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How to convert social media fans into customers
Rebecca Appleton • 10 March 2021
Or at least hot leads
Whether as an entrepreneur looking to grow your own sales pipeline, or to be able to advise clients who have come to you for app design, SEO or website design, it pays to know how to convert social media followers into customers or at least, sales prospects.
Social media is often disregarded as a source of solid leads or new customers, because attention is most often placed on vanity metrics such as the number of followers gained or the amount of likes or shared racked up. While these all point to having a growing or engaged community, having a solid strategy in place to transition those likes into leads is essential in 2021. You can bet if you aren’t doing this, your competitors are.
1. Encourage social media followers to connect with your brand directly with an email subscription
The first step to turning likes into leads is to have a direct means of communication with followers so you can target marketing efforts. The natural way to initiate this is to regularly offer encouragement and incentive for your social audience to subscribe to your mailing list on site for discounts, exclusive offers and news.
2. Offer a free telephone consultation
Depending on the nature of your business, it may be appropriate to invite social media users to claim a free telephone or video consultation with you. This could work for any number of industries with a little creativity. For something like web design or app design, it’s a no brainer. The same goes for SEO services, where you can easily offer a free 30-minute consultation to review a site’s performance. Coaches also employ this technique to encourage dialogue and begin in-person communication with potential clients.
3. Plug a free demo
If you have a software solution or similar which you’re trying to sell, you could also offer your social media audiences a free demo. This is an accompanied walk through of your product or service and is a great way to pull prospects from the awareness to consideration stage of your funnel. Again, this can be applied to lots of different industries and business types with a little creativity, from kitchen designers to app builders.
4. Have a follow-up and measurement plan in place
The secret of any successful marketing action is to have a measurement plan in place. Once your social media audience has taken the step of connecting with you directly via email, phone or in-person visit, you need to ensure you have a follow-up system in place and tools which measure the impact of your actions. This gives you the data you need to understand if you’re doing enough to convert your likes to leads or, if additional tactics and experiments are needed.
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