We’ve made it to the big 100! Today’s century episode is a special one. Instead of hosting, Jay is featured as a guest on the Pathmonk Presents Podcast. This podcast focuses on sharpening your marketing skills with 20 minute episodes that are packed with value.
Mentioned in This Episode
- Superhuman by Dave Asprey
- The One Thing by Gary Keller
- Traction by Gino Wickman
What You Will Learn:
- The story of Merged Media (2:32)
- How does someone come into contact with Merged? (5:45)
- Driving top-of-funnel leads
- The role of the website (7:15)
- Biggest challenges in marketing (9:41)
- Don’t get caught up in the competition
- Take advantage of your community
- Conversion Rate Optimization (13:07)
- Rapid fire questions (17:05)
Are you looking for new customers? If the answer is yes, social media may be your answer. According to research published by Social Media Examiner, “86% of B2B marketers are using social media as part of their marketing mix”. For many businesses, building a strong following on Facebook and Instagram has worked to drive top-of-the-funnel awareness.
If you aren’t convinced Facebook and Instagram can help generate leads, one piece of evidence may change your mind: according to DMR, “501 million people… use the site [Facebook] at least once a month”. You will need to make sure your business is utilizing the top social media sites if you want it to be seen by the most amount of people possible.
To maximize results, you will want to focus on building relationships with your audience before trying to sell them something. According to Social Media Examiner, “only 25% of companies are using social media for e-commerce”.
It’s important that businesses learn how to drive traffic from Facebook and Instagram first, and how to generate leads on Facebook second. For the last section of this article, we will discuss some strategies businesses can use on Facebook to drive traffic and generate leads.
In order to start driving top-of-the-funnel awareness as a newcomer on social media for your business, you should first focus on building relationships with your audience. According to Forbes, “33% of consumers would be more likely to buy from you after becoming a fan or follower”. This means that even though you are new on Facebook, if you grow your following then it will help increase awareness for your business.
There are many strategies you can use to build relationships with the people that follow your business on social media, but one of the most important is to make sure you are posting content that engages your audience. According to Social Media Examiner, “the number-one purpose people want from social media is to be entertained”. So make sure you are using Facebook and Instagram for more than just selling.
After you begin building relationships with your audience, you should try to use Facebook and Instagram as a way to generate leads for your business. According to Social Media Examiner, “60% of marketers using social media reported that their biggest challenge is generating leads”. It’s important to know what you want from your leads before trying to generate them on Facebook and Instagram.
If you want someone to purchase your product or service, you will need to use a sales-oriented approach. This means that instead of focusing on marketing and brand awareness, you should be talking about how your product can benefit the consumer. According to Shopify, “32% of people are unlikely to buy from a business they don’t follow”.
This means that if someone doesn’t follow your business on social media, they are less likely to purchase from you.
In order to successfully generate leads on Facebook and Instagram, you will need a strong call-to-action. According to Forbes, “73% of marketers say a landing page is the most important thing for lead generation”. This means that even though you are focusing on Facebook and Instagram, your strategy won’t be effective unless you have a landing page or a lead form on Facebook.
As your social media audience grows, so should your email list so that you can keep in touch with them between selling seasons. According to Forbes, “84% of B2B marketers say that email is the best way to keep in touch with their customers”. This means that you need a way to capture leads.
Once you have a landing page set up, and offer leads the option of signing up for your email list, they will have a much higher conversion rate. An important component of lead generation is trustworthiness. When someone trusts your company, they are much more likely to sign up for your email list or purchase something from you.
The last step in how to generate leads on Facebook and Instagram is to use social proof. This means that you should share statistics and reviews with your audience, and let them know what other people think of your product before they make their purchase. According to Forbes, “59% of marketers rank content that includes customer and industry insights as the most effective type of content for lead generation”. This means that you should do what you can to increase your social proof, such as getting positive reviews from previous customers.
In order to drive top-of-the-funnel awareness, you will need to use Facebook and Instagram to build relationships with your audience. This means that you should focus on using Facebook for more than just selling, and post content that entertains your followers. Once you have built a large following on social media, attempt to generate leads on Facebook by using a sales-oriented approach.
After you have generated leads on Facebook, use your email list to capture leads on Instagram. Once you have an email list, continue using social proof and statistics to increase your conversion rates, and trustworthiness in order to generate leads.
Remember that the most important aspect of lead generation is having a landing page or a simple lead form on Facebook with an effective call-to-action. If you want people to sign up for your email list, or purchase your product, remember that you will need a landing page or easy form submission on Facebook. This is the best way to gather leads for your business.
Merged Mentality – Quotes From the Show
“It’s not about the subs”
“The customer journey is so important”
“Once you turn somebody off, they’re never going to come back to you”
“Delegate when it’s time to delegate”
“Focus on the top-of-funnel”