Ari Rush is President of Rush Ventures, a Toronto SEO and digital marketing agency. Prior to Rush Ventures, Ari led a marketing technology company, which helped more than 1,500 clients generate online traffic. Earlier in his career, Ari founded an online telecommunications firm, which he sold to a private equity group based out of Arizona. Ari has lectured at places such as Ryerson University and BizLaunch, one of the largest small business training companies in North America.
Your blog and social media channels can be a great way to distribute information about your products and your business. By providing useful articles, you educate your consumers on your field of business and show them the expertise that you hold. But these channels are meant not just for communicating and sharing with clients; they can be a powerful asset in acquiring business leads.
So how do you go about doing this? How do you convert Facebook posts and Twitter shares into real life sales?
Follow our list of techniques to start acquiring your own powerful leads!
Powerful content never goes out of style:
The content on your blog or website is more than just some text that you use to lead search engines to your business. Your content is an extension of your professional expertise and products and services, condensed into text form. It shouldn’t be generic stuff that you can find anywhere on the web because that just doesn’t resonate with consumers. In fact, generic content will usually drive them away to look for something more unique.
However, if you’re not willing or unable to craft quality posts on a weekly basis, focus on creating several long-form, high-quality posts every several months. These posts should be well crafted, excellent examples of what your business is and what it stands for. This way, they can function as ‘content pillars’, with your other lower quality posts filling in the gaps.
You may be surprised to see how many repeat consumers these pilla rs may attract, even for long periods after you’ve posted them.
Consider sponsored posts:
Websites such as Facebook, Twitter, and Instagram offer sponsored or promoted advertising opportunities. Sponsored posts are a direct way of advertising, and you shouldn’t try and disguise these posts as being organic. However, just because they’re advertising, does not mean that they shouldn’t be interesting and unique! These promoted tweets or posts should look much like regular tweets and posts, but with an embedded call to action.
For example, you may choose to link to your website landing page, or even to an email opt-in.
Consumers are more likely to see a promoted tweet or post and will be exposed to them more often than conventional posts. The more often that they see a tweet or posts promoted by your business, the likelier they are to engage with it.
A surprisingly overlooked social network is LinkedIn, partially because it caters to a completely different market than Facebook or Twitter. The latter networks are meant for casual networking, social media, viral content, and so on. They may hit a larger consumer base, but they aren’t the best place to produce long-form content.
LinkedIn has an entirely different purpose. It’s meant for business and professional purposes, meaning that users are looking for the type of content and opportunities that you’re providing. It’s a business owner’s wet dream.
Recently, LinkedIn has also rolled out its publishing platform, and it’s in the early stages of its development. This increases the chances of your business getting noticed and becoming an influencer on this platform, making now the time to act!
Q and A:
Quora is dismissed by some business owners as a simple question and answer website, but this ignores the powerful networking ability hidden within Quora. This website is not really a social networking site per se, however, it does give users the ability to engage wherever they want to provide their input. Any user can answer any question, and the highest rated answer is marked with more importance.
As a business owner, you can find questions relating to your field, and use your answer as an opportunity to show your professional know how. By providing a link to your bio or your landing page, you can attract interested consumers that want to find more information.
You should keep your answer short and concise; after all, this isn’t an invite to curate long-form content. Think of these answers as sample posts that can lead consumers in the direction of your business.
Listen, don’t talk:
Answering questions and providing information is great, and you should take every opportunity possible to do so. But it’s not always about talking, and sometimes it’s about listening. Listening can give you something that speaking or posting does not: Information.
Take a look at your social channels, taking Twitter as an example. Twitter has the capability to search by keyword, meaning that you can check who’s actively searching for products or information similar to yours, or even who’s asking questions on your social feed about your business. This can provide real-time information and insight into what you should be focusing on, and will point you to the areas that you may be slacking in.
All it takes on your part is keeping track of what consumers are asking!
And we’re not talking the Google search engine, but the mythical and foreboding creature known as Google Plus. Google+ has received quite a bit of hate from internet users, purely because it aimed to replace Facebook as a social networking giant. Although it may not have succeeded in dethroning the king, it has certainly developed its own list of abilities which are very useful for business marketing.
Google+ offers users the ability to join groups and communities based on their common interests, which then become a way to engage with other users to find new products and services. By simply joining a community that’s meant for users with an interest in your field, you can quickly become an influencer and increase your conversions. You also diversify your consumer base, potentially improving your brand recognition.
Social media is great, as is one-on-one engagement through online channels. But to this day, nothing beats a physical appearance.
What’s the only thing cooler than owning a limited edition album by your favorite brand? Actually meeting the band, and having a photo to prove it.
Consumers like seeing the people behind the business, so why not give them what they want? Your appearance at a public speaking event could drive consumers to your businesses landing page, and may even convince them to purchase then and there.
Public speaking also establishes you as an authority figure and shows that you don’t fear confrontation with your customers. Business owners that refuse to appear in public can be considered untrustworthy, and their business will suffer. Think of public speaking as an opportunity build new connections, which can flourish into business deals, influencer support, and live marketing.
So what are you waiting for? Go ahead, jump onto Twitter, Facebook, LinkedIn, or even Quora! Ask questions, answer questions, or just sit back and watch what consumers are looking for. Even better, make an appearance at a public speaking event. Let consumers see your face, and make sure that they associate it with your business.
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