For anyone with a product to sell one of the first things on our list of strategic action items is to build brand awareness. The question is, what’s the best way to do that? Luckily, there is one tool out there that is right at your fingertips. In fact, you are probably already using it—Facebook. The question is, how do you get started?
One of the quickest ways to use Facebook to help build brand awareness is to adopt the same tried and true techniques that are used for generating leads. Here are five common lead generating ideas that can be effectively applied to creating brand awareness.
- Post Compelling Content: If you’ve been working with social media for awhile then you know that saying you will post compelling content is easier said than done. The good news is that it can be easier to create content that is all about image than it is to sell a particular product. Blog posts, stories, and other narrative posts can all do an excellent job of telling the story of your business and your brand. Keep it personal and post consistently. You want to engage your audience as well as educate them.
- Use Facebook Live: Live streaming to your audience can be quick, cheap, and extremely effective in helping you get your brand name out there. You can stream from an event, educate your audience on how to use a product or have an employee talk about themselves or their job. Pro Tip: Practice before you go live.
- Run a Contest or Giveaway: A contest such as a scavenger hunt or a free sample of your product can be very engaging if it is well managed. Plus, you’ll be able to beef up your mailing list with verifiable data.
- Run Targeted Ads: If you haven’t used Facebook advertising then now is the time to learn all about it. With the help of the platform’s targeting features, you can reach a whole new set of potential customers. Depending on your particular situation, boosting that compelling content you’ve been creating can be just as effective as traditional ads.
- Create Special Landing Pages: Combine a strong call to action with a custom landing page, and you can help your audience learn all about you. While you’ve got your audience’s attention, present your case for why you are the best in the business.
Like all sales and marketing tactical efforts, using lead strategies to drive high awareness of your brand will take planning and work. Before you get started, decide how you will measure success. Then put your plan in place, watch the results, and adjust as you need to. With a well-executed plan, you’ll find your brand garnering a whole new level of attention.
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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram, and the tools to manage them.
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It is often said that Generating Leads (in both quality and quantity) is a marketer’s most important objective. Lead generation is the engine that keeps your sales funnel full of sales prospects
while you sleep, run your business, or are otherwise engaged.
In 2017, lead generation
needs to be your 80/20 focus. For those who don’t know what I mean, the 80/20 rules (or the Pareto Principle) states that roughly 80% of the effects come from 20% of the effort. If you want to succeed, you need to find the 20% and focus on that. Lead Generation is key to that success.
This critical marketing
tool is often overlooked, but is necessary to run a sustainable business. There are four crucial elements:
In order for a customer to be interested in your services or products, you must provide quality content. Thanks to fraud and rampant spam, it is harder than ever for people to give up their information to you. If you provide an irresistible offer, however, they will be inclined to work with you. Offers can include ebooks, whitepapers, coupons, product demonstrations, free webinars
, free consultations, and more. You can have as many offers as you like, but keep in mind that each offer will require its own landing page. See more on that later.
A call-to-action (CTA) is an eye-catching text, image, or button that links direction to a landing page
. This gives people an easy way for people to find and download your irresistible offer. Your CTA needs to be engaging and easy to navigate, or else you’ll miss the opportunity.
Landing pages are far different than normal website pages. It is a unique and specialized page that is tailored to the offer that got them there. Remember when we said you needed one landing page for each offer on your website? This is what we mean. A landing page needs to be focused. No side bars, flashing ads, or other article suggestions here. You don’t want to give them an excuse to click away. That’s why it’s called a funnel
. You block out the distractions and let them focus on what they want: namely, your content. This, in turn, lets you get what you want: their information so you can begin your process of converting leads into paying clients and customers.
The form is a key ingredient for lead generation. You must capture the information of the person who receives your content. Remember, this is an equal exchange of information. You provided something they needed in exchange for their contact information. But how much information should you gather? That’s easy: the minimum amount of information
you need in order to sustain their trust. It will be directly proportional to the content you provide. If you offer a downloadable printable checklist, don’t expect to get their name, email and mailing addresses, phone number, and credit card information. You can ask for their first name, email address, and maybe a contact phone number if the content warrants a phone call from you. Most of the time, you gain more interest by keeping the request to a name and email address. So, keep that in mind.
This is one trend you shouldn’t shy away from. #BeAwesome in 2017 and take your social media to the next level!
Be sure to Follow us and Let’s Engage!
Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.
Marketing strategies are not created equal. While everyone has a perspective on which is the most effective, two common ones that get lumped together are “relationship marketing” and “lead generation.” These two marketing strategies are not the same thing.
Relationship marketing involves the use of “direct response” campaigns that emphasize customer retention and satisfaction. This type of marketing strategy creates a bond with the customer through narrow market targeting, tailors offers to their customers, and usually demands a response that can be tracked by the marketing team. This typically requires an email address so that the company can contact the individual directly for exclusive offers, maintenance follow-ups, and unconverted leads. Relationship marketing is about the long-term value of a loyal customer and the connection that can be built beyond typical ads and generic sales promotions.
- Allows companies to tailor taste profits based on the customer’s preferences, activities, etc.
- Focuses on customer satisfaction
- Increased customer retention by enriching the purchasing experience
- Brand loyalty becomes more commonplace
- Referrals come from loyal customers
- Cost of acquisition is steep at the beginning in both time and money
- Slow-moving marketing platform that requires patience as referrals build
- Networking, not everyone’s forte, is a central piece in developing business relationships
Lead generation, however, focuses on the sales lead side through newsletter sign-ups, marketing referrals, events, etc. This is a key part of the purchase funnel method and is associated with pipeline marketing. It’s less personal than relationship marketing, but very effective in gaining new potential customers. Lead generation usually requires an opt-in of some type. Examples include landing pages, online surveys, and brand specific opportunities. Like relationship marketing, lead generation requires an email address to convert leads into customers.
- Build a list quickly
- Ensures that your clients and customers want to be there (opt-in)
- If combined with a sales funnel, this method can run itself via newsletter drip campaigns after the initial set up
- A relationship isn’t really built until they “opt-in” to something you offer
- High turnover rate
- If done poorly or in a sleazy manner, this can destroy your reputation (Don’t offer something you’re not willing to follow up on!)
Both relationship marketing and lead generation have their strengths and weaknesses, but the best marketing strategy involves a combination of the two. Ensure that you track the results for each style so that you can adjust your strategies as needed to ensure a long-term quality experience for both you and your customers.
The team here at The Social Media Advisor prides itself on developing their business through relationship marketing but also comprehends the value of lead generation and prospecting. A healthy balance of both can be extremely valuable for any small business. Want to find out more? Contact me to book a discovery call to find out how we can help you #BeAwesome with your marketing strategy.
~ Social Media is changing the way people do business. Don’t get left behind ~
Be sure to Follow us and Let’s Engage!
Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them.