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We’ve spoken extensively about viral marketing and crowd marketing here on the Viral Tactic blog. These online marketing tactics can bring in huge numbers of interested people, but how do you turn those new social followers into qualified leads? How do you increase store customers, drive leads from the social media world to your store, and make you actual brick and mortar shop busy?
Today we’re going to look at the basics of taking your online leads, whether you earn these new followers through crowd marketing or some other way, and turning them into sales in your brick and mortar store.
Bringing customers inside: Increase store customers with social media
Have a lead driven strategy for your online presence
Your website is not a place where you just want to blindly drive visits up through the roof. 50 visitors who are actually interested in what you’re selling are worth far more than 500 who don’t have any need for your goods or services.
Make sure that you’re looking to generate leads with all of your online activity, both in social media and on your website, do not get caught in the hits counter trap!
Optimize your landing pages with lead capturing tools
Your social media accounts are all working hard to get customers to visit one of your pages on your website. Make sure that each page is not only a well optimized landing page, but one with some sort of lead capturing tool.
Sign ups for free e-newsletters, coupons that ask for an email, an e-book that comes with giving a telephone number, a sidebar contact form – all are examples of ways that you can capture the lead even when you don’t make the sale.
Follow up on the leads your social media drives to you
Don’t just blindly collect leads like kids collect baseball cards. You need to do something with them to ensure that you’re connecting with them. A newsletter is a popular way, a more sophisticated lead generation system will be able to track what it was they were interested in and send them special and promotions within their area of interest.
Really drive them to your store – display contact information everywhere
- Phone number
- Physical address
- Sales or support emails
This can be accomplished with a good footer at the bottom of each page. Making your customers search all over, or even directing them to make one more click to a contact page, can be what turns them off. You already worked hard to get them from your social media to your website, why make them work harder to get hold of you?
Put your location on every online map
When was the last time you went somewhere new and didn’t follow the GPS on your phone? Exactly! Adding your business location to Google Maps, Bing, Yahoo, and any other local online map will make it just that little bit easier for your customers to find you. Now you just have to hope that the map router actually sends them to your location without dragging them all over town!
List your business on directories
Remember up above where I just asked you when the last times it was you didn’t use the GPS on your phone to find your way? Well, now ask yourself when the last time you actually picked up a big telephone book and looked up a phone number? For me, it was about 15 years ago!
There is still Yellow Pages online, but many local directories are available, as well as industry specific phone directories. Put yourself on them, link to your site, and start giving your customers as many chances as possible to find you.
Increase store customers from social media leads
The basics things that you need to do to increase store customer numbers who are coming through your door via social media leads is:
- Have an online strategy that chases relevant leads, not empty hits
- Include lead capturing devices on every landing page
- Follow up on leads
- Include as many contact details as possible on each page
- Put your location on online maps
- List your business in online phone number directories
This will help you turn all of those social media followers that you work hard to get into leads, customers, and sales.