Customer Engagement

Social Networks Exposed: 5 Ways to Drive Leads Using Social Media

If you do a Google search for “social networks” the results include 467 million entries. There are articles on how important social media is to business, why you have to be on them and how everyone is using them. Everyone is enamored with social networks, even advertising agencies are now calling themselves social media agencies.

But what should be important to business owners, CEOs and entrepreneurs, is an understanding of exactly how social media delivers leads for your business.

After all, if your marketing isn’t generating leads—it isn’t working. Below are 5 ways to drive leads using social media:

1.      You’re able to segment your audience – Social media allows micro segmentation. This means you are able to select, down to the specific person, exactly who you want to see your message.

Before you do anything; you need a plan, you need a marketing strategy that includes all the appropriate social networks. The strategy should include the creation of target prospect personas; the physical profile for exactly who you want to attract with your marketing.

LinkedIn actually allows you to advertise to a specific company, to specific people at that company and to create specific messages to specific people. This is very powerful and highly efficient targeting. If you deliver the right message to the right people at the right time—your chances of securing that account are very high.

2.      You want to educate your consumers about your business – Once you find your target prospects on social media, you are able to work to educate them. Remember, social networks come with their fair share of tools to block out you and your company’s message. Try to sell them, and you will find your company shut out of the conversation.

But lead with educational content marketing, and prospects will flock to you. Position you, your people, and your company as a thought leader. Find something provocative to say and educate your prospects on an issue that demonstrates your company as a leader in your industry.

The result of this effort drives new visitors to your website. Once on your website, your new prospects need to have a similar educational experience and be presented with even more educational content, blog posts, videos and webinars. Once on your site, if your educational content is compelling, they turn from anonymous visitors into new leads for your business.

3.      You want to convert visitors into leads – As business owners our goal is to generate leads. Unfortunately, this doesn’t just happen with thought and a conversion strategy on your website. You need to create content for targeted keywords and landing pages that convert visitors into leads for your business.

Landing pages need to be simple and direct. Eliminate any extra navigation. Show your visitors a picture of what to expect when they request the download. Give them a few bullet points highlighting what they will learn if they invest the time to download your materials. Keep your forms short. Long forms scare people away. A solid landing page should convert between 20% and 40% of the visitors into leads.

4.      You want to nurture your leads – Just because someone downloads a whitepaper from your website, doesn’t mean they want to speak with one of your sales people. Don’t make a mistake and turn that lead (remember it’s a person) over to your sales team. Instead nurture them. Take care of them. Educate them by emailing reminders that there is great educational information available through your company. No matter what your sales team says or does, no one buys until their pain becomes acute.

Start by sending a series of three personal emails from Outlook. Recommend a few relevant blog articles. Then suggest they consider joining you for an upcoming webinar. Finally, perhaps a video might help them with an issue some of your other clients are dealing with. This approach is much less threatening and far more in line with the new buyer behavior.

5.      You want to track your leads to ensure performance – Marketing is a science. You have to know which social media sites are overperforming and which ones are underperforming. Facebook might not have been your first choice, but it might surprise you. With over 1 billion users, Facebook advertising is excellent at making personal connections with prospects.

On the other hand Pinterest, Twitter or YouTube might be better for connecting you with your target prospects. If you don’t track it, you will never know. Once you find out which sites work the best, double down on those and leave the underperforming sites behind.

You want to turn this into a scalable, replicable, systematic Marketing Machine that drives leads into your business day in and day out.  Social networking has become so important that some of our clients are actually seeing more website traffic from social media then they are from Google, Yahoo and Bing combined. It’s time to stop ignoring social network sites and embrace them as a core component of your inbound marketing program.

To learn more about inbound marketing, social networks and how you can generate more leads for your business, download our Tip Guide titled, 4.5 Ways to Drive Leads with Social Media or on the image below to download the guide.

Social Networks Exposed: 5 Ways to Drive Leads Using Social Media

Category: Customer Engagement Financials Marketing


About the Author: Michael Lieberman

Mike Lieberman is co-founder and President of Square 2 Marketing.  Mike specializes in helping entrepreneurs, business owners and marketing professionals transform their invisible and boring businesses into extraordinary and remarkable reven…

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