Every business needs to find new customers and social media has become the go to channel for reaching new buyers using content as the main hook. Since the arrival of social selling and big data tools, social networks are now the main channels on which to identify and engage with new customers. While social platforms are superb publishing channels they are also great channels in which to promote products or services.
The foundations to using social media platforms to find new customers are built upon 3 pillars. The first is having all your social media profiles set up, the second is having your website populated with some customer centric content and the third is you have put in place a lead nurturing process for potential customers engaged with through the social networks.
So assuming all the social profiles are set up and you have the resources to lead nurture, take a look at these simple ways you can use social media to find new customers.
Here are some ways to use social media to find new customers
Getting leads via friend invite
A great way to increase social media exposure is to enable a friend’s invite scheme. Encourage your existing user base to invite their friends to connect with you or the business and maybe reward if they do will allow you to tap into a market segment that is likely to be interested in you. Also as you are using friend invites to increase social media exposure, why not use those friend invites to find new customers. The audience who already purchase your products or engage with your website are more likely to introduce higher quality leads, which allows you to find leads that are more likely to convert into paying customers.
LinkedIn group discussions
LinkedIn has become the main channel for B2B social selling, providing businesses and sales people the opportunity to network and engage with shared interest professionals. Done correctly the LinkedIn groups can provide a gateway to share, listen and engage with potential new customers.
A simple way to start is to do a search for the type of customer you are looking for; this will give you a list of groups to help you identify new customers. Just type in the search bar the profile of person you want to find and then on the left side click on Groups.
Start viewing the groups that have populated in your search, but before clicking on join, be sure to look through the list of members to make sure that the people in the group are the type of people you want to engage with.
Once you have been approved into the group, plan out how you will go about sharing interesting content (not always your own!), creating discussions and contributing to existing topics around the group topics. Doing this activity in a thoughtful way will build your “social selling index” and add credibility to your brand. Over time this activity will give you insight to what your potential new customer are interested in. This is the preamble before you should reach out to connect with them.
Tap into hashtags on Twitter
Hashtags and social conversations are a superb way to find new customers. Twitter has over 600 million users and the real-time chatter provides any business with ample amounts of data to find customers.
For example, if your company is selling the latest marketing tool and your target audience are marketing professionals, search the hashtags #marketing on Twitter and a list of conversations and profiles with marketing will be accessible. Just like LinkedIn you can then start following and engaging with these professionals so you can start building relationships that can potentially turn into new customers.
Promote your customers on social media
Promoting real and valid customer stories is a great way to find new customers through word of mouth referrals. Select some customers who are benefiting from using your product or better still ones, who engage with your product on the social media platforms, then promote them on your company’s social channels. This type of activity will gain those customers’s loyalty, and the exposure you receive when they also share the “promotional url/article” on their own social profiles; increasing your brand awareness through your brand promoters.
Funnel social media traffic to landing pages
The creation and use of landing pages on inbound marketing and social media campaigns are a great way to find new customers. When running a campaign to promote a product, a white paper or maybe a webinar on social media, funnel your traffic to a landing page that relates back to the tweet or social post. Companies like Hubspot and Marketo are experts at this. It works as follows.
When someone clicks on the link in the tweet/post it takes them to a dedicated landing page to download the content or information after submitting their name and email address. This kick starts the lead nurturing process for potential new customers that were acquired through social platform traffic.
Use and optimise Social Video
Video channels such as YouTube, Vimeo and Vine are powerful social networks to generate social media traffic for your business. In fact, according to Shareaholic, Google owned YouTube drives the most qualified referrals to websites.
If not already doing so, consider using video content in your marketing strategy. Ensure to always include a call to action at the end of the video or in the description box. The call to action should funnel people to a landing page (see previous tip).
Target and measure Social Sharing
Social sharing is not only a powerful method to generate online referral traffic but also to boost SEO which in turn drives more traffic. Every day there are over 22 billion social shares on the web. This echo system can provide a large amount of product exposure that requires very little work.
Always include social share buttons on every blog article and make sure they are positioned to make it is easy and encouraging for users to share your content. Depending on the quality of the content will increase traffic to your content or website.
Become active on Google+
Google+ has over 2.5 billion users. (Social Media Facts and Trends) and in the world of social networks, Google+ can be overlooked. However, Google+ has a useful feature in its Google+ Communities. Just like LinkedIn groups, these communities have members which could a source of new customers. Do a search on a topic relevant to your business, and you will see the communities that could be a good channel to engage with potential customers.
Do a search for “web designers”. The search will pull up the Google+ communities that were made for web designers. Start by joining the communities that have the highest number of members, highest number of posts, and the most relevant profiles. Again the tactic is to engage within the community to build authority, then share relevant content that funnels people towards your website or landing page.
All the social media channels provide any business with the opportunity to find new customers and as a customer acquisition channel. The about suggestions are just some of the ways social platforms can be used to find customers. Remember that every tactic must be customised to your types of business and customer, vanilla flavour doesn’t work! So ensure to understand which social networks your target audience are on before committing resources into social media to find new customers. Understanding your ideal “target prospect” and where/what (type of content) this audience engages on the social networks will help you in being efficient in acquiring customers. Do not get caught up in the quantity over quality of leads debate, this is a matter of targets. To be successful in customer acquisition via social media is as simple as ABC, (a) use the right social networks, (b) have great content to share (c) have the right social selling tactics. Follow this mantra and finding new customers on social platforms will become a whole lot easier than you imagined.
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