|By Mat Rider||
|May 1, 2014 11:38 AM EDT||
With prospects in the periphery, you’ve loaded your social media cannons with juicy content. You are armed with a plump strategy to flare your brand’s messaging to the clouds and beyond. Last week, I wrote about marshaling your resources for a standout social presence. A tactful strategy opens the proverbial door to cashing in your return on social marketing, but the true reward lies in the steps you take after jumping through that door.
It’s true that the whoosh of social media yanks you on your toes. But with these three personal best practices, you’ll never drain an ounce of energy while converting throngs of prospects into evangelical customers.
Analyze This, Organize That – Stay ahead of the millions of conversations by singling out brand-relevant key words on Twitter or groups on Facebook and LinkedIn. Don’t limit yourself to usual suspects: play with a host of permutations or creative combinations that span your brand.
After identifying keywords and group titles, I cannot stress the importance of arranging them into lists via an aggregator for consistent monitoring. This is where you will measure the success of your social outreach strategy.
Due-diligence pays dividends - As you may uncover a group of strong prospects waving their Twitter handles and Facebook likes in a bid to become customers. Social media and brand specialists alike sing praises to attentive social media monitoring. In a recent Huffington Post blog, contributor Kim Garst prioritized this as her #1 tactic in converting prospects to customers.
Prospects are Family – As I highlighted last week, engagement is as genuine and reliable as your grandmother’s apple pie. Behind the social profiles are people who want to be customers. With customer experience driving loyalty, grab the upper hand by reaching out to them and engaging their interest in your brand.
Remind them that they are special and important to you. This is a fresh spin on the Call-to-Action (CTA). People respond to the call of genuine interest.
With genuine thanks for a kind comment or a promotional offer for a product, you’ll sustain what marketing writer John Garcia calls Return on Engagement (ROE). Consider this your bread and butter.
To sum up my favorite tips, allow me the following—social—analogy.
Converting prospects into customers is like maintaining a strong and active community of Facebook friends. When Facebook burst onto the scene, we were eager to add as many friends as possible. Likewise, we’re trying to drum up and list as many prospects as possible, but if we don’t relate to the prospect (or friend), then we shouldn’t expect them to convert to anything more than a one-time acquaintance.
By keeping it real and genuine, you’ll forge a direct partnership that will result in meaningful customers who naturally will wish to grow the family.
How have you grown your brand’s social family? Drive the conversation and share your brand strategies and social stories below.
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