Social media is great for building a community and getting to know people. However, to make it useful for business you must move people from being possibilities to leads by getting them onto your email list, or getting them to buy a product or use a service to also get them on a list. There are a few things you can do to leverage social media marketing to acquire leads.
Identify Where Social Media Fits in with Your Marketing Funnel
Sometimes people join your social media due to having visited your website. They may have liked what you said, but didn’t yet want to sign up for an email list. Sometimes they find your social media in other ways without ever having visited your website. Examine your marketing/product funnels to envision how SM fits in, and respond in view of that.
Make It Easy for Prospects to Convert
You can have multiple ways for your social media followers to join your email lists. For example, you can have a sign-up page on Facebook as well as on your website. It’s a good thing to have two separate lists depending on where they sign up.
Provide Something of Value
Having something of value (e.g., lead magnet) for your audience solves at least one problem they may have rather quickly. You don’t want it to be a long-drawn-out process that they have to go through for weeks for the lead magnet to work well. It should be a quick solution to a problem that keeps them up at night but is easy to resolve.
Build Relationships with Your Followers
Take the time to interact with your social media followers so that they want to know more about you. Answer their questions, help them, and be a resource to them. The more you can show that side of your personality and engage with the followers, the more likely they are to want to sign up for your offerings.
Create a Special Email Campaign for Social Media Prospects
Remember, you don’t want to send the same email marketing campaign to everyone. You should have a different one based on where they sign up, which freebie they download, etc. Each campaign should lead to the same thing, but is done in a different way based on where the audience member is in your marketing and product funnel.
Test, Measure and Adjust
Always set goals that are specific so that you have a way to measure your social media marketing results. If you’re not meeting your goals, figure out where you can adjust something to make it work just a little bit better. That’s what’s awesome about online marketing; it’s adjustable on the fly.
Host a Contest
Ensure that you follow the rules of the social network in order to host a contest, using the right third party or native service to do the contest correctly. A contest can help get email sign-ups fast.
Run an Ad Campaign
This is especially great for Facebook because you can target your ad so closely, even down to marketing only to your own groups if you want to. Running ads is a sure-fire way to get people to move from prospects to leads fast.
Most social media followers are just learning about you and want to see how you do things. They’re going to observe for a while, get to know you and then eventually jump on board. For the best results, use different methods to get them on your email list and then market to them specifically depending on where they came into your list.
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