Standing out in the digital marketing world is now more difficult than ever. With thousands of brands emerging every day, it is harder to compete in the evolving digital market. Since the customer cannot see the product in their hands, it is harder for them to visualize it and make a decision of whether to buy it or not. Therefore, consultants have to work extra hard to convince prospects of buying the product or service.
There goes a lot into convincing the customer and justifying the price to them. Social media is a great way to converse with customers and give them a personalized insight into your brand. Hence, business owners need a solid strategy that can help them convince customers and convert prospects through online platforms like social media. The key to a successful marketing strategy is to do it differently than other brands. Jumping into the same bandwagon will not give your brand the recognition that it deserves.
We have curated a 5-step plan for you to help you to make your brand stand out more, which will eventually help you convert more prospects on social media. Let’s have a look!
Step #1: Identify your Unique Selling Proposition
Since there is massive competition in the market, it is important to define your Unique Selling Proposition (USP). A USP builds the foundation for a solid marketing campaign and helps to communicate a strong message to the customers. A USP that is based on the customer’s pain points will help to align customer issues with your marketing vision.
The first step is always to know exactly the kind of customers you want to attract. The audience that you are trying to attract should be able to afford your products and services. Secondly, they should be driven to take action and respond within the required time frame. No matter who you are trying to target, make sure that you have designed your product to satisfy their needs.
Moreover, your brand’s marketing strategy must be able to communicate your USP to your consumers to stand out among the competition and bring value to your customers at the same time. Social media provides several tools that can help you identify customer pain points, such as polls on Facebook and Instagram.
Step #2: Build Awareness through Content that Matters
Content is a great way to build brand awareness among your prospects. Content can uplift your brand, but at the same time, it can completely go unnoticed. If your content does not coincide with your audience, then we have a problem. Here are a few ways that can help you tap the required niche.
- Publish blog posts: Having a blog is the number one SEO tip that any expert marketer would give you. A blog will not only help to boost your SEO ranking, but it will also help you connect with your customers and develop your customer base organically.
- Publish expert interviews: People are fond of reading or viewing interviews that are coming from experts. If you have regular updates from industry experts, it will solidify your brand’s authenticity.
- Publish a book/E-book: If there is a large number of customer pain points to address, then it is a good idea to publish a book or an e-book to address them all. This will give your brand an advantage over the competitors.
- Publish guest posts: Providing relevant content to your audience through other online platforms is a great way to provide quality content. Always choose a platform that compliments your brand and is not direct competitors in any way. For example, if you have a carpet cleaning business, then you can do a content collaboration with a brand that sells cleaning products or with a cleaning expert, etc.
Step #3: Video Campaigns to Boost Engagement
When you are sure that your audience is looking at your content and you have successfully managed to grab their attention, then it is time you level up your content game. Running a video campaign on your social media account is a great way to get engagement from your users effectively. You can think of it as a social media funnel on a small scale. Try to make the video as informative as possible and cover the customer pain points through it. Setting up a video campaign on Facebook may be complicated at first, but soon you will get the hang of it.
Step #4: Retarget Old Prospects
Most marketers start to focus on targeting new customers at this point and forget about their existing customers. Every marketer worth their salt knows that existing customers bring in 80% of the company’s profits and so it is essential to woe your existing customers. Brands can do so by reaching out to old customers through email marketing, mobile marketing, and social media marketing.
Tell them the value that they are missing out if they don’t buy your product or services. If your customers had a positive experience with you, chances are they will buy again. Besides, you can create the required engagement and retarget the customer you lost during the purchase cycle. Look for a suitable platform to deploy your retargeting campaigns. Your offer must give customers a huge value at very little commitment from their end.
You may create an exclusive Facebook page or offer a few chapters of a book or give them access to a video series. What you are going to offer depends on the nature of your brand and how you wish to retarget.
Step #5: Lead Qualification Is A Must!
A common mistake made by the marketing team is that they get excited over a prospect without qualifying the lead itself. There are several types of leads, and it is the job of the marketing team to decide whether it is even worth it to schedule a meeting with them. There are several ways through which you can qualify your leads and know whether they are even serious about hiring you or buying your products/services. Sometimes even putting up an application form can confirm that they are serious or not.
Converting prospects is not an easy task, and it might even take a few months before the steps above start to show results. However, consistency is the key when it comes to marketing, and your efforts will soon start to bear fruit.
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