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Tag: lead generation

#ShareYourMessage – What is Lead Generation in Social Media Marketing?

As a social media manager, one of the common questions (or complaints) I get from prospective clients is about their return on investment (ROI) when it comes to social media marketing. There is a common misconception that lead generation isn’t possible on social. This stems from the fact that SO many business owners approach social media marketing as a sales tool and ignore the reason the platform or channel exists in the first place. Social media IS meant to be a social experience. However, that doesn’t mean that you can’t use it for lead generation. It just means you need to get clear about your social media strategy and how you want it to work for your business.

According to Quicksprout, using social media reduced marketing costs for 45% of the businesses surveyed. It has also increased revenue for 24% of those companies when they chose to implement a lead generation strategy.

What Is Lead Generation Anyway

Before we jump into the deep end, let’s go over lead generation as a sales tool. Lead generation is how you attract potential clients and customers into your business sales funnel. It’s how you narrow down your focus to the right people, grab their attention, and lead them to your offer. Don’t have an offer yet? Clearly, you’ll need to start with what you want to sell and pick a place to post your offer.

Whether it’s your website site or a landing page, building out the copy and graphics for your sales site will be the deciding factor in whether or not someone hits the buy button. Lead generation is about getting the right people to that page so that you can sell them.

The prep work needed to promote lead generation on social media:

  • Build your online presence and brand awareness
  • Know your target audience and how to find them
  • Uncover the pain points of your leads
  • Build your offer based on the information gathered and post it online
  • Then create a social media strategy to guide that audience to that offer

Why Social Media?

Since I work in social media management, I’m going to let some recent statistics do the convincing for me here.

39% of Americans spend more time socializing online than in person.

People spend 50 minutes of their day, every day, on Facebook.

71% of consumers are likely to purchase an item based on social media referrals.

For B2B companies, 44% have generated leads through LinkedIn, 39% through Facebook and 30% through Twitter.

I hear stories all the time about how companies are bailing on their website to focus entirely on social media marketing because it’s working so well for them. (I don’t recommend that by the way – rented land!) This is relevant because social media DOES work for lead generation, if you have built it in the right way.

Where to Start

Once you have your online offer in place, have narrowed down your audience and know where to find them, then it’s time to pick a social media platform. Picking the right channel can make or break your lead generation efforts. If you pick Facebook, but most of your audience is on Instagram, then they aren’t going to see your content.

If you already have a built-in audience or community, then this answer is simple. If you don’t, it’s time to start building one.

Lead Generation Strategies

When it comes to social media marketing, there are multiple lead generation strategies you could explore.

Page Optimization

Brands that understand the value of their Internet real estate, also understand the importance of optimizing each of their social media profiles. Your Facebook business page should strongly resemble your website with buttons that direct visitors to where you want them to land. Keyword research is imperative here as each of your profiles should incorporate as many searchable keywords as possible. Make it easy for the right people to not only find you but follow through on the appropriate call to action.

Opt-Ins & Freebies

The whole point of a sales funnel is to get an individual’s permission to market to them and then move them through the whole process. If you don’t have a sales process, that’s where to start. The most common way to get someone into your funnel is to offer them something they want for free in exchange for their contact information. Make it clear that you’ll be contacting them in the future, not just to send them the freebie. Then use email marketing to target them directly. How do you increase awareness of your free offer and your opt-in? You use social media. If you have taken the time to build an online offer and sales funnel and you aren’t directing those who are consuming your social content to those – then you aren’t set up for lead generation on social.

Paid Advertising

The most common lead generation strategy on social media is to invest in paid ads. Each of the social media platforms has its own version of this – whether it’s boosting content on Facebook, promoting Pins on Pinterest or straight up buying ads on Twitter – there’s an option for each of the most popular social channels. You can either invest the time in figuring out how to optimize your own advertising or you can seek out the help of someone who specializes in paid ads.

Lead generation is possible on social media and it works! Brands are gaining traction and success every day by incorporating a social media strategy that is built around a lead generation and sales process.

Why aren’t more small businesses setting up their online marketing this way? Because it takes work, effort and often a budget. Can you just share another brand’s content on social media and convert followers into consumers? Not likely. The ROI you seek is hidden behind the strategy you’ve yet to implement.

Social Power Program

If you want more support in building out your social media strategy, I encourage you to check out the Strategy Series on the Social Power Program.

The Social Power Program is designed to be a “work at your own pace” program incorporating video training and worksheets. The Program uses videos, tools of the trade, bonus “diving deeper” sessions and accountability to assist you with your online marketing strategy.

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.

#GrowYourAudience – Drive High Brand Awareness Through Lead Strategies in Facebook

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.

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.

#Trendsfor2017 – Lead Generation in Your Social Media Should Be 80/20

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:
Offer
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.
Call-to-Action
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 Page
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.
Form
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.

#DevelopStrategy – Relationship Marketing vs. Lead Generation



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.

Pros:

  • 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


Cons:

  • 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.

Pros:

  • 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


Cons:

  • 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 ~ 


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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 LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram and the tools to manage them.



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