It’s been a little over a month since the biggest game of the year in the NFL. It’s not just the biggest day of the year for football, it’s also the biggest day of the year for marketers and advertisers alike. We’ve all heard the stories, gossip and rumors that TV is dead and that social media runs the marketing world. We’re firm believers that social media is the future of marketing and sales but also wanted to challenge these assumptions to see how a fully integrated world worked.
We recognize that the world we live in is a world where users have multiple devices. We’re creatures who embrace multi-screens and consume a variety of different forms of entertainment and engagement at a time. As you read this, you’re probably reading it on either a laptop or tablet and have a cell phone device either next to you or in your pocket. In fact, you might even have a television screen in the same room as streaming the latest drama on Netflix or an inspiration TedTalk on Youtube.
The Super Bowl is one of the biggest sporting events of the year. Marketers spend millions and millions of dollars in both their production costs and media buys just to have their message placed in front of the millions of people who tune in for the big game. As we found in our recent report on the Super Bowl, a lot of people in the market for a new car actually tune in for the Super Bowl. Our study showed that 24.9% of the people who have sent tweets indicating that they want a car are actually in the same audience that will tune in for the big game. From this insight, we thought we’d dive a bit deeper to understand the role that these ads play in the automotive industry and how they impact consumers awareness of their products and their actual purchase intent.
Check out the infographic below for some insight and stats on what we found:
Do you remember when signing up a business for Twitter was a surprise to customers? Do you remember when it was a big deal to announce you were finally using Twitter on your door signs and billboards? It was like a gold rush in various industries to see who could get the buy in from their team first.
Today, it’s expected that your business is on Twitter. It’s still important to let your customers know you’re signing up if you don’t have an account but it’s something that most customers expect. In fact, if you’re not there, you can bet that your customers are there talking about your product and discussing your story.
For small businesses, it’s not easy managing the day to day job of managing the business and balancing that with social media. It’s not easy but it’s a part of running a business in todays digitally enabled world. As business owners, it’s important to recognize social interactions online as being just as valuable as those that happen in person.
Twitter presents an unfiltered communication channel between your business and customers. People are able to share their feedback on your product or services in real time. Smartphones enable them to capture photos and videos to further showcase your organization and experience. Here are a few ways that small businesses can leverage Twitter to drive success:
Develop Relationships With Local Media
Twitter has become an extremely valuable asset to small businesses looking to generate press. While it’s not a tool like Cision or Vocus that is made specifically for PR pitches, it’s a tool that can be leveraged to drive earned media.
Instead of using Twitter to simply pitch a journalist, small businesses need to use Twitter to build relationships with journalists. Retweet a reporters articles, tweets and favourite their content on a regular basis to get on their radar. It’s these small interactions that build a soft relationship which can leveraged overtime.
Once you’ve built a soft relationship with targeted journalists, be sure to strike up conversation with them organically. If you disagree with them, ask them a question about one of their ideas or conclusions. It’s in doing this that you’re able to show you know your topic and help them see the value of having you in their network or rolodex.
Follow & Interact With Clients & Customers
A lot of people ask whether or not their business should follow their customers and I always say yes. In small business, you need to have relationships with your customers if you’re hoping to succeed. Customers want to have a relationship with you and they want to know you care enough to follow them back on Twitter. One of the greatest benefits of Twitter is building strong meaningful relationships.
If you happen to notice it’s a Twitter follower’s birthday, say Happy Birthday. If a Twitter follower is asking about your product or service, interact with them and provide value. Do not be afraid to engage with potential or existing customers. People want you to provide them with solutions. If you have an answer to their question, they crave it.
Share Brand Specific Visuals & Video Content
If you’re in the product industry, one of the most impactful approaches to social is sharing images of your product. Take a picture of a customer using your product or a glamorous shot that shows your product in a compelling way. Spread this content by sharing it on Twitter and allowing people to engage with your image.
Twitter is becoming more and more visual every year. Recognizing the power of visual marketing, Twitter has changed their newsfeed to show photos prior to a click. Photos are showing up in full rather than requiring a click to a link because they have noticed the trend in people sharing and engaging more readily with photos over basic text. For your business, this presents an opportunity to spread your story in a more effective way.
Retweet The Positive Tweets As Testimonials
If you have a good product, people will talk about it. In the past, the only time you would hear someone talking about your product was in your storefront or over the phone. Today, small businesses are subject to both praise and criticism on social media. When you see someone talking positively about your brand, share their content with a retweet and also thank them for their testimonial. In doing so, your followers will see their positive statement and possibly be compelled to do business with you.
The reason so many small businesses are still questioning the power of Twitter is that they’ve yet to tap into its true value. Every day, there are thousands of conversations that small businesses could turn into sales and results. Tools like LeadSift sift through the millions of conversations to deliver these potential customers directly to small business owners and marketing teams.
It’s time to capitalize on the true power of Twitter. Whether it’s through more effective social media management or social lead generation – The time is now. Stop doing what you’re doing and start capitalizing on your ability to use Twitter to drive real results.
