Attract more leads through your social media marketing
Attract more leads through your social media marketing
According to statista.com, the number of users on social media in 2019 is around 2.8 billion. With this in mind, social media marketing should be a key component for your business’ marketing strategy.
Whether you are looking to increase your sales, engagement levels, brand awareness, or simply increase your professional network, we’ve got four key tips to help supercharge your social media and attract more leads.
1) Select the right platform
This may sound a little obvious, but we are often asked by business owners “which is the best platform for my business?” or “which platform should I use?”
Each social media platform has its own advantages and purpose, and as a result each platform should be used differently.
For example, if you are a B2B business, LinkedIn is a really good platform to connect with industry peers and increase your professional network. People buy people. And what better way to influence potential customers on LinkedIn than to create engaging content.
Pinterest and Instagram are very image-led and encourage sharing and interaction (sharing focused more for Pinterest), which is perfect if you manufacture or supply aesthetically striking products in the Interiors sector. Interior Designers, Architects, Specifiers and other Designers are heavily influenced by engaging, beautiful imagery.
We could go through each platform – Twitter, Facebook, YouTube, Instagram, Pinterest, LinkedIn, but the purpose of this post is to give you an overview and help you relate it to your business. To do this, think about your audience. Where are they active? Where do they search? By concentrating on the really relevant platforms increases your chances of converting followers into customers.
You’ve noticed one of your biggest competitors is using a platform that you’re not. Does that mean you should use it? Possibly. Chances are their audience will be one that will interest you, but we always recommend not to spread yourself too thinly. Don’t just sign up to a platform because your competitor has a mass of followers, only to then only post and engage with the platform every few days. Consistent, high quality content is key. If you only concentrate on one or two platforms but do it really well, you will get the best from your social media activities.
2) Set goals
What are you hoping to achieve from your social media activities? And we’re not talking so-called vanity metrics here e.g. increase the number of followers or likes. We mean are you looking to increase sales for a particular product range? Are you looking to increase enquiry levels? Are you looking to increase awareness within the marketplace? These are all questions you should be thinking about when undertaking your social media campaign.
To attract more leads from your social media campaign, make sure your content is original and engaging. We’ll discuss more on this in section three below. But nobody likes to be sold to all of the time, so it’s a good idea to vary the content you publish.
Finally, take time every month or quarter to analyse the performance of the social media campaign. Can you determine enquiries or sales that have resulted from social media activity? Has the campaign met the goals you set originally?
3) Create engaging content that your audience wants to see
Sure, everybody’s trying to create that one tweet or post that goes viral. If it was easy then everybody would do it. What we mean is to publish great content that your audience will value. For example, thought leadership content relating to your industry, trends, technical pieces, and opinions.
Yes, post about your products and new product launches, but try to focus on their benefits they’ll bring to your customers rather than their specific technicalities. Due to the technical nature of the Construction and Interiors sectors, technicalities are important. Architects will specify a certain product based on its ability to satisfy the project requirements. But give your post a twist by stating the benefits to an Architect of your product conforming to Building Regulations e.g. easier specification and confidence.
Another great content topic that has emerged over the last few years is focus on your brand and your core values. People buy people, not products/services. This is particularly relevant for the building product specification process or when designing interiors and selecting suitable products.
Create short video snippets on your thoughts on a wide range of topics from industry-related news, to providing a glowing testimonial for a client/supplier. Social media users want to see what’s behind a company’s branding or persona. If they like you and your content, you are likely to attract their enquiry and turn them into a customer.
4) Engage and interact
Quite simply, our last tip is to be social. Don’t just constantly publish content with no regard to your audience and their content. Interact with their content. Comment what you think of their article on key industry trends. And if you like it, share it with your followers.
Once you build up a momentum of engaging with your audience’s content, it will be reciprocated. And when this happens the reach of your social media posts will increase dramatically. When this happens the likelihood of an upturn in the number of leads/enquiries will increase, as users will be influenced by the recommendation you receive.
Conclusion
We hope you have enjoyed this guide and found it of value. If you have any questions relating to the content or to how social media can work for your business, please feel free to get in touch. We offer practical social media advice in a down-to-earth manner, to help make social media work for your business and increase the number of leads from it.
Time54 is a specialist marketing agency that works exclusively with building product manufacturers within the construction industry.
We can build your brand awareness and authority through strategic and tactical marketing that leads to specification inclusion.
Time54 works with and has helped many building and interiors companies raise their awareness in the marketplace and increase their specification inclusion on numerous projects.
We are a specialist building and interiors marketing agency and help brands to:
- Increase specification.
- Influence architects.
- Build authority.
If you are interested in how we can help your business target architects and grow through specification led marketing, get in touch to organise a Power Hour zoom meeting.
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