4 Tips for using social media to get more customers

"Companies that sell things in social media will be banished from the LinkedIn group, rejected in Quora, and ignored on Twitter and Facebook," he said. Hard advertising is incompatible with the nature of social media. The best way for marketers to achieve better results in social media is to try to help potential customers by telling them what they know, not what they sell.

An Internet user's click Stream (clickstream)-He left a click footprint while browsing the internet-always stopping somewhere, so why not let him stay in a
Can make it into a customer place? The ultimate goal of network marketing is to get customers by clicking Stream. Before the advent of social media, the means to achieve this goal is relatively straightforward: in the search engine ads or display ads on the site, and so on to obtain the visitor email address, and then through the mail marketing to promote the visitor into the customer.

But the advent of social media has increased the sophistication of online marketing. For example, a link on a tweet might take users to Facebook or to LinkedIn. Users may see a Google +1 recommendation from a friend when Google searches, and this recommendation may give users a chance to reconsider your brand. Similarly, users ' search on Bing may show a user's Facebook friend's evaluation of the brand.

Not everyone is so adept at the new changes in online marketing. But there is one thing to be sure that more variables bring more opportunities. Advocates say social media is a powerful new tool that can turn viewers into buyers. "Social media allows online marketers to do two things they can't do before," says Eloquade, vice president of content marketing:

1 To make a large-scale one-on-one interaction possible

2 Do not need media cooperation can publish their content.

These two features can make a great difference to customer transformation. But Brian Solis, chief analyst at Altimeter Group, says the two prerequisites for social media will remain the same:

1 attract enough fans as a community;
2 Find ways to convert fans into customers.

Solis is not the only expert to hold this view, said Facebook's vice-president for global sales Carolyn Everson at a meeting earlier this year that getting "likes" is the second step that marketers need to do on Facebook, The first step is to build the company brand page. The third step is to cultivate loyal fans on Facebook. The third step is to get customers the most important method. In short, if you can nurture a loyal fan of your brand, these fans will tell others about your brand. In the process (which may take years), at least some of them will eventually turn into customers.

The following 4 points are some tips for nurturing loyal fans, for informational purposes only.

This advice sounds simple, but many brands have not yet done so. Adobe did it, and they built a brand page on Facebook back in 2009. At that time, they had only 300,000 fans, and now more than 3 million fans, the brand page is now a hub for all the fan conversations. Adobe also updates its branding pages regularly, and of course, the information is published in relation to its customers (designers).

Once you've figured out what your target customers are interested in, the next good strategy is what we call "content marketing," which provides objective information. Because hard ads can hurt credibility, marketers are more or less forced to become content publishers. Many people have noticed this. A recent focus on marketers has found that so-called "content marketing" is the second most effective marketing method after email marketing (third in social media rankings).

In a emarketer report this October, the company's analyst Lauren Fisher explained why it was a good strategy to provide relevant content to your target audience:

1 Build Trust. By providing information, you are helping potential customers reduce risk. If the information you provide is useful, you give the user a reason to trust you.

2 will add your brand to the customer's alternative list. As Eloqua's CMO Brian Kardon said, "When you help users learn something, when you offer help at the beginning of a user's purchase, they will be the first to think of you when they buy."

Indium Company is a good example of this. This is a company focused on welding products, indium blog published content contains a customer will search keywords, the article title also contains valuable, insights or trends of keywords. Solis said Indium started blogging six months later, the number of customers increased by 600%.

Another benefit of this strategy is that the published blog will provide content for your Facebook and Twitter. After all, there is no lasting, interesting update, and your fans will lose interest.

If you think of a user's click stream as a conversation, it is frustrating to interrupt a conversation with a user. Why, Solis said, the current common approach is to let the user's click Stream end up on the company's website. In fact, there is absolutely no need to do so. "The brand can use social media as a user's foothold, by studying user behavior, questions, answers, dialogues, relationships, etc., companies can learn how to design content, landing page, and the overall user experience to meet the needs of different customers." ”

Like QR codes, for example, most companies refer QR codes directly to the home page of the company. A better strategy, in fact, is to "provide a new landing page that meets the expectations of the user."

flexibly

Martin's Lawson admits that getting clients through social media is not an easy task. Compared with traditional tools such as search advertising, display advertising, and email marketing, a major problem with social media is that it is difficult to measure its effectiveness.

Lawson is not the only marketer with this problem. There is currently no standard data in the industry to measure the effectiveness of getting customers through social media. This means that you may have a Facebook page with 10,000 fans, and four of these 10,000 fans will turn into customers, but you don't know if the conversion rate is good or bad. Since there is no rule, everyone can only rely on feeling. For example, Eloqua Company's Chernov found hard advertising is the wrong way. "Companies that sell things in social media will be banished from the LinkedIn group, rejected in Quora, and ignored on Twitter and Facebook," he said. Hard advertising is incompatible with the nature of social media. The best way for marketers to achieve better results in social media is to try to help potential customers by telling them what they know, not what they sell.

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Translator: @ Li Dongpu Mei

This article link: http://www.socialbeta.cn/articles/social-media-customer-acquisition.html

Original link: http://mashable.com/2011/12/02/social-media-customer-acquisition/