Most business owners can see the value of social media to
spread brand awareness and stay connected with their customers. But can social
media posts actually help you generate sales? The answer is yes — in 2013, 52percent of marketers generated sales leads from Facebook, and that’s just
one social media platform. Social media can help you find the people who are
interested in using your products and services right now — and it can help you
turn those leads into customers. Here’s how.
Use Images
When it comes to social media, images are among the most
popular content shared. On Facebook, 93percent of the most engaging posts are photos. Other social media networks
are taking notice and encouraging users to share more photos and images.
Whenever possible, include a call-to-action with your image
post, and a link to your website in the caption. On Facebook especially,
putting your link in the caption allows for a larger, more noticeable image
post. The link could direct followers back to your website, where they can
download an e-book or fill out a survey. Free content offers some incentive for
customers to give up personal information, like an email address. Don’t forget
to offer additional rewards for those who actually make a purchase — a gift
package containing discount coupons, promotional pens and other
items from The Pen Guy is perfect for
expressing your appreciation and building customer loyalty.
Focus on Your Target Audience
In all of your marketing efforts, online and off, you should
keep your target audience firmly in mind. How can you find your target audience
on social media?
Many members of your target audience will actually find you.
Loyal customers in your local area will be delighted to find your company on
Facebook, Twitter, Pinterest, Google+ and other social media forums, and
they’ll be among your first followers. Some of these people may also refer their
online friends to your business. If you want to grow your social media
following or take advantage of your followers’ spheres of influence, you can
offer discounts or promotional packages to followers who refer their own
friends and followers to your business. Or, you can use the search feature to
look for users who are posting about your competitors, products similar to
yours or simply their need for a reliable service provider in the area.
When you find someone who seems like he or she might benefit
from your products or services, use a light touch. Don’t just jump in with a sales
pitch first thing. Ask the customer about his or her needs and offer some tips
before gently suggesting that he or she take advantage of your services.
Answer Questions and Address Complaints
Customers expect to be able to connect with your business
via your social media profiles. These days, many customers no longer pick up
the phone and call when they have a question or complaint; they take to Twitter
or Facebook to connect with their favorite businesses.
Don’t leave your customers hanging online. When someone
addresses a question to your Facebook page or Twitter profile, be ready to
answer promptly. Your prompt, professional and clear response could mean the
difference between that customer taking his or her business somewhere else or bringing
it to you. Likewise, when someone lodges a complaint on your social media page,
don’t just ignore it; address it and do what you can to make it right. You’ll
not only satisfy that customer, but you’ll reassure the rest of your audience
that they can count on receiving good customer service from you.
Monitoring your business’s social media profiles like this
might seem overwhelming, but you don’t have to stay tied to a desk to do this;
you can keep track of your social media profiles by phone. If you’re still
intimidated, just stick to maintaining profiles on one or two key networks,
like Facebook and Twitter. One or two well-managed profiles will serve you
better than several that never get updated. If you have the budget, consider
hiring someone to manage your social media profiles for you; or give the task
to one or two tech-savvy employees.
Post at the Right Time of Day
The time of day at which you post to social media can
influence the number of leads you generate. Eightypercent of people aged 18 to 44 check their phones as
soon as they wake up. That means the hours between 6:30 am and 8:30 am are
among the best in which to post to social media. Meal times are also good times
to post, but avoid posting between the hours of 5:00 pm and 8:00 pm; that’s
when social media traffic is heaviest, so you’ll be competing with posts from
hundreds of your followers’ friends and other favorite brands.
With a little social media savvy, you can generate valuable
sales leads from among your business’s online followers. Stay active on social
media; address questions and complaints quickly; focus on your target audience
and post at the right times of day. You’ll be pleasantly surprised at how many
of your customers start saying, “I found you on Facebook!”
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