This is a question that I know many of you are asking right now since it summarizes the whole point of any business existence. To find customers!
With the astounding numbers of each social platform’s user base, it’s very unlikely that your customers aren’t hanging on at least one social platform. That being said, it remains only a question of which social platform are they using extensively and whether they’re using multiple platforms on not. To find out which social network your prospects are using, check out this post!
Now that you know which social network your prospects are using, you should now think of how you can get those prospects to follow you. However, following you won’t of course be your ultimate goal, buying from you would!
Here are some tips that will help you find more customers via social media:
1- Quality Vs Quantity
Did you get bored of hearing this statement over and over again? I understand, but I continue to see business owners put quantity in front of quality and that’s why I try to bring it every time to remind people of what really matters on social media or any other medium.
Concentrating on quality will sure get you fewer followers, but those followers are more likely to buy from you than those thousands of non targeted followers that you could’ve acquired easily.
My advice to you is to focus on quality from day one. You’ll get fewer numbers, but I can assure you that you’ll be very pleased with your conversion rates.
2- Inbound Vs Outbound
Did you notice that my headline has more outbound meaning than inbound “How To Find Customers?”. The reason is that I like to post question exactly as YOU send them to me. This way, other business owners who have the same problem can easily relate with my headlines. However, I believe the right headline should be “How To Make Customers Find You?”.
I wrote a post a while back called “Social Media Is About Discoverability”. I discuss the fact that true social media success comes from increasing your discoverability through social platforms. That’s how you see those videos go viral. People find them, share them, other people find them, share them…etc. Even a great piece of content that has the potential to go viral won’t perform well if it doesn’t reach a first critical mass that will allow it to spread across the web.
Inbound marketing has been proven to be very cost effective. According to HubSpot’s 2013 inbound marketing stats report, inbound marketing decreases the cost per lead as well as the cost per customer. It also delivers 54% more leads than outbound sources. For a complete overview, here is the full report:
As you saw in the previous charts, pushing is no longer effective in today’s world. Pulling prospects towards you through great content + great user experience is the most effective way to get more customers today. I’m not saying that outbound efforts don’t work anymore, but they now require more time, effort, money and are becoming less effective because prospects are getting more resistant to cold calls and more attracted to creative content.
Advertising is still probably the fastest way to get more customers from social media!
I know that this word is a deal breaker for small business owners, but still it is one of the most effective forms of marketing today. Just to give you an example, I ran a campaign on Facebook promoting a program that I’m an affiliate for a while back and it resulted in a 300% ROI. I’m not saying that your campaigns will perform the same because it depends on how well you do the targeting. I’m just saying that if you learn how to target the right prospects, improve your CTR and decrease your CPC, you will have a steady stream of paying customers.
When I say advertising, I don’t mean that you spend a fortune to get positive results. You can start with as little as your small business can afford. I actually prefer that you start small even if you have a considerable budget for it. Why?
Because simply you get to discover your mistakes early without spending a fortune!
You don’t want to spend thousands of dollars to discover that certain calls to action don’t perform well. Starting low and increasing your budget as your campaign becomes more profitable is the smartest way to go so you don’t throw all of your valuable money on non profitable campaigns!
4- Promote Great Content
This is the most effective way that I personally use to get new clients. Whenever I post a piece of content that resonates well with my audience, I get several requests of work opportunities. I believe that great content is one of the major drivers for today’s prospect, and this has been the case for me since I started this blog!
Great content doesn’t have to be long and fancy, it only has to satisfy 2 rules; solving your prospects problems and overcoming their objections.
Let’s say that your prospect is having a problem promoting their new book.
Solving that particular problem won’t necessarily get you that prospect. They could enjoy your piece of content, but walk away without taking any action.
You know why?
Because they have some objections that you didn’t help them overcome!
Some of these objections might be that they don’t know you, they don’t trust you, they’re afraid this will cost them a fortune…etc.
When you address those issues throughout your post, you’ll have a greater chance of being contacted by prospects. You can help them overcome the previous objections by communicating with them in a friendly manner, showing them proof of similar successful work you did in the past, making it clear to them that it won’t cost them a lot…etc.
Just writing great content isn’t the only piece of the puzzle. You should promote the heck out of that content if you want as many of your prospects as possible to see that piece. I agree with Derek Halpern when he says that he spends 20% of his time writing content and 80% promoting it. Most people do exactly the opposite. You should spend lots of time writing a great piece of content and then spend even more time promoting it through social media, guest blogging, email marketing…etc.
How Do You Convert Prospects After You Find Them?
In a previous post, I discussed how social traffic could be converted into paying customers. The best way to do it is to split the buying process into multiple minor actions that cold prospects can easily take to become paying customers.
You should use social media ad a discoverability tool where potential customers can find you and perform that first interaction with your brand (like, follow…etc). Then you should constantly interact with them and provide them with great free content that will help you stay in their minds.
The next move will be offering them something super valuable in exchange for their emails. You then use those emails to build stronger relationships with them until you convert them into paying customers.
Remember, some prospects will instantly buy from you once they see your promotion on social media. Those are the prospects that your content, personality, products and services resonate with the most. However, the rest (which represents the majority of your prospects) needs a little push to convince them that your products and services are the best fit for their needs.
That being said, are there any effective strategies/tactics that you’re using to get more customers from social media. If so, we would love to hear about them!
Image Credit: channelship