How Can a Company Move "Followers" and "Fans" into Sales Prospects Using Social Media?

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How Can a Company Move "Followers" and "Fans" into Sales Prospects Using Social Media?

Written by Bill Pojunis on 28 July 2012. Posted in Social Media Marketing & Strategy

Social media is a great tool to market various products and services. Companies that utilize a Facebook page or manage a Twitter account have a wide audience for potential customers. However, any business that is using a social media site needs to provide content valuable to their target audience. Once this has been done, an online strategy for the generation of revenue is needed. 

Updating fans of a Facebook page or followers on Twitter allows a business to reach prospects early on in the sales process. Getting a potential customer's attention early is the key to successful conversion to a paying customer. To do this a company will need to post a description with a preview of their product or service being offered. 

Potential customers for your business need an easy way to find your product. To do this an example for the type of product or a link to a web page needs to be included with any posted message. Make sure to keep extra clicks to get to the link for your product to a minimum. The link on a Facebook page or your Twitter account needs to go directly to the product. If a link simply goes to a main page for a website, a business may miss out on converting fans and followers into a sales prospect. 

Utilize a Facebook or Twitter page to create soft leads. Potential customers that follow your pages enter the sales process at an early stage and may not be at a buying stage at this point. However, a business is able to create a new lead or sales prospect by using an email list. This allows a business to use an email marketing campaign to promote their product and other offerings. 

The sales prospects being nurtured on fans on Facebook or followers on Twitter are different than those of a traditional sales lead. This means that a traditional email campaign for this type of prospect is not a good choice to drive a purchase decision. These emails should include basic information of a product to keep up interest. 

Measure the effort to convert a fan or follower into sales prospects. This can be done by tracking how many visitors click on a link the is posted to Facebook or Twitter. Compare the number of clicks on your links to the number total number of potential leads following on Facebook or Twitter.

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