Are Paid Content Distribution Platforms Cost Effective?

Content Distribution img3_BK_HoCCreating great content is only one aspect of digital marketing. In order for that content to be effective you need an audience, you need eyeballs and traffic.

Generate enough traffic and that content will drive a steady uptick in conversions and a return on your marketing budgetary spend. Finding that audience is often the hardest challenge.

Social and Guest Blogger Networks

Social media is becoming an increasingly pay-to-play environment, especially on Facebook. Organic traffic to Pages is below 2%.

With over 100,000 factors influencing who sees your content on Facebook, if a post isn’t popular enough it may only reach a few hundred unless you put some ad money behind it.

An alternative is to target bloggers and media outlets directly. Ask to be published as a guest blogger. Get enough outlets in your network, and you could have hundreds of thousands of new readers and fans of your content, which ultimately leads to conversion upticks. This approach does take time, but it works. Buffer, a popular social media sharing tool, leveraged a guest network to generate millions in revenues.

Paid Content Platforms: A Distribution Alternative?

Not unlike creating a sponsored post on Facebook, a range of content distribution platforms have emerged over the last few years, aiming to automate the challenge of finding an audience for your content.

They broadly work in the same way: you upload the content (which is published locally, on your blog), set the budget and timescale, then launch the campaign. Anyone familiar with online publishing and managing ad campaigns should be fairly well accustomed to the technology and processes.

The following are some of the most popular distribution platforms on the market.

Outbrain

Content Distribution img2_BK_HoCCost-per-Click (CPC) $0.25–$0.35

Outbrain boasts a global reach of over 560 million (as of September 2014, comScore), with 80% of the world’s leading brands already working with them. They have a distribution network (which is ultimately what you are paying for) which includes real estate on some of the most high-profile media outlets, including CNN and ESPN.

Nativo

The Outbrain link appeared at the bottom of an article on the Independent websiteViewable CPM rates (vCPM): $10–$18

Rather than just an iteration on the Outbrain model, Nativo has two key differentiators: Firstly, it charges vCPM rates rather than CPC rates, which means you know people have seen your content. Secondly, content is published within media outlets and blogs, like Entrepreneur.com.

They work with over 1,700 publishers and claim a 300% increase on the performance of native ads. It is like having an external content network, with all the heavy lifting taken care of.

Taboola

CPC: $0.25–$0.30

Similar to Outbrain and other competitors, such as Disqus, Taboola provides a content distribution platform on a CPC model.

How to implement (while factoring in downsides)

With all of these you can target using geography. None will get you as close as a sponsored post on Facebook, so all come down to trial and error. Have a budget and timescale that will allow for some fine tuning. Most also provide detailed analytics, which allows you to see what’s working and what isn’t.

Depending on your budget and resources, doing a side by side comparison (depending on your audience and the content) with promoted content across social networks (Facebook, LinkedIn, Twitter, Tumblr – where the average promoted post gets reblogged 10,000 times). See which works best for your brand, which results in the highest upticks in traffic and conversions.

Winning the distribution game is key to making the most of your content marketing. As Gary Vaynerchuk noted, content may be king, but without distribution you have no queen and your household will be a mess.

Benjamin+KerryBenjamin Kerry is Managing Director of Precise English, an SEO copywriting agency in Stockton on Tees, England.  He specialises getting businesses set up online, from well-written content to designing and developing a beautiful & functional website.

 

Turning Leads Into Customers With an Email Autoresponder

Today’s Guest Post is by Jack Reamer – Enjoy!

Imagine if your marketing ran on autopilot…

You could sit back, kick your feet up and watch your sales go through the roof.

You could grow your business (and take that much-needed vacation) without worrying about how you’ll get your next customer.

Sounds good, right?

Now, you know that marketing isn’t that easy. But a good email autoresponder can bring you new customers like clockwork – even when you’re not working.

What is an email autoresponder?

An autoresponder is an automated series of emails that gives your leads value, draws them closer to your brand and eventually makes them buy what you’re selling.

Basically, it puts your email marketing on autopilot.

How can your business sell with an autoresponder?

