• Are you telling your brand story in social media?

Author: Hollie Clere

#GrowYourBusiness – The Difference Between Relationship Marketing & Lead Generation in Social Media

Relationship marketing and lead generation are both highly successful social media strategies. And while both typically require an email address to sign up, that’s where the similarities end.

Relationship Marketing

Relationship marketing focuses on building customer loyalty and long-term engagement rather than shorter-term goals, like increasing individual sales. The goal of relationship marketing is to build strong connections between brand and audience that might lead to ongoing business and future referrals.

Strategy often 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.

Value of Relationship Marketing

Acquiring new customers on a regular basis can be both challenging and costly. Relationship marketing helps alleviate that problem by creating long-term customer relationships that result in repeat sales (and often word-of-mouth referrals).

In addition, customers tend to have a higher lifetime value, a higher level of satisfaction, and greater brand recognition. Plus, brands spend less on marketing and advertising over the long term, as “buzz marketing” (or customers talking about your product) does the work for you.

Keep in mind, however, that the cost of acquisition can be steep in the beginning – in both time and money. Additionally, networking, which is not everyone’s cup of tea, is central to developing these long-lasting relationships.

Lead Generation

Lead generation is almost the polar opposite of relationship marketing. It focuses much less on building long-lasting relationships and instead aims to gain as many potential new customers as possible (and fast!)

Results are typically accomplished through newsletter sign-ups, opt-ins, giveaways, special events, and so on. Like relationship marketing, an email is usually required to turn leads into customers.

Value of Lead Generation

Lead generation allows you to create a huge amount of traffic to your business’s website, which will hopefully result in a higher conversion rate. A good lead generation strategy creates several different campaigns, targeting a different audience with each one. This ensures that your message gets seen by a variety of different prospects and each one will see your products as something that they “need.”

The end result? A fast-growing email list, customers that are genuinely interested in your product, and easy marketing.

Unfortunately, lead generation often comes with a high turnover rate and (sometimes) a sleazy, used-car-salesman sort of vibe.

Bottom line?

Relationship marketing and lead generation go together like peas and carrots. They both have pros and cons, but together they create an unbeatable marketing strategy.

The team here at The Social Media Advisor can help train your staff on the value of online lead generation and prospecting. If you’d like to take your company’s social media game to the next level, reach out today to learn more about our Social Power Program.

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 LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#GrowYourBusiness – How to Generate Leads in Social Media

When someone talks about social media as a lead generation tool, how do you feel?

For most people, the immediate response is, “Social media is for engaging with your audience and building brand awareness, but it is NOT for sales!”

Somewhere along the line (perhaps it was after one of Facebook’s endless algorithm changes), social media gained a reputation for difficulty. It’s difficult to reach your ideal client, it’s difficult to get your posts seen, and it’s definitely difficult to generate leads.

Our response to that? Psh. You just need a few tricks up your sleeve!

These are our favorite tips for generating leads on social media and producing real results:

Know your audience

We know – it’s been said a thousand times. But the key to gaining interest and creating an engaged audience is knowing what they like and need.

If you want to gain contact information from a member of your social media audience, they first have to feel like you can offer something that is useful to them. Ask yourself:

  • What is my ideal client interested in?
  • What are their pain points?
  • Which products or services would help make their lives easier?
  • What makes my product different from all the others on the market?
  • Which social media networks do they use?

Don’t be afraid to get personal! Consider things like their marital status, whether or not they have children, if they like animals, or what they do for fun. Discussing the “fun” stuff on occasion is how you can really form a connection!

Generating leads with social media

Once you understand your ideal client, generating leads is much easier. Still, you need to have a bit of strategy. While each social media network is different, there are a few tactics that work across the board:

  • Run contests: Contests do pretty well across the board. The trick is, the prize has to be valuable enough that people want to enter . . . but only valuable to your target audience. You don’t want a bunch of random people signing up for your giveaway, because they’re not likely to become clients. Again, this is where knowing your target audience comes into play!
  • Share links to gated content: Gated content is content that is hidden behind a virtual gate. Audience members must share some basic information in order to gain access – For example, they might provide their name and email address in exchange for an exclusive handout. Like contests, if your content is good enough, people will sign up.
  • Use social media advertising: Social media ads allow you to target viewers based on very specific demographics, like their age, where they live, and their hobbies and interests. Running these targeted ads allows you to make sure the people most likely to enjoy your product are the ones that see your promotion.

Do you want to train your employees on using social media as a lead generation tool? The Social Media Advisor’s Social Power Program can help bring them up to speed on the fundamentals of social media, building brand engagement, enhancing visitor experience, and more. Reach out today to set up your free consultation.

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 LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#RelationshipsMatter – What is Relationship Marketing in Social Media?

While you may not realize it, as a business owner you rely heavily on relationship marketing. Every time you provide customer service or work to improve repeat business, you are using the concepts behind this popular type of business development. Instead of looking for short-term results, relationship marketing focuses on long-term interactions with your customers and clients.

At first thought, it may seem that social media is too transitory and ad hoc to help build and strengthen relationships, but think again. The truth is, social media is an ideal tool for incorporating relationship marketing into your strategy. Below are four of the most effective ways social media can be effective for relationship marketing.

Customer Service

For many businesses, social media is an excellent tool for providing quick and responsive customer service. The key is to be consistent and prompt. Effective customer service responses let your community know that you can be depended upon and that you’ll be there when they need you. Even better, the tool is interactive so you can really connect.

Customer Retention

Social media is all about engagement. When you engage with your customers, you get to know them better and engender trust. When your customers trust you, they continue to come back. When your followers share your content, it is almost as good as providing a testimonial.

Building Referrals

There is nothing quite like word-of-mouth advertising to help you build or grow your business. By working with your community, you can engender an environment that creates advocates. Nothing is much better than that.

Strengthening Relationships (partners and influencers) Employees

Relationship marketing is all about developing long term relationships rather than focusing on closing an individual sale or converting a single lead. That applies not just to your customers, but to your employees, partners, and influencers as well. Social media is that perfect tool for communicating, sharing, and interacting with all the people in your circle.

Social media is a great tool for making all kinds of connections, both transactional and long term. To be effective, your overall strategy should include both. If you’re not sure how to get started or you need a tune-up, this is the perfect time to take advantage of the Social Media Advisor’s social media analysis. That way you can get an objective look and detailed review of your social media presence. Now is the perfect time to get started.

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 LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


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