6 Offline Tactics to Get More Twitter Followers

Twitter Pillows

By now, you probably already realize the vast marketing potential that exists within the Twitter landscape. With 231.7 million active users and 100 million people logging in every single day, there’s a huge attentive audience on Twitter that’s ripe for the marketing picking. And with a new report showing that promoted Tweets boost offline sales by 29 percent, it’s clear that if you take the right approach with your Twitter marketing, you can get some seriously impressive results.

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Of course, the first step to getting your Twitter marketing campaign off the ground is to build an audience of targeted followers. The internet is flooded with articles that will tell you how to do increase your Twitter following, but you’ll notice that almost all of these articles focus on online tactics, such as using a Twitter management tool such as Hootsuite, promoting your Twitter profile in your email signature, getting followers from your blog, and so on. But what many people overlook is that you can go offline to build your Twitter following too.

Here are some of the most effective offline tactics you can use to get more Twitter followers.

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  1. Add your Twitter info to your business card—You still have business cards, right? Despite everything going digital, business cards are still an important marketing tool, and you need to have professionally designed business cards that make a good first impression for your business. However, in this new age, it’s not enough to have the typical old business card with your name, job title and phone number. Your print business cards need to reflect the times we live in, and that means promoting your online social media presence on them. Put your Twitter info on your business card with a call to action to follow your profile.
  2. Put your Twitter link on all your print marketing materials—Your Twitter information should be on all of your marketing materials. That means it needs to be in your brochures, advertisements, flyers…everything. You can either put the entire Twitter url on there (e.g. www.Twitter.com/yourusername) or just your username (@yourusername).
  3. Give in store customers a special offer for following and interacting with you—One of the most often overlooked ways to promote your social media presence offline is in your storefront. Your customers should see information about your Twitter presence throughout your store. For instance, you could have a sign at your checkout stand encouraging customers to follow your brand on Twitter and offering them a special offer for doing so, like 10 percent off their purchase. Or if you run a restaurant or café, you could have little signs at each table promoting your Twitter page.
  4. Integrate Twitter into your direct-mail marketing—Think direct-mail marketing is dead? You’re wrong. When done properly, direct-mail marketing can generate a return on investment that exceeds nearly every other type of marketing. Now, integrating direct-mail marketing with your social media marketing can help increase your results. When sending out any direct mail, make sure to include your Twitter info and push any current social media promotions you might be running. With effective cross-promotion across channels, you can get better outcomes and a better return on your investment.
  5. Use QR Codes to direct people to your Twitter profile—QR Code marketing has become very popular over the past couple of years. Typically, companies use QR Codes to drive their audience to their website or a specific landing page with an offer, but you can also use QR Codes to promote your social media profiles. For example, you could have a marketing piece with a QR Code that says something like “Scan this QR Code to Follow Us on Twitter!”
  6. Promote your profile at networking events—If you attend networking events to build your business, these provide you with a great avenue for building your Twitter following. People go to networking events to connect with others, so meeting people and exchanging Twitter information is a natural fit. Ask for follows at the end of your conversations. This lets you keep the relationship going more easily.

With these six tactics, you’ll be building your Twitter following even when you’re not online. The key, of course, is consistency. It takes time to build a quality Twitter following. And remember, it’s not all about numbers. It’s about quality. Make sure you’re focusing your efforts on attracting targeted followers who will actually be interested in building a relationship with your company.

The One-Two Punch: Print and Social Media Marketing

One-Two Punch

In today’s world, there is a huge focus on social media and Internet marketing.  While the Internet has definitely made it possible for businesses to connect in new ways with clients and customers worldwide, the Internet has not totally replaced traditional print marketing, nor should it.

Social media marketing should not be a stand-alone tool, but instead you should have multiple different marketing channels that are available to you and that you work to seamlessly integrate.  Print marketing and social media marketing, for example, can go hand-in-hand in order to reach the most customers and potential customers.

 

How Print Marketing and Social Media Marketing Can Complement Each Other

Print marketing and social media marketing can integrate in many important ways as long as you have a clear marketing approach that you take across all of your different marketing channels.

