Social Media Marketing December 15th, 2011
Social media is the new kid on the block when it comes to internet marketing, so it’s not surprising that many business owners “don’t get it,” especially when the most popular sites like Facebook and Twitter are better known for friendship and entertainment. However, social media is about so much more than setting up a Facebook page.
This blog act as an overview on how you can turn your social media efforts into a lead generation tool. Part 2 of this blog will go in-depth and cover strategies for bringing in new fans and customers. For now, we’ll cover the fundamentals and make the case for why social media can be used to bring customers to your site, through the door and coming back.
As a successful social media marketing campaign matures it begins attracting new fans that turn into new business. We expect that 2012 will see more social advertising than ever before. It doesn’t take long for marketing managers to appreciate the level of ad targeting on social media, especially when you consider the fact that they’re seeing it first hand on their own Facebook and LinkedIn accounts.
Get Out There
Getting out into the social world is the first step towards targeting new customers. Many companies have found success through:
This also includes using targeted ads that are placed right before the target market that your product has been designed to reach. Using interactive ads has also been shown to solicit engagement and will help to boost your CTR (click through rate) and increase your conversions e.g. liking your page, downloading a coupon, entering their email address, etc.
Even though it’s not a social media portal per se, e-newsletters are fantastic for reminding customers to return to your business. Newsletters are social and let’s face it; the Internet is a big place, and even if a customer was satisfied with their buying experience, it’s very likely that they will forget. Not only do customers read reminders, they want them, and like them and it doesn’t hurt to offer an incentive e.g. free shipping with your next purchase!
Track Your Progress
Social media is just like any other marketing campaign, whether it’s PPC or direct mail; it has to be tracked to measure success. Otherwise, how do you know if your time and resources are being used to the best of their ability? Use the Facebook Insights tab, or embed Google Analytics tracking code on your Facebook landing page, these should give you a better idea of how well your pages are growing and creating conversions.
To have a social media account, one has to be social! This includes more than posting product updates, sales events and basically, sticking to yourself and what you’re selling.
It’s crucial to get out into the social media world to interact with others; offering valuable insight, engaging customers and like-minded industry professionals in conversation. For the most part, customers will find your business through comments that have been posted on more popular sites, blogs and forums. This takes time but it’s also a fun way to market your product or service. So get out there and start socializing!
Many businesses hire a marketing team to help with social media because it’s an involved process and a time-consuming job, but it’s well worth the investment. You can help their social media campaign by scheduling posts for over the weekend and off days, and allowing the entire team access to blogs and Twitter. A communal effort will help work towards more posts, conversations and attracting new customers!