Photo credit: Banquet hall via flickr (license)

Photo credit: Banquet hall via flickr (license)

Picture yourself in a 10,000 square foot banquet hall that’s packed with your potential customers.

You’re holding a microphone, and your potential customers are waiting to hear your best sales pitch. What would you say? What would you want them to know before they made a buying decision?

Those are your selling points. And as long as you have your lead’s attention, your email autoresponder can deliver your selling points just like this fictional banquet hall sales pitch.

You need to know two things to sell with an email autoresponder:

  1. What do your leads care about?
  2. What are your selling points?

If your autoresponder messages are about things your leads care about, they will open and read your emails. So earn their attention by sending emails that will help your leads solve a problem or reach a goal.

Then how do you sell? Easy. Just connect one of your selling points to each email.

Let’s look at an example:

Let’s say you’re a bookkeeping company that wants to turn your leads into customers with an autoresponder.

Your leads are busy small business owners who care about saving time running their business. And one of your selling points is you can save business owners one hour a week by doing their bookkeeping.

An email that would work well in your autoresponder is:

“How any business owner can save 5 hours this week”

Then, inside that email, give five time-saving tips for small business owners.

Make sure one of the tips talks about hiring a bookkeeper to instantly save 1 hour every week. (Include a link back to your website so your leads can click to learn more about your bookkeeping service.)

Why does this email work well?

  • It’s a topic your leads care about so it will get opened.
  • You provide five helpful tips so it will get read.
  • You tie your selling point to the email so your leads can click for more details.

Three email ideas for an autoresponder that sells:

1) Welcome Email

Use this email to get your leads to look forward to future emails (by telling them what’s coming up) and to ask, “what are you struggling with?” so you know exactly what your leads need help with.

2) Problem Solver

Help them solve a problem they’re struggling with. (Just make sure the problem relates to your business.) Give your leads helpful tips to establish your credibility and to prove you’re an expert.

3) Case Study

Talk about a past customer’s problems (and how you helped them solve it), so it’s helpful to your leads. Make sure to provide insights with this case study, but don’t forget to include a testimonial.

Have any questions about selling with email? Leave them in the comments, and I’ll answer each one.

Jack ReamerJack Reamer is an email marketing expert who specializes in helping B2B companies turn leads into customers with helpful & engaging emails. Jack shares actionable email marketing insights on his blog emailsthatsell.com. Want to bring in more sales with your emails? Click here to learn the four biggest mistakes business owners make with email marketing (and how to avoid them.)

How to Use Marketing Automation Correctly

Today’s Guest Post is by Zach Watson – Enjoy!

marketing automation

Photo via PhotoPin

Marketing automation can’t be described as a new concept anymore. It would be more accurate to say it’s a difficult undertaking because automating anything requires precision and constant maintenance.

But it’s not impossible to use this strategy effectively. The fact that marketing automation is no longer a new, mysterious technology provides small businesses with the one resource they need to capitalize on this software: best practices.

The biggest risk of automating your marketing is that you will do it incorrectly, and your customers will be left confused and alienated. But by using other marketers as a guide, you’ll be better positioned to avoid the common pitfalls of automation. Here are a few:

Common Uses for Marketing Automation Include:

1. Content Marketing

Educational or entertaining content can be used both as a means to grow your email list and a way to increase engagement from your subscribers. If you’re offering a product or service, then using content as a means to move buyers through the sales funnel is an excellent use of marketing automation.

The key to this strategy is to create campaigns that use if/then logic to deliver personalized content for the interests of each prospect. This builds rapport and trust between your company and your audience while also moving these prospects closer to using your product or service.

2. Onboarding

As software as a service has become a more common delivery model for software products, so has the onboarding email chain become a more common tactic for marketers. Many organizations devote a great deal of effort to getting prospects to sign up for free trials of their software in order to get them in the sales funnel.

Once the prospect signs up, it’s critical that they use the software to its full extent. After using the software becomes a habit, then the free trial user is exponentially more likely to become a paying customer.

The key to automating onboarding emails is to sync your marketing automation system with the software you sell so you can target users based on what behavior they have or haven’t taken.