Some of the different ways that print marketing can complement your social media marketing include the following:

  • Allow participation in contests in social media that can result in real-world prizes that someone can enjoy. For example, you could run a contest so that everyone who follows you on Twitter or who re-tweets something you post is entered to win a great promotional item from your company.  Promotional products are great advertising because when people use a product with your brand on it, this spreads the word about your brand and company to others. A social media contest to win a promotional product gives you lots of bang for your marketing buck because you generate buzz when people enter (and talk about entering) the contest AND you get the benefit of giving someone a promotional product that can be used. You can purchase such prizes from a company like Quality logo Products out of Aurora.
  • Include hashtags and an easy newsletter signup on all print media that you distribute.  Whenever you send out a direct mail marketing piece, provide a print brochure or otherwise give someone print materials about your company, you should be sure to include hashtags that can invite people to visit your social media channels and talk about the product. You can also include all of your information on websites as well as social media channels and user names (like your Twitter handle) so that people who see your print material can quickly and easily find you online.  Those who receive your print material can then visit you on social media as well.  Be sure to make your social media names representative of your company and simple and easy to remember in order to encourage more people to visit your sites.
  • Build a database of potential customers through both print and social media. When someone obtains print material from you, ask for that person’s email address to be added to your online mailing list using a service like Mail Chimp.  When you get someone’s email address, you can then contact them over the Internet and invite them to follow you on Facebook, Twitter or other social media sites.  Likewise, if you are running a contest for those who follow you on social media, consider asking for a physical address (to be kept private, of course, not publicly shared on Facebook or otherwise on social media).  When you get the physical address of a customer or potential customer, this makes it possible for you to send print material.
  • QR CodesUse QR Codes.  QR codes can integrate online and local ads by making it easy for people to access your digital information. A QR code included on print material can allow people to connect with you digitally in a very simple and easy way. For more information on generating and using QR codes, click here.
  • Include social media mentions on print material. If you send out marketing material or newsletters in print, you can include things that people have said on social media about your company. These statements act as a reference, and those receiving the print material may become curious and sign onto social media to learn more about what people are saying about your company.

These are just a few of the key ways that you can integrate print marketing and social media marketing. There are many different approaches to take and the right choice is going to depend upon your specific business model. However, you should not assume that since social media marketing seems to be the wave of the future that it is the only kind of marketing you should do.

A comprehensive marketing plan should include social media marketing, email marketing, a great company website, and print materials. You will have multiple ways to connect to clients and customers, won’t have to worry as much about losing trust because of a change in email address or because of a move, and you can offer content and information that people appreciate in multiple formats. This just makes good business sense.

Defined by the Quest: The Three Types of Marketing in 2014

Quest Marketing

One of the most amazing parts of my job is spending time reading, watching, and testing the practices of others. It’s conceivable that the true secret to my success over the years has less to do with creativity and more to do with listening and deciphering. You have to listen to the channels like Google and Facebook. You have to listen to your customers. You have to listen to your customers’ customers (if you’re an agency like me).

The annoying part of my job is sifting through the recycled techniques and reinvented terminology that surrounds so many marketing practices. In most cases, it’s the same old things repackaged into a different form or applied from a different angle. Those are valuable, but not gamechanging. Still, it’s important to go through them all in order to find the hidden or not-so-hidden gems that arise. The best practices I’ve found over the years haven’t been on the pages of Mashable, Search Engine Watch, or Social Media Today. The real winners have come from some of the least likely sources.

With all of that out of the way, let’s get to the point. There are three types of marketing. Despite all of the various names – push and pull marketing, social media marketing, gravitational marketing, search marketing, influence marketing, content marketing – the easiest and arguably most pure way of looking at it is to tackle everything from a perspective of venue and intent. Where are the people going and what are they doing when they get there? It’s important for me as well as business owners to look at it from this perspective because the collision of the various marketing types is forcing a holistic marketing model to outperform niche marketing techniques or specialized strategies.

