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April 1, 2014

54: How Social Media Complements Your Sales Funnel

54: How Social Media Complements Your Sales Funnel

How to properly build a sales funnel that flows from social media to your website. Where does the funnel building process start?

 

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize your Social social media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer. Everybody, this is Neil Schaefer. Welcome to another episode of Maximize Your Social. If you heard my podcast last week, you know that I've been answering questions from podcast listeners and readers of Maximize your social. And by the time you hear this podcast social media marketing world will already be closed, I do hope to be able to share some interviews with you great people I met in future podcasts. And if your are listening to this, you definitely want to make sure that you do. A search for the hashtag s m m W 14 is gonna be a lot of great insight that you can find out about including my presentation and panel. So today we're going to keep on the questions that Seth in Seth, you're becoming a rock star here on maximize your social podcast. That set one of my readers and listeners of this podcast sent to me last week. It was about building social strategies that aligned directly with business objectives. And I tried to cover the topic of determining what those business objectives are because I think if you can determine what those objectives are, you know what you need to do. The next thing you need to do is obviously dig a little bit deeper in a social and try to figure out where your audience is, how they use each platform and what platform doesn't make sense to use what tactic in order to help you achieve your objective. And sorry, it didn't go into more detail on that the last podcast, but I was hoping that you would understand that. But I'm gonna go on to Seth. Next question. He did ask a few and Hey, you know, Seth, I'm gonna answer all your questions. Do we get them all done? Set second question was a great question. That some of you may be wondering is well, and the question is how to properly build a sales funnel that flows from social to the website. Where does the funnel building process start? So ah, sales funnel a marketing funnel, and I think there's a lot of ways of looking at it. But it really comes down to, and I talk a lot about this, whether it's doing social media, marketing, consulting or whether it's doing social sales training. But where do you get your business? Right? Do you get your business through word of mouth? Do you get your business 100% over the Web? Do you get your business from sales reps and or do you get him from marketing partners? Where did they get their business? You need to. If there was a sales report that your accountant is looking at or your CEO is looking at a monthly basis, where would your sales breakdown? What would it look like? Where would your sales B How are you developing sales from where? Because that determines what the funnel is. If you're getting sales from distributors, right, there's only so much you can do to directly influence it. You are trying to directly influence the end customer, but it also comes down to engagement with those distributors to keep top of mind as well as are you forging the right customers to the right distributors. If you're 100% distributor base, for instance, if you're e commerce, I think you already have a sales funnel built into your website, and that's how you develop business. If you're be to be, you might be doing a lot of content marketing using white papers and webinars. What have you to try to generate leads and then bring them into the funnel to try to close them at the end of the day? Probably using a sales person, if not marketing automation and or a combination thereof. So, as you can see Seth and everybody else listen to the podcast, none of these answers are as clear cut as you'd like them to be, because it's almost like saying, Well, how can I use the Internet to help me with selling? Social media can just be used so broadly that it really comes down to the specific application for your company and your specifics. Sales final. But if there's a sales funded that flows from social to the website, well, you first wanted to attract people to your social media profile, and it needs to be very, very clear from your profile how they can get to a relevant landing page. So let's put it this way. You know, if we were on Facebook. We have a Facebook page and we haven't about. And at the very, very top of that about you could include a link to your Web page, which I highly recommend you. D'oh! It's a very, very visible link. People don't need to click through about. Taken immediately. Click from that link to your Web page, for instance. Right, Obviously, if you have any other Pinterest or instagram, you want to make sure that your girl is your home page. It goes the same with Twitter with Google. Plus, what have you linked in is now discontinuing the products and service is tab. When they have the product and service of step, you could have created several different landing pages for each one of your products. Unfortunately, no can do anymore, or you might be able to do it, but very, very soon. You're not gonna able to do that. I don't know when the exact date is. I'm thinking mid April is what I think. They said. Both think that it's going to come to your company page and having one u R l But at the end of the day, I think what a lot of companies miss out on. And I talk about this when I talk about Twitter especially. And what I recommend you do is well is to create a landing page that is specific to the social media platform that you expect traffic that come from a separate landing page that is the U. R L. For those who come from Twitter. For those who come from