6 Skills Your Social Media Manager Must Possess!

What is the difference between internet marketing and traditional marketing? There are a lot of differences of course, like the goal of the strategy, the promotional channels used etc.

Over time, the gap between the internet and traditional marketing got smaller. Nowadays, we can even say that internet marketing is not the only type, but certainly the main type of marketing that companies use. It might not be a 100% the case but the market is moving in that direction. It’s possible that soon all marketing activities will be digital.

Social media plays a huge part in digital marketing. As a startup company or small business, you must have someone that will ensure that your online presence and branding is the best it can be. Remember, the look, the message and your social media responsiveness affect how the general public or your potential customers perceive your business. Social media along with your website are the first things people see. And we all know how important first impressions are.

Having someone that will dedicate their time and effort on your social media presence is definitely something you should do.  It is a complex position because you will need to find someone that has a certain set of skills and experience in order to manage your social media effectively. So what type of a skill set should a social media manager possess in order to be successful?

We have prepared a list of six most important skills that great social media manager must possess.

Take a look:

  1. Basic Graphic Design Skills

It’s a well-known fact that social media is getting visual. A good social media manager must possess basic graphic design skills. What we understand as basic graphic designs skills are: creativity and colour sense.  In other words, the ability to think graphically. We are putting aside the knowledge of graphic design software because there are a lot of free online tools that are easy to use and navigate. For instance, Fotor and Canva can do miracles. They have everything every social media manager needs to create the perfect graphic solution.

  1. A passion for writing

Blogging is an important part of your internet marketing strategy. Ideally, your social media manager will have a passion for writing and be able to write at least one blog per week that will address your target audience. Knowing how to create the perfect social media post requires writing abilities and creativity. Buffer has very useful tips from proven blogging gurus that must be the core values of your blogging activity.

  1. Understanding content curation and strategy

Every social media manager knows that content can do wonders for social media growth. Sometimes experience is not required, but a mindset that recognises the need to curate or create content that will be customer centric. In other words, indirectly selling your services by promoting content that will address the issues your business can fix. HubSpot has amazing tools you can use for content curation while Mention will show you what are the true benefits of content curation.

  1. Social media advertising knowledge

Social media advertising is crucial for the growth of your business. A good social media manager has to know how to set up paid campaigns, define the target audience and create suitable visuals for the ads. It sounds pretty simple, right? But in order to have effective social media ads, you must test a few alternatives, measure the performance through A/B testing and focus on the best performing ads for your target audience.

  1. A Lust for social media knowledge

Digital marketing it’s a fast-changing industry. To stay on the top of the game you must follow marketing trends, apply new tools and try new things constantly. The will to constantly work in a dynamic environment and learn new things is an important skill you should look for in your future social media manager.

6. The Growth Hack Mind Set 

Working constantly on growth is a must activity. You need a person that will know your target audience and work on growing your following online base every day.

If you fail to find the right team or person, we can help! We have years of social media management experience. We can make your social media presence spotless. If you want your business to bloom online and enter the social media renaissance era, contact us. Drop us a line here: [email protected]

How to improve the quality of your content?

Before jumping into the growth hack tactics, to grow your social media you should sit and really think about your content. Even if you assume you have the perfect content pieces guess what…you don’t.

Do you analyze which content had the best performance? In most cases, the answer is no, and there is a good reason for that, it’s time-consuming. As a small business owner or entrepreneur with a hectic schedule, you need practical tools and tips that will help you boost the engagement of your blog and drive relevant traffic to your website.

Blogging can be tough and complicated, I discovered. You need to read a lot, find the good sources and combine all of the pieces into one solid article. Struggling with my schedule and time, I decided to take concrete actions to solve the issue. I thought If I make the perfect combination of tools and use them when I create the weekly blog, I will increase quality and save some time for other marketing activities. I did my homework by conducting in depth research and found these three amazing tools:

  1. After the Deadline

This tool is my personal favorite. It’s a free language checker that will improve the style, grammar and the spelling of your blog significantly. It’s actually a very smart tool that even suggests words that you can use and alternatives that can improve the meaning of the sentence. What I like the most, is the fact that it uses artificial intelligence to make the right suggestion. It will save you a lot of time, plus it’s available as Chrome plug in. In other words, their assistance will apply to anything you write in your browser. Amazing!