The approach is similar to content marketing, but instead of a series of educational pieces of content, onboarding campaigns are usually personal emails discussing how to use specific features of the software.

3. Promotions and Discounts

These are often the bread and butter of e-commerce retailers as well as brick and mortar shops. Sending discounts is an effective strategy for driving both online and instore purchases, and it can be tempting to blast your best offers to everyone. However, like the other two tactics, you need to base these campaigns on user behavior to make sure your offers are as targeted as possible.

Now that you’ve got a framework for what you can do with marketing automation, it’s important to examine what you should not do with this type of software.

Don’t send the same emails to everyone

Marketers new to automation software often worry that creating automated email campaigns and scheduling other types of interactions along the sales funnel will make them sound like a robot. That’s not true — unless, of course, you send the same emails to your entire audience.

Failing to appreciate the differences in the interests of your customers is precisely what will make you sound like a robot. Fortunately, marketing automation products make it particularly easy to track user behavior on your website, in your email campaigns, and on your social media.

Use that information to make your marketing personalized, and your communication won’t sound robotic or mass-produced.

Don’t set and forget

To gather all the correct information you need to segment your marketing campaigns, you’ll need to test different approaches with different audiences. For example, “Does offer A work well with customers interested in product 2, or does offer B work better?” Test early and test often. You need to monitor your campaigns on a daily basis and make changes as necessary.

One of the cardinal sins of marketing automation is creating a single campaign for each segment and simply letting that campaign run without oversight. This is a massive mistake. It’s unlikely you’ll create the perfect marketing formula the first time around, so testing provides a way to improve quickly.

Marketing automation vendors don’t just make software that only huge businesses use; many make products for businesses of all sizes. But a cheaper price doesn’t take the pressure off of the marketer. Automation demands a lot of work.

You’re essentially playing the role of an engineer to construct a marketing lifecycle for your prospects. Be sure to follow industry best practices and constantly monitor your results to succeed in your automating endeavors.

Zach WatsonZach Watson is the content manager at TechnologyAdvice. He covers gamification, healthcare IT, business intelligence and other emerging technology. Connect with him on LinkedIn.

How to Build a Blog with 100,000+ Monthly Page Views

It’s guest post day here at Duct Tape Marketing, and today’s guest post is from Vinay Patankar – Enjoy!

how to build a blog

You’ve probably heard that blogging is a great way to generate leads and sales for your business. John has talked about blogging many times on this very blog. And the truth is, it does work, many companies have seen stellar results from creating compelling blogs and building large audiences around them.

But why is it so hard?

While this may be true, building a successful blog is much harder than it sounds. I’ve been blogging for a long time. I ran a personal blog and a number of different niche blogs during my time as an Affiliate Marketer. I wrote hundreds of posts and did various “link building” tactics to try and rank my blogs to get traffic. This did produce some results, I got a bit of traffic and a few sales, but it never turned into the lead-generating-cash-machine I dreamt about every night before bed.

It was only when I started blogging for my startup Process Street did I start to see some real numbers and results from my efforts. We are still in early days (the blog is about 6 months old) but we recently hit the 1,000 subscriber mark and are now receiving over 100,000 page views every month!

traffic stats

What changed?

So what did I do different this time than all the other times I blogged?

The answer is content promotion. In my early days of blogging, I would spend 90% of my time writing content, once it was done I’d share it on my social media properties then move on to the next post. I now spend just 30% of my time on creating content and 70% promoting it.

content creation vs content promotion

This does not mean I write lower quality content by any means, in fact, my content is much higher quality now, I just write fewer posts. Like much fewer. I was writing up to 10 articles a day across my various blogs, now I am lucky if I manage to get 1 per week out. But when I write, I write longer, more detailed, more personal, more actionable and more impactful posts than I ever did before. This is not by chance, this is part of the carefully curated content strategy that I came up with from watching some of the greatest SaaS content marketers in the world like Buffer and Moz.