In other words, if you look at venue and intent, you can craft your overall marketing strategy much more easily. We look at it as following the quest – what are they doing, why are thy doing it, and how can we be there to help them choose our clients. When people buy your products, they are fulfilling a quest. No, they’re not slaying an actual dragon, but if they’re on a quest to buy a car, then your dealership selling them a car is the culmination of that particular quest.

Here are the three types of marketing for 2014 (well, early 2014 at least – it changes so quickly) that we like to tackle:

Fulfilling the Quest

This is the easiest to understand and often the hardest to achieve because of the simplicity of purpose. Everyone knows that if someone is interested in buying a car, they’re probably going to go to Google, Bing, or one of the various classified sites to start looking. They might go to review sites and OEM sites as well, but for the most part they’re ready to seek the fulfillment of their quest, they’re going to try to look for cars.

Search engine marketing of all types, whether it’s SEO or PPC, gives you the opportunity to drive them to your website so they may fulfill their quest. They aren’t searching for Honda dealers to have fun. They have a purpose. They’re in buying mode. This is where you have to be in order to help them fulfill their quest.

Renewing the Quest

More businesses are starting to do this. Many of them tried to do it in 2009-2012 and failed miserably. Part of it was because the venues such as Facebook, banner advertisements, retargeting, and other forms of “passive” marketing arenas weren’t developed to the point that they are today.

Now, the goals have come full-circle thanks to the overall availability of the internet. Mobile devices have made checking social media sites and reading websites the common activity when there are no activities to do. As people ride a bus, wait in line at the bank, or even perform other mundane activities like watching television, they are also surfing the internet. They aren’t going to Facebook to buy things, but they’re open to the concept. They’re open to having their quest renewed.

When they go to Fox News to see what’s going on and the retargeting ad pops up in front of them, they are reminded that they are still on a quest even if they aren’t actively on it at that point. When the business they visited last week pops up on their Facebook news feed, they get that reiteration that they still need to buy something. It might take a dozen instances of seeing a brand and its message before they actually click through, but the statistics are showing that it’s working. Not every sale is made through Google. In fact, some of the most important and actionable clicks come through other venues when they’re not in active buying mode.

Creating the Quest

Of the three, this is the one that’s ignored the most. It’s the hardest to do and the least rewarding when not done right. However, it can be the most rewarding when companies are able to make it sing. This is one that we focus on in particular because in our industry, nobody is doing it right.

In many ways it’s like good old fashioned advertising. No, it’s not like the commercials that we see on television today. Think along the lines of the early days of television when brands were built by establishing a problem that people will see in the normal course of their day and then having that problem solved either in the middle of the initial marketing effort or after further research.

The reason that it’s so hard today is because of attention span. We have seconds instead of minutes to get the message out through most advertising and marketing venues. There’s no longer time to tell a story…

…or is there?

The art of creating the quest is about putting the right content on the right venues that will reach people and establish a need whether they’re in the market right now or not. With this particular article already breaking the 1,000-word mark, there’s not enough time to go into it in detail. We’ll do that next time. Instead, watch the following video that shows two commercials that worked well in their day. Today, having a minute-long television commercial isn’t practical for most businesses, but taking advantage of the various channels online to accomplish the same goal and better is something that we know will move the needle. It’s hard. That’s the point. If it were easy, everyone would be doing it.

More on that next time. For now, here’s the video:

5 Facebook Contests That Increase Holiday Engagement

Opening Presents

There’s no better time than the holiday season to give back to your fans and add a theme to your Facebook content. Closing out 2013 by using Facebook to show off your brand’s personality, offer holiday discounts to fans, and spread holiday cheer is a great way to engage your fans and get momentum for 2014.

Recent data shows that holiday campaigns on social media are both effective and easy to set up:

  • 63% of Facebook users say they’re likely to share a link to a holiday contest or giveaway
  • Fill-in-the-blank status updates receive 182% more engagement than other kinds of status updates
  • It takes 30 seconds to set up a contest using a fill-in-the-blank status update
  • It takes 10-20 minutes to set up a photo contest on Facebook — and 20-40 minutes to set up a multi-day giveaway

~ Information courtesy of our friends at ShortStack

Here are a few ways you can get started today:

1. Fill-in-the-blank contest: You’ll want to use holiday themes here. But even with just holiday topics, there are countless fill-in-the-blanks you can use.  For example:

  • The first Christmas song that pops in my head is _________.
  • The first thing I do when I get up on Christmas morning is _________.
  • The one word the best describes my family during Christmas is _________.

