So Fresh Feed Blog

Social Media for Revenue

 

Upping your posts to use better content on social media is probably on your to-do list, but most likely, you’re measuring, and reporting engagement is as in clicks, likes, and shares. Change your focus to conversions; if you do, you’ll optimize your content for the right reasons, and you use social media as a digital native!

Ask yourself: does engagement drive conversions, or does it drive just a single one time click, like share, or view? What do they buy? Do they give you their info for something you provide? Probably not. I can help you change that!

Today, most companies, nonprofits, universities, and government agencies use social media already. The problem is that they want a commitment to their brand but clicks and likes are what they get and measure.

It is time to establish a unique story strategy instead and implement the right distribution of it and not just in social media only.

It used to be that you could buy your engagement. Social media platform content is more topical, expensive, and an ever-growing number of other social platforms, and advertisers make it clear that no matter how much you boost a post or pay to advertise – your reach is decreasing. Something needs to change, and it better be a big game-changer.

The game-changer is when you measure by sales conversions!

Here is the formula for growing sustainable social feed. 1. compose your story so relevant to your “real” audience that it’s authenticity is what they notice first, 2. place it where they live online by defining the when, where, how, and what of their micro-moments online. 3. Then measure phone calls, website conversions, revenue generated, and # of sales, before and after you launch the program, you’ll know you have the best possible content strategy when the numbers start showing it. Simple as that.

What is hard is the implementation and making the adjustment to testing as an integral part of how you define success and KPIs. It’s a commitment, and someone has to lead it. You need buy-in from both sales and marketing, and it has to be the only program you’re implementing. It can’t be the side program with sales still running events out of the back of their cars, for example. 

Are we there yet? 

By working with the customers’ data, create personas, and get to know them because it is a waste of time to send out your content if you have not defined your audience this way.

It might seem like a big gamble to try to reach your newly created personas where you predicted they live online if you have not tried it before; however, by combining good content with converted traffic on your site, not just traffic it pays off!

Also, don’t be so attached to large numbers in your data like visits, that you will not implement a content strategy that you cannot wholly measure. If your sales or up and revenue increase, isn’t that a better way to measure your success, anyway?

Personas

Who is the real audience? Use your customer data to make the story relevant to them. You have the data. You just don’t realize it. It’s time to gather everything in one place and determine what to keep and what to throw out. You need sales and marketing to decide the personas, and they should build them like they’re a CSI episode working on a crime scene, not data developer looking at numbers.

Product

The product you’ve created solves the audience’s problem, and they can’t find it anywhere else. If it doesn’t, then what else makes you different? It could be that your just the best. It’s a beautiful place to be, but how do you tell that story? Sales have been telling stories for years, possibly. Just let them tell you as the marketer what they’ve said to close a deal, and you probably have the story on your product.

Placement

Only use the platforms your audiences use. The number of users on Facebook, Instagram, Linkedin, TikTok, WhatsApp, YouTube, and blogs make them worth the amount of effort to produce excellent content for these sites, usually. But look at the latest data about social media platform use by age and other demographics before you invest your time on one that might not be the right one.

Here is a Marketo Definitive Guide article with data on social media platforms and helpful social media stats. Two items of note: WordStream loves to be your guide on all things digital, so it’s going to have a pretty rosy outlook in every article. Also, this is a lot of info, so email me if you’d like more help with choosing your platforms. denalackey@sofreshfeed.com.

Or just to be on the safe side, if your audience is under 35, go with Youtube as at least one of your platforms, and then try out one other like TikTok or whatever is the latest one. Maybe your personas are on groups on FB, or they live in the VR gaming. You need to do some research and surveys and then depending on the best customer personas you created, you’ll use those as your guide. This is where professional research is helpful. If you can’t afford it, some surveys cost a lot less than building a whole campaign that ends up failing.

Reuse the videos you’ve created for Youtube on those other platforms. TEST and Learn!

Number of posts

You should post as often as is appropriate for each platform, but the cadence for posting is based on your donor and buyer persona strategies also.

From HubSpot, a description of personas, “Donor Personas are fictional representations of your ideal donors. They are based on real data about donor demographics and donor behavior, along with educated speculation about their personal histories, inspirations, and concerns.”

“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”

Informed speculation might mean going out on a limb. That’s a good thing. Taking a chance means you’re either going to fail a big-time or make a game-changing event happen for your marketing. The problem with most marketing is that they want to be safe, conservative, and not take a chance. It’s up to you, but superb marketing is going out on that limb and using data to help make sure it’s the right one. 🙂

Place your content in the small everyday moments. Post the videos that tell the what and why of your story in the where and when of the personas’ day.

The content of the video is a whole other story! Send me a request to find out more:

B2B Marketing: Content strategy

In the right place and with the right strategy your content pushes a fresh feed of leads to your sales team.

The Sales team knows that generating leads, qualifying them, managing the relationship, and managing the end-to-end engagement experience is productive but time-consuming.

But many sales teams seem to spend most of their time finding prospective clients!  Each sales member is researching, posting, and managing their own profile on LinkedIn, Facebook, Twitter, and others. As you can guess good content pushes qualified leads their way.

Each sales team member creates a community and sometimes they’re using social platforms. Most of the time it’s a community that lives only in their contact list though. They may even request links to the right content to help attract prospects to the top of the sales funnel.

But there is a more efficient way for these communities to grow faster and with more return on investment. It requires a single strategy to help combine both the marketing and sales efforts.

Social Fresh Feed builds communities that have a preference for a product, brand, or cause. Each community can be a difference audience segment.  It’s like the efforts that your sales team uses it can be transformed to social platforms but branded and automated for more effectiveness. 

This is the way to help your sales have a fresh list of prospects to close all the time or when they need it. Each sales team member can rely on this to provide the right experience for their target audience.