  1. Jargon Buster

The problem I had for so long is now solved with one click. Jargon Buster will help you in identifying jargon words. I always write without stopping or rereading. I like to follow my thoughts and then read the whole piece in the end. When I do that I am a bit surprised by the volume of the same words I use.  This tool helps me a lot because I can now for free check my content for overly used buzz words and corporate speak.  Problem solved. I sleep better now.

  1. Grammarly

And of course, the legendary Grammarly. The best friend to every blogger, account manager, and writer. I use Grammarly constantly. They even send monthly stats that show how your writing skills improved over time. I don’t have a bad word to say about this tool. It really helped me a lot with my blogs. It’s super easy to use too. Just copy and paste your blog in Grammarly’s text box and watch how quality increases. It’s available as a Chrome extension and if you pay for their services you will get even more advanced features and help.

Even though these tools won’t help you with content strategy, they will give you the most valuable gift – time! The less time you spend on creating your blog, the more time you will have for performance analysis and action plans. As an entrepreneur, you know that every minute is important. These tools will help you of course, but if you think that your content needs revamping and reviving our team is here for you. We are experienced in helping small business in developing a content strategy and build social media presence around that. Want some advice? Drop us a line here: [email protected]

How will Facebook help you get the best creative for your ad with Creative Hub?

Facebook Ad visuals: Cycle of pain or creativity? It depends on what type of person you are. If you enjoy being creative and expressing yourself, then you’ll love developing the visuals.

If you are not naturally a person who wants to spend hours compiling nice imagery and catchy wording, not so much. Like it or not, the new age of marketing requires out of the box visuals that capture your target audience’s attention. If you are a small business owner can you really handle everything and spend time on creating Facebook ads? Didn’t think so. It’s hard. That’s why Facebook introduced Creative Hub to the world.

Creative Hub is designed for businesses to be able to share their best ad mock ups and learn from each other. It’s easier to get inspired if you have access to other creative solutions from businesses in the same industry.

Creative Hub is for:

  1. Creative agencies
  2. Internal creative teams of brands
  3. Creative teams at media agencies

The best thing is anyone with a Facebook account can create mock ups and use Creative Hub.

You can use it for personal projects, but the true value of Creative Hub can really be seen at work. So, the first thing you need to do is set up a Creative Hub account for the agency or business you are working for before you start your design.

You do this by becoming an admin on their Business Manager Account. The person who created the business account has to add you in the page roles area as an admin. That’s easy to do. You can check further instructions by clicking here.   This is a very important step, you must do this right in order for the Deliver AD button to appear later.

What does Creative Hub offer?

Creative Hub offers different ad formats that you can use for creating your ads. When you enter Creative Hub, click on the top right green button that says ‘create mock up’ and choose one of the available options for Facebook and Instagram ads.

You can choose various creative solutions such as:

  1. Interactive: Carousel and Canvas ad formats
  2. Video: 360 videos, slideshow ads, video and video link format ads
  3. Image: Single image and single image link format ads
  4. Instagram: Image, video, carousel and stories format ads

The best part is that Creative Hub provides inspiring examples for every type of creative solution they offer. Go to the get inspired area and find a solution that suits your product, service or company page.

After you find your perfect creative solution and decide what is best for you, it’s time to create your perfect mock up.

Every mock up solution has specifications that you must follow in order for your ad to get approved by Facebook.

After saving your mock up you can preview it, get a shareable link, duplicate it or move it to power editor and deliver it as an ad.  As I previously said, you need to have the right permissions in order to see the Deliver AD button and transfer your ad into the Power Editor. Remember that!

Creative Hub can save you a lot of time if you are a busy entrepreneur or growing start up. We can also help.  We have the experience and the expertise, so if you ever feel overwhelmed with anything or all things social, simply contact us here: http://colourmesocialtwo.clicthru.co.uk/get-in-touch/

What is the philosophy behind Facebook dark posts?

