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How to Use Social Media to Better Your Customer Acquisition
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A commonly asked question by marketers is, “how can I use social media for better customer acquisition?” The answer lies within the article, How to Use Social Media For Better Customer Acquisition, published by Mashable.com. The following facts, points and tips come straight from the editorial.
With more variables comes more opportunities, for marketers at least.
Proponents say social media provides a powerful new tool to convert surfers into buyers. “Social media allows marketers to two things they couldn’t do before: scale one-to-one conversations and publish their own content without a media partner,” says Joe Chernov, VP of Content Marketing at Eloqua, a marketing automation firm. “These two behaviors converge in customer acquisition.”
However, Brian Solis, the principal analyst at Altimeter Group, says the modus operandi for most marketers is still twofold:
- Build the size of the community
- Hope that at some point that translates into customer acquisitions
Solis isn’t alone in making this observation. Carolyn Everson, Facebook’s VP of Global Sales, told attendees at a media event earlier this year that she considered acquiring “Likes” to be the second phase for marketers on Facebook after setting up a brand Page. The third was using Facebook to cultivate your biggest and most-engaged fans.The latter is the primary method for acquiring customers. In a nutshell, the idea is that if you engage people who are very interested in what you’re selling, they will tell others about it. Eventually, at least some of those people will buy something as well, even if it takes years to convert them.
Here are some tips for offering the above noted engagement:
- Ask your fans what they want. It sounds simple enough, but a lot of brands don’t take that second step. At the time, the Page had fewer than 300,000 fans. Now it has more than 3 million. The Page now serves as a conversation hub for fans.
- Become a publisher. Once you’ve determined what your target customers’ interests are, a good strategy is what’s known as “content marketing,” a.k.a. providing objective information. Since a hard sell undermines credibility, marketers are more or less forced to become publishers. Providing relevant content to your audience is a good strategy because: It builds trust. By providing information, you are helping potential customers mitigate risk. If the information checks out, you have given them reason to trust you and two: It will propel your brand into a customer’s consideration set.
- Provide Resolution. If you consider a user’s clickstream as a conversation of sorts, then ending things in the middle is unsatisfying for the user and will end in frustration. The idea is that brands can use social media to bring closure.
- Improvise,but use common sense. No industry standard figure seems to exist for customer acquisition via social media. That means that you may have a Facebook Page with 10,000 fans that nets only four leads but won’t have any idea whether that’s good or not. Social media is diccidcult to measure. The hard-sell runs against the fabric of social media. Marketers are far, far better off trying to help prospects – by talking about what they know verses what they sell – on social channels.
Do you need help with your social media marketing campaign? Contact Ferocious Media to build your social media efforts. For more information, visit drivenlocal.com.
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