Many sales people don’t realise the business benefit of social media and I have had them say to me “how can I get leads from social media?”. It is usually because it can get them feeling like social media is an extra marketing activity, rather than an earner for their business.
However, social media leads to more “indirect” leads, as it helps you get more traffic that you can try to convert once they get to your website. Studies have shown that 77% of buyers are “more likely to buy from a company who uses social media.”
Generating leads using social media doesn’t happen instantly, like all other social media results. It takes a bit of effort and the bigger and better your social media profiles are, the better the chances that you will generate more leads. It’s all too easy to fall into the traps that stop companies creating genuine sales leads from their social media marketing activity and lack of a formal social media strategy is usually the culprit.
1. Social Listening
One of the first steps in a social media strategy is listening for conversations about your company, your personas, competitors or other topics of interest. Using a professional listening tool will make your social engagement efficient and effective because it’s much easier to pinpoint results and gain insight on content ideas, locations of communities online & offline and can identify key influencers.
Some recommended social listening/social media monitoring tools include Meltwater Buzz and Social Mention.
2. Social Conversation
Social conversations can drive word of mouth marketing. This is about finding and responding to conversations online – engaging with others in social media (not selling). Creating social conversations is about creating an idea that spreads from person to person. We marketers call this sort of viral sharing buzz, word-of-mouth or viral marketing.
Some recommended social conversation/social engagement tools include Argyle Social and Hootsuite.
3. Social Media Marketing
Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. Businesses can take advantage of this by launching and running campaigns and promotions in social media sites.
Some recommended tools for social media marketing include Buddy Media and Shortstack.
4. Social Media Analytics
Social media analytics and tracking can be very time-consuming and expensive. Marketers need to measure and analyse results of their social media efforts across various platforms to help prove return on investment.
Some social media analytics tools include Simply Measured and Sprout Social.
5. Social Influencer
Businesses need to identify and engage with influencers that are relevant to their company or industry. True social influence drives action, not awareness. People tend to confuse number of peope in your audience with influence. Having a lot of followers/fans/connections doesn’t give you the power to drive action, it gives you the power to drive awareness.
To find out your social influence use tools such as GroupHigh and Klout.
Download our essential guide and learn how to transform your social media marketing efforts from a routine to a critical component in achieving your business goals.