Facebook is one of the greatest paid online advertising platforms in the new digital marketing world. Facebook gave the marketers a whole new set of tools and insights and a place where they can achieve great results. Even though the newly updated ad platform is great, there are a lot of things that look complex and hard to use at first sight.

As a small business or entrepreneur getting to know the platform can be time-consuming. But if you separate the new things into small chunks of information then you will learn the new functionalities faster. We will help you with understanding the Facebook ad platform better. In our series of articles, we will explain everything in detail so you can easily navigate and get the maximum out of the platform. Stay tuned!

Today, we look at one of the platform’s most useful offerings: Facebook dark posts (unpublished posts). The things you can do with dark posts can really improve the effectiveness of your marketing campaign and your results at the end of the day.

What’s the philosophy behind the dark posts?

The philosophy behind it is to create several posts with different styles and wording which you can use to for tests in your paid campaigns.

Why are they called dark posts?

Because they don’t get published on your Facebook Fan page unless you choose to do so.

Why use Facebook dark posts?

There are several reasons why you should use dark posts, however, the most important one is that you can run tests and see what set of wording and imagery works best for your target audience.

More specifically, you should use dark posts for the following reasons:

  1. You can do paid tests for multiple ad variations

You can create as many variations as you like. Applying different images, headlines, call to action buttons will help in determining the effectiveness of your paid campaigns. Use your imagination and find out what best works for your business.

  1. You can improve your organic traffic

You can improve your organic traffic by sharing the variation that has the best results on your news feed. Once you’ve determined which combinations perform the best, apply them to your organic posts for better reach and engagement.

  1. You will avoid ad only streams

If you want to avoid ad only streams then the dark posts are the right way to do it. Facebook dark posts are niche and hyper sensitive so you will avoid the risk of boring and pushing away your audience with the same Call to Action button and unnecessary ads.

How to create dark posts?

In order to create the dark post, you must enter the page posts in the create and manage section. There you can create limitless posts and decide whether you would like to keep them as dark posts or publish them on your timeline.

One thing to remember is that you cannot edit the posts once you have created them. Nothing on the created dark post is editable once you have saved it. So be careful otherwise you will have to start all over again and create a new post from the start.

pic to use 1

How to create advert from your dark posts?

After you have created the dark post, you have to select it and choose to create advert from the actions drop down menu.

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When you click on the create advert you will get a pop-up on which you have to define your campaign and ad set. The pop-up is only for the defining the name and the objective, later you will dig in deeper in defining other specifics about your target audience and budget.

How to activate your advert?

The next step is to define the target audience, budget and the objectives of the campaign. Your campaign will still be the draft until you click on the review changes button at the top right corner. Do not forget! After you set everything up you need to click on the green button in the top right corner in order to activate your campaign.

And that’s it! You are all set. It is a process and you will get better in time but if you need help with anything we are here for you. We have the right expertise and ideas on how to improve your performance.

Feel free to contact us for anything here: http://colourmesocialtwo.clicthru.co.uk/get-in-touch/

The key to your success lies in the quality of your Growth Hack Strategy

The fuss around the growth hacking concept these days is unbelievable. Every entrepreneur and startup is in a hurry and in need of immediate results in terms of social media growth. Growth hacking is not only about growing. It’s a much broader concept that involves research, strategy, testing, implementation, and measure. All of the basic marketing concepts are used and implemented in this process.

First, let’s start by defining growth hacking.

Growth hacking is a process of experimentation across marketing channel and product development to identify the most effective and efficient way to grow your business.

The key word here – experimentation!

That’s right. You must experiment and constantly try new things until you find out what really works for your business. Which tactic increases your follower base, what drives traffic to your website and which content increases your engagement? Answer these questions first!

Until you find out what in reality works for your business you cannot expect growth. Growth does not happen overnight – remember that. After you successfully complete the experimentation process, it’s time for hard work. It’s time for applying the tactics that you know will work! For instance, copying followers of a list of influencers you carefully select and now that will have an impact on your conversion rate later. Always double check that the tactics you are applying will result in reliable audience, growth, and engagement. Your business needs that! It needs people who will be really interested in buying your product or service.

In order to launch your marketing mind in the growth hacking universe, you must now the growth hacking structure and basic marketing concepts.

