The biggest issue for many social media marketers today is how to get leads through social media. To understand the marketer’s dilemma, multiple questions have to be answered first.
- Which networks are your customers on?
- How do you get your customers to engage with your brand?
- How do you get customers from social media back to your website?
- And most importantly how do you convert your visitors into leads through your website when they are there?
By looking at the social pages and trends on social networks and what is working we can determine where and who we should be marketing to. Here are five marketing research tips that will help you to determine just that information.
1. Ask your customers:
To make sure you are spending time in the right social media channels, you have to go your customers and find out where they are spending the most time. Don’t just assume that you know where they are. There are serveral great services out there, using a service like surveymonkey.com is a great start. Ask them which networks they use and how often they use them. Ask if they using these networks for personal use or for business use? The goal here is to find out which network they are most engaged in. Ask questions that help you to understand what attracts the customer to your social channels.
2. Check your social sharing data:
Check out the social sharing data on which articles are being shared through your social networks. The goal here is to figure out what is engaging your customers the most. Look at the number of shares per each network and then evaluate the article that was shared. If there is something in that article that really hit home for them and got them to engage with you, take that information and use it to attract more people through your social media. Also, measure which network has the most shares on a consistent basis and focus on that network. If you are not getting any social shares consistently through Pinterest, then don’t use that network. The top three social networks that most consumers use are Facebook, Twitter, Google+, Pinterest and LinkedIn. Your customers are definitly in one of these.
3. Survey a larger audience
Sometimes you can't have a direct conversation with your customers. This is where services like SurveyMonkey and SurveyGizmo are great. These services give you the ability to reach outside of your current network of customers and offer pay-per-response surveys. When the customer fills out the survey, they get paid. Everyone love a little money in their pocket. You can also use surveymonkey.com to survey your current customer base to learn more about what they are truly interested in from your company.
4. What are my competitors doing?
This is one of the age old questions that every single marketer in the world asks. There are a bunch of tools that are out there like keyword spy, etc. that will help you to find what your competitors are doing. We are going to focus only on social media engagement here. There are some great tools to find out who the social influencers are in the social networks. Buzzsumo.com and topsy.com are great to work with.
5. What keywords are people searching?
Most people today know what a keyword is. They type into Google every day what they are searching for, but the challenge for the marketer is finding the right ones. Semrush is a great service to find the right keyword alongside HubSpot. SEMRUSH gives us insight into what consumers are searching online in our industry. One of the features that we love in HubSpot is the difficulty scale. Sometimes we think a keyword that looks great and might be the right one, but when it has a difficulty scale higher than 60% it may not be worth trying to get found for that keyword. The goal here is to find long-tail keyword phrases that people are actually searching for that have a reasonable difficulty score and integrate that into your marketing strategies. A small percentage of something small is better than no percentage of something big.
As a marketer the last thing you want to do is just guess about your marketing. Guessing won't get leads through social media from the customers that you really want to work with. Marketing without an educated plan is marketing with a "hope and pray" approach, which is alway nerve racking. Here are a few tips to remember.
- Survey your current customers first to find out what is working for them.
- Don't guess at your marketing, make a plan for 3 months, 6 months, 9 months and 1 year.
- Measure, measure, measure your results all the time.
- Marketing should be constantly changing with your customers. Don't just do the same thing over and over expecting different results.
Get going on social media today with our free e-book!