One of the most overlooked and underutilized practices on Social Media is leveraging its power to generate leads and sales.
Many think Social Media is a platform to only create interest in yourself and your business. If this is your mindset then listen up because you’re leaving money on the table.
If you want to generate leads on Social Media effectively, you first need to lay the groundwork. Just like at face-to-face networking events or in social situations, you must take the time to listen and engage with people before you try to sell them something. On Social Media, this is done with useful, relevant content that attracts buyers.
The opportunity to grow your business using Social Media has never been more advantageous.
- 77% of B2C marketers say they have acquired a customer through Facebook.
- 34% of marketers have generated leads using Twitter and 20% have closed deals.
- 77% of buyers are more likely to buy from a company whose CEO uses Social Media.
When you’ve laid the groundwork and the opportunities are plentiful, this is the time to enact your strategies to generate leads on Social Media. Be open to the possibilities here. Your level of willingness to adapt to the new ways of reaching customers has a direct effect on your results. If you’re ready, here are 10 ways to generate leads on Social Media:
1. Define clear objectives and goals.
I’ll bet that either you or your boss thinks you can’t sell anything using Social Media. I’m here to tell you that it’s possible, if you do things right. Setting objectives and goals is the best first step. When you have serious goals from the start, your results become more meaningful when you can tie them back to your goals. That’s how you establish Social Media ROI.
2. Create a solid content strategy to share valuable, useful content.
A goal without a plan is just a wish. Content strategy is your plan to get the right messages to the right customers at the right time. A successful content plan examines and identifies 3 segments:
- You. Identify the reasons why you do what you do. What are your core values and beliefs?
- Your business. Why do customers choose your business over your competitor?
- Your ideal customers. You must learn how your customer behaves in order to know what content will engage them. What are their interests? What problems can you solve?
3. Be social. Always genuinely engage with your audience.
I still see companies on Social Media using old advertising tactics. Broadcasting the “benefits” of their products and services to people who for the most part don’t care about what you have to sell. Sure there are those that might be ready to buy but the majority of users are on Social Media to connect and engage with brands they love. If you don’t remember or never learned how to be social, go back to it and practice.
4. Be helpful.
Social Selling is about being helpful to those who you’re connected with. Answer questions. Don’t sell something, solve something.
5. Advertise on Social Media.
Turning fans into customers takes a strong conversion strategy. Engaging prospects in conversation, asking questions, listening, and ultimately helping them buy are all tactics that great Social sellers practice. Social Media ads boost your results. Grow your Facebook page likes, improve post engagement, drive leads using landing pages: these are all ways to advertise on Social Media.
6. Use landing pages and calls-to-action.
When a prospect is in the final stages of their research, provide a way to guide them further down your sales funnel. Capture their attention and convert them into a customer with actionable, compelling landing pages. Drive them to the landing page with ads and use a clever call to action to collect their contact info.
7. Leverage the power of LinkedIn.
If you’re a salesperson, there is no reason NOT to use LinkedIn to build your network and generate leads on Social Media.
- Make sure you have a 100% complete profile – no “lazy bones jones” on this one. People want to know about you and a well-constructed profile with a nice picture says, “Hey, I’m here to help.”
- Don’t waste your time trying to connect with everyone. Be deliberate and thoughtful about who you’d like to know and see who can introduce you or recommend you.
- Join Groups around the interests you have and either start or participate in discussions within those Groups.
8. Use Twitter for prospecting.
With a little skill and perseverance you can locate and engage with your ideal customers on Twitter. Create a search on Hootsuite Geo-Search for tweets in your market area. Monitor the search regularly and soon you’ll find ways to be helpful or even awesome. Engage prospects in conversation by offering help or advice. Expect nothing in return except the good feeling you get from helping someone. If/when the conversation turns your way, ask more questions to let them create the lead naturally.
9. Identify communities on Google+ where leads might be and join them.
Don’t wait for leads to come to you, go look for them! Start with a completed profile so people can see who you are. Share content on Google+ using your already-established content strategy. These two actions are like getting ready to go on a sales call. Now you’re ready to seek out leads. Join communities where you can network and collaborate with others. Give to get.
10. Show another side of you on Instagram.
If you’ve done your homework on identifying your business or personal brand, there are components of it that may not lend themselves well to some of the Social channels. Example: Linkedin’s professional environment isn’t a place to share pictures of your daily happenings. Use Instagram to communicate another side of your brand. Spend 10-15 minutes each day engaging with other users. I know a dealership who’s worked leads using their Instagram content.
With these 10 tips and some commitment, you will generate leads on Social Media. Are you ready to take it to the next level?