Generate Leads With Social Media by Provoking Thought, Not Leading It
Why is it so difficult to generate sales leads using social media? Probably because we're all busy creating "quality content" (whatever that is!) rather than designing content to generate leads. At the risk of my wife divorcing me, I decided to take a year off and find out how businesses who actually are quietly succeeding with social media are doing it. A year's worth of research confirmed my suspicions about the so-called "social media revolution" and revealed an exciting opportunity: A chance for more B-to-B and B-to-C marketers to generate tangible business leads and sales using tools like LinkedIn, Facebook, blogs and video.
The secret is now revealed: Selling with social media requires shifting the paradigm away from being thought leaders and toward being thought provokers.
These Brands Are Making Social Media Sell
My research revealed how people like Laura Messerschmitt of Intuit are convincing more and more customers to sign up for the Online Payroll product. I learned how investment and property management firm, Jones Lang LaSalle is generating tangible leads on seven-figure commercial real estate deals using YouTube. I discovered how Wisconsin's AnchorBank and the Queensland Teachers' Credit Union are increasing share of customers' wallet and acquiring new customers at record pace.
This Is How They're Doing it
What's their secret? Turning friends, followers and content into sales, leads and subscribers means solving customers' problems in ways that nurtures demand for larger solutions. These companies are helping customers gain clarity on complex problems and then leveraging that clarity. How? By answering questions in ways that make it increasingly rewarding for customers to take action, identify themselves as a lead.
Selling with social media demands brands become thought provokers, not just thought leaders.
Design to Sell, Become Addictive
Successful social sellers know: Engagement is not an outcome. It's an opportunity to create response. But not by chance. Engagement must invite customers' questions and respond to it in a deliberate way, as part of a social media-driven direct response marketing plan. This design gathers up customers' itches (problems), scratches them (gives answers) in yet in incomplete ways. Holding back on providing the full solution is key.