hoping for the best, you have a real opportunity to interact with potential customers. Since there isn’t a physical store for prospective buyers to look around, you have to show your credibility in other ways.
For example, why not start some Twitter chats or maybe even a Facebook Live event? If your product or service is new or comes with a lot of questions, get in front of a camera and host a ‘Q&A’ session. Instantly, you become more credible and personable than all the other companies in your niche combined. Why? Because you have a chance to build relationships, answer questions, and show your expertise. If you face 50 questions and have an answer for every single one, you become a company that people want to get involved with, and you generate leads.
If you haven’t quite got the technology or even the confidence to do a live event, there is nothing wrong with starting with videos. Although the platforms for social media all offer something unique, they also have something in common – you can upload a video to every single one. Whether it is Twitter, Snapchat, Facebook, or even Instagram, you can bring your business more exposure and increase the likelihood of sales video generation with videos.
Once again, you can show your expertise by answering questions sent in by your audience or perhaps even a tutorial so people can see how your product works. Once they see your company in action, they are far more likely to want to try your product in whatever niche it may reside. Also, let’s not forget YouTube as a sharing and communication website. Perhaps, king of the video sharing sites, YouTube allows videos of no limit, an opportunity to reply to comments of viewers, and a chance to build leads. Then, all subscribers will be notified whenever you upload the next video.
6. Use CTAs
If you are going to start making videos or hosting live events on social media, you need to make sure you use a call-to-action (CTA). On every single site you use to attract potential customers, you need to have a link to your website. Although bringing people towards your platform is exciting, it isn’t going to lead to anything if you cannot get them to your site and finalize the sale. Even if they visit your site and join the mailing list, at least this gives you an opportunity to build a list of leads and market to them directly. Unless you have their details and a chance to make a sale, having them ‘like’ your social media activity is largely a pointless exercise.
While on this topic, we should point out that your landing page from social media needs to be impressive. After doing all the hard work on Twitter and Facebook, it would be a huge shame to lose the leads just because your landing page is poorly presented or confusing. Every day, we see links to sites that shouldn’t even be advertised to the world. Not only do you lose the chance of a sale, but you also lose the opportunity for further interaction and maybe even a ‘share’ of your content. If your landing page is attractive, simple, and tells the potential customer where to go from that point, they will be more likely to click through and buy your product.
7. Use Analytics
Today, we have some excellent tips, and you should see results after implementing these methods. However, how are you possibly going to know what is working and what isn’t if you don’t review the analytics? Regardless of which sites are your focus, there will be chances to assess how well each post is performing, so you need to use this to your advantage.
On Twitter, you can see the tweet activity directly and, on Facebook, you can gauge how much interaction you saw on each post (this is the same for YouTube, Instagram, and Snapchat). After this, you can visit your website analytics and assess how many people are visiting your site each day through the different social media platforms. As long as you have the right tools in place, you shouldn’t have any trouble seeing which networks are bringing in the most people. If you have thousands of people visiting your site from Twitter but only a handful of people from Facebook, this suggests that your Facebook plan isn’t working. If you’re using the same tactics to generate leads on both sites, see tip #1 for how to make changes.
As soon as you spend time with the analytics, you will be in a much stronger position to see success because you will be reviewing and then adjust wherever possible. If you were to avoid the analytics, you might see a sudden rush of interest surrounding your products without knowing where they came from. Using analytics, you know where they came from and how to make it happen again and again to grow the brand.
After generating unique leads and even making sales, the job isn’t then done because you should be trying to generate even more leads to keep progressing. However, this doesn’t mean that you have to start fresh each time. In fact, you can use your previous customers by asking them to share a particular post on social media, or even just talk about your brand online. Ultimately, there are two ways in which you can do this, and you might want to combine them to see the best results – landing page and follow-up email.
After first making the purchase, you could send your customers to a ‘thank you for buying’ landing page. As well as explaining how the process works and when they will receive the product, you could ask them to share the fact that they have just bought from you on social media. Of course, they might only have a small following, but this could go to hundreds of different people each time and whose opinion do we trust more than our friends? In short, none.
Once they have received the product and had it a little while, you can then send an email asking to share their experience. If they are happy with everything, they are likely to help you out, and you get the 2017 version of word-of-mouth.
