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— Steve Johnson (@amazon_mike) October 31, 2016
For many businesses, the key to making sales is to first generate leads.
Leads are valuable because they’re the people who have indicated organic interest in your content and your business by giving you their information in some way, whether it’s by filling out a form to download an ebook, completing an online survey, or something else.
But leads don’t grow on trees. Some marketers have trouble generating enough leads to feed their sales team. Others generate plenty of leads, but they’re not good leads, and your sales team is having trouble closing them into customers. Others just have no idea where their leads are coming from.
These are all common problems marketers have with lead generation. In this post, we’ll go over many of these problems and talk about how to fix them.
(P.S. – Need help diagnosing your website’s lead gen issues? The folks at IMPACT Branding & Design are providing expert website critiques live at this year’s INBOUND event with the help of special guests like Marcus Sheridan and HubSpot’s Luke Summerfield. Sign up here to reserve a slot.)
9 Lead Generation Mistakes Marketers Need to Stop Making
1) You’re buying leads, not generating them organically.
If you’re having trouble generating leads, it can be tempting to buy email lists so you can feed your sales organization with something — anything. But buying or renting contacts out of desperation will cause you more long-term (and short-term) harm than good.
There are a lot of reasons buying email lists is never a good idea. Not only will sending emails to purchased lists harm your email deliverability and IP reputation, but there’s a good chance the people on your purchased list have never heard of your company — making them far more likely to mark you as spam. They’ll also think you’re super annoying. And you’re not annoying, are you?
Bottom line here is that quality email addresses simply aren’t for sale. The whole point of generating leads is to eventually nurture those leads into customers. In order for your leads to become customers, the leads you generate need to actually want to hear from you.
How to Fix It
Your leads need to opt in, plain and simple. This means your contacts chose to give you their information in exchange for something valuable, like a content offer, webinar, event, and so on. Focus on creating offers that are valuable in some way for your target audience, and then package that value and put it behind a lead capture form.
Growing a healthy, opt-in email list takes time, but it’s worth its weight in gold down the line. And once you have people to email, be sure you’re creating remarkable email content that makes people want to actually open your emails and stay subscribed.
2) You don’t offer lead gen content for people in different stages of the buyer’s journey.
Not everyone who visits your website is going to be in the same stage of their buyer’s journey. Think about the folks who are landing on your website for the very first time. Do you think they’re ready to see a demo of your product? Or do you think they’d be more likely to want to download a helpful piece of content, like a step-by-step guide?
Some of your site visitors might be ready to buy, but most won’t — and you need to give them the opportunities to learn more about your business and what you’re selling before asking them take any sort of purchase action.
Creating valuable content to teach and nurture your leads down the funnel is time-consuming, which is why so often you’ll browse a business’ website and see nothing but “Buy Now!” and “Click Here for a Free Demo!” all over the place.
How to Fix It
There is no one-size-fits-all CTA for everyone who visits your website. To maximize clickthrough rates, you’ll want to cater to visitors who are at all different stages of the buyer’s journey using CTAs.
So, yes — you’ll need to spend time creating a variety of offers you can put behind landing page forms that cater to people at different stages. Folks who are just starting to get to know you might be interested in offers like checklists, contests, and templates. Visitors who are a little further down the funnel might be interested in email courses, kits, and whitepapers. Folks even further down might be ready for a demo.
Make sure you’re creating content that cover the whole funnel, and that you’re offering this content on your website so there’s something for everyone. (Need ideas for lead gen content? Here are 23 ideas for you.)
If you want to take personalization a step further, use smart CTAs. Smart CTAs are CTAs that change depending on the person viewing the page — his or her interests, location, pages viewed already, items or services bought before, and so on. Unsurprisingly, personalized CTAS actually convert 42% more visitors than basic calls-to-action. They make for a better user experience for your user, and higher conversion rates for you: a win-win! You can learn more about smart CTAs here.
3) You aren’t using your blog to generate leads.
HubSpot’s blog is responsible for a significant percentage of our marketing team’s incoming leads. In fact, we found that 76% of our monthly blog views come from “old” posts (in other words, posts published prior to that month). We always joke that if the entire blogging team went on vacation for a month, we’d still hit a good portion of our leads goal. (We’re still working on that one.)
But we find that marketers aren’t fully taking advantage of blogging as a lead generation powerhouse. Either folks aren’t blogging at all, or they’re not putting lead capture forms or CTAs on their blog — sometimes because they don’t have any valuable content offers to put behind a form.
