When it comes to generating leads, you can follow more of a formula than you think. It isn’t always easy; however, if you turn the thinking around, you’ll achieve good results. The key is thought provocation. Make them want it.
First of all, it is very important to understand what goes into successfully generating leads for your business through social media. Social media has made all of the tools available for the successful generation of leads. If you develop an understanding what goes into it and what to do, you will achieve success for your business through social media too and will generate a much larger number of leads than you ever thought possible.
As a business person, you first inclination is to present yourself as a thought leader. You want to impart all of your wisdom and expertise to other people. However, when it comes to generating leads and making your business successful through social media, your thought process has to be different and, perhaps, more flexible. You have to be the one to provoke ideas in others. Success will still come to you although it will be from a very different avenue.
Who is succeeding with social media?
The business people who are succeeding with social media are the ones who are able to identify the problems of their potential (and actual) customers and who are also able to come up with a solution to those problems. They go by the marketing principle WIIFM (What’s In It For Me?). In a nutshell, it doesn’t matter how clever and wonderful the business owner is. All that matters is that they can solve the problems that the other person is experiencing. Their communications are clear, honest and genuine. If they are able to accomplish that, the people on the other end will start to see them in an extremely positive light and before very long, they will become not only customers but loyal customers who will stick with them through thick and thin. If the business owners are able to come up with solutions that work, the relationship that will be formed will be strong and enduring. That, of course, is precisely what the business owner wants and needs.
Use the altruistic approach
Engaging with other people will not directly earn you money. However, it will most likely ultimately earn you money and much more. On your journey of building relationships, one of your primary objectives is to get a discussion going. That is an excellent way to start to build the relationship. Through the course of the discussion, the issues that the other people are experiencing will come to light and that is where you start to work your magic. Even if you don’t have an immediate answer (or solution) for them, you should acknowledge the problem and make them understand that you will be making it a top priority and that you will get back to them with some sort of a solution very soon. People (all people) love to feel that they matter. In fact, it is better if you don’t present them with the entire solution all at once. You need to give them enough to understand that you will be coming up with an answer for them; however, if you give away the store right up front, they may very well take your solution and never communicate with you again. Remember, you haven’t yet obtained them as enduring customers so the play must be delicate in the beginning.
Be careful how you communicate
In many ways, social media is more difficult to work than other forms of communication. You need to give people a reason to communicate with you through social media. Your content must be exceptional (well written and provocative) and your strategy has to really touch the online connections whom you are trying to affect. If your approach is compelling enough and it touches people on an emotional level, you will succeed. Social media is an amazing tool if used correctly. Take advantage of everything that you can for your business.
Social media is a wonderful tool for generating leads and eventually closing the sale. With that said, it is critical that you understand that your approach to others must be done precisely and sensitively. People don’t want to be hit over the head online any more than they want to be hit over the head in person. Make sure that you build relationships and make it clear that your purpose is to educate them and to help them to become more and more successful in their businesses. Another important thing to remember is that people like to have their minds engaged in fresh and exciting ways. You should always try to give them what they want. People spend whatever amount of time they are able online. You should try to make your interactions with them really count.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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