Decluttering your social media strategy
We all know how easily it is to get distracted on social media. You open your laptop to get something done and half an hour later come to your senses mid-Facebook-scroll.
Navigating and developing a social media strategy to try and grow your business is no different. There is so much advice coming in from all angles that it’s easy to get Shiny Object Syndrome.
Every time there’s a new social media strategy people rush to it, try it out for a week and then drop it when they don’t see immediate results (like a Shiny Object).
The advice we’re hearing is generally about growing your audience and increasing your likes, followers and engagements.
This stuff is great, but if you really want your business to grow, you need to focus on the results, AKA sales (and not just the noise). The majority of your time, effort and resources should be spent on strategies that drive these results, which are social media lead generation and lead conversion.
So what drives results?
Engagement, audience building and having a nice website are all important, and will go a long way in building trust with your clients, but you still need to focus on this core of business growth.
Whether you’re looking for more clients or more sales, there are two key strategies:
Strategy 1: Lead Generation
Social Media lead generation means finding people within your target audience and getting them to raise their hand and say they’re interested in what you do.
Now, most people, after having found their potential clients through networking, word of mouth, or social media, direct them to their website. This is great, but 98% of people will actually leave without having done anything.
There are a few steps missing here.
Your focus needs to be getting their contact details (name and email). But how to get them to give these to you? Make it an exchange.
Give your future clients free educational content on what you know they’re interested in, and how your business can help them.
To get the best results here, you need to ask yourself a few questions:
- WHO are the people you’re trying to target? Be as specific as possible here.
- WHAT they are interested in?
- WHERE are these people hanging out? Luckily for you, it’s likely that your potential clients are on one or more of the most popular social media sites, like Facebook or Instagram.
You can use the answers to these questions to both generate more leads and take the next crucial step.
Strategy 2: Lead Conversion
Lead conversion is taking these ‘interested’ people, and converting them into paying customers. The key here is to focus on getting people to know, like and trust you.
The most important element here is trust, which will make them far more likely to actually buy from you.
To gain this trust, again ask yourself a few questions:
- WHY should people want to work with you and what’s unique about your business?
- HOW are you going to educate your leads on what you do? This is where you can get creative with your content! There are so many ways, from articles on your blog to podcasts or videos.
- WHERE is the best place to get this content in front of the leads you’ve generated? In my experience, the best place is social media and email marketing. Once you’ve built up enough trust, your leads will convert to sales or paying clients!
Many people generate lots of leads but don’t have a plan in place to convert these leads into paying clients. You need both.
Find the one that works
Another term for this whole system is a marketing and sales funnel. Most businesses have a sales funnel without even being aware of it, but many skip out the vital marketing part.
The key to success here is keeping it simple! Create one good system that generate leads and one good system that converts leads into clients. Once you’re getting the results you want from these, you can start to improve them or scale up.
Where to begin? Check out our free social media training video and find out how you can start winning more clients with social media.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.