how to grow your leads with social media marketing
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Take a look at one of
How to Grow Your Leads With
Social Media Marketing
Do you need more leads for your business? Are you looking
to better understand your fans? When you collect data from
your fans, you can make your products better and improve
customer service.
In this article I’ll share three ways to use social media togather leads and insights from your fans.
Why?
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Why?
Social media campaigns not only improve your reach and
extend your brand recognition, they collect informationyou can use to improve current products, create newones and stay in better touch with your fans.
Campaigns range from Facebook apps and promotions to
landing pages, online offers, data forms, RSS feeds and
more. Use campaigns to gain a wealth of information to
enhance your customers’ experience.
Discover how to grow leads with social media marketing.
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Here are three types of social media campaigns you can
create, as well as the types of information you can gain from
them.
Each of these campaigns can be created using third-party
campaign-building software.
#1: Build Reservation and AppointmentForms
The easier you make it for your online audience to book an
appointment with your business, the better.
Reservation forms can be simple, including just the
customer’s name and desired reservation time. However, if
someone has made it as far as your online reservation form,
he or she is probably already a customer. Take theopportunity to learn what your customers like aboutyour business that keeps them coming back.
For example, Table 9 uses their Facebook reservation form
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to learn what their fans want out of a weekend brunch. The
restaurant offers a special add-on to each brunch: unlimited
soft drinks, free-flowing cocktails or bottomless bubbly.
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Create an online reservation form, as Table 9 did, to learn
more about the people who eat at your restaurant.
When accepting a customer reservation, Table 9 asks
customers for their name, date and time they’d like to make
a reservation, as well as which type of brunch special they
want. If after a few weeks Table 9 notices a majority of people
choose the free-flowing bubbly and no-one opts for the soft-
drinks special, they’re able to adjust their future brunch
menu (and special offerings) accordingly.
Table 9’s main goal is to drive foot traffic to their Sunday
brunch. However, they use social media to learn about their
customers’ wants and needs.
Calloway, an emergency water and fire damage service, uses
their Facebook appointment form to gather customers’
contact information, as well as details about why they need
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contact information, as well as details about why they need
an estimate or service. The details make service more
efficient, while giving Calloway ideas of what content to
create for their fans.
If a majority of their customers request appointments to
help deal with accidental fire damage, then Calloway needs
to educate their social followers about fire safety. They could
share content that provides guidance on how to prevent
home fires and what to do in case of a fire emergency.
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Determine as much information as you can from an online
appointment form, so you can tailor content and service for
your customers.
By offering their appointment form online, Calloway
streamlines customer services and frees up their phone
lines. They’re also able to learn about the types of customers
they’re receiving in order to do additional outreach and
drive more business.
#2: Offer Product Samples
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Have you ever bought a product at the grocery store after
tasting a small sample, even though the product wasn’t on
your shopping list? Sampling is a sales tactic that works and
it’s easy to turn it into a social media campaign.
Create a social media campaign that’s a giveaway featuring
new products. Offer a coupon or free samples to your fansin exchange for valuable data. Or do a sweepstakes andgive the freebie to a certain number of winners.
La Tortilla Factory used Facebook to announce a new tortilla
flavor they wanted their online fans to try. For this campaign,
they gave away five packets of tortillas to five winners each
week throughout September. Fans who entered could check
a box to receive more information and deals.
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Providing a sample allows potential customers to taste new
products and makes them more likely to buy.
La Tortilla Factory collected the email addresses of their
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entrants to open lines of communication through email
marketing. Later, they could also send a special coupon,
survey or other purchase incentive to anyone who had
entered.
#3: Create Platform-Specific Promotions
Social-specific campaigns help determine which socialnetwork converts the most sales from fans. Run offers atdifferent times on a variety of platforms andcompare theresults. Use this research to decide where to advertise and
where to inform.
If you have a lot of Facebook fans, but they aren’t purchasing
from you, a Facebook-only offer may increase your likelihood
of converting them into customers.
In this example Clift Hotel offered a special rate on suites just
for their Facebook fans.
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Social media–specific offers can help you gauge the
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conversion rate of your different online audiences.
The Facebook post linked to a special landing page where
the hotel could track reservations and compare them to the
clicks they received on their Facebook post.
Offer exclusive deals to increase your online following on
social networks. It will also tell you which social network has
the most fans who are also customers.
Clift Hotel could offer this special at different times
exclusively to their different social media audiences and
compare the results.
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If after testing different campaigns you find your Google+
audience is more likely to buy than your Facebook audience,
then adjust your content to suit them. Create more “salesy”
messages for Google+ users and more educational content
for your Facebook fans.
Conclusion
Every action a business takes on social media is an
opportunity to learn from followers.
While one of the main goals of social media is to collect leads
in the form of email addresses, there is plenty of additional
data that can be collected to help convert those leads into
sales. Find unique ways to learn about your customers, so
you can use that information to personalize your offerings.
Social media campaigns do not need to be limited to
promotions or giveaways. The next time you want to learn
from your social audience, get creative with the kinds of
campaigns you can use to collect information.
What do you think? What sort of social media campaigns
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have you run? How have they helped you learn aboutyour customers? Please share your experience in the
comments.
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