From shares to shakes: Closing leads through social media and the power of nurturing

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source)

You’ve generated your first lead (or even leads!) on social media! Hooray! Now you can put your feet up, relax, and let the money come in. Right?

Well, not quite yet.

We all want to generate leads, close deals, and make lots of sales and profit. Unfortunately, things aren’t always as easy in reality as they are in theory. In fact, there is often huge disparity between generating and closing leads.

Generating leads is only one of the steps to a profitable social media campaign.

What you do next will determine the true success of your marketing.

Nurture and follow up with your leads!

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (source)

Depending on the stage of your lead (cold, warm, or hot and ready to buy!) will depend on how you follow up with them.

However, regardless of the stage your lead is at, you still need to have a process where you consistently follow up, nurture and build trust with the leads you generate.

The first step of nurturing? Keep in contact!

  • Did you know that 50% of leads will close with whomever contacts them first?

While a lot of your competitors will leave it a couple of days before contacting their lead, make sure you’re on the ball and aiming to contact them within 5 minutes, or as soon as physically possible!

  • 85% of organisations do not make enough calls.

That is, maybe a call with be made but it is missed and then never returned. In some cases, only 1 in 4 leads are successfully contacted due to a missed call, or not reading an email etc. Remember, these leads came to you! They are interested, so it’s crucial to make contact.

  • 79% marketing leads do not convert into sales

Lack of lead nurturing is the most common cause of leads not converting into sales. The cold truth is that most people who hear about you for the first time are not ready to buy. In fact, statistics show, people need to hear about you multiple times before they are ready to buy from you. At Skyline Social, we call these touch points. The more touch points you have with someone the more they will remember, like and trust you.

Three highly effective ways to convert leads into sales

Social Media

Social media has become an exceptionally powerful tool within business. Most businesses or potential clients will have a Twitter or Facebook account, and a ‘like’ here or a ‘retweet’ there will not only keep you in the mind of the customer, it does so in a subtle and non-aggressive way.

You can also use your social media accounts to share content that match your leads interests, and put you in their mind as someone with similar values. This smart sharing can open up what may at first seem like a one-sided article into a conversation between you and your leads.

Content marketing

Any contact that you do make should be done with content marketing in mind. Make sure you are explaining your service, rather than pitching it! You should be delivering information to your lead, educating them to what it is you do. Of course, you want to make yourself seem like an attractive option, but the key is to remain upfront, honest and realistic. Your lead will appreciate the authenticity, making the prospect of doing business feel far more comfortable and secure.

  • Email Marketing

Most businesses will use email marketing as a way of driving through their sales pitch, coming across as generic and a little annoying. A far more efficient way to use this time would be to tailor your email content to the types of leads they’re going to and consistently deliver them interesting and valuable content (especially content that you create!).

For example, you could share your blog posts, videos, a free webinar or an event where your leads will learn something new that’s relevant and useful to them. By only sending emails that that would interest the lead, they begin to feel a more personal relationship forming that you have aligned interests and share the same values. It creates a feeling of trust and mutual respect.

You can succeed

Overall, a nurtured client not only makes for a more profitable business, but a far more efficient way of working. Your client can feel confident and comfortable that even if you can’t help them, you understand their needs to the degree that they can trust your opinion in who to recommend.

Nurturing a lead does take time, but it’s an investment that pays off when you’re left with a stronger relationship that benefits all those involved.

So never give up. Keep nurturing your leads until they either a) become a client or b) trust and like you enough to refer you to a client.

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