We could not talk about social media for lead generation and not mention the two social media giants: Facebook and Twitter.
First, let’s review three fundamental rules of inbound marketing that will amplify the efficiency of your social strategies.
1. It’s all about content – We can never emphasize this enough. Inbound marketing revolves around your customers, not you. Develop personas, find out what your buyers’ needs are, and provide them with content that is relevant to their issues. You will be surprised to see how much more receptive your audience will be to your offers once you demonstrate yourself to be a problem solver rather than a product/service provider.
2. Visual content is more appealing and engaging – According to a study conducted by Study Measure, photos are by far the most engaging type of content (95% engagement), followed by videos (25%). Moreover, the popularity of infographics is at an all-time high. A quick search on Google Trends reveals that the amount of searches for the word “infographic” has increased by over 800% in the past two years. In the fast-paced environment we live in, visual material provides a quick and easy way to consume and share content.
3. Communicate clear calls-to-action (CTA) – Many marketers deliver quality content, yet cannot seem to capture leads. Your content strategy will not yield any results until you start incorporating calls-to-action in it. A CTA invites users to engage with your company in some way, whether it is by downloading an eBook, a podcast or registering for a webinar. In exchange for the content provided, users will generally provide you with an email address and basic information about themselves. From there, you possess all the tools necessary to trigger the nurturing process.
Keeping these three rules in mind, we can now advance to analyzing some of the features Facebook and Twitter offer and see how they can help you attract leads.
Similarly to Google +’s event feature, Facebook allows you to create customized pages for events and send out invitations to anybody with an email address – even if they are not Facebook users. Your guests will be notified every time an update is made to the event, which allows you to engage your audience and get them excited about the event before it event starts!
Nothing is more engaging than live events. Facebook chat allows you to create and join discussion rooms around a given topic. While it is important for you to participate in the conversation and interact with your audience, listen closely to what is said and look for opportunities to include CTA’s in your comments in order to capture leads – you could say something like: “This is a great question. In fact, we wrote an eBook on this topic a few months ago. Here is the download link.”
While hashtags have been proven to be effective on Twitter, their success has yet to be determined on Facebook. Launched on June 12, 2013, Facebook hashtags have yet to prove their effectiveness. The study conducted by Simply Measured revealed that posts containing hashtag receive the same engagement level as those that do not. However, once consumers become educated about the service, Facebook hashtags could become a valuable tool for marketers.
– Lead Generation Card
The lead generation card allows you to include CTA’s in your tweets. By expanding your tweet, users are presented with your offer and a customizable Call-to-Action button. The lead generation card makes it very easy for customers to engage with a brand, as they can do it all straight from their Twitter feed. This is a good way to reward your followers with Twitter-exclusive offers and accelerate their progression through the sales funnel.
Similar to Facebook chat, Twitter chat gives you the ability to create conversation rooms around a specific hashtag. Find out what hashtags your customers hide behind and join them in their conversations. You can also create your own hashtag and start discussions around topics you think will appeal to your audience.
Twitter hashtags can benefit your company greatly if used properly. They allow you to reach your audience based on their interests, regardless of whether they follow you or not. After establishing your buyer personas, find out what keywords your potential prospects search for and define what hashtags to use in your tweets accordingly.
As we wrap up this 3-post series on social lead generation, we would like to know what social medium has proven to be the most rewarding in terms of lead generation for your business. Share your responses on Twitter (#SLeadGen).
Photo by Nasir Nasrallah (Flickr)