Finding an apartment has always been a headache.
The nightmares of trying to find the perfect apartment have put a bad taste in the mouth of millions around the world. And while the Internet makes it easier to find listings of potential apartments and rentals, it also introduces new complications.
It’s easier than ever to lose track of a negotiation and only takes a blink of an eye to miss an important email about a showing. Technology and social media has changed the way we sell, buy and find apartments and rentals. Yet, the impact of technology has primarily been a passive approach where renters reap all the benefits.
We’re excited to announce that we are making it better for both sides of the coin. Through a pilot project with Killam Properties, renting apartments in Atlantic Canada is never going to be the same as they’ve already started using LeadSift to give renters relevant and timely information upon demand in real-time.
Instead of spending hours and hours looking for pictures and reviews on rentals, Killam Properties has stepped up as a leader in social selling. Since using LeadSift, Killam Properties has already started to engage with potential leads on Twitter where users have expressed things like: “I’m moving to Halifax and need an Apartment ASAP!” or “I’m finally moving out of my parent’s basement. Time to go apartment hunting!”
Real Estate is one of the many industries that are prime for disruption due to social selling. We’re constantly optimizing and improving our LeadScore to deliver only the most relevant and timely engagement opportunities. As we continue to develop our algorithm, we will continue to help businesses unlock the true revenue driving power of social media. So no more sweating about looking for an apartment, just Tweet out your need and one of Atlantic Canada’s largest property management companies will personally reach out to help you!
Social media continues to change the way we do business. It’s changing how we interact with our customers, partners, suppliers and even our colleagues. It’s changed the way we do business and has changed the way we tell our brands story.
For years, we’ve looked at the concept of a business lead through the lens of a transaction. We’ve looked at a lead as a potential sales opportunity. Yet, in the past, we didn’t live in a world that was as connected as it is today. Right now. As you read this text, there are potentially hundreds of conversations about your industry, brand and offering. Some of these conversations will be highly relevant to your business while others will be nothing more than noise. Those conversations that are both relevant and engageable are what we define as a Social Lead. It’s actionable. It’s relevant. And it’s timely.
Social leads are what our platform delivers to our clients on a daily basis. We sift through the noise and find the signals that are true business opportunities for them to engage with. We’ve put together this slideshow to show you the power of social selling while redefining the social lead:
For brands, selling on social media is still a scary endeavour. We’ve decided that being active on social media is important for brands. The vast majority have jumped on board. Many are there but just don’t see the value. Justifying its presence is difficult in the age of shrinking budgets especially with no direct contribution to the company’s bottom line. Selling on social media and interacting with people who need your product is the next evolution and it’s already here.
If you’re interested in social media as a selling tool you’re already ahead of the curve. Big questions on your mind should be:
How do I do it right?
How do I make 1 to 1 engagement worth my time?
We’ll give you the rundown.
1. Get out there and find your customers.
Wait to be found and they will find someone else.
Just like traditional selling you need to pound the pavement make connections and meet new people.
New customers within your current followers on twitter are a small fraction of those that are out there asking for your product. Going out and interacting with users that have questions or are shopping for what you offer is key to increasing sales.
I’m sure you’ve heard about carving out a niche on Twitter but for social selling when you engage with users, potential customers see your brand as approachable and informative. This promotes a level of credibility and trust. Trust is at the heart social selling.
2.The Hard Sell is Challenging
The reason brands are scared of social media is lack of control. Direct pressure or a hard sell can backfire on social media. We’ve all seen it happen. A brand getting heavy handed or rude is more exposed on social. With the added potential of going viral they can get in over their heads simply from a series of tweets. Pressure sales don’t work when the playing field is leveled. Being delicate and courteous throughout your engagement is paramount.
3. When selling on twitter becomes a helpful resource first, sales come later.
The intention of selling out of the gates stops customers from warming to the idea and are more likely to shut down than being drawn in. After a number of these conversations users will see you as approachable with a wealth of knowledge.
4. Don’t automate your responses.
Put people on the other end and there will be a noticeable difference.
Automated messages are easy to spot. Even if it’s on social it’s still spam and will get ignored. Putting a person on the other end reinforces a personal connection.
It also helps build trust in your brand. A person behind the post personalizes the brand. Don’t worry, each response need not be completely organic. The important part is tailoring your message to be specific to the tweet the response is directed at.
5. Target Your Audience Correctly
Targeting the right people at the right time in the right state of mind
This is the biggest piece. Proper targeting and reaching out to the right people at the right time is a huge part of the battle.
To save time make sure you are looking specifically for people who need what you are selling. With other types of marketing you can target based on demographic info such as Male 18-24. Leadsift allows you to drill down to a customer’s current need. If they are asking for it on social media already, it’s becomes multiple times easier to swoop in and save the day.
Marketing has tailored itself to be one message fits all for the better part of a century. This is where that changes. It’s time to step back from untraceable TV spots or banner ads. The era of engagement has arrived, have you?