Marketing and Sales Efforts Can Kill Social Media Leads
We have all been there. You are busting your arse to build relationships with prospects in social media only to find that once you pass the lead on the sale disappears. What is killing your hard-earned leads? The answer may lie in your marketing process. Have you taken a look at what type of materials are sent to prospects? Many marketers haven’t taken a hard look at these materials since social media started driving leads and that may be part of the culprit. If not, second on the list may be your sales process.
Serial Social Media Lead Killer #1- Hard Sell Marketing Communications
Many of our existing marketing materials are geared toward a prospect who has expressed a direct interest in buying our product or service. But many times you are reaching social media leads much earlier in the buying process and at a point where they haven’t yet begun to research solutions or recognized that they have a problem you can solve. Additionally, social media leads tend to have a very large pushy sales radar. So your marketing communications pieces may feel like they are too pushy or have too many buy-now sales messages and will quickly turn these leads off. And as you know once we perceive a company as skeevy we run for the hills and never look back.
Serial Social Media Lead Killer #2- Hard Sell Sales People
If your marketing communications pieces aren’t killing the lead than it may be your sales people. Let’s face it, sales people are looking for results and have numbers to meet. They don’t have time to be dilly-dallying with your proverbial social media “fence-riders.” But they are all going into the same sales funnel and so they follow up with them like any other lead and work to close the deal. Just like your pushy emails, sicking pushy sales people on your social media leads may be a deal breaker.
So what do you do? Separate leads into two categories based on whether they came from: Direct Conversion Points or Indirect Conversion Points.
Direct Conversion Points
You are probably handling these lead well. They have seen a product demonstration, a product webinar, filled out a lead form for more information or some other conversion point in your process that shows that they are directly interested in your products. Your current communications likely show these customers product information and push them along the path to buy. Great. Let’s talk about the others.
Indirect Conversion Points
This is where your social media leads likely fall. They have downloaded an e-book, attended a content based webinar, clicked on a status update, or subscribed to your newsletter. To convert these leads you want to tailor your messages around helping them content that helps them self-diagnose the problem you solve and tips on researching solutions. Then once they find their way to a direct conversion point you want to transition them over.
From a sales perspective, they may not be far enough into the sales process to have a sales person following up with them like a direct conversion point lead. You may want to have a sales person do an introductory call and offer to help them with anything they need, but beyond that you probably want to put the sales team on hold until they reach the direct conversion point transition. Trust me, your sales people will thank you and so will your prospects.
Immediate Action Item: Create separate email lists for direct vs. indirect conversion points so you can market to them differently.
How about you? How are you marketing to social media leads compared to other leads? Do you have tips for readers? Please post a comment and share your thoughts and ideas.
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