Effective Ways For Lead Generation Through Social Media

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Social media is now not merely a place to contact friends and relatives, post photographs or discuss the weather and current events. It has evolved into a powerful marketing tool, critical for marketers to measure and monitor both the website traffic and leads generated by this fast growing medium.

Marketers can make use of a wide range of techniques to generate leads via social media. These methods vary, like combining content marketing with social media, using Q&A forums to good advantage and Twitter and Facebook metrics to earn the maximum placement in the media, to name a few.

Communication and people is what social media is all about. It’s here that you will get to know what purchases buyers will likely make, a factor that will help you get concrete leads. Let’s see how you can put this potent communication media to good use.

Make Your Company an Authority

To get a good share of the market your business needs to be an online authority. So build your brand image. Potential customers will then view you as an authoritative and trustworthy source for quality information and advice.

Keep track of and evaluate your traffic, and use your visitor’s geographic and demographic information in your marketing endeavours. This will especially work for an e-commerce site.

Content Marketing plus Social Media

Generate leads through content marketing in this way:

Develop diverse content: Produce helpful content which will attract individuals to mechanisms that generate leads on your website. Vary your content so that it has written stuff like white papers, explicit  information like info-graphics and photos, videos which people can interact with, podcasts, case studies and webinars.

Use Keywords: Use effective calls-to-action and keywords. Your content must be loaded with keywords to draw prospects initially, and then attract them to your lead generation apparatus via lucid calls-to-action like RFP forms, contact forms or email opt-in catalogues.

Share content: Allocate your content on all the channels you have, be they social media, blogs, marketing, email and so on. Have a platform in place for your content marketing so that social sharing becomes easier.

Twitter is Useful to Track Good Content

Twitter is a great platform for B2B marketers to recognize, qualify and produce leads. They can segregate and comprehend how the media has contributed to lead generation in a better way on Twitter than on other social media platforms.

Twitter gives you the opportunity to get information and resources quickly. Decide on a fixed time every day to read news sources and industry blogs, and tweet news that’s most appropriate all day long.

Use Facebook to Increase Your Audience

On Facebook post what will engage your audience, like videos, photos and unrestricted questions and the things you want to endorse. In other words, what links naturally to your website or content.

You will be able increase your target audience and improve your EdgeRank which is Facebook’s method to determine how broadly your content is seen. In this way you’ll have the biggest audience achievable when you endorse your content. To engage better, focus on shares and comments to better your brand’s contact with your fans’ friends, who are a strong segment of your potential audience.

Apart from leveraging content, use Facebook ads. They can be targeted superbly. Besides, they are a terrific way for B2B businesses to reach out to their prospects.
But remember, social media has to be a part of your bigger strategy. It has to be synchronised with website conversions, public relations, SEO etc.

Utilize Q&A Forums

Be active on Q & A portals like Quora and LinkedIn. This is one more way to show that thought leadership is alive. Go where potential customers are seeking your resources and help with respect to your industry. Offer your expertise and guidance. This approach may find you on Quora or LinkedIn or other, suitable Q&A forums. Go wherever your likely audience is. Spend one hour weekly to answer as many questions about your industry as you can.

However, setting up a dedicated Q&A will depend on the resources that are available to you, user demographics etc. Look out for results from a third party that come in generic searches. Their presence will help you decide whether to set up a dedicated forum.

In Conclusion

Lead generation is unquestionably at the core of succeeding in business. This is true of online as well as conventional techniques of generating potentials who could ultimately be converted into buying customers. There are various ways to generate precious leads online. The key to success is to make use of them. Change the way you use social media. Don’t think of them simply as branding; use them to generate leads.

 

 

Influencer Marketing – The Next Big Thing

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In the world of Online Marketing and Advertising professionals have started to talk about Influencer Marketing and generate the first campaigns. But what are its advantages?

Social Ad Campaigns, Adwords, SEO and other Display Campaigns remain as the most used means of advertising in the digital world. But the landscape changed when the Influencer Marketing finally landed as the “new player” in all areas of advertising: YouTube, Twitter celebrities and many “Instagramers” with thousands of followers and content creators being followed by thousands and thousands of users, provide a new way to reach the public (yes, through their voices).

