65 percent of businesses point out that the generation of traffic and leads is their main challenge with marketing.
Converting social media leads into customers is an important step to demonstrate the value of these platforms.
Read: Tactics to generate leads from Instagram.
According to Venture Harbor, 65 percent of businesses say that traffic and lead generation is their main marketing challenge. However, in the case of leads, being able to generate them is only part of the work that must be carried out by the marketers to generate contributions to the business, the other is to convert these prospects into customers. While it is true that leads can be generated from different channels, when it comes to social networks things can become a bit complex, as the Articulate firm refers, only 66 percent of marketers have found leads in social networks, Although it is not clear how many of those have managed to convert them, that is why this time we will see some platforms that can be of help in converting social media leads.
If you want to improve the capacity and convert social media leads into customers for your brand or company, consider using the suggestive platforms highlighted by Social Media Today:
According to the source, the first necessary step to convert social media leads is to know who these individuals are. With the detailed information or knowledge about the prospects, the task of sending the correct marketing messages as well as the offers that will be key to turning these people into consumers is facilitated.
According to the source, it is therefore ideal to consider a platform like CANDDi, which allows you to track each visitor who arrives at the site and the reference from where they come from. In this way, it is possible to identify leads from different social platforms.
Among the interesting thing with this tool is the fact that you can find key details such as the visitor's orb, its location, the degree of lead and punctuation, time spent on the site and even the company in which it is located.
With all the above details it is possible to have insights that can be applied while learning about these leads. And if that doesn't seem enough, the source points out that this tool presents an overview of the leads that is complemented with more details as it interacts with the prospectus. The platform also allows you to acquire more details of the leads through pop-ups, for example, you can obtain their feedback through surveys or send important download documents for the lead.
Finally, you have the option to set alerts and receive reports from visitors, as well as to nurture leads, the latter thanks to the integration you can have with email marketing, CRM and live chat platforms.
VWO is the second platform to convert social media leads into customers. This platform finds its relevance in the fact that to improve conversions it is crucial to carry out tests. With the tests it will be possible to find variations of the pages that drive the results with the visitors.
The VWO platform, according to the source, provides features that allow experiments or tests to be done more easily. This tool allows you to run the well-known A / B villages, multivariations and separate URL tests.
Another of its interesting features is its visual editorial, which facilitates changing elements on a page. However, and possibly more interesting than all of the above, there is the fact that it allows testing according to the behavior of visitors within the site. According to the source, with this tool you will have targeting options, such as page scrolling, time spent on the page, exit attempt, and even custom triggers.
The platform also It has heat maps, which allow you to answer questions such as the main areas where visitors navigate within the site. With such a tool it is possible to obtain insights regarding the ideal place to place the most important elements of the pages.
Finally, in order to better understand the results of the tests, there is the ability to segment the tests based on social traffic, reference traffic, direct traffic, among other options.
In relation to what is already mentioned in the first point, about nurturing leads, it is important to emphasize that nurturing them with the correct content is key to being able to convert them into customers. And it is particularly with this action that a platform like Evergage is suitable for consideration.
As detailed by the source, first of all, with this tool you can customize the content based on the reference source, which in this case are social networks. With the tool even possible to get things to the next level in each of the social channels that the brand or company has.
In addition to showing some pieces of content to social network visitors, the Evergage platform uses an algorithm with machine learning that allows you to better understand the behavior of visitors on your site. Thus, taking into consideration the pages they read and with which they interact, the platform is responsible for recommending unique content for each visitor.
Evergage also allows the development of A / B press in the headings and other elements of the pages to find the combinations of elements that provide better results.
In summary, with this apaltaforma you can customize the content for the leads of social networks to improve the possibility of becoming customers.
Finally, in the case of e-commerce brands, Evergage has the ability to recommend products to visitors based on the items they saw recently or the purchases they have made previously.
Finally, it should be noted that even when you have leads from social networks, it is necessary to interact with these prospects in other channels, such as the website, email, phone calls, etc., before these people become customers.
In that sense, having a CRM is adequate and one that is worth contemplating can be that of Zoho. According to the source, this tool facilitates the process of tracking all intreactions with a lead in the sales funnel. After capturing the lead, it is possible to nurture it through emails or interact with them in their social media profiles.
With the platform, in addition to being able to emphasize that leads come from social networks, lead scoring rules can be configured to define which ones to focus on to become customers.