So, you’ve gotten past the awe of accumulating a lot of likes on Facebook, and a lot of Twitter followers. Before getting to this point, all you could envision was the utopia of a large audience who was throwing money just to hear your expert advice.
But what happens when all of the likes and followers aren’t driving your revenue up? Your product and website may be relevant to these new website visitors, but if they're not converting something's missing.
Knowing Your Customers
In order to get to the root of this issue, you need to put yourself in the mind of one of these consumers. There is a reason that they visited your site from the social channel. Your product looked interesting, and potentially useful, so they took a gander at your site with some curiosity. Curiosity probably leads to questions.
So how about your site, does it contain the answers? If your response is yes, you might be wrong. Don’t forget to put yourself in the shoes of your customer, it’s important to learn how to monetize social media leads. It’s absolutely integral to know what types of questions they have; you can’t answer questions if you don’t know what they are!
“It’s all about research. You have to know who your audience and influencers are before you start trying to target them. This usually means listening before engaging” – Stoney deGeyeter
Customer service isn’t just about calling an 800 number anymore; any channel that provides an opportunity for interaction with a customer (potential or current) is a means of service. Social media is and your website are included. Customers can ask questions using multiple methods. Take advantage of this; answer them quickly. Unfortunately, too many businesses don’t. “According to consumers, customer service field agents failed to answer their questions 50% of the time” (Help Scout). If you fall on the dark side of this statistic, the social media leads will do nothing for you. Go to the light and you’re already ahead of half the field.
In turn, you can be a part of another group mentioned by American Express: “seven in ten Americans are willing to spend an average of 13% more with companies they believe provide excellent customer service.” Prospects will be more than likely to purchase extras on top of what they actually need. The sky is essentially the limit when your business goes above and beyond for those responsible for revenue – the customers.
Multiple Channels for Engagement
There is overlap in this category with providing great service, but there are some differences as well. Timely service is highly essential, and is more than just having great service. Time efficiency can actually RAISE the level of service to greatness. An article by Marketo says it best:
“Providing the right information at the right time is key for successful lead generation. Giving customers the push that they need at certain points in the sales cycle increases the chances of closing the deal”.
When there are several ways to engage with prospects (such as live chat software), the delay of information is cut down; in turn, it is easier to talk them through the buying process as soon as they need it, no matter where they are in the sales funnel.
"You can have the best social media and content marketing in the world, but they don’t matter if your landing pages, website, and sales team don’t close the deal” – Heidi Cohen
The youth of the world isn’t the only group with social media anymore. Instead of a simple acknowledgement of that fact, action needs to be taken on it. If your business hasn’t generated a notable ROI on social media, and your customer type has the potential of hanging out there, then get on the horse! Take advantage of every channel at your disposal. A number of companies haven’t fully seized this opportunity, so don’t feel bad about it just yet. But make sure to get going before your competitor does!
Sebalis Davis, a part of the Pure Chat team, has a passion for solving problems that inhibit the growth of businesses. He looks forward to educating his forthcoming twin girls all about the business world, as well as instilling the type of fitness culture that he abides by.
Want a quick dive into social media? Talk to a member of Likeable Local's team for a free demo today!