Some of the reasons why this new form of Word of Mouth with digital celebrities is so successful are:

  • Content created by influencers is always 100% suitable for their audience, and reaches their audience.
  • Ad-Blocking is not possible because advertising is part of the contents of the Influencer.
  • Influencers’ content comes to have a higher ROI (Return of Investment) than traditional Ads.
  • If we generate a good campaign with influencers we ensure a positive perception of the brand. The authenticity of the influencer generates greater engagement.

The Influencers who support brands and their products

Do it  (and must do it) in an authentic way. This causes the audience to be more likely to buy a product and engage with the brand linked with the influencer. Besides, the message develops more naturally. The public appreciates not to be interrupted when they consume content with advertisements that may not be relevant to them.

Do not fear the Ad-Blockers.

  • The number of users that use ad blockers has increased by 40% last year in US (Not including the new functionality that facilitates IOS9 Safari for this block).
  • This harms the display advertising but benefits the Influencer Marketing which formats and content are native and not lockable.
  • Increase earned media, with even higher ROI.
  • A well done Influencer Marketing provides the highest ROI than any other advertising.

According to a US study conducted this year, each campaign with influencers has generated a value of USD $6.85 of media earned for every $ 1 spent on paid media in the campaign. The ROI of “traditional” digital media is amongst 2x-4x depending the specific campaign.

Transparency and positive Branding

When building a campaign with content and an Influencer you don’t have to worry about the specter of “invisibility”. The public wants to see the content of this influencer.

Also, since influencers are specifically chosen by the brands, and messages are approved by them, there is no risk on the positioning and message content.

Finally, the problem of the purchases of paid advertising (inventory, printing, display) is not present in this type of action: you pay for content distributed on the network transparently.

It is interesting how these benefits can apply for LATAM market as well. In the first edition of Social Media Week we learned that Mexico is a major source of content:

  • Youtubers are more valued than traditional TV celebrities.
  • There is a great movement of Instagramers and many professional photographers who have between 80,000 and 150,000 followers.
  • The blogs for The Millennials have become media themselves, competing with traditional media.

As noted, building a good campaign with Influencers seems to present no more than advantages. The change of mindset in marketers that would be ideal is to allocate budgets for Influencer Marketing and allocate the additional earnings for paid advertising.

Big Digital Marketing Mistakes Entrepreneurs Make

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The success of digital marketing depends on a number of factors. Some of these issues include your efforts and mental work that you put in devising your success in the digital space, and also knowing what’s being said about your brand.

Everyone knows how effective digital marketing is, especially for reaching out to prospects. Amidst all this, there are some definite pitfalls that entrepreneurs must avoid. These include: a poor or no clear marketing plan, unrealistic expectations, inability to understand prospects, lack of focus and execution, lack of diversity, focusing on multiple social media platforms at the same time, ignoring mobile and video marketing, etc.

In this blog, we shall check out some obvious mistakes that we are likely to make but must avoid.

Mistake #1: Failure to chart clear goals

Proper advance planning is required for organizing consistent and inter-related strategies. But firms fail to chart clear goals and often don’t include an organized marketing plan to chase. This results in waste of effort, time and even prospects.

To avoid this, do your homework. Your brand needs to keep up with its competitors and the marketplace. Update regularly on trending beliefs, both product related and customer demographics. Benefit from a SWOT analysis, streamline your marketing efforts and achieve your goals.

Mistake #2: Multiple social networks

The very first concept that a digital business thinks of is to start with multiple social platforms. But to expand your online presence, all platforms aren’t necessary. Rather, start small. When you’ve just started, you may not be sure which social platform is going to benefit you.

The four main reasons you should refrain from being on all — Twitter, Facebook, Pinterest, Instagram, and others — at the same time are because it’s: (1) Time-consuming, (2) Unrealistic, (3) Feedback can backfire, and (4) Not knowing what’s working and what’s not.

