Published August 15th, 2019 by Sean Clarke

Social Media and Conversion: How to Get New Leads Without a Hustle

Being a salesperson is an art form. Many business leaders think creating products and putting yourself on the map is enough, but that is where your job actually begins. Your offer needs to be high-quality and you need to satisfy the market demand, but that’s exactly what your competition provides as well.

So, how do you make yourself stand out and get your leads to select your brand instead of your competitor? The answer here is rather simple — you need to completely immerse yourself in what you do. If your target audience notices you’re passionate about what you do, they will reflect your behavior and become fond of your brand.

Therefore, you need to become an artist. Long ago, when there was no internet, salespeople knew their craft and how important being subtle really was. The same goes for social media — you need to learn how to approach your target audience without forcing them to make a purchase.

Be Active and Responsive

For you to be able to leave this impression, first take good care of your brand on social media. These platforms show much more than you think; everything your leads want to find out is there — and they won’t need longer than a minute to do so.

The first thing you need to do to attract your leads is be active. Brands that post regularly are considered to be legit. Business pages on Facebook are numerous; most of them think that sharing a post now and then is enough. Admins of those pages also think that one quality post will gather plenty of attention in the form of likes, shares, hearts, retweets, etc. It’s actually the opposite.

If you research brands that are now titans in their fields, you would find out that they invested serious long-term work in their social profiles. So don’t expect to become popular overnight.

Second, you need to be attentive to your followers. There’s really no point in having accounts on social media if you take days to respond to a message or a comment, because this is exactly what will drive people away from your brand. If you want to launch your brand on social platforms, make sure you have enough manpower to handle incoming traffic.

Build Content That Goes with the Platform

You should know there’s a difference between handling your social media accounts quickly and handling them properly. Neither is difficult — if you really want your audience to respond, you should learn the differences between social platforms so you can use them properly.

You also need to understand that handling a personal social media profile differs from handling a business page. However, it’s not difficult to comprehend the nuances between the two.

As a matter of fact, you don’t even need to change your tone — you should address your audience in a friendly, welcoming manner. What needs to be different is your content.

For your accounts to be able to convert leads, you need to treat them differently — the same post won’t work on Facebook and Instagram. Currently, Facebook is all about videos, while Instagram users often don’t have enough patience to sit through long footage — they need content that transfers information fast, much like people on Snapchat.

However, you can send the same message on different platforms — you just need to compose it with in mind.

Your Content Shouldn’t Be Link-Related Only

Now we need to transfer the spotlight to diversity. With so many advertisements and commercials online, users are getting tired of being forced to buy stuff. Put yourself in their shoes — chances are you wouldn’t buy something just because a salesperson is telling you to; on the contrary, you would be repulsed by that approach.

The art of the sale comes into play here; your job is to explain to your audience why they are in need and why they want your products. Instead of writing a post that contains links to your new line of products, you should post guides, tutorials, or recipes that contain it.

It’s simple — a person who sees a photo of a delicious pizza and a bottle of Coca-Cola next to it will crave both, not just one. Your goal here is to make a brand culture, much like Coca-Cola did.

Did you know that Coca-Cola is responsible for the current appearance of Santa Claus? Before they created Santa in red as we all know and love him now, he was wearing a green outfit. Now, he and the Coca-Cola label are quite a match.

Coca-Cola and your company might not have the same advertising funds, but don’t use that as an excuse. When you make advertising strategies, you should have the bigger picture in mind and make long-term plans.

Keep Track of Your Posts

Creating and publishing a social media campaign is one thing, but you also need to be aware of your mistakes. Before releasing advertising content, you should be able to predict how your audience will respond to it — new brands need to be very careful about their reputation because social media can be merciless. You don’t want to be one of those businesses that became popular because of a cardinal mistake in their marketing.

Although the chances of big mistakes are minimal, you should still have it in mind, especially if your campaign is based on controversy. Make sure you keep a close eye on how your ads are being received.

That is one aspect — the other one involves analytics. Social platforms contain various tools for analysis that will provide you with precise information regarding your posts. These instruments will show you which type of content your audience appreciates and which posts are being completely ignored.

This knowledge will enable you to direct your future strategies your way — statistics will show you what your target audience likes.

Target Your Audience

The interests of your target audience are vital. Everything you do — the appearance of your packaging, colors of your brand, names of your products —needs to match their needs.

However, profiling your audience should have preceded the manufacturing your products — chances are your company possesses detailed information about what your target audience needs. This is the data you should use while targeting your leads.

Each social platform contains demographics — a list of interests, characteristics, geographical location, etc. The more precise you are when it comes to checking different demographic boxes, the bigger your chances of actually reaching your leads.

