Social media can be an extremely powerful lead gen tool when it's used properly. Let me repeat myself.... WHEN IT'S USED PROPERLY. As a social media marketer, I often hear businesses say that social media doesn't work for them. This is false. It can work for everyone... if you know what you're doing!
While there is no "one-size-fits-all" when it comes to marketing different industries, there are a few steps that are always the same. Let me break it down for you...
The marketing funnel is essentially the path that your customer takes from the time they learn about your company or product to the time they make a purchase. The stages along the way may vary.
Start with the top of your funnel. This is a wide audience of strangers that have never heard of your business. These people are not likely to purchase from you.....yet! This is where you need to create brand awareness.
Next you have middle of funnel. This is when you build your relationship with your client through engagement and providing value. Blogs, infographics, landing page with a free download. Which leads me into the next point....
Your lead gen is super important. What can you give your potential customers that lead them to convert? Is it a freebie with a purchase? Is it a discount? Figure it out for your audience. This might take some trial and error, especially if you don't truly know your audience.
Bottom of funnel: You've narrowed down your audience to those that are interested in what you have to offer. These are the people that were attracted to the lead gen bait that you put out. They converted on that. Now, it's time to sell.
Lastly, retention. Don't forget about nurturing that relationship even after they purchase. It is cheaper to keep a customer than it is to acquire a new one. You put in a lot of work for that customer, don't let them slip away because you forgot the maintain the relationship! Do this through email blasts, newsletters, coupons, etc.
I hope this helps you understand a little better how make your social media platforms work for you and your business!