Social media is a powerful marketing tool that allows you to convert online audiences into real-life customers. But doing so can take months, or even years. Here are five ways you can optimise your content and generate a steady flow of leads.
1. Create social proof
Share content that shows how you do business and how well you do it. A great way to do this is to let your customers speak for you, include case studies and testimonials or highlight high-profile clients you have worked with.
Consider showcasing key results, such as setting an industry record, holding a significant market share, winning awards or retaining a high volume of repeat or referral clients. This kind of social proof will allow you to build credibility with your audience and show your expertise.
Remember to stick to the 80:20 rule when it comes to content that self-promotes. People can switch off quickly if they think you are trying to sell them something, so ensure around 80 per cent of your content provides value to your audience and only 20 per cent is promotional.
2. Show your expertise
It’s possible to send a strong message without sounding like you’re boasting or bragging. This is called the “show don’t tell” principle. Show your audience your expertise and skill by creating high-value content that will spark user’s attention.
This content should be informative and educational and teach them something they don’t know to build loyalty and trust. For example, you could create a regular report on the local real estate market, share your expertise about the local area or your skills as a negotiator.
3. Ask for the sale
This is a basic principle of sales that I’m sure you’ve all heard of. Ask for the sale by adding a call to action to your promotional posts. Add a link to your website or a clear and easy way for potential clients to reach you on your social media profiles.
4. Re-target warm leads
Re-targeting is a powerful marketing tactic where a business shows ads to an interested audience to convert them to paying customers. On platforms such as Facebook and Instagram, you can show ads to people who have visited your website, even down to specific pages they have visited. You can also upload your database of contacts such as email addresses and mobile numbers and target ads to these people, too.
If you’ve already gone to the effort of making first contact with someone, don’t let them slip through the cracks and never hear from you again! Move them down the sales pipeline with a re-targeting ad.
5. Set up ad funnels
Unless you are an experienced Facebook marketer, this is not something I suggest you do alone as you may end up costing yourself a lot of money.
An ad funnel is a series of ads that nurtures the customer from the awareness to the conversion phase. There are many different funnels you can set up, but at a basic level, your sequence could look something like this:
• Phase One: Brand Awareness – Your targeting should be broad to try and attract as many people as possible who could do business with you. The objective is to establish awareness of your brand and/or a need for the service you offer. A video ad could work quite well at this level.
• Phase Two: Consideration Phase – At this point, you want to identify who might be considering the services you or your competitors offer in the next few months. This could be facilitated by a re-targeting ad to people who’ve engaged positively with your first ad, such as someone who has watched your video for more than 30 seconds or clicked the link in your first ad.
• Phase Three: Conversion Phase – The objective here is to convert the audience to a lead, obtain their contact details or prompt them to contact you. This could be done with another ad or via email if you’ve captured their email address in an earlier phase.