Lead Generation Using
Social Media Advertising
Right now, social media is the main driver for service industry business sales. Almost everybody is on social media, and the more your presence is felt, the more your business will thrive. Even if you are not a fan of online networking, it is still something you need to engage with so that your business can meet its potential.
More people use social media than read magazines or newspapers, or listen to the radio. They learn about sales, promotions, and new places via their online activity. Your business needs to be there for them to see.
So, how can you go about generating leads on social media? There are various tried and tested ways to boost your sales through your online presence. But first, you need to know your audience, have a clear plan for social media posting, know where you are posting, and learn how to start a conversation that will draw potential customers in.
Know Your Audience
Does your product attract teenage girls, retired gentlemen, unmarried business people, college kids, or all of the above? Knowing your target audience gives you a smart idea of where to start your social media coverage, and how to pitch your tone.
Think about places Instagram and Snapchat for the teens, for example, Pinterest for a predominantly female audience, and LinkedIn for the career minded.
Know the Sites
Do you understand the various social media outlets you are posting to? For example, LinkedIn and Snapchat are completely different environments. Knowing the “vibe” of the site you plan to post on is important.
Take the time to explore each social media site. Get a feel for the site and how users interact with each other. Then, as you are planning your posts, change your tone between sites, to fit each one. The more your voice connects with potential customers, the more they will want to check you out.
If you have a boutique hotel in a business zone, your main customers will be established professionals. LinkedIn, therefore, may be a good starting point for you. Your audience is already there, looking for tips, connections, and information.
Take the time to experience various social media sites to get an idea of where your audience is likely to be found. If you are selling organic ice creams near a school, for example, advertising on LinkedIn may not be as useful as having an Instagram or Facebook page.
Have a Social Media Plan
Having a social media plan will allow you to stay on top of your posts. You can schedule them out so that they coincide with holidays, promotions, sales, and more. Plan it out three months ahead.
For example, people start holiday shopping in October. October-November, therefore, is a great time to post various sales and specials that you are running. By offering special “early bird” booking or ordering deals for people that follow your brand, you reward their loyalty.
Give a coupon for customers that “friend” or “follow you” for a few days. Social media specialists are able to work with you to create such a plan and can help you decide how to go about it. Various apps will allow you to set up posts ahead of time, automating much of the work.
Start a Conversation
Starting a conversation where followers are drawn into engaging with you can be tricky, but this is an important part of turning a follower into a customer. One technique is to post questions on your social media pages that are intriguing or funny. This will prompt your followers to reply. People like it when you respond to their input, especially if you are engaging and entertaining.
Businesses get noticed when they care enough about their customers to reply promptly and fully.
There are different ways to make the most of each social media platform. Depending on where you plan to post, the following guide will help you get started.
Facebook is all about being catchy. It’s a great place for posting funny stories, images or jokes, which can easily be shared from person to person.
Have an awesome photo for your profile and cover page. Make sure your logo is front and center, and that you have a picture of your best seller.
Do you have a catch phrase, or can you develop one? Facebook will let you use it as your (vanity) URL that people can type to get directly to your page.
Remember to post about your brand regularly, but also include tidbits you believe your target audience will like, or that are relevant to your industry. For a hotel in an historic area, for example, you might post an article about the history of the site, or various walks to do in that location, or special events taking place nearby. All of these can enhance your brand’s value.
Listen to your customers and engage with everyone who posts on your page.
A twitter communication, called a tweet, is 140 characters or less. Your tweets need to be succinct and catchy.
As with Facebook, make some of your tweets about your brand, but also take the time to talk about things other than your business. Quote something witty or funny about something currently happening in the world.
Be careful with hashtags. Use one or two, but don’t overdo it, as users find this off-putting. It can be a fun challenge to make up your own hashtag that may start trending, which will boost your visibility.
Also, know when your audience is online. Things move fast on Twitter, so you want to give your tweets the best chance of being seen. If you sell a product to teens, then send the tweets out after school. If you sell to business professionals, consider tweeting as they are getting ready for work, during their lunch break, or when they’re traveling home.
When posting on LinkedIn, the tone should be more professional than friendly. This site is all about business.
Look for contacts who work in the same general field as you, or who will be in the location. For that boutique hotel, try to connect with some of the support or events staff, so that they can give your details to people who will be coming for business meetings.
It might be worth building links with any offices they have that are out of town. Posting about things to do after work in that local area, or where to go for a morning run, would do a lot to draw potential guests to your door.
Think catchy. Think cool. Think shareable.
Take some great pictures of your products and post them with some witty phrases, quotes, sales promotions, or questions for your followers to respond to.
You can follow individuals who are followers of similar companies to gather more information about the interests of your target group.
If you’ve not used social media before, the best time to start is today. Using social media is a powerful way to promote your brand, because your fans will do a lot of the work for you. You might even find it fun.
For more information about how you can use social media for lead generation, or for expert help making it happen, get in touch with Crissien Online today.