Status updates reel in the comments — and there are no wrong answers. We recommend using a fill-in-the-blank question for daily giveaways whenever possible.

Pro Tip: Our Status Ideas Engine has seasonal suggestions (many of them being perfect holiday contest templates) and a whole category devoted to Timeline Contests.

2. Photo contests: Use an app like ShortStack to host a photo contest. You can have the winner decided by votes or just pick one randomly. It’s a great way to reward fans, and has the added benefit of providing you with tons of user-generated content for further promotions. Make sure to give the contest a theme:

  • Best awkward family holiday photo
  • Best Christmas decorations
  • Craziest holiday weather photos

3. Giveaway a day: The social media equivalent of Oprah’s famous “favorite things,” this type of contest takes place over multiple days. It requires a new prize each day, but you don’t have to be Ellen and offer Beats by Dre or luxury vacations to see the entries pour in. For example, Perfect Balance Therapies banded together with other businesses in their shopping center to give away a daily prize and every post received tons of comments, likes and shares.

4. Nominate a friend: Everyone has a special person in their life whom they’d love to spoil during the holidays. Help your fans do that by hosting a “nominate a friend” contest. Allow them to submit a short essay or photo of the person to enter. Then let people vote on the entries or just pick a random winner.

5. Unlock a coupon: This isn’t a direct contest so to speak, but using an app that allows fans to enter their emails to unlock a coupon code is still giving them a gift, and it could deliver you ROI. Of course, this only works for companies that sell products.

The deciding factor in many of these contests is how much time you have as a community manager. If there isn’t time for your brand to build an app for holiday contests, don’t worry! Keep it simple and just focus on a Timeline contest.  Your fans will thank you for it.

Are you running any holiday campaigns? Comment below with details!

Facebook & 3 Concerns With Video Ads

Facebook Video Advertisements

As it seems, Facebook is climbing onboard the video ad boat and it is a move that is actually very fitting. With such a large audience to consider with this particular website, it was only a matter of time until videos would start to constantly appear on the newsfeeds of users. This is a great financial move on the part of Facebook but I have to wonder how much this move will impact the user base at large. While these concerns have been confirmed, they are concerns with the upcoming change nonetheless.

  1. The change will not bode well for the faltering teen demographic. As it’s been reported in the past, those within this group have utilized the site less and even Facebook itself confirmed the matter. While some of this could be considered a result of young men and women wanting to get away from the vigilant eyes of their Facebook-using parents, it can also be argued that they have started to see more in the way of advertising on a site that is meant for social engagement. If there’s one things teens enjoy, it isn’t a litany of advertisements, in video form or otherwise.
  2. These videos may not be too friendly to older computers. Your typical laptop is not going to sputter out of control and combust if only one website is open but think about the common Internet user. Is that individual going to have one tab alone open on their browser of choice? When that individual is moving from page to page, they expect a smooth experience. While videos can come together as arguably the greatest platform for marketing, it’s reasonable to worry about how much bandwidth it will consume.
  3. No one really asked for video ads on Facebook. Yes, it is true that the videos on a user’s newsfeed will play silently at the onset, which is a smart move that any Long Island advertising agency can support. That being said, Facebook stated that, “Compelling sight, sound and motion are often integral components of great marketing campaigns.” While this might be true, is there a chance that Facebook will implement a change where videos are no longer mute to begin with? The idea of this social media mogul forcing video advertising in the faces of its users will do more bad than good in the long run; this won’t apply to only teenagers, either.

When considering the idea that Facebook will sell these ads for $2 million a day, it’s clear that the company stands a great chance of coming into money. Companies have to understand that this site is where most individuals on the Internet frequent. The idea of utilizing video content for awareness is understandable. Hopefully I am wrong about the concerns listed above and that these ads can benefit everyone.