But one of the biggest benefits of business blogging is converting the traffic it brings you into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. Here’s what that looks like in numbers: If each one of your blog posts gets about 100 views per month, and your visitor-to-lead conversion rate on the blog is about 2%, then you’d get two leads from a single blog post each month. If you write 30 blog posts per month, you’d get 60 leads in a month — two from each blog post.
Keep blogging consistently like that for a year, and thanks to each blog post’s compounding value over time, each post you write will drive value for you in the form of traffic and leads. By the end of 12 months, you’ll end up getting 4,680 opt-in contacts per month, not just 720 opt-in contacts (60 leads*12 months).
How to Fix It
Generating leads from your blog posts is simple: Just add a lead-generating call-to-action to every blog post. Most of the time, these CTAs will lead to landing pages offering free content like ebooks, whitepapers, checklists, webinars, free trials, and so on. Promote your content offers by blogging about subject matters related to them, and then put CTAs that lead to the asset’s landing page on every one of those blog posts.
What that CTA looks like on your blog posts is up to you. On HubSpot’s blog, we use three main types of CTAs on our blog: end-of-post banner CTAs on every single post, and slide-in CTAs and anchor text CTAs on select posts. Read this post to learn when it’s appropriate to use end-of-post banner CTAs, anchor text CTAs, or both.
As for slide-in CTAs, we’ve found these to perform better than end-of-post CTAs — which makes sense because visitors see them sooner since they slide in at about 25%-50% of the way down the post. Learn how to add slide-in CTAs to your blog posts here.
4) You aren’t using the best lead generation tools.
You know that people are coming to your website, but do you know who they are? How about what they’re doing once they get there, or what they’re doing before and after taking certain actions? If you’re unable to answer these questions, then you’re going to have a hard time connecting with the people who are visiting your site or learning what’s resonating with them and what’s not.
But these are questions you can and should answer — but you need the right tools to do it. There are some great tools out there that can help you learn about your website visitors and convert them into leads.
How to Fix It
The trick is finding the best combination of tools that’ll give you the most insight and the best bang for your buck. There are a few different tools and templates out there that’ll help you create different lead gen assets you can put on your site.
At the simplest level, these 50+ free, customizable CTA Templates will help you create clickable buttons you can put on your blog, your landing pages, and elsewhere on your site. Use them to create CTAs that lead to a landing page form.
Speaking of forms, a form embedding tool will come in handy when it comes to actually collecting information from your site visitors and converting them into leads. If you’re a HubSpot customer, you can create and embed forms using HubSpot. Non-HubSpot customers can use a tool like Contact Form 7, JetPack, or Google Forms, and then use Leadin’s free Collected Forms tool to automatically capture these form submissions on your website.
Finally, a lead capture and contact insights tool like Leadin by HubSpot (which is free) will help you capture leads using pop-ups, dropdown banners, or slide-ins (called “lead flows”). It’ll also scrape any pre-existing forms you have on your website and add those contacts to your existing contact database.
Here’s an example of a slide-in CTA created using Leadin, HubSpot’s free conversion tool:
5) You have a “right vs. wrong” testing mindset.
Knowing that you should test your website and constantly work on improving it is one thing. What most marketers have trouble with is seeing testing and experimenting not as a way to prove your ideas, but as a way to find something better.
I like the way Andrew Anderson put it in his post on ConversionXL: “The real challenge is in getting yourself and your organization ready to accept one really simple truth: Being wrong is far more valuable than being right.”
Often, this will manifest itself in someone having an idea for how to improve a part of their website. Perhaps they think removing distractions from a landing page will increase conversion rates on that page, for instance. What happens here is that most marketers will limit what they test in a way that skews the data to help them reach that conclusion, often without meaning it. After all, it feels bad — and might look bad — to have an idea or make an assumption and have it proven totally wrong.
How to Fix It
“The first and most vital step to dealing with this is to focus all discussions on the comparing of actions and not on validating opinions,” writes Anderson. “It isn’t about if Tactic A or B works, it is how well does Tactic A or B or C or D and so on compare to each other.”
In other words, treat every idea that’s brought to the table the same, whether or not you think it’ll “win.” This makes the testing program less personal and encourages a more holistic approach. Remember: by nature, a program that tests your website is meant to prove yourself and others wrong, and that’s a good thing.
You and your teammates need to check your egos and adopt this mindset to avoid finger-pointing. Instead of rewarding people for being right, which reinforces that toxic mindset, focus on the system and the outcomes more holistically.
6) You aren’t optimizing your top pages for lead generation.
Not all webpages should be treated the same. In fact, if you look at traffic numbers to specific pages on your website, you’ll probably find that the vast majority of your traffic is coming in to a few, very specific pages — maybe your homepage; your “Contact Us” page; maybe one or two popular blog posts. With so many people landing on those pages, why would you treat them like any other ol’ page on your website?
