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February 4, 2021

minutes read

Linking Social Media to Lead Generation

Introduction

The internet has changed how people connect with friends, family, organizations, and businesses.

Since 2019, internet usage has surpassed 50%. This means at least one out of every two have access to the internet. This could be on their smartphone, a laptop, or another device.

By the end of 2020, Facebook had reached 2.74 billion monthly active users. And today there are more people with social media profiles than ever before.

There has been a 12% growth in the number of people who signed into their Facebook account at least once a month since 2019.

 Around 59% of people who are on social media use facebook.

Of course, Facebook is only one platform. Twitter, Instagram, TikTok, Youtube are other popular social media platforms.

People use social media platforms to find the latest content. Most of their time is spent looking for either for education or entertainment.

With the growth of social media, businesses need to look at their social media marketing strategy.

Having a social media presence can help both online and offline businesses connect with prospects.

Many companies are already on Facebook and other social platforms. However, many don’t get the results they want.

Most businesses struggle with creating engagement on social media.

Don’t waste your time by not having a social media strategy.  Instead, conduct a social media marketing audit to make sure your efforts are reaching their goals.

With competition constantly rising, you need to identify any problems and determine how you can increase your exposure and lead generation capabilities on social networks.

The goal of this guide is to help you adopt an effective audit strategy.

The guide will help business owners analyze their current strategies and social media properties and implement appropriate strategies for better growth into the future.

Our focus with the guide is to deliver a better competitive edge with SMM strategies – as competition rises and more businesses are joining these platforms, every company now needs to exert focused effort to guarantee their success.

Understanding Who Your Ideal Client Is

One of the most important things that a company or social media manager needs to consider is the target audience when it comes to promoting a business on the internet.

Unfortunately, this is also one of the areas where many businesses start to fail. Without knowing who you are promoting to, how could you understand what message to relay?

Sure, every brand has its own “tone” and way of conveying messages, but this still needs to fall in line with what the audience wants and expects.

When conducting a social media marketing audit, one of the first steps is to determine who your ideal client is.

The best way to identify your ideal customer is to take some time and create an accurate customer avatar.

Companies who already have an established social media presence need to take a close look at the current content posted, as well as the users who have "followed" or "liked" the company.

This information is a great source for identifying and articulating who their current customers are. By reviewing this data they are able to determine if they are reaching their intended audience.

Analyzing Existing Social Media Presence

Considering this advice, the first step is to open up all current social media profiles and do a thorough analysis. There are a few things that you should look at while analyzing your profiles and conducting an audit:

  • Take a close look at how many followers your brand has on each profile. Take notes of the page likes and follower count on Facebook, the follower count on Twitter, and the number of people who added your profile on Instagram. Do this with all of the current social media profiles your brand owns.
  • If your page has followers, then consider the current rate of engagement. A low engagement likely means that you are not targeting the right people or creating engaging content that builds a relationship.
  • Consider who your followers are. Don’t be one of the companies that pays third-party service providers for followers. While this will quickly boost the amount of followers you have, you won’t see much engagement among the people who like your page. Your followers should be real individuals showing an interest in your brand.

Setting Up Audience Tracking Tools

To truly understand your audience, you need some way of tracking their activity. 

Information you should track includes who they are, where they come from, which pages they visit, and other relevant information.

Remember, what doesn’t get measured doesn’t get managed or improved.

When it comes to auditing your social media marketing strategy and collecting data on your ideal client, you need to have the right tracking tools in place.

There are numerous tracking tools that can be used to collect data on your audience.

Social media networks, such as Facebook, provide their own tracking tools as well. Make sure you take advantage of all these tools to collect as much data as possible.

Facebook Pixel

When it comes to social media marketing, one of the most valuable tools you can use for tracking right now would be the Facebook Pixel.

Most website owners and people who operate online have heard of this tool. But if you’re new to online marketing don’t worry it's really easy to implement and can give you a lot of valuable data related to your audience and ideal customer.

The Facebook Pixel is a small script that you add to your website. It’s easy to do, but you will need access to your website’s code to implement the Facebook Pixel. If you use a developer, you can send them the Facebook Pixel code and ask them to add it to the head of your website.

The pixel code should be included on ALL pages of your website that can be accessed by visitors. When using a CMS like WordPress, you only need to include it once in the “header.php” file of your theme. This file loads on all pages as it is part of your template.

Once the Facebook Pixel is added, Facebook will start to collect data from your website. Since most people have Facebook it allows Facebook to use its built-in data to determine who your audience is.

As data collects, you’ll gain access to valuable information – such as geographics, interests, and more.

You can also segment your visitors into particular audiences based on how they engage with your website and create look a like audience of your best customers/clients.

Google Analytics

Google Analytics is the world's most popular website traffic tracking system. It is often used to assess visitors to a website, but it can also be a valuable asset to your social media marketing audit.

Google Analytics gives you a lot of data to analyze and consider when developing a strategy to target a specific audience.

One thing to note is that Google Analytics shows referrers for visitors that land on your website. This allows you to see how many visitors to your website come from different social media channels.