Here is more on why.

If marketing focuses on building content camps to provide excellent prospects to sales teams, sales has more time for presentations and closing instead generating and qualifying leads.

From MarketingSherpa’s by Kayla Cobb, Reporter:

SUMMARY: “Without good content, you don’t get anybody in the hopper,” Matthew Lacroix, Director of Brand Marketing, Newell Rubbermaid (LENOX), said. 

The LENOX team faced a challenge many B2Bs have — too much of Sales’ time was being spent finding and chasing leads. To remedy the situation, the marketing team launched a content-fueled strategy that allowed Marketing to track the effectiveness of its content. Learn how this effort increased Marketing’s contribution to the Sales’ pipeline and resulted in 50% of qualified leads being traced to inbound.

Lennox’s Mathew Lacroix, “You can do as much email blasting as you want or blogging as you want or advertising, but if you don’t have the content to support it, you’re not going to get people consuming it.”

Get the rest of the story here:

Source: B2B Marketing: Content strategy results in 50% of qualified leads being inbound | MarketingSherpa

The process that take your B2B marketing team from running campaigns for events to transform into content marketing? Creating relevant targeted content all the time!

And although it’s not an easy transition the effort pays off with leads that are ready to close. If you do it right a well implemented content inbound lead acquisition strategy is profit maker!

Call or fill out the form for a free hour assessment to see what it will take to get your company is ready to provide leads to your sales team!

 

 

Obviously, this is not another big data blog post!

Okay, it is about data but not how to get it but why you need it.

First some context, I argue that it is more important than anything else to make sure the authenticity of your company comes across to the twenty-somethings.  With that in mind and companies like Burt’s Bees and Levi’s as your guide, read on!

Your social feed is full of cat or dog videos, and political messages so now what do you think gets ignored? Your sales pitch! It is hard to make an old fashion sales pitch in that context.  It appears out of place. In fact with the new data issues and privacy issues that have come to light on Facebook, brands don’t stand a chance of getting in front of their audience. But you can still make it work for your brand. Just takes the best story told by you about what is your brand and also told to the right audience.

Social media’s tone and consumer-driven content make the social content seem like a dud for driving review, but I believe it’s the best place to drive revenue.

To establish consumers’ confidence in your brand, a prospect has to feel that what they are buying will perform as promised and then your sales funnel has no friction. But they have to trust your brand! Knowing that…Shouldn’t you find out where your consumers are living online and hanging out in the real world? Building this placement or what I call a true social strategy is where the data comes in handy.

Four points to consider to establish what we’re talking about, authentic presence.

Where:  Find out where your audiences are living online and off and make sure you’re telling your story there.  The demographics of your different segments should help you find their favorite social platform and real-world routines. Each platform or place has a tone of voice you need to use.  Is it pictures or is it video and is the tone advice versus just showing results?  Is it a sponsorship or supporting a cause? Is a lifestyle image and giving them a great experience just like while they experience your company?

What to say: Social media is a perfect place for helping remove any doubt that might hinder the sales conversions later.  Be patient and realize that the platform drives the context. You’re not making the sale here but setting a preference for a frictionless sale for later. Here is your “better than the competition” story you tell everywhere.  The one that sets expectations and has to be true. It is also about making the best of what a platform that rewards good brands, transparent brands, or as I said before, authentic presence the true self of the brand. Does that sound too trendy? Well, just call it the reason for the companies existence.

 Example from, “How Levi’s Built the Most Authentic Clothing Brand”.

Conversion: the buying process has to be easy, or the trust goes right out the window! The buying experience cannot have any hidden or extra effort, risk, or costs. But it won’t because you already made sure of that in all the stories you’ve told. You do have to worry about the way it loads and if the technology supports the effort but that’s almost not as important as the attitude the buyer has when they start the journey.  I’ve seen bad experiences produce results because the company was so well liked…

Back to the beginning: what they’re friends say about the decision to buy your product, is huge.  If your buyers share their purchase experience with friends, you’re a trusted brand.  Making sure you’re asking to be shared, shows confidence in that interaction.  The story gets told.

So what about the data? The data is always what is turning the wheels.

So that means starting with the right data to tell you the who, what, when and where of your audience and segments to data showing how well your message performs with each segment or personal, it is what will make or break your marketing on every platform.

Reputation, buying experience, knowing your customer’s price sensitivity, transparency, and reviews of the product are all places that have to display your brand’s integrity and data can tell you what you need to know about each of those items.

Great example: It used to be that only certain audiences were on mobile. So when you looked at google analytics you could look at the % split between mobile and desktop or tablets and ad the age of each of those and see that you had to design a site for the younger audience on mobile first. Today, that’s all changed, now you need to design your experience like a mobile app even if it’s not an app.

 

I believe that if you strive for a data-driven content strategy, social becomes the best tool you can add to your sales toolbox.

So you know your audience and you know where they are living online and you have content to create, but what is the data saying that might well create the content? Look at what has been the posts that have the most engagement.

Look at how many bookmarks, saves, likes, shares, and comments you’ve received on any post. Is it a video about the outcome after the product has been used or is it product benefits? Which one drove more conversions and what is the lifetime value of the conversions it drove?  Now take the best conversions with the highest lifetime value and look at that content and do more of that.

But not only that, know what your audience likes besides you. Get a look at what they’re interests are and how much they spend doing whatever it is they do. What are they’re top priorities and so on? Here is a great example of content and how to be authentic in your founding story. This resonates with the audience that most likely to use the natural product. Founding story

How about managing your content in a way that always records those KPIs and helps you decide how to create the best experience in social for your prospects? Sounds like your thinking about them and what they’re telling you in the data and not just trying to push traffic to your site.

Empathy is the new customer service strategy here and data enables it.