One of the most overlooked and underutilized practices in digital marketing is leveraging the power of social media to drive leads and sales. There are a lot of obstacles for companies to overcome including a true appreciation of the value, lack of skills, and certain business cultures that don’t lend themselves to being social. However, if a company can eliminate the stumbling blocks, there are strategic, lucrative ways to drive leads with social media.
Unfortunately, many CEOs and GMs think of social media as an afterthought. Many believe its only value is in creating interest in the company’s brand. If this is your mindset then listen up because you’re leaving money on the table.
Social media is a quickly evolving beast. Platforms are constantly changing algorithms, releasing new features and “changing the rules”. That requires marketers to think on their feet and quickly adapt their approach at the drop of a hat. 40% of marketers believe that social media has become increasingly difficult in the past 12 months.
The landscape to grow your business with social media have never been more fertile.
70% of the U.S. population has at least one social networking profile. (Statistica)
52% of online adults now use two or more social media sites. (Pew Research)
In 2015, Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36 per cent in 2014. (The Drum)
Laying the required groundwork is the key to driving leads with social media.
Listening in order to understand your customers improves marketing success. Leveraging social media to engage people before you try to sell them something keeps customers coming back. You save big money because you…
Laser-focus on interested buyers instead of blasting unwanted messages to strangers.
Groundwork produces seedlings and the opportunities become plentiful. The next steps are to enact strategies to drive leads with 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.
10 strategic ways to drive leads with social media.
1. Begin with a Marketing Plan
So many companies admit they don’t have a marketing plan in place. They know how valuable marketing is in general, and make some marketing efforts, but inevitably they feel like they need to spend all their time on operations and sales.
I totally understand how the day-to-day activities involved in running a business can make you wish there were more hours in a day. The irony is you can actually save time with a marketing plan in place because you’re operating more proactively rather than always running around in reactive mode. Mapping out a plan also means you can more easily hand off the work of implementing it to somebody else.
Better time management is just one perk of a marketing plan and here are 6 additional ways a marketing plan can benefit your business.
- Reinforces your brand
- Positions your company in the market place
- Nurture current customers
- Attract new customers
- Prepares company for growth
- Helps to analyze what works
2. Publish useful, high-quality, original content.
Content strategy means getting the right messages to the right customers at the right time. This involves everything from your website content, blog, social media marketing and social advertising. High-quality content does not happen without a content strategy.
The benefits of developing a content strategy include:
- Influences buying decisions
- Improves brand equity and reputation
- Earns customer loyalty
- Attracts more of the right buyers
- Competitive advantage
- Increased leads and sales
3. Be social. Always genuinely engage with your audience.
Yes, you really do need to be social on social media.
Instead of broadcasting the “benefits” of products and services to strangers, add the steps to attract interested buyers by engaging with them on social media.
- 71% of those who receive positive social care are likely to recommend your brand to others.
- Only 19% of those who don’t get any response are likely to recommend that brand.
When comments show up, respond. When online reviews are posted, respond. Be more accessible and you’ll notice more customers engaging.
4. Incorporate social selling tactics within your sales process.
Social Selling is the act of developing referrals, leads and sales using social media. 79% of salespeople who use social media in the sales process outperform those who don’t.
Social selling is just like any other sales process. Salespeople build a network (online or offline) to increase referrals and leverage relationships to create warmer leads.
Talented sales professionals already have an offline network they’ve nurtured for years. Savvy social salespeople have already been working social media to develop leads. But these individuals are your top performers. What will you do to engage the bottom 90% of your team?
In order to attract, engage and sell to today’s hyper-connected buyers, companies need to build a social selling process within their organization.
5. Leverage the awesome power of Facebook ads.
No matter what your Facebook marketing goals are – grow page likes, boost reach and engagement, drive leads – Facebook ads will help achieve those goals.
Facebook ads are by far the most powerful way to advertise your business on social media.
6. Use well-designed landing pages to capture leads.
When a shopper is in the final stages of their research and ready to take action, strategic landing pages guide them further down your sales funnel.
Capture their attention through Facebook ads and convert buyers with actionable, urgent offers they can’t resist.
Don’t forget the all-important call-to-action and include a lead form to track and follow up.
7. Re-market to people who visit your website with Facebook ads.
The more advanced Facebook ads strategies are difficult to master but the results are hard to ignore.
Perhaps one the most powerful tools Facebook has to offer is the ability to serve personalized ads to people that have visited your site.
Use the targeting option “Custom Audience – Website Traffic” to re-market to people who have visited your site within a set time frame. Once you’ve placed a Facebook pixel on your site, you can set up specific audiences with filters based on pages they’ve visited.
8. Leverage the power of LinkedIn.
If you’re a salesperson, there is no reason NOT to use LinkedIn to build your network as one of the ways to drive leads with 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 time trying to connect with “everyone.” Be deliberate and thoughtful about who you’d like to know and who can introduce you or recommend you.
Pro Tip: write and publish a weekly article on LinkedIn that displays your knowledge and expertise. It will develop your “personal brand” as a thought leader and trusted resource.
9. Use Twitter for prospecting.
To many companies and their salespeople, it seems like Twitter is a huge waste of time. And sometimes it is – if you’re just messing around on the social network and pitching folks to get on a demo, it probably won’t be that helpful to you.
Why? Because the goal of using Twitter isn’t to sell something at the very second you tweet.
By using Twitter wisely, you can be part of the most relevant conversations as they happen, spot opportunities first, build relationships, deepen customer trust and make a name for yourself.
However, just having a presence on Twitter doesn’t lead to conversions. It’s how you use it that makes the difference between tweeting into the void and generating leads. Spend the time and effort to:
- Find prospects
- Discover buying signals
- Gain insight on companies
- Accelerate deals with conversation
- Build your following
- Build relationships with influencers
10. Show another side of you on Instagram.
Instagram is a great place to promote your company’s personality. Spend 10-15 minutes each day engaging with other users. I know a dealership who has gotten leads via their Instagram content.
Ready to convert leads? Instagram now has more advertisers than Twitter. Facebook (who owns Instagram) allows ad creation and publication through the Facebook Ads Manager platform.
Are you ready?
These 10 strategic ways to drive leads with social media make it possible to eliminate the obstacles to converting your fans into customers. Are you ready to take it to the next level? Kruse Control helps companies just like yours increase conversions. Learn more–> HERE.