Also, there are certain traits that are shown, such as geographic data.

Match this data up with interactions on your website, bounce rate, and time on page – and you'll be able to discover who seems to have the most interest in the content you publish and the products or services you sell.

Google Analytics is free to use. Simply visit the official website, create your account, and set up a property for your website. You will receive a piece of code that needs to be added to the head section of your website, similar to the Facebook Pixel.

Extract Analytic Data

Analyzing the current audience and determining who to target in your ad campaigns depends on data. Without data from your audit, you will have a hard time knowing what steps to take next.

The first step is to utilize your existing properties to collect data. If you have some engagement on your profiles, then this will be helpful.

If you followed the appropriate steps to set up tracking tools, then you should already be able to extract data from these analytic tools.

Visit Facebook to export data collected from the Facebook Pixel you implemented. The same applies to Google Analytics, as well as other analytic tools that you decided to configure.

Once you have all of this data, you should also consider the analytic data that social media platforms offer.

For example, on Facebook, you can get insights into the performance of your company's pages. This insight gives you a broad overview of who likes your page, who engages with your page and ensures you can determine who to exclude when setting up social media marketing strategies.

Focus On Collecting Specific Client-Related Data

The strategies we have considered so far should give you an excellent start for collecting data.

With this in mind, you still need to understand what you are looking for.

When you find yourself with data in front of you but not sure what you are looking at, it can be overwhelming and hard to conduct an audit.

In terms of better understanding your audience, you need to consider specific factors. Make sure you have all the data collected from analytic tools available in front of you.

Then, try to find information related to the following factors:

  • Where visitors are usually coming from. This could be specific domains or sources, or it could even be from Google searches.
  • Take note of social media platforms listed as the referrer. This means your social media marketing strategies are paying off. Make a note of where the most visitors come from, such as Facebook or Twitter.
  • Consider the geographic data for visitors. See which country most visitors are coming from. This allows you to understand the need for localization of your campaigns and ensures you can target the right geographical areas with your future campaigns.
  • If you have a Facebook pixel and utilize the network’s Page Insight tools, see if you can gather more specific data on your audience. This can include demographics like an age range, as well as gender. For example, the data may show you that women are more likely to interact with your content compared to men.
  • In some cases, you may find that insight tools collected data on interests too. This can be valuable data when setting up Facebook Ads and similar campaigns. Make notes of trends in interests that you observed while analyzing the data.

Understanding Your Ideal Client’s Buyer Journey

Every client starts out as a prospect.

Even before they land on your social media profile or click a link to visit your website, they were already a prospective client.

From the moment the person notices your business, to the time where they become a lead or a client, the process is known as the buyer’s journey.

Understanding this journey is important for any business, whether selling something or simply collecting prospect details.

When it comes to conducting a social media marketing audit to optimize your strategy, understanding the buyer’s journey is a crucial factor.

By studying this element, you position yourself to put your business in front of the right people, at the right time, in the right format with the right message.

You are also giving yourself an opportunity to find prospects at the early stage of their journey. This helps to bring them into the top of your sales funnel and hopefully converting them into a lead.

Once they have become a lead through nurturing you can convert them into customers and clients.

The Three Broad Stages Of The Buyer’s Journey

The buyer’s journey is not a simple process. It is a multi-phase process that the buyer goes through – and it all starts with the buyer expressing interest in “something” due to the rise of a need or desire.

With this in mind, it is important to divide the buyer’s journey into appropriate stages. When you approach this journey in steps, it is easier to see where you can intervene, and doing research on your audience becomes a more straightforward process.

In this section, we want to focus on the steps of the buyer's journey. We will outline where the prospect is at each of these stages and also consider how you can optimize each phase.

Phase 1: Awareness

The buyer's journey starts with awareness.

With "awareness," we are not referring to your brand, but rather the buyer realizes they have a need, a desire, or problem.

At this stage, the prospect does not know what product or service they are interested in. The prospect has just realized that they have a problem, and now they are seeking a solution to the issue that they are facing.

During the awareness phase, the prospect will also determine the priority of the problem.

In some cases, urgency is coupled with this stage. For example, the prospect’s hot water heater quits working. In this case, the prospect becomes aware of their problem, which is an appliance that no longer works. In other scenarios, the problem may not be as urgent – such as in the case where the prospect wants to remodel their kitchen or bathroom.

At this stage of the buyer’s journey, you need to consider a couple of factors.

Understanding the goals that the prospect may have is important. You should also learn how the prospect is likely to approach the situation – what type of information and education will they be looking for?

Consider if there might be consequences if the prospect does not act on the problem. Using the example we just gave, they will have to take cold showers until the hot water heater is replaced.

Consider misconceptions, too – as this would give you an opportunity to address concerns and provide the prospect with information.

Phase 2: Consideration

Once the prospect realize they have a problem, they are essentially done with the awareness phase of the process.

The individual has prioritized the problem and is ready to begin looking for solutions.

At this point, the prospect enters the consideration phase. They understand their goals and what they need to achieve.

