Most companies have noticed that although they spend time promoting their products and services on Social Media - it can be hard to establish a network of appreciative, paying customers. So here's a list of things that can help bridge that disconnect between your reach and your revenue.
1. Offer something for free
If you want to develop a community and create a conversation with potential customers, offering free products, services or exclusive content really works. Typically, conversion rates are much higher when you give something away. For example a project we worked on recently gave away self-development content for free in a series of videos, articles and downloads. Of the 1000 people that signed up (with their email addresses) 82 people converted to buying products generating over £9,000 in revenue - that's an 8% conversion rate! Platforms such as Aweber are ideal for this kind of sales funnel system - that delivers great, free content to your audience in an easy to manage, automated way.
2. Develop your email list
An email list is an essential part of any marketing strategy and it pays to keep this up to date - always asking any contacts or enquiries your receive if they want to be added. Always incentivise this, so in other words tell them why they should sign up - for example future discounts or content that may be pertinent to their industry.
3. Do promotional events
Live events are magic. A low cost or even free event creates the kinds of connections that matter. Events don't normally cost much to put on, but really pay back in terms of networking and educating people about what you do. Plus they can be huge fun.
Recently we put on a free social media clinic - working with a partner organisation. We pooled our resources and combined our marketing reach. It worked - and we made some great contacts in the process. This then led to a paid for workshop which was also really well attended.
4. Run competitions
Ok, so people love comps, that's obvious. But how do you maximise this?
Giveaways and competitions do really well on Twitter. The good side of this is that you can add to your following relatively easily. The down side is that whilst it's great to get more followers, typically only 10% will actually see your tweets. The best way to run comps is to ask the entrants to sign up for your email list at the same time. Email broadcasts (good ones!) are typically opened by 30-60% of subscribers - thus magnifying your marketing and sales potential.
We recently ran a series of giveaways for a leading artisan crisp brand - boosting their followers but crucially giving them thousands of email subscribers from scratch. Platforms such as Pagemodo can really help with this. The other thing to remember is to incentivise winners to talk about what they one, send you a photo for example or tweet you when it arrives and to offer something great to all the entrants e.g. a discount code.
Hope this list helps, any questions please leave them in the comments below.