By Brittany Moore
Every company has heard the buzzwords: SEO and social media. In fact, last year the Harvard Business Review surveyed 2,100 companies and found that 79 percent use or plan to use social media. You know that you should be doing something but you’re not sure exactly what. You’ve been told that you need a social media “presence” because your customers are “out there.” Well, that’s all very true but most companies stop short of what will add to their bottom line.
First of all, you can’t just create a Facebook page or start tweeting 23 times a day and expect to make an impact on your brand or company. You have to have followers and you have to know what they like if you ever want them to “like” you. A saying at our office is: “When a person talks to themselves, people call it crazy… but when a company talks to itself, people call it marketing.”
Whatever your message, don’t make it about you and your company; don’t go on endlessly about how awesomely awesome you are. Make your communications about your customer. Focus on what they want and tie your marketing strategy steadily to it.
Make a list of the top 10 questions your prospects and clients ask you. As you write, address those questions. Answer them honestly, not with a self-serving answer, but with advice/expertise that is useful to your reader.
Post once a week to your blog and then post links to to your social media networks too. So many companies don’t do this and it’s a significant mistake because social media sites are excellent to help drive traffic to your site. And each person that comes to your site is a potential lead. Converting that traffic into leads, though, takes work. This is the next step where many digital marketing plans fail.
When you’re sending your Facebook fans to your blog, make sure you have Calls To Action (CTAs) around your blog posts. These CTAs should make an offer to your web visitors (aka prospects and clients), and it should be an offer of value.
Once a prospect clicks on the CTA, they’ll be taken to a landing page where they must give their name and email to receive the offer. Voila! A lead is born. The key is in the offer itself. I doesn’t matter if it’s a whitepaper, ebook, video, demo or a webinar. Make it educational and beneficial to your prospects so that they will feel that the exchange of their name and email is fair. Also, make sure you add tracking codes to your site so that you can see where you get the most traffic referrals, then integrate your CRM with your inbound website leads so you can track lead-to-customer conversions. Before you know it, you can say this web visitor came to our blog from LinkedIn, clicked on a CTA, downloaded a whitepaper and became a lead in our CRM, now they’re one of our top clients. It may seem like a mouthful but you know what they say…money talks!