As we all know, one of the keys to business success is increasing the number of leads you’re generating. Many business owners don’t instantly think of social media as a tool for lead generation. However, when utilised strategically and correctly, it could increase the revenue of your business by as much as…
We know we have your attention now so read on to see how!
But First, What is Social Media?
We are all aware of social media, and most of us use it. It is any app, digital platform, or website that allows users to connect with other people and interact with the content other users share online. This is generally known as ‘social networking’.
Aside from being used to connect with friends, social media is increasingly being used by businesses to generate and increase audience engagement and brand awareness, as well as cultivate new leads and sell products. After all, 2.34 billion people worldwide now have at least one social media profile. That’s an audience worth tapping into, but if you want to use social media successfully to grow your business, you have to know how to do it right.
Key Advice for using Social Media to Gain More Business Leads
1. Know your target audience
Many digital marketers make the mistake of sharing the same content across a variety of social networks and online audiences. This is a mistake because each social media platform attracts a different demographic, and they interact very differently with the platforms they choose. If you want to get the most out of your social media marketing, you have to know whom you’re hoping to target and use the appropriate platforms.
Here are a few details which can help you out:
- Facebook is the most popular social network overall, with 83% of online women and 75% of online men having Facebook profiles. The ages of Facebook users typically range from teenagers to those over 70, so it’s good for attracting a wide demographic.
- Instagram is the fastest growing social network. It appeals more to younger people, 90% of its users are aged under 35.
- LinkedIn is mostly used by professionals who have more spending power than those who use other social networks. As it is more about business connections rather than personal ones, it’s a primary choice for digital B2B marketing.
There’s no reason why your business shouldn’t use a variety of social media platforms, but you should make sure you research the audiences of each one first and adjust your content accordingly for maximum appeal and reach. Doing so also gives you a better idea of which social media platforms fit your marketing targets and ideals and those that don’t.
2. Post interesting and relevant content
It’s not enough just to have profiles on various social media platforms; you should also be able to build brand awareness through them. This means attracting more followers. This will start to happen organically if you share content that people are interested in – the more people ‘like’ and ‘share’ your content, the more chances their contacts become aware of your brand and be interested in it themselves. 92% of buyers trust products and services that are recommended by their friends and family. Social media works in a similar way. If someone’s friends are talking about your business, he or she is more likely to follow your brand wanting, at the very least, to know what the fuss is all about.
3. Interact with your followers
One of the main advantages of social media is that it allows your audience to engage you and your business without having to be present physically. This can work for you if you also exert effort to interact with them, doing things like taking part in discussions in the comment section of your blogs or social media pages and replying to direct messages frequently. This will make your business seem approachable, relatable, and friendly, and will make your audience feel more involved with what you do.
If you’re consistent, they’ll be more encouraged to interact with your brand on social media, increasing your chances of promoting your brand further, resulting in more leads, knowing what they like or dislike about your business (insights which you can use to improve your products, services or business processes), or even making a sale.
4. Optimise and share for mobile
There are currently 1.65 billion active mobile social media accounts, and this number is growing by a staggering 1 million per day. As such, it’s important that all your content is optimised for mobile devices. This also offers opportunities if you tend to generate a lot of local business. As your audience will be accessing their social media accounts while they’re out and about through their phones or tablets, offering special local promotions or discount codes, for example, will attract them to your business.
Sharing content that’s both mobile and desktop friendly on social media also increases your brand’s visibility, ensuring that what you put out there will be seen or heard by more people. Ignoring mobile in your social media and content efforts, however, is a big no-no. For example, a visual, ad, or graphic that renders badly on mobile will reflect negatively on your brand’s reputation, especially if it happens frequently.
5. Use video
Video is essential as part of your social media marketing strategy. It is expected to account for over 80% of all consumer internet traffic by 2020. Also, videos are shared much more than other types of content. Video gives you the opportunity to create narratives around your brand, engaging your audience by involving them in a story that evokes emotion, without being too promotional.
A couple of facts to convince you that video should be an integral part of your social media efforts:
- Social media sites like Facebook give more prominence to video compared to other types of content.
- YouTube reaches more viewers aged 18 to 49 than television, with two million videos viewed every minute!
6. Consider paid advertising
Most social media platforms now offer paid advertising, with a range of options to suit your marketing budget. Social media algorithms favour paid advertising over organic content, so your posts will be seen by a lot more people if you shell out a bit of cash. In fact, almost 60% of social media marketers believe that paid social media advertising is more effective than just having organic posts.
An Australian Social Media Success Story
The success of Pearly Whites, a popular Australian home teeth whitening brand, is attributed directly to its social media marketing strategy. 27-year-old managing director Jake Munday grew the business by 10,000% in just over a year by attracting more than three million followers on social media. He now earns around $40,000 per month.
Jake is not alone in having harnessed the huge potential of social media to make a success of his business. Social media works, and it should be an essential part of your marketing strategy if you’re serious about generating more leads and growing your business.