As a growth hacker, you must implement the two levels of marketing strategy which are campaigns and tactics.

A campaign is a coordinated series of tactics that are associated with some specific initiative. At the campaign level of strategic thinking, you should think about the objective of the marketing campaign and the messages that you want to take out to the audience.

A tactic is a single mechanism that is designed to achieve the goal of the campaign.

Can you see how this will help you with the experimentation phase? You will define few campaigns, set goals and apply tactics to achieve them and finally find out what really works for your business.

But enough about the philosophy of growth hacking! We have also prepared a list of some useful tools you can use for your growth hacking.

There are few tools out there you can use for growing your follower base. For instance, Crowdfire.. It allows you to copy influencers followers, follow people based on hashtags and other useful features. It’s really a great way to find a relevant audience on Twitter.

For discovering influencers in your industry, you can use  Klear. The free version allows you to filter influencers based on location for Instagram and Twitter.

These are just part of the tools we use for our clients and noticing tremendous results over a certain period of time.

If you are starting with growth hacking any educational piece of article will be out of great help for you. I have prepared a list of people, successful growth hackers you can follow in order to stay up to date with the growth hacking concepts and community. Follow these amazing influencers:

  1. Sean Ellis

The godfather of growth hacking! He invented the term! Sean even is chief executive officer at GrowthHackers a portal that has a lot of valuable information.

  1. Everette Taylor

Amazing advice about growth hacking! He is the vice president of Skurt

  1. Alex Osterwalder

Alex is the one that can help any startup or entrepreneur with a valuable marketing advice!

  1. Eric Ries

The creator of the Lean Startup methodology and startup guru advisor. He is amazing!

  1. Neil Patel

The one and only Neil Patel. He is the most famous marketing guru and internet marketing specialist. His writing style is entertaining and educational at the same time. Check out his KISSmetrics blog for more info.

Hey guys we can help too! Follow our blog for a more valuable content or contact us if you want any advice on how to grow your business. You can also add ideas in the comment section about our future blog, or click here to contact us.

Cheers!

Why developing a Marketing Persona is the best thing you can do for your Start Up

What is a marketing persona?

First, let’s define a marketing persona. A marketing persona is a fictional character you have to develop in order to characterise the key traits of a particular group of your target audience. Clearly, this is the core of all of your future marketing activities and if you define it right at the beginning, success is inevitable.

Because it takes time, you can’t define your marketing persona overnight! Conduct your best analysis and then make some conclusions based on the qualitative data you have gained during the process.
Getting the right data means that you will have to find out what are their motivations, needs, technical skills and other factors that will impact on how they may interact with your marketing activities in the future.

What you really want to know is what works for every developed persona. Gathering this data will help you optimise the user journey at every stage. You would really want to focus on how to get these tasks done in the most effective way and create a user-focused development process.

Quantitative vs Qualitative research

Conducting research is something you should do to better understand your users and target audience. The question is what do you really want to find out about them? This is the first question you must ask yourself. What type of research method you will use it depends on what your answer will be. Specific methods specialised are for a specific type of information. There are two research types:

1. Quantitative research

and

2. Qualitative research

Quantitative research is focused more on large samples or testing and proving something to a large group of people. This includes surveys and site traffic analysis. Getting the most out of your log files in order to find out how users are moving around your site is a great thing to do. Quantitative research gives thousands of data points which you can analyse and look for statistically significant trends which will realistically reflect the behavior of your users. Quantitative research can help you test a hypothesis you will define with the qualitative research.

Qualitative research is used for smaller samples. It stands for understanding the motivation behind something, gathering reasons, and opinions. You will find out why customers act or behave in a certain way. Interviews and usability testing are part of the research. These methods interact with a smaller number of users (10 – 20) and will help you to uncover new ideas and identify unknown issues. You can’t prove anything with qualitative analysis but you will get insights about your customers which you can use for future testing.

It’s the qualitative research that provides your most valuable insights. According to findings, 82% of companies who conducted qualitative research met their revenue goals. Whereas 70% who did not use qualitative analysis failed in doing so. There is no better way of understanding your consumer. As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!

