Optimize These Marketing Channels Before It's Too Late
Once lead generation is underway, keep an eye out for these common mistakes that could thwart even the cleverest company's best social media efforts.
With all of the Internet-optimized tools at our disposal, attracting website traffic should never be a challenging endeavor. The bevy of consumer-facing social media platforms available to businesses now almost do the work of lead generation for us. Therefore, it's no wonder that companies successfully leveraging these options are shooting forward competitively while businesses that are slow to adopt this trend are not faring as well.
As soon as the IT guys master a few simple techniques, decision-makers should be able to climb these digital mountains in no time at all, without breaking a sweat or skipping over the important parts. What it all boils down to, anyway, is knowing who the audience is, where they're coming from and, inevitably, what they want to see when they get to your site. From there, it's just a matter of filling in the lead gen materials with creativity.
For frustrated decision-makers who have already launched lead gen strategies that aren't up to snuff, however, you aren't alone. The following common lead gen mistakes are enough to thwart hours of hard work:
1. Get to the heart of Facebook's true purpose.
Too many IT managers look at this platform as the holy grail of attraction. Although it has a masterful array of free-to-use tools, too many businesses over think their approaches to Facebook's strategies. Rather than letting sweepstakes and on-line events dominate consumers' news feeds, try to space out posts so that their appearance is sporadic. Slow releases attract more attention than a deluge of information, so adopt a level pace and maintain it.
2. Optimize online content for mobile devices.
The way that consumers are taking in information is changing. Rather than sitting at home in front of a computer monitor, busy people are more likely to get their daily news fix from smartphones as they commute to work in the morning. For this reason, it's absolutely crucial that content is formatted for tiny screens, as well as for larger monitors. There's nothing more frustrating than having to wiggle screens back and forth to keep reading.
3. Diversify information to fit the audience.
Businesses that broadcast the same message to everyone, regardless of the intended group, risk spreading around feelings of alienation. As a wide range of options for consumers is typical of most companies, it's essential that multiple messages are crafted to keep everyone engaged and to prevent unnecessary confusion, or worse - frustration. Try reaching the widest and most consistent pool of individuals by limiting information to certain social media platforms.
4. If you Tweet once, don't stop.
Social media campaigns only work if they're consistent. Getting everyone excited about a new topic on one platform only to have the conversation suddenly stop will destroy the credibility of an enterprise. Why bother following a Twitter handle that goes dormant? For this reason, social media teams should stay true to their plans or, in worst case scenarios, let the public know why it stopped.
5. If you use images regularly, keep them engaging.
If reading a boring article turns people away, imagine what a poorly-chosen photo could do to a group of followers on Instagram. Although Instagram events are an excellent way to invite direct relationships with consumers, it's essential that any public-facing images on this platform are posted with the organization's reputation in mind. Keep everything engaging and within the context of the campaign (which should also match a set of goals, of course).
Using social media to attract attention to website is a brilliant and easy way to keep the public informed. Done well, these strategies can nurture relationships with loyal consumers and bring new people on board with the company's mission.