Don't miss that social opportunity

Let’s be honest for one moment; most folk are still using social media to broadcast. It’s got better over the last year, but when time pressures are at a max, it is all you can do to keep up with all the social networking necessary, a share here, a share there. In truth though, this presents a monumental missed opportunity. The chance to generate leads.

First up, social doesn’t belong with one person, intern or otherwise. If you want lead generation, it is usually best created at a more senior level. With the experts (including the head honcho). Those that already have influence, gravitas and the smarts to talk knowledgeably in a public arena. So make social more than just one member of the team. Ensure everyone who has a connection with a client or customer, knows how to use social, is actively encouraged to post (on brand) and engage in conversations (professionally). Be a social selling organisation from the top to the bottom!

Secondly, we live in a world where referrals and recommendations keep the wheels spinning. Social is one big referral network. Start in your comfort zone. Match your customer base to social. Find your clients. Build social, as well as face to face, relationships with them. They will love it. More time to interact and a greater interest in them. For you, it means you are always front of mind. When that opportunity arises, who do you think they will recommend. It is obvious isn’t it? Build relationships. Nurture them, and they will fill your pipeline.

Thirdly, and possibly the most challenging part, is to create a social marketing engine, Useful content that drives your customer to act. That action could be a call, attendance at an event or a landing page from which to download a guide or an ebook.

Of course, the biggest issue is in creating content for your company. So take some of the pain out of it. Have a simple plan to start (don’t bite off more than you can chew). A structure that enables you to quickly repurpose and recycle content, as well as create. And share the workloads across the business. You would be surprised how everyone gets into the rhythm of producing a blog post, or creating social assets from case studies. Not everything has to be the big ‘Hurrah!’ quality, helpful content delivered daily works just as well.

Remember, 57% of the sale happens before they contact you – so make sure that the part that happens on social, is your opportunity, not someone else’s.