For the past month, we have been covering the seven-part Pathway to Smart Social Mastery system that lays out exactly how to use social media to get more business leads and grow your influence as a thought leader!
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In this post, we focus on the Attractor Stage of the Pathway to Social Media Mastery, which goes over how to build deeper relationships so you can develop business leads and make sales.
Why the Sale is Not the Goal
Let’s start with identifying what NOT to do, namely going straight for the sale. As mentioned in a previous post, people don't want to feel like their relationship is purely transactional, even in a business setting.
Instead, there is a proactive approach that gets you more business leads and better results without any associated icky feelings. You want to create a Customer Journey Funnel vs just a sales funnel. Think of it as the journey you take with prospective clients so that they can’t wait to work with you.
At a high level, what you’re aiming to do is use your activities and content to get your prospects’ attention. This creates positive awareness about you and generates a favorable attitude toward your brand. This increases the likelihood that they will take the action you want them to take when they’re finally ready to buy.
A recent MarketingWeek article talked about how important brand familiarity is to make a sale. Staying top of mind with prospective and repeat clients is the important differentiator between you and your competitors.
5 Steps in the to Get More Business Leads
Create Valuable Visibility Content
Your visibility content is how you initially get people’s attention. It’s also how those who already know you increase their awareness of your skills and services. Finally, it’s what prompts a few (around 1-3%) to take action and reach out directly.
Provide a Quick Win
After getting their attention, you want to give people a quick win so they have a taste of what working with you will be like. A common way of helping them is by offering a free download such as a worksheet, checklist, workbook, or video series.
This quick win can represent a solution you fully provide for your target audience, or it can be something that assists your prospects in helping themselves achieve the solution.
Once they’ve gotten results and seen the value you provide, they’re more likely to start engaging with you. Engagement can take the form of liking your content, sharing it, and revisiting your social media platform.
Collect Leads and Interest
Once they’ve engaged they’re one step closer to interacting more deeply, whether that’s sending you a direct message on social media or sharing their email address. This is the point at which you can start considering them leads.
Some of these leads will also become advocates who want to share what you do with others. Rather than just have a positive conversation with you, they have a conversation about you with others.
Provide No-Brainer Offers
After you’ve obtained a strong lead it’s time to present them with your offer.
Consider providing more than one offer so prospective clients with different budgets will be able to buy from you. One option is to offer both DIY and done-for-you options.
After the sale, turn your attention toward ensuring that your prospect receives a strong return on their investment. This is how you ensure long-term clients and ongoing advocates for you and your brand.
Show Social Proof
As humans, we’re influenced by what others do. We’re much more inclined to hire a particular person or buy a certain product or service if we know it’s recommended by someone else. That’s why you should actively collect testimonials for your website and marketing materials. Testimonials are enormously powerful in convincing your prospects that you’re the real deal.
Your messaging should vary based on where your customers are on their journey. Customize your messaging to ensure it’s specifically targeted to get and maintain your ideal customer's attention by solving their current problem at each stage.
Keep a lookout for the next installment in this series, Innovator.
If you’d like to get immediate access to all of the videos in the Master Social Media to Create More Business Leads and Grow Your Influence series, SIGN UP HERE! 📽️
Pathway to Mastery Series
- Part 1: Overview – How to Master Social Media to Create More Business Leads & Grow Your Influence
- Part 2: Explorer – Master Social Media to Create More Business Leads and Grow Your Influence
- Part 3: Connector – Master Social Media to Create More Business Leads and Grow Your Influence
- Part 4: Architect – Master Social Media to Create More Business Leads to Grow Your Influence
- Part 5: Creator – Hacks to Create Social Media in Less Time
- Part 6: Attractor – How to Get More Business Leads and Grow Your Influence with Social Media
- Part 7: Innovator – Master Social Media to Create More Business Leads and Grow Your Influence