Avoid these mistakes

Always set realistic goals and conduct a realistic analysis of your raw collected data. Many marketers fail to do this. They add or sugarcoat some ideas and completely miss the point of the qualitative analysis.

Don’t fall into these four traps when creating your customer personas:

1.They make stuff up about their customers

They form marketing persona based on their opinion! The only way to have realistic data is to have a real conversation with your customer.

2.They follow the wrong data

Many people get stuck by following basic data such as gender and demographics which can be irrelevant. What you need to do is include other data in your buyer’s personas such as decision criteria, buying process and buying priorities. Think about what matters for your business and use that as a basis for your actions.

3.They develop too many personas

Another classic mistake people make. If you do your analysis right you will have a base of quality insights. This can be used for developing one quality core persona and then develop different variations based on demographic, gender and job title.

4.They use scripted Q&A interviews

You cannot solve your problem by adding an online survey or conducting lifeless formal telephone script. It will take a little bit of practice but in time you will learn how to have unscripted conversations that will lead your consumers to tell you all of the real and incredible details about their preferences and experiences in the buying process.

The key to success is to implement the qualitative research first and gather realistic data which will help you in creating your ideal marketing persona. Insights about their likes and preferences are something you can use for complex analysis later. Be as realistic as possible and arrange an informal and real conversation with people. Invest in what truly matters for your business at the start and avoid turmoil later.

Want to get some help with marketing personas? Get in touch by clicking here.

‘’As a startup or a small business owner, your main focus must be on qualitative analysis and research. Remember that!’’

4 Growth Hacks Every Small Business Should Try

Despite the buzz it generates, the term growth hacks is a bit of a misnomer. Rather than matching the images conjured up about seedy techniques and underground methods, it’s more about reading and using the data you’re receiving from your marketing efforts to reinforce them where they’re strong.

Growth hacking includes a variety of techniques used by businesses to grow their audience, client base or potential user interest. It should really be referred to as growth marketing; it’s all about getting your brand out there.

The most useful techniques of growth hacking can be broken down into four categories:

  • Lead Capture
  • Content
  • Engagement
  • Word of Mouth

By taking advantage of growth hacking tips in all of these fields, your small business is sure to boost the number of eyes on it. (And hopefully also greatly increasing your chances of success with each new prospect!)

Lead Capture

Lead capture involves convincing your interested prospect to provide their details to you, so you can chase them up later. This is an important facet of growth hacking because capturing email-based leads can be 40 times more effective. With 3x as many active users as all social media channels combined, email is too big a channel to ignore. Creating an email opt-in form on your website is great for getting a quick email list for your growth efforts.

Use landing pages – pages built specifically to capture leads for a certain purpose – to create more leads. A/B testing involves creating alternative landing pages and monitoring them using analytics to see which generates more leads. Optimising your lead capture through method requires effort, but can result in a far more efficient lead capture process.

Content

Content is essential to all growth hacking strategies, be they social media or otherwise. Without good content, a business can’t provide an effective motivator for prospects to look at their brand. Images and video content are essential here. Facebook posts containing images have a much-higher-than-average 87% user interaction rate.  Twitter posts with image attachments have a 35% higher retweet rate than those without.

To get the most out of your posted content, you should endeavour to take advantage of the 4-1-1 rule. This tactic works by considering your content in lists of six. If you share 6 pieces of content, 4 should be from your influencer target that’s also relevant to your audience. That is, 67% of the time you share content that isn’t yours. One further piece should be original, educational or informative content that you have created. The final piece should be sales-related. A coupon, press release or another piece of content related to what you’re trying to sell is best. Keeping this ratio in mind ensures that you call attention to your influencer group and share information that’s useful. Both of these are indirect methods of selling yourself, but essential to effective growth. In this way, you can get your product out there both directly and indirectly.

Engagement

Engagement is an essential part of growth hacking. Content is useful to get people looking at a business, but without engaging those users no growth will actually occur. Use effective calls to action in your landing pages (“sign up now!”) and social media pages (“like”, “comment” and “share”). You can then create a sense of importance with a great hook to encourage action from prospects. If you want your audience to do something, you have to ask them. An effective call to action is essential to increasing engagement and growth, on social media and beyond.

