As a consumer, you see how much attention businesses devote to social media, and a business owner, you’re constantly hearing about how vital it is for a successful marketing strategy.
Up until now, you may have dismissed these observations. You may have convinced yourself that your business is doing just fine the way it is. If that’s the case, up until now, you’ve also been missing out on the many benefits social media could bring to your business. The question is: Will you choose to keep missing out? Even after reading about a few of the benefits in each stage of the marketing funnel?
It’s during this stage, located at the top of the marketing funnel, that you need to increase your visibility. You want as many people as possible to discover your business. Why is social important in the lead generation process?
The three top social networks — Facebook, Youtube and Instagram — have over 3 billion monthly active users combined (Source: DreamGrow). That’s almost half of the entire earth’s population! Of course, your audience isn’t that large. But chances are that most of your audience is active on one or more of the major social networks.
What’s the best way to get your business on people’s radars? Go where the people are and develop a presence—and that place is social media!
Active social accounts connected with your website and online directory listings enhance SEO. Sharing relevant, high-quality content can also boost your business’ placement in search results. Increased visibility means you can be found more easily by people who don’t yet know about your business but who are interested in what you do.
Once you’ve started generating leads, you want to encourage them to learn more about you and what you offer. You want educated and qualified leads. How can you drum up interest?
Of course, your business shouldn’t be the subject of all your posts (think social media best practices). You do need to find a balance between promotion and simply sharing helpful content. Yet, you do want to get leads excited about your business.
One way to do this is through video (Instagram video, for example). Don’t underestimate the power of showing what you offer and how it benefits customers. Another way is to share testimonials or success stories from happy customers, which might come in the form of a video. All of the above spark and hold interest.
No doubt, one of your goals is to get leads to your site. There, they can explore and, hopefully, decide to engage further with your business.
One way to get people onto your website is to direct them there. You might encourage them to visit the link in your bio. Or you could include links to your blog posts or other content right in your posts.
What action would you like your leads to take? Do you want them to download a resource, subscribe to your newsletter or make a purchase? Whatever the case, social media marketing (SMM) can be a great help in spurring action.
As discussed, linking to your website when appropriate can entice people to check it out.
If there’s a particular offer you’re promoting, it might even be wise to send leads straight to landing pages. That’ll cut down the opportunities for distraction or hesitation. Making it easy for them to act makes all the difference.
The great thing about social media is that you aren’t limited to simply posting a link. You can include that link within a captivating, intriguing, or appealing post, and if the page you’re linking to has an image, it will most likely render in the post. Social media is important for creating an appealing invitation for users to visit your website and engage with your account.
The goal is not just to get a customer and call it a day. Ideally, you want satisfied customers that come back to you again and again. Where does social networking come in?
Encourage them to follow you. Interact with as many of them as possible. Address any concerns they might express on social media.
Remember, too, that life is busy and it’s easy to miss announcements via email and other means. So use social media to announce to and remind your audience of any customer loyalty programs or discounts you have.
If you show that you appreciate them and their business, they will more likely be loyal to you.
Repeat customers are great. Repeat customers who tell the world about you are even better. You could offer an incentive such as a free offer or discount code if they tell others about your business. You can also feature them in your posts, sharing their testimonials and experiences. For your top advocates, you might even give them the opportunity to do social media takeovers.
As you can see, there are plenty of ways you can use social networks, not only to market but to grow your business. Do you now see why social media is so important for your business? Do you now see it as an added bell or whistle to your marketing strategy? The sooner you begin using this immensely powerful tool, the more leads you can generate and nurture.