Creating high quality content is absolutely necessary to build a blog that people read, share and link to, but creating high quality content is only half the battle (or 30%!). High quality content is not useful if nobody sees it. Today, I have a team of 3 Virtual Assistants that focus on promoting my content, and not just content on my blog, I have them promote guest posts I write on other peoples blogs (like this one) plus any post that links to one of my products or posts.

So what is content promotion and how do I do it?

Well I’m glad you asked. It just so happens that I created a very detailed and in-depth checklist that you can follow to promote your content. This checklist is responsible for driving at least 1,000 visitors to every post I have written, it in itself is a huge piece of content that took me 3 days to create! Now it’s all yours. Use it yourself or hand it off to a VA and watch the visitors roll in.

Grab my content promotion checklist below and supercharge your blog today.

vinay headshot process street 100x100Vinay Patankar is an ex digital nomad and startup growth specialist. He is the CEO of Process Street, a platform that manages recurring processes for teams and turns businesses into automated, self growing machines. Find him on Twitter, Google+ or his Blog. Sign up for a free trial of Process Street here: http://process.st

6 Key Tactics Agencies Use to Help Local Businesses Rank Higher in Google

It’s guest post day here at Duct Tape Marketing, and today’s guest post is from Dan Olson – Enjoy!

Small businesses today, more than ever, rely on agencies to help with organic search and local results to drive business in their local markets. The challenge for most is ranking in the top spots to be noticed and attract the right customers. As a matter-of-fact, 67.60% of all Google clicks come from the first 5 positions, making that real estate extremely valuable and highly sought after. Understanding this challenge, we’ve come up with six tactics agencies use to help their small business customers achieve search result success.

1) Pick long-tail keywords. Not only that, but pick the right ones.

Be sure to recommend that your customers pick keywords that aren’t too short. The shorter the keyword, the more competition they are to face from competitors in the same market. Not only that, but it will take a lot more effort to build the adequate link authority in order to meaningfully rank for that keyword. Instead, you should focus on more detailed (long-tail) keywords or phrases that are specific to your clients’ solution. This results in more relevant traffic to their sites and higher rankings within search results which can substantially decrease bounce rates and increase conversions. Here are a few examples of keywords: Short-tail keywords – Marketing, SEO, Social Media, Content Creation (usually one or two words, not very targeted). Long-tail keyphrases – web design ohio, seo guest posting strategies, local marketing chicago illinois, responsive wordpress theme templates (more focused and specific to target audiences).

2) Don’t write content for the search engines.

By this, we don’t mean writing content stuffed with keywords you hope will help with your rank. if you think that method works, prepare to be greatly disappointed. Rather, write valuable content that educates your audience. It’s often pretty tempting to copy and paste content to save time. However, when you do this, you sacrifice your credibility and dilute your link authority. You should always produce content you know your audience will consume and come back to for more! Tip: Many agencies don’t have the bandwidth nor resources to do this for each and every client, but will outsource these types of services to experts in the field

3) Co-create content with other authorities in your niche market.

Business owners, in most cases, spend a lot of time building up their own content and not enough time collaborating with other people in the same industry. As an agency, they rely on you to guide them in the right direction. Finding the right partners within an industry is crucial. Whether it’s teaming up with a blogger in your city to run a thought leadership piece or investing some time to share relevant content through a local community site, there are many outlets that help increase your clients’ local visibility and build up their reputation.

4) Claim and manage your client’s local listings.

This is more of a technical SEO tactic, but still very important. “Google My Business” is a platform that enables your small business customers to verify their online visibility and local business information through the search engines. By signing up on this platform, you can help businesses keep track of their local listings and social footprint. It’s a very simple way for agencies to help small businesses get found, manage their online presence, and build relationships with consumers. Places like Angie’s List, Google+ Local, Yelp, and Citysearch are also great sources to bolster their online visibility.

5) Publish content consistently.

Consistency is key when you’re just starting out. Search engine bots come by to scrape your content on a regular basis. With more consistent publishing, search engine bots associate your domain with authority and help you rise through the search rankings. To aid in doing this, create an editorial calendar. This way, you’ll be able to keep track of your content ideas, as well as your publishing schedule. Remember, Google loves when you deliver fresh and relevant content that is shared consistently, so keep producing content that is unique to your clients’ audience and the rest will fall into place.