To avoid this, the best approach is to choose one or two right channels. Spend time to leverage your customers who frequent these channels. Later on, move on to other channels and add value to your digital marketing.

Mistake #3: Not using cross-channel remarketing

New entrepreneurs usually miss the boat by not realizing the essence of retargeting their existing traffic. Never, or at least not necessarily, do people convert in their first visit or with just one interaction. It is important to call them back. You can do this by using different platforms. Instigate them using different advertising platforms.

Optimized targeting by leveraging potential customers using more than one channel is called cross-channel remarketing. This means you drive existing traffic to your site through Google AdWords, Twitter ads or any other paid campaign. It’s beneficial if you ensure your presence on different channels such as email, display, video, mobile and more. Engaging them in interactions with your brand is imperative.

Mistake #4: Pleasing everyone

You cannot please everyone. Trying to market your brand to everyone can be extremely futile and painful. Targeting a large audience will disrupt your marketing message and result in your getting nowhere. Your brand won’t stand out because your message isn’t tailored to a particular audience.

Actually it works the other way. Each product is targeted at a specific market, so why not yours? Select a narrow audience and craft your digital marketing messages suited to them. This gives your audience an opportunity to understand your brand and its specifications.

Mistake #5: Labour under an assumption

It may be great for your ego that you assume things in digital marketing. But this is not a good way to achieve your business objectives. Ignoring the competitive landscape and disregarding research analytics will adversely affect your overall digital performance.

Before making any assumption, do your research. Make sure your efforts aren’t diluted due to pure assumptions.

Takeaway…

It’s clear that you must avid the obvious pitfalls that will hamper your digital marketing endeavours. The five most common mistakes that entrepreneurs commit are listed above. Learn from them to achieve success in your digital marketing efforts.

Is Your Business Missing Out on Benefits of Online Reviews?

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Do you consider online reviews before trying out a new restaurant or making a hotel booking? I guess we all do! Online reviews are quite powerful in helping customers make a better purchase decision. Barring few myths like, online reviews are fake or paid by companies, there’s no denying that reviews can have a direct impact on the bottom line of a business.

  • As per the 2013 Local Consumer Review Survey findings by BrightLocal, 79% surveyed consumers trusted online reviews as much as personal recommendations
  • According to BrightLocal’s Local Consumer Review Survey 2014, 88% consumers read online reviews to determine the quality of a local business. This was higher compared to 85% in 2013

Irrespective of the advantages, many businesses have not yet embraced the impact of online reviews. They are either unaware of its benefits or it is a new territory which they don’t wish to explore.

Why Online Reputation Matters?

Online reputation matters because a brand is only as good as its reputation. ORM (Online Reputation Management) is not just for big brands. With social media sites and user-generated review sites becoming popular, ORM has become more important than ever. Considering the statistics mentioned above, growing number of consumers are reading reviews before their selection of a local business. Reading online reviews has become a part of pre-purchase research for many and this new trend needs to be taken advantage of.

Here are some of the benefits of online reviews to start with:

  • It helps increase sales by offering the required information about a company’s products or services to prospects. People are more likely to spend money on things that have been recommended by others
  • It helps in understanding your target customers, what they liked about your company, what they disliked and so on. By taking negative online reviews into consideration, your company can make necessary changes in your products or services to better serve your customers
  • It helps in improving your business website’s ranking on search engines because the more people write about your business online, the more important search engines will consider your business to be
  • It creates customer engagement because at times, online review pages turn into active social communities. Once people give their review about a particular business, they keep coming back to see whether or not someone has made a comment on it. This creates customer engagement, helping the participants establish a connect with the business and with others

Online reviews can make or break a business, making it necessary for business owners to hire a team of ORM specialists. There are several ways to get good reviews from existing as well as potential customers but when it comes to negative reviews, businesses need expert help. ORM experts know how to handle negative reviews so that it doesn’t cost your company in the long run. They make reviews work for the business rather than against it.  Remember, negative reviews are also important for improving the level of customer satisfaction but if not handled in the right manner, it can lead to damaged online reputation and revenue loss.