Social Media Marketing
Is your social media activity working for you? Helping you to make sales or just wasting time?
Too often people initiate a social media program without figuring out what they want to accomplish. Do you want social media to generate new business sales leads? Do you want to encourage current customers to buy more frequently or upsell them on their regular purchases? Is your goal to encourage referrals from your current customers? You might even want to use social media to strengthen your relationship with vendors or potential investors. You might even be using social media to strengthen your SEO.
Get on the Map can help you make a strategic plan. Listed below are some of the ideas you might want to implement.
4 Ways to Use Twitter to Fill Your Sales Funnel
Since the year 2000, over half of the companies on the fortune 500 have disappeared. This can be attributed to the rise of digitization. According to the Pew Research Center, 70% of the US population use social media. These numbers have led to the exponential growth of digital marketing into a $200 billion dollar business. As the purchasing process continues to evolve and the demographics of commercial buyers shift to millennials, using social media to maintain a full sales funnel is now more important than ever.
New leads are the lifeblood of any B2B business. According to Optify, 82% of all B2B social media leads are generated from Twitter. This statistic highlights the valuable role this platform plays in filling your sales funnel. To make the most out of Twitter, here are 4 ways to use Twitter to fill your sales funnel
1. Understand your business’s sales funnel
Before trying to leverage your Twitter to keep the sales funnel full, it is crucial that you take some time to look at your sales funnel and understand how it works. Only then will you be able to know how your Twitter social media strategy will fit into it. The best way to understand your sales funnel is by asking yourself these key questions;
• How do you generate new leads?
• Do you have a sales follow-up course? How is it structured?
• How long does closing a deal with a new prospect take?
Once you have comprehensively answered these questions, you will be well-versed on how your existing sales funnel operates. Hence, you will be in a better position to decide how you will leverage Twitter fill up your sales funnel.
However, always remember that through Twitter, you are highly likely to reach prospective buyers early in the buying process. This is especially true since more than 75% of B2B consumers rely on social media platforms to engage with peers about their buying decisions. Hence, when sourcing for leads on Twitter, do not start selling as soon as you have generated a lead. This may drive them away.
Instead, use this period to build a trusting affiliation with your prospects. At this stage, the buyers are probably looking for information and not to buy. So provide them with all the relevant information that will drive them further through your sales funnel. The content should include answers to questions from your prospects, content that abates common objections and content that can convert soft leads into hard leads.
2. Create buyer personas
For you to understand your target audience, you need to create buyer personas. Start by finding out;
• What drives them?
• Their pain points
• Their buying process
Once you have answered all three question to create buyer personas, you will have a clearer picture of how prospects use social media. After that, find out;
• What a potential customer is probing Twitter for
• What they are tweeting about
Once you get these potential terms and you will have yourself a list of prospective buyers. While you will not be able to convert all of them into leads, at least you will have a list of potential leads right in front of you. This creates the perfect opening for you to reach out and cultivate relationships. At this stage, you can tweet them directly, or even send direct messages.
3. Create a Twitter Landing page
Instead of driving your traffic to your website’s homepage, consider creating a landing page exclusively for Twitter. With the help of premium content, a twitter landing page will enable you to create hard leads. The premium content you create may include infographics, whitepapers, eBooks, webinars among others. Regardless of the premium content you choose, it needs to be important enough for your prospects to opt-in. And since most twitter leads are in the earlier buying process, the aim of the premium content should be to convert soft leads into hard leads.
4. Track and Evaluate Data
Setting goals in advance with relevant KPIs is an import part of any marketing strategy. This way, you will know what equals success for you. Without creating relevant KPIs, you will end up depending on mere luck.
Setting KPIs is especially crucial for Twitter and any other social media marketing in general since the sales funnel is totally different than the regular sales funnel. Also, all the data generated is trackable. Being able to track these KPIs and the results enable you to easily tell if your strategy is fruitful and where it is failing for you adjust appropriately.
Today’s consumers have access to more information that they will ever need. This amount of content has altered how people buy. Hence, it is crucial companies use social media platforms to create brand awareness as well as build lasting relationships with prospective buyers. Twitter provides one of the most effective lead generation channels for B2B businesses. It gives you a chance to present your business as an expert in the industry and thought leader whenever you share relevant, up to date content.