Thankfully, My Powerpoint Broke in the Middle of My Social Media Presentation

JD Rucker Speaking

Do you see the darkness in the background? That’s a presentation being done without the accompanying Powerpoint. Sixteen minutes into an hour-long presentation, the power on my computer ran out.

I had forgotten my power source at home so an hour before my presentation, I was in Staples buying a new one. It was supposedly compatible and seemed to fit the computer, so I ran with it. We were in a rush and as I prepared to start I didn’t check to make sure it was charging.

It wasn’t.

It was the best thing that could have happened. The remainder of the presentation after the initial awkwardness of standing in front of an empty theater screen was better than it would have been had the presentation not failed. The reason is simple. I was forced to go back to what I knew without assistance of a visual – analyzing individual business situations. Rather than go through the tips and tricks that business owners could use for their social media, I interacted with the audience to find out their specific needs. The point, I believe, was made in a better way than had the presentation gone without a hitch.

Any business can use social media. Any.

Here’s the video. Be sure to give it a thumbs up, if only for the sheer fact that I had to go through 45 minutes without my presentation.

The Pinterest Plugin that You Need on Your Blog Right Now

Pinterest Plugin

I’m not a big fan of redundancy, especially on social media. Under normal circumstances, if you have good plugins and widgets properly placed on your blog, there’s no reason to have others. If you want to annoy me with a blog post, put an inline plugin, a floating plugin, and another one at the bottom. Oh, and throw in a “Share It” widget just in case three ways to share weren’t enough.

After years of fighting, I’m actually going to make an exception to the one-place-to-share-them-all rule. I have two Pinterest plugins on my blogs now and they’re both useful. I have, of course, the standard inline plugin. Some like the floating plugin and that makes sense, but it slows the page down a bit too much for my liking and it often isn’t visible on all devices even if your blog is responsive. I follow the unspoken rule of 5, 5, or 5 sharing options (no more, no less) and I prefer the big-5 for my particular blog (Facebook, Twitter, Google+, Pinterest, LinkedIn) but there are variations to this rule that replace LinkedIn with Tumblr if there’s no business-reason to share your site. Reddit is an obscure option of you have truly viral content of general interest or if you’re the mast of a popular niche.

I recently added the jQuery Pin It Button For Images. I have held off for a long time because I’m not crazy about it graying out the images upon hover and I don’t like that it’s an overlay, but I relented and haven’t looked back since. It works. People are pinning more. More importantly, they’re pinning the right link rather than pulling it from an archive or pinning the individual image itself. It’s light on the load and does have a nice little protection of not allowing your images to be right-clicked and saved.

One might ask why I wouldn’t eliminate Pinterest from the standard sharing section. The image button does not have a count and is only visible if people hover. Some people like doing all of their sharing from the same basic area, so they both stay up. Most importantly, it doesn’t work on all mobile devices.

The best part of the button on the image is that it acts as a good reminder to visitors. On a desktop, it whites out the image and displays the Pin It button when they hover over any image with their mouse. This is a prompt, a call to action, and it actually works very nicely.

Pinterest is quickly becoming one of the most important social networks when it comes to search. Some would say that the inclusion in Bing image results was the last surge of importance necessary to put it over Twitter on the effectiveness scale. Regardless of where you place it exactly on the social signal list, it’s definitely in the top 4. It helps with search engine optimization, period.

The traffic that can come from it can be pretty useless if you’re not selling items to a wide audience, but it’s still a good bulk play. Depending on the topic, it can be the second best traffic-driving social network showing up on analytics.

Nobody knows exactly where Pinterest will go and how long it will stay so important in the whole scheme of things for both search and social, but for now, you might as well take advantage of it while the ride is still hot. This plugin is an easy win.

7 Tips For Integrating Social Media With Your Email Marketing

Email

When considering social strategies people often think about integration with websites and other media, but integration with email is just as important.

