Social Media For Lead Gen

Editor's Notes

1. Our philosophy: The more people who know what we are doing, the better for us (and them ;)). We have digital, in-person, recorded/virtual and other ways of getting and staying in front of people. How we spend year over year is determined by performance of each channel. If a media, network or channel is underperforming, it’s budget is reduced and reallocated towards other, better performing options. There is no silver bullet or magic solution. There is no one activity that will sustain our businesses.
2. With limited budgets and multiple other channels, why should we invest in Social Media? After all, isn’t it a free media source?
3. US population was 328 million in 2019… That’s 12 minutes of every hour.
4. Television 22 years, Credit Cards 28 years, Electricity 46 years, Telephone 50 years. I share this to ‘place’ social media. It’s not going anywhere…
5. The brutal truth is that if you’re not on social, your competitors are. If your competitors are not, that presents an opportunity for you. Your customers have been, for more than a decade.
6. The truth is, we haven’t had anyone not achieve their goals using social media. Whether those goals are increased leads, audience growth and engagement, thought leadership, event promotion, etc…
7. Primary Goal is engagement: it’s a two way communication channel, you just need to capture attention. Increase audience – there are people looking for your business, on search, on social. They’re looking for a contact for your service or product. They may not buy today, but if they see you posting, they can pull you in to their social feed. Organic data capture – the goal of any marketing effort. How can I get a name, email, phone, address so I can keep the conversation going? Marketing Msrmt. – what is performing, more importantly what isn’t? Now I know where to spend my future marketing dollars. Increased frequency – growing and maintaining a client distribution network that can be utilized in seconds. More messages = more engagement. Cust. Svc. Channel – 24/7 two way communication network. If you’re not answering questions, someone, somewhere is. Increase vol./freq. of purchase – by staying in front of clients, you can eliminate long purchase lags and reinforce ready stock needs.
8. We want to create a two-way communication channel where customers feel comfortable starting a dialogue with us, voicing their concerns/complaints, reaching out with use questions, sharing their product use stories and advocating for your brand. While doing so, we want to capture their organic contact data and have them convert.
9. How many of us have attempted to post on Social Media, only to hear crickets?
10. Website – is your site built to drive phone traffic, downloads, event registration, scheduling or purchase? Social Media – have you developed an audience that you can leverage for success? How many followers do you have? Do you create content regularly? Content - What content is driving more engagement? Does your audience like infographics, polls, countdowns, animations, imagery or videos? Remarketing/Retargeting – do you have tracking pixels from google, facebook, linkedin, twitter, etc… Are you able to remarket to people based on site and search behavior? Data – is your data collection process established? Are you able to pull the necessary data to inform future decision making?
11. Marketing Funnels… we’ve all heard the term and perhaps it’s an overused piece of jargon, but Social Media allows for us to reinforce it by keeping our content in front of interested visitors.
12. Offline… the best place to start is with pen and paper (notepad, etc…) However you’re comfortable documenting a plan. Right out the actions you wish to encourage and how you’ll motivate people to take the desired action.
13. We’ve all heard the saying… ‘Best Laid Plans…’ well, let’s think of the plan as an amendable, living road map. A flexible guide if you will. Ask the questions below:
14. Youtube, Facebook, Instagram, Twitter, and LinkedIn are domestic #1’s. Is your audience on tiktok/triller, do they listen to spotify/pandora or other streaming services? What about Google? Do they search for anything? Are they gamers or streamers? These are the questions you need to consider before determining where to spend to augment your message.