Who do you think you’re talking to when you’re trying to generate leads on social media?
Chances are, you’re picturing the company CEO with a pen poised over their cheque book, ready to transform your business’ fortunes… Sadly, you’re most likely mistaken.
Even if you’ve researched the best times to post on social media, backed it up by reviewing your own analytics and crafted a suitably compelling message, the person most likely to be monitoring your target client’s social accounts is either an in-house comms assistant or a social media agency. Not the senior decision-maker you really need to influence; the person with the authority to ‘greenlight’ your proposition.
Like any in-demand person, CEOs, owner-managers and Directors are ‘on the job’ nine-to-five – directing strategy, dealing with operational issues or networking to expand their own business interests. It’s a time dominated by back-to-back meetings, fuelled by coffee-to-go.
If you really want to connect with people, to be social and to create the bonds that foster opportunity, rethink your strategy and shift your focus from B2B to B2C.
Devote time to engage out of hours when customers are more likely to be on social media – commuting, at lunchtime, towards the end of the working day, and during the evening when the kids have gone to bed.
One way to reach them is through paid advertising on social. We’re big fans of using LinkedIn and Facebook, in particular, as a way to target these people on the platforms they use, in their own time. Back it up with testimonials and content to initiate a conversion from your website or landing page.
Another way is through live engagement; ‘speaking’ with influencers in your (and their) industry. Be social; one human being, talking with – not to – another.
It takes on average seven to 13 touches to get a qualified sales lead (https://www.onlinemarketinginstitute.org/blog/2013/10/why-it-takes-7-to-13-touches-to-deliver-a-qualified-sales-lead-part1/). Don’t make your Call to Action the first of these touches. Talk about the things they are interested in. As unfortunate as it sounds, they aren’t interested in you… at least not yet.
Be social at the time when they are using social – not when you’re unlikely to be talking to a key decision-maker.