Reach Out to Influencers

People who are interested in your line of business are also curious about the top of the industry — the influencers. Companies that conduct successful social media campaigns are in tight relations with important names in their niche.

You should follow their example. Most inexperienced business leaders hesitate to get in touch with influencers for various reasons — the most common excuse is that they believe they will be ignored.

Even if that happens, you’ll lose nothing — so sending a message won’t harm you in any way. However, you need to make sure that your proposal is worth consideration. For this reason, you should treat influencers as marketers — if you want them to be willing to advertise your brand and recommend it publicly, you need to make it worth their while.

There are numerous ways to do this, but you need to pick one that best suits the social platform you want to attack. So, if you’re on Instagram, it’s logical to propose sending a free product to an influencer. If your brand is involved in selling clothes and makeup, this collaboration is bound to be a success.

On the other hand, Facebook is filled with guides and tutorials — if you’re in the software business, you should contact a VIP name on this platform and offer a free trial. The same goes for LinkedIn —considering it’s a business platform where there’s a lot of talk about software and handy tools, this is the place to be for tech companies.

You’ll have to be a bit subtler when it comes to Twitter and Snapchat. Snapchat is about temporary content, so to be noticed there, you’ll need information that’s attention-grabbing. It’s similar with Twitter — to get attention here, you should share relevant news.

Think Few Steps Ahead

Most businesses often come to this point — they develop a great strategy and put themselves on the map on social networks — but that’s where they stop. If you want your leads to be converted into loyal customers, you need to plan.

Your team needs to be able to handle the incoming traffic. Otherwise, gathering attention and getting your leads interested is pointless — they’ll visit your website and encounter problems.

At the sight of the first glitch, in the form of buffering, for example, you can be sure your leads will leave your site with a negative impression and never come back.

The first precaution you need to make is giving your visitors a simple way to login. Considering they are directed to your page from a certain social platform, this is the way to go — logging in from Facebook is a fairly common option, so you should use this to your advantage.

The simpler the process for making a purchase, the more conversions you’ll have.

Use Social Media Resources

You should learn what social media can offer you — this isn’t just a one-way street. Sure, they provide a lot of instruments that help you build your audience and make them interested in your brand, but you can and should look further.

Social networks contain a lot of information about your leads that you need — naturally, without invading their privacy beyond those limits they’ve previously set. First, you should realize what kind of opportunity you are given when it comes to emails.

Whichever social platform you’re on, you should know that each user has published their email address. Most of them check the affirmative answer when a popup window asks them whether it can be used for improving the quality of particular services they are interested in.

However, gathering an extensive list of email addresses is only the first part of the process. Like with ads and commercials on social platforms, people are annoyed with emails that contain a dull list of products.

Once again, instead of forcing your leads to make a purchase, you should let your inner sales artist work their magic and remind your correspondents why they need your services. This isn’t only a great way to turn leads, but to wake up your dormant customers, as well.

Personalize Emails Based on Interests

If you want to go further here, you should gather more than email addresses from social platforms; highly personalized information is also available — once again, only if that’s previously allowed by individuals.

There’s a huge difference in sending a generic email with content from your blog and creating a personalized email that also contains content adjusted to the interests of a particular lead. This significantly improves your chances of getting more conversions.

Share Incentive Content

Apart from using social media to share subtle posts that showcase your offer, you should also pay attention to another important content feature — incentives. Keep in mind that your audience loves having a voice — they want to have a say in the development of your brand.

Not only will that make them feel important, but allowing them to participate in the development of your products will also build brand loyalty.

Therefore, don’t hesitate to ask questions and use polls, questionnaires, and surveys in your posts. This will leave a positive impression on your target audience and have a long-term effect.

Base Your Strategies on Analytics

We already mentioned how important it is to keep track of your posts and use the social platforms’ analytic tools. However, you should also conduct thorough research after your campaign is over.

This isn’t a hustle at all if you continuously archive the data you find during the campaign itself. Everything you learn about the content you posted, the positive and the negative, should be stored properly. Once you reach the final stage, and once your advertising season is over, you should create a detailed overview.

This kind of information valuable to your company. Based on your research, you’ll be able to develop effective campaigns that will speak to your audience. Furthermore, you’ll know exactly in which direction you should expand your business.

This is an extensive guide, and you may get an impression that social networks are rocket science. However, once you start applying this knowledge, you’ll see the simplicity of social media — each platform is adapted to fit its users — businesses included —and every tool they have to offer is easy to find and even easier to use. Practice makes perfect.

One more thing — you shouldn’t be terrified of making mistakes. Naturally, you should do your best to avoid them, but what will make you a professional marketer on social networks is your ability to do damage control. So, build quality content, keep a close eye on how your leads respond, and you’ll be able to increase your conversions in no time.

 
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