No matter how awesome your cover photo on Facebook looks or the number of followers you have on twitter, the most important piece in your social media plan is your goals. Not only do most marketers have a hard time measuring success on social media, but 65% of B2B marketers have not established lead nurturing campaigns. Worse, only 34% of marketers have generated leads using Twitter, and 20% have closed them.
Why aren’t more marketers closing deals? Why aren’t more marketers landing sales?
Well, here are a few tried & tested techniques we’ve seen businesses ranging from fortune 500 to mom & pop shops closing deals online and are guaranteed to increase the number of generates leads.
Put a Face on the Brand
People do business with people they like and trust, and it’s really that simple. The challenge that businesses face is the fact that businesses aren’t people. That’s a fact. For that reason, businesses need to develop their own sense of personality and align that with the audience in which they’re trying to connect with. Essentially, we’re looking to humanize your brand and the easiest way to humanize a brand is to show the humans behind it.
As a business using social media, you need to embrace the people working behind the scene to create your product or service. If you’re the manager of a social media account, it’s okay to inject a bit of personality into your tweets and include photos of the team working behind the scenes. An example of a brand who put a face behind them and found great success is Scott Monty at Ford. Scott was the face of Ford as it related to social media and built relationships with thousands of Ford fans around the world.
Locally, businesses have it even better. For those companies who have an owner who has embraced social media; who’s better to be the face? Let the owner build relationships with individuals on a one to one level and see the benefits of building a tribe of fans.
Identify a Sales Process for your Business
Do you know what to do when you have a lead on social media? Do you know what steps you take after you follow up with lead to be on their radar? If you do, great, you’re step ahead of the game. If you dont, dont stress it, you’re not alone, but it’s time to think about the process.
Once you identify a lead, what do you say? How do you interact with that individual and how do you take them from being a lead to being a customer? Here are a few things to think about:
- From Twitter, how will you collect email addresses? Can you send these users to a website where there is a piece of content that is relevant enough to make them submit their address?
- If you make a valuable contact on Twitter, how will you pass that contact on to the team? Will your sales team take on the communication over Twitter? Do you have a CRM in place to file contact info? Whatever you do, make sure you keep track of your leads.
Develop a Bond Before the Sale
It’s important to build a relationship with your potential clients before you try to make a sale. Too often do marketers see a potential lead on social media and immediately go in for the kill. It’s the easiest way to turn off a customer and damage your brands perception before the real opportunity exists. According to marketingsherpa, 73% of all B2B leads are not sales-ready.
For that reason, it’s important for you to identify potential leads when they’re cold and start building relationships with them before trying to close. Look out for opportunities to engage with potential customers but don’t limit your conversations to your sales or products. Look at conversations that hold general interests of your audience but still provide value to your brands story.