If social media is not delivering the return on investment (ROI) you expect, the problem isn’t the social networks. Just as a blog won’t make money if it isn’t monetized, you can’t expect social media to generate income for you unless you are using it to drive leads and sales.
Following many people or tweeting great content can get you followers, but what you need is to turn those followers into leads. This can be done manually, but only if you are wise about whom you followed in the first place.
Why You Should Choose Your Followers Carefully
Don’t fall into the trap of just wanting tens of thousands of followers. While this is useful for influencers, even they focus on followers interested in their particular topic or niche. If you operate a local business, you want to follow people in your geo-targeted area.
For your business, you want to follow almost exclusively only the people who are interested in the products or services you offer. This is done by searching for people by their location, titles, what hashtags they use, what Twitter chats they participate in, and what they share.
But that is only the first step. To turn a follower into a customer or client requires building a relationship by interacting with them. Most small businesses fail to do this because they don’t want to invest that much time in social media not knowing for certain there will be a pay-off.
Failure to build a relationship with their followers is where most fail at using social media.
Reaching out to and connecting with your followers is simple. Keeping track of your interactions with each follower is the challenge. If you have only a few followers and a great memory you might do fine for a while.
But as the number of followers grows, remembering them all becomes difficult. You can use something like Commun.it to keep track of interactions and manage multiple Twitter accounts. It suggests new followers, but it wasn’t really built for lead generation.
There are many excellent marketing systems for tracking leads, but they do not typically integrate with social networks. Fortunately, there are now solutions that capture your social media activities for standalone use, or to feed them into your marketing system.
How to Get Social Media Followers Into Your Sales Funnel
The key is to identify who your target audience is, seek them out, and interact with them. This can be done manually, but using a social media solution built specifically to do this is a lot easier – and it can track your results.
Socedo is a new automated lead generation platform specifically designed to identify potential leads based on their Twitter activities. It automatically favorites one of their tweets, waits an hour and then follows them.
When they follow back, it sends them a personalized tweet to either start a conversation or suggest they visit your landing page. Socedo adds them as potential leads for sales and tracks whether your sales team decides to approve (follow-up), decline (not worth following up with) or select later (lower priority potential leads).
Based on your actual results, Socedo can modify your targeting to better qualify your leads.