Here’s 7 tips to help you integrate social media with your email marketing:

  1. Send a dedicated social email to existing customers – Many brands already have minor visibility for social channels in emails, perhaps some share buttons under email content or all of their social logos at the top or bottom of an email. To really focus your customers response on social, try sending out an email that just directs people to a single social presence. To target further, make sure you send people to the social presence that’s most relevant to them. Send business customers to your LinkedIn page and your younger customers to Facebook or Instagram, that way you’ll continue to communicate with them on the most relevant platform.
  2. Email capture on social – You’ll often find that your customer database and your followers on social sites have significant overlap, but there will always be people who follow you on social sites that you don’t have in your database, especially valuable prospects who may not yet be customers. Engage them on social media in a way that encourages them to provide you with their email address. Competitions, surveys, free ebooks or other types of free content often work well. Using these tactics to acquire a following can lead to an unengaged and unresponsive following that’s not brand loyal, however these people are already following your brand on social and you’re simply adding another communication channel for them.
  3. Use the data – Now that you’ve got an email database and email addresses for those who follow you on social media you can start to look at the data. How many people overlap? How many are customers? How often do social followers buy our products compared to those who have signed up to our email database?  What percentage of Facebook fans are customers compared to Twitter followers? Asking these questions and finding the answers in the data will help you better understand your customers and prospects and inform future marketing campaigns.
  4. Make it easy for people to share – The fewer barriers for sharing content that customers have to overcome, the more they’ll share. Make sure that social icons are clearly visable around content that you want them to share. Don’t overwhelm people with Twitter, Facebook, LinkedIn, Pinterest, Bebo, Myspace and every other social site under the sun – focus on what’s best for your customers and serve that dynamically in emails if you have the option.
  5. Use social to access networks – One of your most powerful customer acquisition tools is your current customers. People who already buy and love your brand would be happy to share it with their closest 400 friends and family on Facebook, if only you made it easy for them. Pick a segment of your customers who are really engaged with a certain product and incentivise them to share it on social media. People who buy your products are highly likely to know similar people who are right in your target market. Utilise their network.
  6. Don’t duplicate content – You should be using your social presence and email databases for different types of communications. Email can be very specific and targeted, and almost a one-to-one conversation. Social should be used for broader engagement of your demographic on that site.
  7. Repurpose content – While it’s not okay to simply duplicate, it is a good idea to take great, inspiring content from social media and give it exposure in an email, especially customer generated content which people will trust much more than content that comes from your brand.

Why Businesses Are Still Being Left Behind When it Comes to Social Networking

Left Behind

There can be no denying that social networking is something that is growing – more internet users than ever are now using social media on a daily basis. When you consider the size of social media you would assume that businesses are on the mark when it comes to social media campaigns and keeping in touch with their customers via social networking, but sadly for many their efforts still do not cut the mustard.

A Few Social Media Stats

  • When asked, over 60% of people said they would be more likely to buy from a brand they follow on a social networking website.
  • Facebook is the biggest social media website – if you added up all of its users and put them in a country to live together, it would be the third largest country in the world.
  • Within 80 days of it being released 50m people were the owner of an iPad – it took nearly 40 years for the same number of people to own a radio.
  • On YouTube the equivalent of 500 years of videos are watched every single day!

These stats show that social networking and the internet is growing – which is reason enough for companies to get on board and get involved. However, not only are more customers getting involved in social media but they’re getting more comfortable with it.

Gone are the days when a customer would write you a letter if they were unhappy with your service, now you’re likely to get an angry tweet or a long letter on Facebook. Their anger and unhappiness is the same as it always was, but now everyone else gets to hear about it too! We all know that word of mouth travels fast – so you want to be on the mark and dealing with customer complaints on social media because otherwise you could quickly find the situation growing to one that is much more serious.

Did you know that fashion brand ASOS have more followers than David Cameron?

ASOS are a brand that is renowned for their social media efforts. If you see their Twitter you’ll notice that they always reply to customers promptly – often with fun and witty replies, which help to keep customers interested! They have a specific twitter account which is designed to deal with customer issues and problems and they’re always quick and efficient when it comes to dealing with any tweets that customers send.

The fact that a fashion brand has more followers than the UK’s Prime Minister is a pretty big deal. It goes to show that they are on the money when it comes to dealing with social media & that their hard work has paid off. With so many followers on one account, their influence on Twitter is massive!