Because so many people are landing on those pages, it’s very important that you create opportunities for people to convert on those pages, lest you leave potentially massive lead numbers on the table.
How to Fix It
First, figure out which of your webpages are the four or five most popular for traffic. (HubSpot customers: You can do this in HubSpot by going to Reports > Page Performance, then filter the report by Views.)
Then, optimize those pages for leads. This means making sure you create calls-to-action (CTAs) that stand out from the page, and then place them where people naturally look on your website. Our natural eye path starts in the upper left-hand corner of a website and moves on from there, according to an eyetracking study.
Another way to increase the conversion rate on a page that already gets a lot of traffic? Create special offers specifically for your most popular pages, and gate them behind landing page forms. I know, I know, creating a brand new offer can time-consuming — but it could be much more effective for lead generation than optimizing button color, language, images, and so on. For example, the folks at Eastern International College created a quiz for students on which college major they should choose, which they linked to on their popular Careers page.
At the end of the quiz, they promised to send the quiz results in exchange for people’s name, phone number, and email address as a lead capture tactic.
Read this blog post for more tips on how to generate leads from your most popular webpages.
7) You’re not using social media strategically for lead generation.
Although social media is most effective for top-of-the-funnel marketing metrics like traffic and brand awareness, it can still be helpful as a source for lead generation — and a low-cost one, at that.
If you’re finding that social media isn’t generating very many leads for you, there’s a chance you’re not doing it strategically enough. At least that’s what Jeremy White, a serial entrepreneur and conversion consultant, wrote in a post on CrazyEgg’s blog.
“It’s not that you can’t get leads on social media; it’s that we’re not taking what’s there,” he wrote. In other words, you might be doing it wrong. If your social strategy is to post your new ebooks to all your social media channels and that’s about it, then don’t expect to bring in a whole lot of leads from those posts. The spray-and-pray technique isn’t enough.
How to Fix It
One way to generate more leads from social media is to sprinkle blog posts and offers that have historically generated higher-than-average leads numbers for you in with the new posts and offers your team is creating.
At HubSpot, we’ve found that one of the best ways to generate leads is simply to link directly to landing pages for blog posts and offers that have historically performed well for lead generation. (Learn how to do your own blog lead generation analysis here.)
We’ve also found that linking directly to an offer’s landing page can be more effective — as long as your post copy sets the expectation that you are, in fact, sending people to a landing page. In the Facebook post below, we set that expectation by putting “Free Template” in brackets in front of the offer title.
You’ll also want to make sure you’re using some of the features on each social network that are specifically designed to help you generate leads.
On Twitter, your lead gen tweets should contain a value proposition, a short URL linking to the landing page with a form, and an image to ensure the post stands out. (Here are some social media image templates you can use to create those images.)
– HubSpot (@HubSpot)
Twitter also offers lead generation cards that can help you generate qualified leads at a lower cost than most of the other major ad platforms. Twitter cards let you embed rich media that don’t count toward your tweet character limit that allow your fans and followers to do things like download an app, visit a landing page, give over their email, or use a coupon — all without leaving Twitter. (HubSpot customers: You can connect your Twitter lead gen cards to HubSpot by following these instructions.)
On Facebook: There are a number of great ways to generate leads from Facebook, the best of which I’ve rounded up in this blog post. For example, one way to easily generate leads is by simply using the call-to-action feature available for Pages. The feature lets you put a simple call-to-action button at the top of your Facebook Page, and it can help drive more traffic from your Facebook Page to lead generation forms like landing pages and contact sheets.
Here’s an example from Tough Mudder’s Page, and you can learn how to insert your own Facebook CTA button here.
On LinkedIn, B2B businesses can take advantage of the perception that LinkedIn is the most sophisticated of social platforms, and a place where B2B relationships are most likely to be built. Like on Facebook, you can publish your lead-generating content directly to your business’ Facebook Page alongside actionable copy and a compelling image.
8) Your forms are too long or too short.
How long should your lead capture forms be? Striking a balance between asking too much and too little on your forms is a common problem marketers gripe with.
If your form’s too short, more people might be willing to fill it out, which is great for leads numbers — but the quality of those leads might not be very high. If your form’s too long, though, fewer people might be willing to fill it out, meaning you’ll get fewer leads out of it. On the bright side, the people who do submit their information could end up being higher quality leads.
So what gives? What’s the “magic number” of questions to ask on your forms?
How to Fix It
There’s no hard-and-fast rule for how many fields to put on your forms. Your “sweet spot” will depend entirely on your goals: Do you need more leads, or do you need better leads? Essentially, the length of your form will lead to a tradeoff between quantity and quality of the leads you generate. In general, shorter forms usually result in more overall leads, while longer forms will result in fewer, but higher quality leads.
