Episode #12: Marketing 101: Lead Generation with Social Media

marketing run the business May 20, 2020

In the most basic sense, marketing is simply about finding and attracting the customers you want (and repelling those you don’t). You want to find and attract people who will benefit from your product or service, and more importantly, people who will find enough value in it that they are willing to pay for your services.

But you’ll need a deeper understanding of these potential customers. You can do this by conducting some market research to learn more about who they are, what they do, and what their goals, problems, and aspirations are.

Once you understand this, it’s time to figure out where your potential customers spend the most time online—so you can hang out there too! You’ll need to have a presence in the same spaces they spend their time in order to more effectively communicate with them.

In the episode, we’ll cover some specific questions you can ask to help you identify your potential customers.

After you’ve identified these key characteristics of your customers, you can begin your actual marketing efforts and campaigns to attract these customers to your business. This process starts with providing value to people so they will develop an interest in your brand—an interest that can be used to build relationships with your potential customers.

You can support and encourage them, answer their questions, and provide tools to assist in their journey. Doing this not only builds trust, but positions you as an authority in your area of expertise!

Lastly, you can segment your potential customers so you don’t offer them products or services that aren’t relevant to them. This demonstrates that you understand their needs and helps strengthen your relationship even further.

Why Is Marketing Important?

You might be asking yourself why all this marketing is so important when really, you just want the sale. “Can’t I just ask for the sale right away?”

Not really! People tend to buy from brands they know and trust. The most successful businesses attract their ideal customers and build relationships with them before trying to make the sale. (On the episode, we each give a personal example of the importance of a relationship in making the sale.)

Focusing on building relationships helps you better understand your customers so you can confidently create products and services you know will benefit them. By guiding and supporting them, you will gain their trust and establish your expertise. You’ll be able to recommend the right product at the right time—you won’t push products that your customers don’t need and won’t buy.

If you jump into trying to make the sale too quickly, you risk frustrating and alienating your customers. Without a relationship to establish trust in you, you won’t make as many sales!

Remember too, that marketing is also about repelling those who aren’t a good fit for your products or services. It’s okay if you’re not a good fit for everyone! You don’t want to waste your time (or theirs) trying to fit a square peg into a round hole.

The Online Business Marketing Funnel

Marketing is the process of finding, attracting, and building relationships with potential customers. These potential customers start at the top of what we call the marketing funnel—a process where they start as completely cold leads, entirely unaware of your business, and through your marketing efforts, become convinced that they want and need what you’re offering. Then they can move into the sales phase.

There are five phases to the marketing funnel, each with their own goals and tools.

Phase 1: Identify Potential Customers

In this phase, your goal is to conduct market research and truly understand your potential customers. Use Google search and social media to find groups and pages related to your potential customers, and join or follow them to learn more.

Phase 2: Attract Potential Customers

Next, you’ll use your research knowledge to draw potential customers to your website. You also want to gather email addresses and persuade people to like, follow, or subscribe to your business pages and groups so you can engage with them regularly.

To obtain email addresses, provide something of value on your website to make it worthwhile for them to provide their email. You can also use social media, blogs, podcasts, and paid ads on Google and social media to attract customers further.

Phase 3: Build Customer Relationships

Nurture relationships with any potential customers who come to your website. Build trust by getting to know them and helping them know you! At the same time, establish yourself as an authority in your niche.

To do this, continue your strategies to attract potential customers, while amping up your social media group interactions and providing additional freebies on your website. You can also consider starting a newsletter to provide a consistent source of information to your followers.

Phase 4: Strengthen Customer Relationships

This phase is the advanced version of phase 3: you want potential customers to not only see you as an authority, but to believe so strongly in your authority that they recommend you to others! You’re also continuing to cultivate trust in you and your business to compel customers to buy your product or service when the time comes.

In addition to the tactics you’re already employing, you can add email campaigns with exclusive offers for subscribers and private social media groups for extra support and information.

Phase 5: Promote Upcoming Offers

Once you’ve established a base relationship with your potential customers and they see you as a trustworthy authority, you can start promoting your products and services. This will move your most loyal fans (who are highly qualified leads) into the sales funnel.

Targeted email campaigns and social media posts and ads are crucial here. Since your potential customers already trust you, information coming via their preferred channels will be given more weight than it would have in phase one. You can also rely on newsletters and podcast announcements to get the word out.

The Importance of Obtaining an Email Address

You may have noticed that several phases of the marketing funnel emphasize obtaining email addresses. Here’s why:

  • Social media platforms can be useful, but they are more likely to come and go. Email will be around for the long haul.
  • When you post on social media, the platform’s algorithms decide who will see your posts and ads. Email gives you more control over your marketing.
  • With a strong email marketing campaign, you can save money on paid ads.
  • Email marketing via a curated list of emails is the most successful method available to marketers today.

There’s a simple formula for building your email list: provide something of value to your customer with a quick and easy way to get it. This makes it easy for potential customers to decide to provide their email address.

This is also why we provide free downloadable worksheets and guides. It helps us grow our list by asking if we can add you to our list of weekly email subscribers, and enables us to communicate with you despite pesky social media algorithms. If you're looking for help in your journey to working just 20 hours a week, check out our most popular guides by visiting Bloomdocking.com.

Marketing Tips

As you develop your marketing know-how, you’ll continually learn different and more effective ways to engage your customers and promote your products and services. When you’re just starting out, however, there are a few key concepts that will help you:

  • Be authentic. People see right through disingenuous comments and mistruths, which can harm your attempts at developing trust and strong relationships.
  • Be helpful and supportive. One of our key values is to “do the unexpected”—it’s a concept that reaps rewards when you interact with people!
  • Give more than you expect to get in return. The general rule of thumb is to give three or four times before asking for anything in return. In other words, less than 25% of your communications with clients should be promoting a product or service.
  • Market and engage consistently. This one can be tough, so do your best! But consistent communication goes a long way in building stable relationships with your potential customers.

Listen to Episode #12 Now

By now, you understand that marketing is about finding and attracting the customers you want and repelling the ones you don’t. It begins with learning about and understanding your potential customers, and then interacting with them in the places they spend their time.

Next, you’ll filter them through your marketing funnel and work to build relationships, cultivate trust, and establish authority. Once you’ve accomplished this, you can start to promote your products and services when your customer needs them.

Social media should be an important part of this process. It’s used in every phase of the marketing funnel—to attract potential customers, build relationships, provide support, and eventually promote your products. But email is just as, if not more important, as it’s a more stable and consistent source of communication that isn’t impacted by algorithms.

Are you ready to learn about the reason behind the original 40 hour work week and why using technology, experts, and the internet to leverage your productivity to work less hours is so important?

Great! Go ahead and listen. Then leave a comment on our private 20 Hour Work Week Movement Facebook Group to help support everyone in this movement.

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