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Feb 12th 2014: GWS Tech Talk given by GWS Media Director, David Graves
Social media marketing (like direct response marketing) needs a good list of prospects and understanding of what they want in order to engage them with relevant information that will get them to buy from you. After all, people will not be over keen to listen if they have very little interest.
Social media of course has some nice extra features like allowing you to build up prospects over time, and posts going viral - but this is not something you can count on (and if it does happen, it won’t necessarily be a post that you particularly want to go viral).
Few social media leads convert, so research ways the leads are dealt with and see if you can identify where the lead typically falls off –such as unsubscribing from your emails, or unliking / unfollowing the channel. It would probably be more optimal to analyse the trends when people are following and unfollowing. Here’s an article outlining five ways to track the unfollowers.
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Someone that clicks a Twitter post to download an e-book is showing content interest but not necessarily sales interest. They may be interested in your content and potentially be a sales prospect for your product / service in future, but if they’re not ready to be sold to now then the normal sales process for more direct leads is going to be a major turn-off, therefore it will be more beneficial to utilise this opportunity.
Most content lead qualification forms will include a question about whether you’re likely to be changing your existing provider or looking to purchase a new Wombat, and if so what time frame that will be in, to try and get a handle on when (or if!) you may be open to a sales approach.
Someone that followed / liked you and engaged in a conversation on social media may still be a lead despite the lack of further details so avoid offending with an early sales pitch. Possibly nurture these leads over a period of time – maybe weeks but probably months – to ensure they continue to think about you and remind them of what you offer, so that as and when they are ready to buy you’re in centre frame. Traditional nurturing techniques are through emails: adding people to a monthly newsletter and using systems that generate personal sounding emails. Annoying as these may sometimes be, they do offer a gentle series of gentle nudges to help keep you at the front of the potential client’s mind.
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Alternatively, dependent on your industry, you can integrate a campaign that meets two requirements; for example, see what Topshop did with their Pinterest campaign.
You can look on the worse examples of these follow-up marketing automation emails as an instructional manual on what not to do – my particular least favourites are the ones which eventually resort to plaintive messages such as: ‘David… We’ve missed you… Please login again and see just how many amazing new features we’ve been adding to our system…’
On the whole, it will be more effective to spend your time analysing your social media trends and implementing the best strategy to get people onto your landing page or retaining them on the social platform, than worrying about conversion rates.
Further steps to utilise social media channels here.