6) Manage your client’s online reputation.

Lastly, you want to pay attention to your client’s online reputation. Reputation management plays a significant role in your influence with customers. If your client has negative mentions or reviews online, it’s in their best interest to find them as soon as possible. This way, they have time to craft a proper response that can address, if not alleviate, the situation. Clients can also capitalize on positive mentions by responding favorably to them, helping solidify them as a trustworthy place of business. Recap: We’ve found that these tactics can have the most significant impact on your clients’ search rankings. Remember, establishing a keyword strategy early on will keep you laser-focused on developing fresh and relevant content that drive true results. Positioning is key! Building up your clients’ reputation and maintaining an authoritative figure in the local market takes time, but done right will benefit you both greatly.

Dan OlsonDan Olson is the Co-Founder and CEO of UpCity.com, the industry’s most robust SEO software and inbound marketing platform designed to help clients achieve local digital marketing success. Designed by pioneers in the search engine optimization industry, UpCity makes getting free traffic even easier. With a built-in “task engine,” UpCity creates personalized action plans and performance tracking reports to help guide each campaign to achieve measurable SEO success. As a stand-alone technology solution or as an extension of your services team, we partner with agencies to help them acquire, retain and scale their small business relationships.

Inbound vs. Outbound Marketing

It’s guest post day here at Duct Tape Marketing, and today’s guest post is from Jolynn Oblak – Enjoy!

Leveraging inbound marketing strategies can help small business grow their customer base and save money. There are two basic types of marketing – inbound and outbound. The focus of each is different and they involve different strategies and techniques.

What is Outbound Marketing?

Outbound marketing, also referred to as interruption marketing, involves getting your marketing message to the largest number of people possible through advertising, cold calling, direct mail and other aggressive techniques that interrupt people in their daily lives. Seth Godin writes extensively about interruption marketing in his book, Permission Marketing: Turning Strangers into Friends and Friends into Customers. Outbound marketing is a marketing model that requires a lot of marketing messages to be pushed out through various channels in the hope that the right message makes it to the right person. This is an expensive marketing model.  So what options exist today that are cost-effective and deliver results for small businesses?  In Hubspot’s 2014 state of inbound report, we find evidence to support the position that inbound marketing has the potential to deliver better results than outbound marketing.

“Half of marketers across B2B, B2C, and nonprofit sectors ranked inbound as their primary lead source, exceeding the average (42%) of all other channels combined.”

Here are 4 key reasons that inbound marketing is the right investment for small businesses who are looking for an effective marketing method for customer acquisition.

1. The Price of Inbound vs. Outbound

Outbound marketing is a very expensive endeavor.  The average cost per lead in North America is significantly less when using inbound marketing strategies. [Source: Hubspot state of inbound report, 2014].

hubspot cost per lead b2b

photo credit: State of Inbound 2014

The costs associated with outbound marketing often involves printing and mailing materials or spreading your message through television, radio or other media, making it out of reach for smaller businesses. Inbound marketing is less expensive and anyone with the right skills can do it. You create your website and blog with content that is targeted to your primary market and with a good content marketing strategy, you can attract prospects to you. You do most of the work on the front end building your site, optimizing with SEO and building a website traffic strategy. Social media is a relatively inexpensive way to find your target market compared to traditional advertising and print media.  According to Hubspot, over the last 6 months, companies are relying more on Social Media, Blogging, Email Marketing and SEO for lead generation than traditional, outbound marketing [Source: Hubspot state of inbound report, 2014].

The diagram below from, Moz compares the benefits and tactics of interruption. With so many marketing messages thrust into our daily lives, it’s no wonder that consumers are ignoring these constant messages.

Interruption marketing and inbound marketing

photo credit: Moz

2. It Offers Better Two-Way Communication

One huge advantage of inbound marketing is that it’s a form of two-way communication where the customer interacts with the business in a dialog. They post on the company’s Facebook wall, comment on business blogs, or take part in contests. When they participate, they become invested and engaged. People want to be in control of the information they get and this makes them more receptive to your message. A great example of a successful inbound marketing campaign that illustrated this beautifully is the Barack Obama 2008 presidential campaign which was unprecedented in its use of social media to engage, motivate and respond to voter’s needs.