9. Paid Ads
As we said previously, marketing and generating leads on social media is free…for the most part. If you want to speed things along a little, you can make the most of the paid advertising campaigns. Depending on where the largest percentage of your clients can be found, you can advertise here and see the results. If you combine this with Google Ads, your brand name will be everywhere, and you start to market yourself as a credible option within your niche.
This being said, there are a couple of downsides to this option. Firstly, you have to pay money, and this might not fall within your budget. Secondly, it can only actually be seen as a short-term option because it doesn’t necessarily generate long-term success unless you continually spend on advertising from now until forever. With this in mind, it can be useful for particular events such as product launches or giveaways.
In truth, there isn’t any way to go wrong with giving free products away; the free love to get something for free so you are bound to generate some interest. As long as the product is worth having, you can have people enter the competition by following, liking, sharing, commenting, or whatever you want them to do. If you’re brilliant, you could ask them to visit your site and enter their email because this provides future opportunities for email marketing. In fact, you can go one further and have them answer a question to enter for free market research.
When somebody wins, they will receive the product, and all eyes will be on them to see whether the product is worthwhile. When people lose competitions or miss out on a giveaway, they have been looking at the product for so long that a certain percentage will order from you anyway. If you receive 1,000 entrants, for example, and 20% order your product after losing, you have only had to give one product away for free to make 200 sales, so it is a win-win situation.
11. Less is More
At times, it can be difficult trying to balance five, six, or even more social media profiles all at once, so we have a solution – don’t. If you find out that whatever you do on an individual platform doesn’t work, you don’t need to spend hours and hours trying to make it happen – it could just be that your target audience doesn’t congregate on that website. Instead, you should be focusing on the sites and platforms that do generate leads.
Once again, this points out the importance of analytics because you need to know what social networks are generating the most leads. For a certain amount of time, you can adjust your strategy along with the various techniques you’re using to attract people towards you. If you find that nothing is working after a few months, you could be wasting your time. If you concentrate on the sites that are generating interest, you are more likely to see success in the long run. If patterns change and there is an opportunity to try the platform again at a later date, you can leave the door open, but you wouldn’t continue running a newspaper ad that wasn’t working.
12. Twitter Cards
On most of the major social networking platforms, have you noticed that they share a common trait? When you first visit the page of a company, what is the first thing you see after the initial profile picture and header? In most cases, it will be the very first tweet that comes up as you scroll down. Despite popular belief, this doesn’t have to be the most recent tweet or Facebook post if you know about ‘pinning.’
On both of the networks mentioned, you can ‘pin’ a favorite tweet or post, so it stays at the top of the page regardless of how many times you have posted since. For example, this could be your advertising message, news about a recent giveaway, or just something interesting that will draw the reader in. If you ensure that it contains a link, this can be a great way of getting people to your site with minimum effort. Even if they don’t click straight away, they know the link is there if they want to visit your site after scanning through your profile. Nowadays, the so-called Twitter ‘cards’ are big business and could prove pivotal for your product.
13. Create Relationships
Earlier, we spoke about the prospect of communicating with customers and helping them with concerns or questions. In addition to this, there will always be influencers who can contact millions of people at the click of a button so it can also be important to create relationships with these people too. Whether it is ‘YouTubers’ who create videos for millions of viewers or just people that are admired by the masses, one single tweet, video, or post could bring a significant amount of business your way.
Furthermore, you can also look towards complementary products and build a relationship with their manufacturers. Before we go any further, it should go without saying that you need to steer clear of competitors as this forces the customer to choose between one or the other. Instead, pick a company or brand that complements your own in a way that the clients would be interested in buying both at the same time. For example, you could contact a manufacturer of sports shoes if you made tennis rackets. Similarly, you could team up with a laptop manufacturer if you are selling laptop cases. When the customers see you both working together, they will be inclined to buy from both of you, and this increases the chances of you making a sale.
As you can see, there are now many methods of generating leads for sales on social media. Regardless of what platforms you have chosen, you need to adapt your style to that audience, make the necessary changes, and then monitor the results through analytics. In truth, creativity is always rewarded, so it will be worth your time to sit down and think out ideas. If you hit on something unique, it has the chance to go viral and then you will generate leads.
Finally, we should also note that it pays to keep an eye on your competitors. As they say, you must keep your enemies closer than your friends because you can constantly see what they’re doing and whether it is working. If there is a business in your field with a much larger budget, you can see where the market is going before everyone else by watching their progress. Over time, this tactic will bring you leads which, in turn, should bring you sales!