17 Jul 6 Steps for a Surefire Lead Generation plan via Social Media Marketing
There’s no denying that some of the best and the most successful campaigns on Social media aim at tapping into a genuine sentiment that make us feel either happy, proud, inspired, hopeful, compassionate or something else. It isn’t just pure luck that 54% of B2B marketers are generating leads through social media.
If you too are chafing at the bit to make your social media campaigns a roaring success, make sure you follow the steps below.
1) Create Precise Goals & Objectives
Create specific, attainable goals. Goals that can be measured, that have a place in your larger marketing framework.
Find out what your clients really want. Do they want to-:
a) Get Traffic and/or generate leads,
b) Build a stronger reputation,
c) Become thought leaders,
d) Brand Awareness (Tell people they exist)
Once you’ve clearly etched out what you want, make sure you deploy a S-M-A-R-T (specific, measurable, attainable, relevant, time bound) approach to achieve it. For instance, if lead generation is your ultimate goal, your objective can be to increase your client’s leads by 50%. Being realistic is important;promising them a 200% increase won’t be a great move.
2) Know Your Audience and Conduct a Competitor Analysis
It’s one of the first things you need to figure out while wrapping your head around your client’s product or service. If they are suffering in terms of traffic or sales, it’s quite probable that they haven’t appropriately defined their market. Understand where they are coming from their Demographic (age, sex, education, income, marital status, occupation), Geographic (country, city, location), Psychographic (opinions, lifestyle, attitudes, interests, hobbies) and behavioral attributes.
Analyze what your competitors are doing. Start by homing in on 4-5 competitors. Analyze their audience size. Monitor their Facebook likes on a weekly/monthly basis, Twitter counter offers you to see your competitors followers growth up to 3 months without any cost. Try using the Rival IQ tool, which assists you to enter as many competitors you want and compare their social presence with yours.
Find out the kind of content they are posting, their posting frequency, etc.
3) Check for Gaps and Unleash Your Strategy
Many businesses go on creating accounts on all social media platform heedlessly. For example, you need to ask yourself, does your client’s competitors have a strong presence on Facebook, Twitter and Instagram but not on LinkedIn?
If yes, then it implies only one thing. Your business isn’t suited for LinkedIn. However, it also opens a window of opportunity to build presence on LinkedIn, by tweaking yourself according to the platform. However, it’s up to you to analyze and decide whether it’s worthwhile to give it a go.
Also, conduct a survey of your past customers and see in which social networking platform they spend most time. If it’s 60% on Twitter, 30% on Facebook and 10 % on LinkedIn, you will know how to prioritize.
The simplest rule is to be where your customers are, that’s where you have to put your lead magnets, no matter how stiff the competition is.
In addition to this closely follow the Industry leaders and Influencers.
4) Create a Solid Framework for Content Marketing
Content marketing strategy is the fuel for your Social media marketing plan. This should comprise of making an editorial calendar, content creation and curation. However, the crux of creating a successful content strategy lies in knowing three things what (type of content), when (the timing) and how much (the frequency).
Then comes its structure i.e., how you present it (via text, images, links, video, etc.). Lastly, comes the context which will decide how you’d merge your content with your company’s tone and character. Whether it should be humorous, serious, inspirational, educational or anything else?
Apart from abiding by the content calendar, keep an eye on related trending stories, hashtags, skim the news, lookout for viral videos. Create and share worthy posts around them to drive engagement.
5) Allocate a Reasonable Budget to Your Social Media Marketing
Make an all-inclusive list of all the activities man hour costs that includes coordination, project management, reporting, video production, graphic designing, content creation, all marketing related activities, social media supervision, outsourcing costs, etc. Create a yearly, biyearly or quarterly budget and see how it reflects in your overall marketing budget for a better picture.
Many a times, instead of a (aforesaid) bottom up approach, a top down approach is taken, where the marketing team will allocate a SMM budget.
6) Delegate duties. Test. Evaluate. Amend. Repeat.
If you don’t delegate, you won’t be able to get your ducks in a row. Overlapping duties, lack of coordination, communication gap can nip any well-intentioned strategy in the bud. Know who’s responsible for what, and a make a single person in charge. Use Podio, Basecamp or any such software to stay on the same page, literally.
Testing your strategy at every step is equally important. Use a social media management tool like Hootsuite to analyze how your customers are engaging with your brand, your campaign’s success and align your marketing plan according to it. Use Google Analytics to review and measure various metrics like Organic Traffic, new visitors, page views.
If you think extending your reach in any other social media channel would give you an edge over your competitors then adjust your plans accordingly. Whichever social media channel is giving you a hard time or is turning out unproductive, can be sent to the backburner. Be flexible and open to new challenges. If lack of success demands you to redraft your strategy, then do it.
Social media marketing can assist you in a host of other things apart from telling a powerful story. Almost every brand uses it today for not just generating sales, but for prompt customer service. So much that 83% of twitter users and 71% of Facebook users anticipate a customer service response on the same day.
Your Social media marketing strategy does the job of upping brand awareness and customer retention by maintaining good customer relationships.
After all, Facebook has more than 1.28 billion active users, Google+ has 540 million, Twitter has 255 million, Instagram has 200 million, LinkedIn has 187 million, Pinterest has 40 million.
So, go ahead. Engage in Social chats, get close to influencers, strike a dialogue with your audience, build communities and inspire action.