Strategies to solve the social media conundrum

By Shahnaz MahmudJanuary 16, 2015

Marketers, good news: Social media in lead generation need no longer be such a conundrum. While it’s glaringly obvious that social media needs to be a critical part of your marketing mix, there are some ways to go about it that some might go so far as to call 'foolproof.'

Social media strategies will be widely discussed at the upcoming LeadsCon Las Vegas conference in March 2015. The event agenda offers many opportunities to discuss the space, but here are some strategies to keep top of mind.

Get into alignment

First and foremost, your main objective should be to ensure that your marketing and other business activities align with your organizational goals.

“You can have the best social media and content marketing in the world, but they don't matter if your landing pages, website and sales team don't close the deal,” Heidi Cohen, chief content officer at Actionable Marketing Guide, has expressed publicly.

Just how do you go about this? Cohen has advised that you create your content (high quality, of course) such that it deals with one topic — and deliver it all at once on multiple media channels. Examples of topics might be product information, the highly popular and prevalent how-to tutorials and customer FAQs. She says a good strategy would be to develop a series of pieces of content in an effort to maximize leads. The key is to make it easy-to-read and contextually relevant to each social media platform you are using. In short, build awareness around your content.

Don’t limit yourself

And as you are taking a multi-platform approach, it’s a good idea not to limit yourself to the Big 3: Facebook, Twitter and LinkedIn. Other channels, particularly Pinterest and Instagram, are very important. Of course, research is critical in gaining an understanding of who your audience is. Once you learn where they are — and where you want to be — get involved. A good way to do that is to join communities your customers or targets “live in.” That gets the conversation going. It’s also a place to listen and take to heart what they are saying.

Be accessible

Creating that conversation is paramount. As Cohen has stated: “Be accessible on social media, and make it easy for customers to contact you via social media, your website and mobile. This means providing an active email address and a 24/7 phone number on all of your social media identities, as well as on your website and mobile options.” Social media’s greatest gift to marketers is being able to connect with consumers on a deeply personal level. Use it to ask questions, gain feedback, whatever it is that will make your brand stand out in a manner that keeps the focus on consumers. Solving a problem will help you seal the deal. By engaging consumers and prospects, the focus then turns to building a relationship and away from making a quick sale. It’s the relationship-building that should be the goal.

Above all, listen and act accordingly. When you respond in a meaningful way, generating leads will become all that much easier.

Click here to register for LeadsCon Las Vegas 2015.

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