3. People Won’t Tune out your messages. Period!

Outbound marketing means putting your message in front of people whether they want to hear it or not. As a result, its techniques are often intrusive and annoying. People have begun to tune it out. Inbound marketing puts your message in front of your target market and if you employ the right content marketing strategy, they will be compelled by their own curiosity to see what you have to offer. In fact, blogging can yield 13 times increased ROI over a year [Source: Hubspot state of inbound report, 2014] and B2B marketers who use blogs generate 67% more leads per month than those who do not. [Source: Social Media B2B].

4. Inbound Marketing for Non-Marketers

Inbound marketing doesn’t feel like marketing. To market traditionally through direct mail or cold calling takes a certain amount of aggressiveness and sales skill. With inbound marketing, you provide valuable content like whitepapers, infographics and blog posts that help attract your ideal customer. It’s not “selling” in the traditional sense, so it’s more appealing to those who hate the image of the pushy salesman and may feel uncomfortable pushing their message.

Clearly, small businesses can benefit in many ways by adopting an inbound marketing strategy. Think of inbound marketing as the magnet to acquire the right customer and start today with a plan for how your small business can leverage it in 2015.

tbITPFIpJolynn Oblak operates Oblak Marketing & Consulting, a marketing consultancy that offers digital training products that help entrepreneurs to grow their business by leveraging inbound marketing strategies. Jolynn brings more than a decade of direct & inbound marketing success to help businesses drive their products and services to a larger clientele by developing effective sales funnels and marketing plans that will turn prospects into customers and customers into lifelong fans. She shares actionable tips on business blogging, social media marketing and more via her blog. You can get in touch with Jolynn via her website at www.jolynnoblak.com or via Facebook or Twitter

How to increase conversion rate on your blog

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Giles Thomas   – Enjoy! 

featured-imageDo you often ask yourself:

How do I get more people to sign up to my blog?

Why is no one joining our email list?

Generating leads from your blog is no easy task.

It can be difficult to keep writing content when your conversion rate is low, 1% or even less.

Through testing and trial and error we came up with a technique that not only makes your visitors happy but also increases your conversions rates.

Convert more visitors to email subscribers using the Content Cliffhanger Technique

I struggled with conversion rate just like you, I had a pretty ok conversion rate of 3% until I discovered a fairly unknown marketing technique.

The Content Cliffhanger Technique

In three easy steps I went from 3% to a site-wide conversion rate of 22.46%!

First I’ll explain the psychology behind the technique then I’ll show you how.

Information Loops

Just like in a tv series or film, when it comes to blog conversions cliffhangers work like a charm!

This is due to something called the ‘Zeigarnik effect’.

It is when a piece of information starts but does not finish, our brains then keeps hold of the information, pushing it into our mind time and time again until the information is complete.

It seems to be human nature to finish what we start and if it’s not finished, we can’t forget it.

Bluma Zeigarnik a Russian scientist learned the phenomenon when her tutor Kurt Lewis noticed something very interesting about waiters and waitresses.

After observing them when waiting tables, they realised the waiters had much better recollection of unpaid orders than paid ones.

To the point that, when the table left the restaurant and closed the cheque the staff member would forget their order all together.

The information loop stayed open in the persons mind until the table was complete, because the narrative of that table was not complete.

Get more emails with Zeigarnik’s Findings

We can leverage this technique in our blogs to help us collect emails.

Start a narrative or information loop in the blog post and ask for an email opt-in from the visitor to complete the loop. The ending to the narrative.

The way you do this is simple:

1. Write about niche topics

For example ‘The 6 Most Effective Endurance Exercises’.

In the post start an information loop, the beginning of your narrative, the set up for your cliffhanger.

In this example they talk about 3 of the 6 best ways their readers can improve their abs.

6-best-workouts

They then offer a bonus content area to email subscribers with videos showing in detail how to do all 6 exercises.

Your bonus content could be a PDF, video or even a swipe file.