Companies are Still Being Left Behind

While companies like ASOS are coming on leaps and bounds with their social networking there are still companies that are being left behind. The problem with this is that we live in a social media generation – people are used to being able to get in touch with companies immediately and expect quick replies, companies not doing this are doing themselves an injustice and will get left behind if they’re not careful.

Making Use of Different Social Media Platforms

Generally the two main social media websites are Facebook and Twitter, but that doesn’t mean they are all you should use! Instagram is growing at a rate of knots and more Snapchat messages (350 million WOW!) are sent daily than anything else. There are different social networking websites out there to make use of – Pinterest is good if you have a crafting business and LinkedIn is great for interacting with other business owners and getting on board with local people.

The Mistake Many Businesses Make

The biggest mistake you can make is trying to have all of your eggs in one basket. If you’re going to be on a social networking website then you need to do it well. One of the worst things you can do is start up a social media profile on a website, do a couple of updates and then never coming back to it. Just because you have forgotten that you have an Instagram account (for example) that doesn’t mean that your customers will have. It is far better for them not to find you on Instagram than them finding a profile you have left behind – because this will give them the impression that you do not care.

So to Conclude

So, we now know how massive social media is. The influence that social media has over people is huge and as a business, if you are not tapping into this then you are missing out massively! Instead you need to make sure that you are doing what you can to be involved in it – and not leaving your customers wondering why you do not care.

Moving forward you need to make sure you have a clean-up of social media accounts that you already have. If you tried a social media website and didn’t like it – find it again and delete the account. It is far better for your customers not to be able to find you on a website rather than finding a social media profile that has been made redundant.

You then need to think about the type of social network you want to be on and how you can get involved. Whether this is setting up a page on Facebook or getting involved in tweeting on Twitter you’ll find loads of ways to get involved and hints and tips on how to make the website work for you and your needs.

Communicating with your customers is key – so make sure that once you are on social networking websites you use this to reply to your customers and interact with them when you can – you’ll notice it makes a massive difference!

Are You Using Facebook Ads to Generate New Sales Leads for Your Business?

Facebook Ads

You should be. It’s easy.

This article will discuss optimizing your Facebook Ads for capturing leads. I’ll give you ten best practices on optimizing your ads for engagement, and then focus on lead capturing strategies – and why Facebook Ads’ targeting tools are changing the way we’re generating leads online.

Let’s get started.

 

Optimizing your Facebook Ad for Engagement

Let’s get this over with so we can get to the good stuff. If you’re not already implementing these ten strategies below, do it now, and watch your Facebook Ad click-through-rates increase.

Image best practices:

  • Pictures of people (specifically a smiling, wholesome woman) generate more engagement than anything else
  • Pictures of animals and babies take 2nd and 3rd
  • Odd-looking or humorous images cause Facebook users to do a double-take, increasing their chance of reading your headline or body copy text
  • Avoid complex images. Keep it simple and devoid of text

Headline Best Practice:

  • The word ‘free’ and dollar values work to grab the eye of Facebook users
  • Focus on attracting the eye, let your body copy convince the user to click

Color and Detail Best Practice:

  • Avoid blues and whites as they’ll cause your ad to blend into the existing Facebook color scheme
  • Use red, green and orange: bright colors that attract the eye. Red encourages click-through as it makes the heart beat faster (giving the illusion that time is passing faster than it is). This encourages people to act impulsively
  • Don’t be afraid of borders. If your ad’s landing page image is blue, keep the same image, but throw a colorful border around it
  • Details, like borders, shadows (even increasing the green and yellow gamma on your image) have proven to increase click-through-rates. Sometimes it’s the little things that make the biggest difference.

 

Lead Capture with a Contest or Landing Page

Okay, on to the fun stuff.

Integrate your Facebook Ad with a corresponding contest or landing page to generate qualified leads. Use the ad to get them interested (with an awesome value proposition, CTA, and image) and a solid landing page (with USP, image and list of benefits) focused on the email generating call-to-action.