Another technique to motivate engagement is to take advantage of the audience’s inherent FOMO (fear of missing out). Surveys show that 56% of social media users fear missing out on events, important updates and news on social media. Creating and sharing content that focuses on exclusivity and limited-time offers can harness this FOMO to create enthusiasm and excitement around your business, increasing your visibility.

Word of Mouth

Word of mouth marketing is exactly what it seems to be – getting people to tell others about the business. The numbers don’t lie. Studies show that word-of-mouth marketing can generate twice the sales that paid advertising would. The typical avenues for this include making sure content is being shared on social media, offering some kind of referral discount or encouraging customers to share their experiences. For a small business, though, happy customers won’t necessarily need – or want – to be compensated for their referral. They will want to share in your success – encourage them to be your advocates.

Other important avenues for referral are influencers – those who already have their own loyal followers. Forging relationships with industry influencers can be a very effective way to get your business recommended to a wide audience, so be sure to include them in your referral strategies.

One less-used method is to get your employees to share the message. Usually, there’s only a 2 to 8% overlap in the social networks of your company and its employees. Because of this, implementing an employee-focused program to reward referrals through word of mouth can be used to develop good leads without significant external investment.

To find out more about how our lead generation strategies can help your business grow, give us a call on 01273 287374 or get in touch with us here.

What is Customer Value Optimisation?

Customer Value Optimisation (CVO) is a sales growth strategy used by Starbucks, Amazon and McDonald’s as well as many others. The strategy works to increase three things:

  1. The number of customers
  2. The average transaction value per customer
  3. The Number of transactions per customer

CVO sees customers as people with problems, and your business as providing the solutions to these problems.

Digital Marketer has made a helpful infographic to explain the steps to CVO.

cvo-1

Why determine your product fit?

In CVO, determining your product or market fit is about working out your customers. A business should not just give customers a product. The strategy enables a business to work out what their customers have and feel before receiving a product, what a normal day is like for them and how they see themselves or believe others see them (their status). CVO looks at working out how a product will change all of these things for the better.

Why does it? Working out all of these things prevents seeing the customer as someone that just wants to spend money. It unveils the feelings and needs of the market. Much more engaging offers can be made and people can become more invested in your product. Good marketing conveys the business as providing a solution to people’s problems.

Traffic Sources

 Choosing a traffic source is an important part of the strategy. It means picking the right medium to direct people to your content. This can be social networks, blogs, online banners and much more! Good places to start can be Facebook, Twitter, LinkedIn and Google. The traffic sources drive visitors towards you and into the rest of the strategy.

What is a lead magnet?

cvo-2

A lead magnet is probably the first real interaction you will have with potential customers. It is usually when the business exchanges a small piece of valuable information for the contact information of a prospect. This can look like ‘Put your email address here to download this exclusive article’. The lead magnet usually appears on the landing page of a website. The main purpose is to turn traffic on the website into leads.

What is a tripwire?

cvo-3

“Check out this cool product! Only £5 for a limited time only”

A tripwire takes people that were interested in the lead magnet and turns them into customers. It gives them something desirable that they are willing to pay for. Tripwires are usually a low price for something of worth (such as £10 for expensive software), or a higher number of goods than expected (such as four snack boxes for the price of one). Discounts and low prices make great tripwires. The main reason to do this is to turn leads into paying customers. It gives them a great deal they can’t refuse.

Core Product and Profit Maximizer

 The core product is the main selling point. It grabs attention and it gets people to buy. It is the meat instead of the potatoes. The phone, not the phone case. It gives people what they really want. It brings people from the tripwire and offers them what your business is all about. In the CVO, this is your main solution to their problems.

Profit maximizers are additions to the core product. They are the potatoes. They are the phone case. Where core products can provide very little profit for your company, profit maximizers bump this up. They can be the additional services like insurance, or the sides you buy at a restaurant.

The two are used together to draw in customers and provide them with more than they came for.

The Return Path

 The return path keeps up frequent communications with customers. Its purpose is to get people to come back for more. It can be done on social media or can take the form of loyalty programs.