2. With the Content Cliffhanger plugin give away free bonus content

Create a download for the post that shows the reader in video form all 6 exercises in detail.

This means the reader can close the information loop by downloading the free content.

I created a free wordpress plugin to enable you to easily offer free downloads.

content-cliffhanger

 

3. Record the difference in your email opt-in rate before.

I cannot promise you exact opt in rates, nothing in conversions is a hard and fast rule. There are no one size fits all fixes. But I can say from my experience I have yet to see this make an improvement to a blogs conversion rate.

The difference with this plugin and most others is that you can customize the form and its contents for every post or page. So you can have free downloads that are always aligned with your pages content.

That is the secret behind the technique, when the users search intent is aligned with the opt-in offer, you see much higher conversion rates. Because the giveaway is aligned with what they originally searched for on google.

Start an idea in your blog post but finish it in the download, like a cliffhanger in a good tv series.

People then want to close the information gap or loop, increasing the likelihood of conversion.

This works much better than generic opt-ins like, ‘Join our newsletter’.

You can have increase your blogs conversion rate too…

…but first you must take action on what you learned in this post.

Let me know your thoughts in the comments below. What techniques are you using to get more conversions? What do you offer your customers when asking them to opt-in?

Talk to you soon below!

giles-thomasDownload the free 65 page Guide to List Building, download the guide here. Giles Thomas writes about Content Marketing and Conversion Rate Optimization at Acquireconvert.com. He is also the founder of  the holistic design agency Whole Design Studios.

 

Using Social Media to Generate Sales Leads

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jane Smith – Enjoy!

Hand over keyboard

photo credit: Free Images

If you’re looking to generate sale leads successfully, you need to go where the people are. And currently, everybody seems to be on social media. At first glance, social media looks like a place for friends and family members to share pictures of their daily outings – which is true to some degree – as social media is about connecting people digitally through conversation.

With the average Facebook user spending 6.35 hours a month on the social platform, and 260 million active users on Twitter, you cannot afford to avoid social media. Businesses are investing a lot of money and time into their social media strategy. On the other hand, smaller businesses cannot afford to budget marketing and finding leads through social media is overwhelming.

If this sounds like your business, stop putting your head in the sand and find those sale leads through social media by following these four simple steps:

Know your audience

People join social networking websites to socialise. They don’t want to be bombarded with advertisements. Advertisements belong in magazines and not on social media. You should treat your social media accounts like you would your mailing list. Be personal, be engaging and be human. Always remember to reply to customer comments.

Give them what they want

You know who your prospective customers are but they don’t know about you. Why should they come to you? Be interesting, be entertaining and be informative with your content. Be reliable, be dependable and don’t ask for anything in return. Soon your prospective customers will find you.

Become the go-to person

You should have an integrated blog on your website. You should be addressing current issues that your customers are facing, updates on your business and daily ramblings. You should be sharing these posts on social media. People are quick to dismiss the brands that they believe will not deliver the services they require. By becoming the go-to person in your industry, you will attract more customers and strengthen existing relationships.

Utilise multiple channels

It is worth knowing that the most popular networking websites are: Facebook, Twitter, YouTube, LinkedIn, Google+ and Pinterest. Each social media channel boasts their own community. You should adapt your long-term plan to each community accordingly. Have a clear focus, be consistent and prove your expertise. Utilise multiple channels and cross promote. Nonetheless it is better to be actively involved with one or two social channels, than to be spread thinly with no given direction on them all.

Measure your success

There are many free tools to monitor your social media engagement but they do not tell you if people clicked through to your website. Google Analytics is a great tool for learning about your customers. You can see how many people have visited your website through social media. Learn what works for your audience and what doesn’t. By consuming this data you can work to making your social media a triumph.

Finally

Studies show that 70% of businesses generate leads on social media. Productively use social media and your business will see an increase of brand awareness, website traffic and conversation. Follow the above steps and advance your business by attracting more customers and strengthening existing business relationships.

Jane Smith, AllDayPA

Jane writes for alldayPA, a telephone answering service offering business a bespoke call handling service 24 hours a day, 365 days a year.