By Tracey E. Schelmetic, TMCnet Contributor
When it comes to sales tools, inside sales teams today have more options than at any other time in history. While the sun has set on many methods – hello, direct mail! – it has risen on many others. Social media has transformed nearly every business process there is, and sales is one of the most critical. While much has been written about using business-related social media networks liked LinkedIn (News - Alert), there is a lot of potential for using Facebook, as well. Surprisingly, the world’s largest social network isn’t just for sharing pictures of kids and cats.
Nick Garren, founder of SEO marketing firm ClientGetter.com, recently shared some experiences with the tech startup news site Tech.co. ClientGetter.com recently launched a lead generation campaign that achieved an impressive 85.9 percent conversion rate from traffic that was driven from Facebook (News - Alert). This is a success rate that should turn most inside sales organizations green with envy.
One of the pillars of the program, according to Garren, was using Facebook for email address lead generation. It’s simply a great way to identify your most valuable prospects and build a campaign that targets them directly.
“The easiest way to collect these leads from Facebook is to offer your target audience something of value for free in exchange for their email address,” wrote Garren. “Keep in mind that your free offer should always align with your target customer all the while being related to the product or service that you’re going to sell.”
Garren recommends that inside sales organizations make use of a helpful tool that Facebook offers called Facebook Go. It’s a tool that offers low-cost help for advertisers just getting started with a social media program.
“Facebook Go pairs you with a professional ad manager from Facebook that will help you launch a successful advertising campaign,” wrote Garren. “…Facebook’s ad platform improves your performance with time, but it will only do so if your campaign has been set up correctly…Why not let the professionals do all the heavy lifting while you reap the rewards of a successful advertising campaign?”
From here, sales organizations need only set up a compelling landing page with an easy-to-understand title with a clear call to action and an email capture form. Once the prospect has provided an e-mail address, you can automatically employ an auto-responder to send him or her something of value: a free guide, a white paper or research paper, or even a coupon or special offer.
Today, many sales prospects spend copious amounts of time on Facebook. It has become a search engine, a news source, a place to find recommendations and referrals, an entertainment medium and a place to socialize. By following some simple steps, it can also be a great sales asset.
Edited by Rory J. Thompson