The solution to their problems

cvo-4

 These steps allow you to understand the needs and feelings of your target market. They then use this to help your business grow.

We hope this helps you explain why CVO is a great strategy for growth. Thanks for reading.

Thanks to: Digital Marketer and NERD Marketing.

How to use social media to drive traffic to your website and generate leads

Social media platforms are a fantastic marketing tool. The level of potential interaction and engagement with your audience is far increased from the old-school methods. However, with this brave new marketing world comes a challenge. How do harness this new tool to achieve the goals those age-old approaches excelled in?

In this article, we highlight some important factors in using modern social media for two vital marketing tasks: getting website clicks and generating leads.

Identify your audience – know what (and who) to target.

Far too often, you see social media campaigns that target an enormously wide audience. While this gets eyes on your brand, it’s very unlikely to generate leads. Even the most thorough, thought-out social media campaigns can end up failing completely if you don’t target your audience effectively. It’s a simple thought process. If your posts are more targeted, the audience is more likely to engage with it. They are then more likely to click through to your website and give you that lead – because of their interest in what’s being shared. Try thinking about who your audience is – their interests, goals, desires – and target your website-linking posts towards them.

Listen to, and engage with, your audience

If you take a look at prominent social media tools, you’ll see that a lot of them boast a superior “audience listening” capability. Listening to the audience is sales 101, but in social media it often means something a little different. By observing social media activity you can learn about the wider world’s attitudes and problems. You can also learn about their likes, dislikes, etc. they relate to these topics – all relevant to marketing your product. Engaging with these users by using keywords in your posts can cause them to engage with her posts. They might even click through to your website.

Landing pages are vital

One of the most important – and popular – tools for lead generation is landing pages. Landing pages are separate from your main website. They’re designed specifically so that a targeted audience will arrive on them and proceed to complete a specific goal. The goal is usually filling in a form, providing an email, or making contact with the business. Landing pages are effective because their audience is targeted. They include a motivation for these visitors to provide their contact information in exchange for a free download (lead magnet) that reflects their desires. Making a landing page with an informative structure, smart design and a good incentive makes it more likely that people will give you their information. This leads to your all important leads.

To learn more about landing pages, and how to make a good one, check out this article from Kissmetrics.

Use the tools of the trade

Modern social media marketing is more than just posts and links. The diversity of potential marketing channels and techniques within platforms like Facebook and Twitter is enormous. Some examples of these powerful tools include:

Twitter cards

You use Twitter cards for advertising and promoting tweets. When using Twitter’s lead generation card, you link your website and communicate your offer with a snappy description and eye-catching image. This is  very effective for getting eyes on your site and capturing potential customer data for leads. Outdoor clothing company Rock/Creek generated over 1700 leads within seven days using this tool. Learn more about lead generation cards on Twitter’s website here.

Facebook page tabs

Adding a tab on your Facebook page for lead generation can be very effective. Great tools for building custom tabs exist, like Pagemodo, to make this process easier. It helps to generate leads without having to send visitors to an external site, which reduces the effort required and will help to increase responses. Try making a tab with a simple lead generation form and perhaps a small motivating reward.

Twitter events

Twitter chats, AMAs (Ask-Me-Anything) and other time-sensitive events can be great for generating leads. By focusing your events around reasons to engage with your website, you can motivate click-throughs, engage with your audience, and market yourself with the help of your fans.

Video

Fortune reports that Facebook Europe VP Nicola Mendelsohn feels that, in five years, Facebook will be “video, video, video” as it is so powerful and so much more engaging. Using live and recorded video on social media accounts ensure that eyes are on your product for a longer period of time than a conventional post, which allows you more opportunity to convince your audience to click-through to your website to learn more or get that special incentive.

By using these tips, you should find a lot more success in getting more eyes on your website and capturing potential customer data so you can follow up on those leads with further marketing. In social media, one of the most important marketing tips is to be creative, so definitely try and experiment with your marketing strategies, try new tools, or even take some inspiration from your competition’s successes. With a bit of dedication, a lot of engagement and some outside-the-box thinking, your social media accounts can be a powerful tool for driving traffic to your website, and driving eyes – and customers – towards your brand.