A recent article in Social Media Examiner offers a few tips to help you convert more leads. The first step to converting social media leads is to understand where they fit in relation to other leads (those responding to an email offer, for example – or those who requested a special report/white-paper). The author’s key premise: If you’re treating the social media lead the same way you’re treating the direct conversion point lead, you’re likely killing the sales before they have time to mature.
The following action steps are recommended:
• The first step to converting social media leads is to understand where they fit in the sales funnel as we’ve discussed here. The next step is to know what to do differently so you can facilitate their movement through the sales funnel to the sale. You may find that you don’t have a sales and marketing process that supports this type of lead and if that’s the case, you need to seriously consider implementing one.
• Follow a few of your social media leads to see their path, document what communications they receive and when they convert or when they fall off. You can identify fall-off because they’ll unsubscribe to your emails or stop opening them, or they could even unfollow or “un-like” you.
• If you spot-check ten or so leads who have responded to an indirect conversion point, you’ll immediately identify a pattern of where your sales process is killing your sale to give you the data you need for a more in-depth analysis.
Now for a few tips from your friends at Digital Surgeons:
- Measure everything. Use a Marketing measurement and automation software such as Performable to be able to start tracking “people” and not just visits or page views. We recommend Performable over a system like Eloqua due to its low learning curve, awesome support and kick ass user interface.
- AIDA – For those that didn’t study fluffy business programs AIDA is an acronym that stands for Attention, Interest, Desire, Action
- Attention: First do something to grab your users attention. A catchy graphic, a strong headline, a question
- Interest: Now you have their interest demonstrate what you are offering (product tour video, why your whitepaper will save them time or money), etc
- Desire: Solidify why they should want this and provoke an action.
- Action: This is where you insert the “Signup” button or your desired call to action to finish off the process.
- Tell a story and where possible be visual. Incorporating visuals that showoff what a user is going to get if they request your whitepaper, sign up to get a free trial, or follow out whatever other call to action you have planned for them. 37 Signals does a great job at showcasing AIDA principles and visually appealing graphics/videos to really draw the user down the funnel to conversion.