On Wednesday we mentioned in passing one way to track leads from social media marketing. Today we thought we would expand on that little note and talk about 5 ways you can track social media leads.
1. Include a unique phone number in your social media profiles
It is common (and logical) to include your basic contact information in your social media profiles, including your standard 800 and/or local number. An alternative to help track social media leads would be to create a special phone number that would only be included on social media platforms. While the system will not be 100% perfect, any phonecalls to that special number could be tracked as leads from social media marketing. The essential part of this idea is to make sure that the person who answers the phone is able to track the phonecall in a system like salesforce so the lead can be recorded and nurtured.
2. Use Twitter lists and G+ circles to help track potential customers
Based on your knowledge of the industry and the types of interactions you have with people on Twitter and G+, you can create lists or circles so that you can make sure you track their interaction with your brand and nurture any potential leads. It is important to remember that people can see the names of lists they are added to on Twitter, so you don’t want to call your list something like, “People I need to call.” Create a system so that you know what different lists represent even though the names won’t necessarily associate with that purpose. You will still want to support this kind of system with Salesforce or something comparable so you can record important interactions. Eventually you will want to move your relationship with the people on this list to one-on-one communications.
3. Keep track of people who interact with your brand on multiple social media platforms
A “like” or a follower is not necessarily a reason to celebrate. However, it can be useful to keep track of people who are interacting with your brand on multiple platforms, and social media makes this extremely easy to do. If you notice that someone is commenting on your blog, “liking” your Facebook posts, and following you on Pinterest or Instagram, it may be worthwhile to send them a special customized email expressing appreciation for all of their support. From that point you can see if they simply like your content or if they might be genuinely interested in the products you’re selling.
4. Invite your social media network to join your e-newsletter list
Make sure that your website has an easily accessible area where people can subscribe to your e-newsletter list (assuming you have a regularly scheduled e-newsletter that you can send). While these leads cannot necessarily be attributed directly to social media, if your e-newsletter database continues to grow you know you are probably contributing to that increase through your social media efforts. If you use this tactic, make sure your e-newsletter offers content that differs from what you post online so that no one feels inclined to opt out of one or the other.
5. Customized Landing Pages
Finally, we’ll suggest one of our favorite methods for tracking leads – the customized landing page. All social media platforms allow you to enter a URL in your profiles. The most common thing companies do is enter their homepage – xyz.com. Instead, use this valuable space to drive traffic to a customized landing page where leads can be captured via a sample request form or an RFQ form. The special landing page will only be accessible from your social media platforms, so be sure to measure traffic to the page consistently. This is the best way not just to track leads but also to qualify them.
How do you track your leads from social media? We’d love to hear from you!
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Five Tips Friday: Tracking Social Media Leads
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