Contests

Contests are a fantastic way to generate qualified, valuable leads, provided you optimize them intelligently and offer the right prize.

Choosing a prize is about finding the happy medium between putting your business out of… business, and offering something nobody wants.

I recommend gift cards. No, they’re not the sexiest thing ever, but they work. A gift card allows you to promote your business as a whole. Anyone interested in any of your products will engage – and only people interested in your products.

Yes you’ll get results with a cash prize or an iPad, but I strongly recommend not doing this. You will, of course, generate a bunch of leads, but how long do you think they’ll stay subscribed to your email list after the contest is over?

A gift card ensures the people who enter your contest are actually interested in what you’re selling. Ask yourself, do you want 1000 leads who have a 2% chance of converting, or 500 leads who have a 10% chance of converting? (For those who hate math, the answer is 500…)

Landing Pages

Traffic Facebook users to a landing page optimized for lead generation. This means offering a reward for the lead, like an ebook or a white paper.

Ebooks are a great way to generate leads. Your business is probably already generating content (you should be, if you’re not). Compile this content, whether it’s a blog article, case studies, or a how-to-guide on balancing your own checkbook, and email-gate it.

Email-gating is simply requiring a visitor to your landing page to provide an email address before getting access to your awesome content. Your landing page should be built around selling this content.

Remember, you’ll get better click-through if your unique selling proposition (USP), value proposition, and image are the same in your landing page as they are in your Facebook Ad.

A/B Test both Facebook Ad and landing page to see what strategies work best for your target audience.

 

Targeting an Audience of Awesome Leads

Facebook Ad targeting is what makes Facebook Ads worth doing – it’s what makes the ROI make sense for small businesses. Facebook Ads can be targeted with a previously-unheard-of specificity. I’m talking targeting an ad at Facebook users who have just sold a used truck. Or targeting not only people in a relationship, but people at different stages of their relationship, or who have just gotten engaged, or who are doing long distance.

Target your Facebook Ad intelligently and you could be seeing a CTR of .1% or higher. Don’t target it and don’t be surprised when you’re getting .02.

For lead generation, we don’t want to target Facebook users by their car-history. Instead…

Target by lookalike audience

  • Import a contact list of current customers, leads, or previous contest entries from your CRM or database
  • Create a lookalike audience, in which the characteristics of your original list are matched with Facebook users who have never met your business
  • Target your Facebook Ad at this audience of people similar to those you know are interested in your product, service, or offers

Targeting by lookalike audience not only increases Facebook Ad CTR (as its made up of people very much like your existing customers) it also gives you a valuable, qualified list of leads more likely to convert in the future.

 

Target by Precise and Broad Category Interest

If you’ve already gone the lookalike audience route, or are looking to change up the details of your business leads (going from small business to middle, or CEO to marketing manager, for instance), target by Precise or Broad Category Interest.

Let’s say you’re using an email-gated ebook (on A/B Testing) for lead generation.

 

Targeting Facebook users by Precise Interest could look like this:

Specific Interests

Provided you’re targeting all english-speaking countries, and your spend budget is set at a maximum of $20 dollars/day, you can expect around 50 qualified clicks. If your landing page is optimized (let’s say at a 20% conversion rate – which is reasonable if you A/B test well and put some time into it) you can expect at least 10 qualified leads each day.

Let’s say you’re using a contest (giving $250 in maternity and baby supplies to new mothers) to generate new leads.

 

Targeting Facebook users by Broad Category Interest could look like this:

Broad Interest

You could also target women with a 0-3 year old baby. This means your ad is only seen by your target audience. The leads you’ve generated (perhaps for an upcoming push into the maternity sector) are perfect for an email marketing and lead nurturing campaign in the coming months.

And once you’ve generated this list of leads, do a lookalike audience on it and start all over again.

 

Conclusion

Hopefully you have a better idea of how to use Facebook Ads to generate leads online. Targeting well ensures your leads are the kind you want. Compare the rate we worked out above with what a lot of lead generating companies charge, and see if this isn’t awesome.

Have you had success, or frustrations, with Facebook Ads? Start the conversation below.