How can you engage with your prospects through social media? What methods can you use? What is your aim at this stage of the inbound sales funnel?
Welcome to the second part of our four-part series on how to use social media to engage every stage of the inbound marketing sales funnel.
The Inbound Marketing method is all about Attract, Convert, Close and Delight. Discover What Is Inbound Marketing here.
How do you get prospects moving down your sales funnel?
Now that you've attracted people to your website, how can you start moving them down the sales funnel? Conversion is the second stage, but what does the conversion stage look like?
As an inbound marketing agency, we see this conversion as an equal, trusted, balanced transaction.
The sales prospect swaps their email details for something of equal value. In this case, they receive information that is useful to them.
Remember that a conversion is not an immediate sales opportunity. It's an opportunity to help you find out how far down the sales funnel your prospect is, at the same time as providing valuable help to the customer.
This is usually done via a landing page offering downloadable information. Creating these materials is actually not that difficult. In particular if you have automated sales and marketing software such as HubSpot.
63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy. [Source: Marketing Donut]
A subscribe function on a (HubSpot) landing page is also an effective but simple way to ask for someone's email address. In this case, the humble newsletter is an unobtrusive method to enact that exchange of information.
Social Media Retargeting using Facebook, is another powerful option which is easy to do with certain platforms. It's a way to stay front and centre even after they've left your website.
Finally, social media gives you the opportunity to interact live with people. There's a range of platforms out there that allow you to lead people towards more information.
Remember, it's all about nurturing at this stage. You're trying to help your prospect on their journey of discovery towards trusting your business.
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