The prospect will now start looking at solutions to help them achieve these goals.

This means a process of investigation will start. The prospect is looking for information, recommendations, advice, and even products or services.

The goal of this phase is to create content that answers the questions they have in this part of the sales funnel.

Every piece of content that the prospect reads, the video they watch, or the audio clip they listen to will contribute to their consideration.

With every problem, multiple solutions can be presented. While you are focusing on a specific solution, a competitor may be addressing the situation through another solution.

You need to find the specific points that make your product, service, or recommendations stand out.

Consider the categories of solutions that the prospect will likely to turn to. Understand how the prospect is going to learn more about this category or solution, and understand what the pros and cons are – from the view of the prospect.

At this point, you are presented with an opportunity. This would be a great point for you to enter the buyer process. Your goal is to present the information that the individual is looking for.

If you did your homework on your ideal audience, you should already have a tone and understand where to target your prospects. This means you already know where to promote the content you want to present.

Phase 3: Decision

The final stage is where the prospect makes a decision. This is often the hardest part for the business owner or funnel.

In the decision phase, you need to find a way to convince the prospect that your product or service is the best option for them or is a superior option to others.

This is the stage where you want to convert a prospect into a lead or client depending on the type of business you operate. You need to understand what the prospect is interested in and why they would act.

Do research to understand what data a prospect considers when they evaluate a product, or service. This data should then be used to help you determine what to do to optimize your campaigns – and this includes broadcasting the right message on social media channels.

Remember you are competing for the attention of your prospective client and there is a lot of noise you must cut through.

Make sure your messaging is in line with what the prospect is looking for. Messages you convey on both your social media profiles and your landing pages should all be relatable, addressing the specific concerns that the prospect has.

Make sure the prospect can also easily see and understand the benefits they get from your product or service.

Qualifying Website Visitors As Leads

Your website is an important part of your business strategy.

When you promote content on social media channels, your goal is to drive visitors from these posts to your website. Once the prospect arrives on your website, what are they expected to do?

When the prospect does not know what you expect of them, then they will have a difficult time on your website and often leave without taking any action.

With this in mind, it is important to understand how website visitors can be qualified or converted into leads.

Collecting contact information and converting visitors into leads allows you to nurture them through their buyer’s journey and eventually convert them into paying customers and clients.

Before visitors can be turned into leads, your website needs to provide them with real value.

When setting up a social media marketing audit, you need to look at more than just your Facebook and Twitter profiles. You need to also consider your website and look at how visitors are currently converted into leads.

Consider Your Tripwire Offer

Prospects who land on your website arrive from various sources. Perhaps the visitor saw a post on your Facebook page that falls in line with a current problem they are facing. They clicked on the link, and now they want to see what you say about this problem – and what type of solution you offer.

Along with this piece of content, the visitor may also express interest – which means you should make some sort of offer. In terms of converting website visitors, you should start with the primary offer. This particular offer should be enticing – it should be what convinces the visitor to become a lead.

Many companies immediately throw sales pitches into the mix, but this is a mistake if your product or service is not a low-ticket or impulse purchase. A lead can be more valuable in the long run if your product or service is high-ticket or your industry has a long sales cycle, and gives you the opportunity to first warm up to the prospect.

Let’s consider an example. You promote an article about a seven-step weight loss protocol that has given many people successful results. A prospect finds this post on Facebook and clicks on the link. Now, the person wants to know about the seven-step protocol – but they are not likely to pay you immediately.

When the person first lands on your website, consider them a "cold prospect." This means the individual does not know your brand, and they do not know you. The moment they enter your website, you can help them get to know you better – this means providing them with expert advice on the topic they are looking for.

Making your primary offer on this page a supplement that the prospect should buy will lead to insignificant results. Turn the tables and rather offer something for free, but ask for their contact details instead – results are sure to improve.

Consider setting up an ebook or a mini-course, and offer this as the primary offer. Simply ask the visitor for their email address, and then give them access. Make sure the ebook is on-topic, and gives enough information that ensures the prospect can see you are an expert in the niche. Leave them wanting more, and they will be more likely to opt-in for a paid offer – whether you are selling it or simply promoting an affiliate link.

Promoting The Core Offer

The core offer is that bottle of supplements that help with weight loss or that full video course you spent weeks to compile. This is the "money maker" – the product or service that you will be charging a fee for.

Once the prospect has downloaded the tripwire offer and seen what you can offer them, you want to warm up to them more. During the tripwire offer, you asked the prospect for their email address. Now is the time to make use of this – the prospect has already become a lead, so now you want to convert them further.

 Use this as an opportunity to cultivate a relationship with the lead; then, when the time is right, you can drop a link to the product or service you want to sell. By first showing your authority, providing value and then promoting content, you have a greater chance of landing that sale.
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Jaimi


Need a Digital Marketing Agency that Maximizes Customer Value and Lower Cost Per Acquisition?


I’m the founder of Keystone Ad Agency and we help small businesses optimize their media strategy to lower cost while increasing revenue.


Questions? Contact me at KeystoneAdAgency.com

J'aimi M Saunders

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