Facebook. For those who come from Pinter's from Instagram, what have you and I know from an SDO perspective, you might take a hit if you're trying to draw people to one unique page. And obviously, the more back things you get to that one page, the higher you go, the more authority the more domain authority that Paige is gonna have. But on the other hand, it might be more effective from a conversion perspective, if you were able to describe your company in 140 character tweets or to be able to show a widget of people that have recommended your company on Twitter by, you know, showing a widget of all the favorites were Storify that comes from Twitter. It shows that I speak to speak that you speak and I recognize you came from Twitter and because you came from Twitter, we already know you. You know us. Here's how you should be looking at our company, right? And you could do the same for all of these platforms and have special landing pages really customized look and feel for their expectations coming from the network as well as how and what you want to market to them. So that's one way of building the sales fund outflows from social, the website, beginning with your profiles. But outside of the profiles, how are you going to attract people from social media to your website? And that's really where the funnel begins when they get to your website. Did they come from social now? There's obviously different ways of doing this. Obviously, the most popular way of doing this is through blood content, right and we could talk about content marketing in general. But, you know, the blogger is a great way, and I always say that log is part of social media. It's a combination of user generated content with a personal profile, so assuming that you have actual unique employees that are blogging for you, and they all have Google authorship, you can see how powerful a block can be for yourself from your marketing, but the blogged, anything that comes from the blogger or any link that is shared from the block to social media that drives traffic from social media to your block, you have just begun that sales funnel that flows from social. The next is you know when they come to. Your blog's isn't seamlessly integrated in your website, and that's where a lot of companies they have separate your l's for their blawg. They don't seamlessly integrate the block in the website and that for people have to do a few more click throughs to find something that may interest him. You want to seamlessly integrate it right to keep that funnel tight and to improve the efficiency of that funnel to try to maximize the percentage and number of conversions you can get. And then it's the called action. There's some companies who, and I do it as well. I use a plugin called Opt in Monster on certain pages of Maximize social business and Maximize your Social that allows people to opt in to a list to get a free download for e book based on the specific content that I'm showing them. So you know, a blogger is a great way to bring people to your website. There's also any time you have an event, any lead generating activity. A webinar free white paper free e book. These are other things that you can share and should share regularly in social media that can also draw people to your website and begin that funnel, and they're going to aver very specific page, right. There's general engagement that you can do in social media that hopefully gets people to get interested in what your company is doing. For instance, if you hosted a Twitter chat or if you hosted a hangout on Google, Plus you know you have people joining it and they're like, Wow, who is the host of this? Let me find out more about them and then hopefully at some point, if they're interested in the convent is relevant. They jump from social to your website, which begins the funnel now. Obviously, that's you know I'm talking for e commerce centric. If you're not about a e commerce site and you don't generate all of your leads from your website, right? It comes down to social selling. Employ advocacy, right? How many of your sales people can have more people call them or email them? And when they ask how they found out about them, they found out through social media or social media made it touched it in some way through the ability to get an introduction to a decision maker. What happened? So that's more specific to be to be. It could be distributors, right? One of the case studies in Maximizing Lincoln for sales and social media marketing that I wrote about was the Irish dog Bloody Mary Mix Company out of Moline, Illinois, husband and wife running it out of the garage. They found 25% of their distributor sales and the 100% distributor based beverage company on Lincoln grips. So right there, you begin to see how engagement and linking groups can add to your funnel as well. And that's a funnel that doesn't necessarily go through your website. So, you know, just to summarize what I said, you need to understand where your sales are coming from what your website funnel looks like right now and then. Do you have enough avenues for people to come from social media. Chur website Do you give them enough reason to through the engagement in content? And then once they come, isn't optimized for conversion, knowing that they came from social media and they saw either a piece of content or you engage with them or what have you? So I hope that gives you some idea, Seth. And if any of you have any follow up questions on this, you need clarification. Let me know. Send me a tweet comment on Maximize your social dot com. Whatever. Maybe, but that's it for today. Folks. Keep it short and sweet. Wherever you are in the world. Make it a great day. We'll talk again soon. Bye bye, everybody. Thanks for listening. To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Thanks for listening and have a great day