Are the right people engaging with your brand? If you want the answer to this question to be “yes”, then it’s time to start making the most of social media opportunities.
Social media is the world’s biggest conversation, which makes it the perfect place to find and engage with the most qualified leads. The most qualified leads (the “right people”) are those who have a problem you can solve and the budget to buy from you. They’re the people who will look at your business and think, “yes, this is exactly what I need.”
Here are 6 social media opportunities you don’t want to miss out on:
1. Monitoring Brand Mentions
Who is talking about your business? What are they saying? With social media it’s so easy to listen for brand mentions – and you can’t afford not to. Monitoring your brand mentions means keeping an ear to the ground and finding out what your customers think of your brand. You can use brand mentions to:
- Look out for customers who haven’t bought from you yet. If your prospective customers have questions, this is your chance to answer them. Get in touch and offer to chat, or point them to resources that answer their questions. If a customer is on the fence, reaching out can be the difference between them buying from you, or going with a competitor.
- Connect with customers who already love your brand. Are customers praising your brand? Get in touch and say thank you! Take note of what they love – this is your free, no-hassle guide to what really works in your business.
- Help dissatisfied customers. Every business gets dissatisfied customers. Listen out for your brand mentions so you can find those customers and solve any problems they’re having with your business. A prompt, helpful response can turn a negative experience into a positive, and even net you a loyal customer.
2. Finding Customers Who Are Ready To Switch Brand
Somewhere out there, on social media, are customers who’ve had an unsatisfactory experience with your competitors, and are looking to switch brand. By monitoring mentions of your competitors, you can catch those conversations and turn them into valuable opportunities for your own business. Use a social media monitoring tool to listen for customers who aren’t getting what they need from the competition. Maybe the service they received was less than stellar. Maybe the product they were looking at just didn’t have the right features. Whatever the problem, if you can show them that you can provide what they need, you’ll win yourself another customer. Of course you shouldn’t bad mouth the competition – you don’t want to look unprofessional – but reaching out and letting them know what your business can do for them will grab their interest.
3. Lead Scoring
At the top of this article we talked about finding the right people. Why? Because not all leads are created equal. There’s a world of difference between someone who is engaging in a little online window-shopping, and someone who is actively looking to buy from your brand.
Lead scoring means you can segment your leads based on a wide range of factors such as demographics, activity on your website, rate of engagement with emails or other content, organization type, size and budget, buying signals, and previous purchases. With lead scoring, you set your own criteria and assign each lead points based on that. Say for example your product is best suited to customers in one specific industry. Leads who are in that industry will score higher than those outside of it. Add in having the budget to buy from you, and having the purchasing power to do so, and they’ll score even more highly. Lead scoring helps you decide whom to contact, when, and with what information.
4. Social Prospecting
Who is looking for a business just like yours right now? Who has a problem that you could solve, but doesn’t know your business exists? With social prospecting you can answer these questions and more. By using a social prospecting tool, you can scour the social web for potential leads. Social prospecting goes beyond listening for keywords – instead, you’ll be listening to people. Use it to find out what they’re talking about. Some of these people will be ideal customers for your business – but they don’t know you’re there yet. Once you’ve found them via social prospecting, you can get in touch and let them know about your business. You can target them with content that feels like it was written just for them, and show them why they don’t want to pass your business by. Social prospecting gives you the means to find people who are looking to buy, and position yourself so your product or service is the obvious and natural choice.
5. Social Analytics
Social analytics offer you useful insights into your social media activities. Many social sites offer stats and analytics, and you can purchase social media suites that put a wide range of tools at your fingertips. Use social analytics to find out, who is engaging with your content, what gets the most likes, shares or click-throughs, which content ultimately leads to sales, the best days and times to reach your customers, and which content is being overlooked.
When you collate the information gleaned from social analytics, you get a truly useful overview of what’s really working for your business, and what isn’t. Now you can hone your social media activities to eliminate what doesn’t work, and make the most of what does.
6. Targeted Campaigns
Your customers are all different – and so should your social media campaigns be. When you segment your followers into lists, you can craft individual social content for each list. In other words, you’ll publish content that really speaks to each segment. Every social network offers its own filters or lists. Use them to better target your content. For example, start a group or list for people who’ve attended an event, or even use hashtags to appeal to different segments. The aim is to make your content as follower-friendly as possible.
There’s so much more to social media than likes and shares. When you make the most of social media, you find more people who want what you do, and keep your brand fresh in the minds of your existing customers