Many businesses are still equating their social media success with generating “likes” and “followers” rather than sales leads and revenue. In fact, engagement such as likes, shares etc. is considered the most important metric for evaluating social media marketing success, with 80% of marketers identifying it as one of the top three metrics. Audience size (61%) and website traffic (56%) round out the top three.
Can a 140-character tweet equal a new customer? Yes, when done correctly. Follow these rules to kick-start your business’s social media sales lead gen:
#1: Be interesting, relevant and useful.
Social media is like attending a dinner party: in order to get the conversation going, you need to share an interesting icebreaker. Go beyond sharing your latest company blog post. Instead, offer followers an exclusive download of your latest whitepaper, encourage dialogue by ending posts with a question, and re-tweet useful information that is shared by followers.
#2: Track the right social engagement analytics.
Yes, it’s always nice to be “liked”. But amassing likes and followers does not always translate into increased revenue. Do you know what clients or other businesses are saying about your company? Brand, keyword and reputation monitoring are essential to keeping tabs on your customer’s needs and their perception of your business. Track the social engagement analytics that really matter: keyword and brand mentions, conversation rate (the number of audience replies to a comment or post), and amplification rate (the number of retweets or shares per post). These engagement analytics quantify the reach of your network and provide
#3: Build then sell.
Social media is a marketing platform to build relationships that lead to sales, rather than making a hard sales pitch. Stay in touch with potential customers and use social media monitoring to keep an eye on the problems that these customers are facing. For example, let’s say that your business provides tech support. Your social media monitoring notifies you of a potential customer that’s facing a tech problem. Rather than trying to sell this customer immediately on your services, instead point their business in the direction of a white paper, blog post or other resource that would be beneficial. Build the relationship first and then close the sale.
#4: Integrate social media with lead nurturing.
What happens after a lead re-tweets your business or starts following your company on LinkedIn? Marketing automation software will not only monitor your company’s keywords and mentions, but also automate your social media marketing through scheduled posts. The right marketing automation software makes it easy to track engagement analytics, so you know where your business stands at all times with customers.