“Think of every field in your checkout as a hurdle your prospect has to leap over,” writes Copyhackers’ Joanna Wiebe. “Then ask yourself if it’s worth the possibility of losing a sale – or thousands of sales – because you want to fill a database.”
You can’t possibly know how many form fields you can pull off without conducting conversion research and running your own tests. Even then, you have to compare the ROI of additional information with the ROI of increased conversions. How much does having a phone number really help the sales team? Is it enough to warrant a potential decrease in conversions?
It’s important that you don’t make this decision without involving your sales team. They have a better idea of what information will actually help them close deals. How much does asking for a phone number actually help your sales team — and is it enough to potentially lose leads over? Speaking of talking with your sales team …
9) Your definition of a qualified lead isn’t well communicated with Sales.
You know the definition of a lead in the general sense of the term: It’s a person who has indicated interest in your company’s product or service by giving you their information in some way, like by filling out a form to download an ebook or completing an online survey.
A marketing qualified lead, or MQL, is a lead that’s been deemed more likely to become a customer compared to other leads, based on lead intelligence. MQLs have metaphorically raised their hands and identified themselves as more deeply engaged, sales-ready contacts than your usual leads, but who have not yet become full-fledged opportunities. In other words, from a marketing perspective, your sales team should be talking with them.
But sales teams tend to have their own system for qualifying leads. Sales qualified leads are leads your sales team has accepted as worthy of a direct sales follow-up. Agreeing on that quality threshold is where things tend to get muddy. Both the quantity and quality of leads needed and the sales process are mutually agreed upon by both Marketing and Sales.
How to Fix It
That’s exactly where the conversation begins. To align Marketing and Sales on what constitutes a qualified lead from both sides, you’ll have to learn to speak each other’s language. Similar to your marketing qualified leads, Sales has its own definition of “qualified”: sales qualified leads are leads they’ve accepted as worthy of a direct sales follow-up.
Both teams need to align on their definitions of a marketing qualified and sales qualified lead. And there’s no one-size-fits-all definition for one, either — an MQL at one company may be completely different than an MQL at another company. You should do your own internal analysis of your leads and customers to create your business’ definition of an MQL. Read this post to learn how to get started defining an MQL for your business and communicating that definition with Sales.
There are plenty more lead generation mistakes I could add to this list, but these are some of the most important ones we see marketers make often. For our readers out there who want to get more and better quality leads, we hope this post will help you prioritize where to focus your time and resources.
What other mistakes can you add to this list? Share your ideas and experiences with us in the comments.
It’s no mystery that social media is a crucial part of any marketing strategy — regardless of industry, company size, product, or service.
We’ve all been there. Back in the day, I had to make the case for some businesses to even have a social media presence in the first place. But finally — finally! — it seems like folks are catching on. After all, 69% of marketers are using social media to build a following.
Now that most marketers really do understand that social media is a strategic must-have, how can we make it more manageable? Like many other things in life and in business, planning ahead is the way to go.
To avoid becoming one of those brands whose Facebook page hasn’t been updated in months — and we’ve all seen them — learning to plan and schedule your social media posts in advance is key. But how? We’ve outlined nine crucial questions to ask when you start this planning process, along with some helpful tools and resources to help along the way.
9 Questions About Planning and Scheduling Social Media
1) What are you promoting?
Part of planning your social media presence is knowing what you’re there to talk about. Maybe you have a looming product launch to promote, a holiday special, or a particular piece of content to get in front of the public eye.
In any case, knowing what you’re promoting should run in tandem with your social media schedule. Do you have multiple product or content launches taking place over the course of the year? That’s where a calendar is particularly useful — not only to announce the launches themselves, but to drop “teasers” leading up to them.
That’s also a good place to plan other pieces of your online presence, like your blog, around these launches — especially considering that 84% of marketers integrate social media with their overall marketing plans.
Let’s say you’re launching an annual report, and you want to use social media to push a high number of downloads. In the days leading up to it, your blog can feature smaller pieces of content pertaining to the different findings within that report. That creates a top-of-mind presence of your brand and your content, among your audience — just in time for the big launch.
2) What are your goals?
In 2015, Google did a study of Digital Leaders — the folks who have seen success with digital marketing — versus Digital Learners — those who have not. Out of the two, a whopping 92% of Leaders had clear digital marketing goals, compared to only 69% of Learners.
Those numbers illustrate the importance of outlining goals when planning social media posts and campaigns. That doesn’t mean they have to be dry or boring — it just means that even funny or out-of-the box posts still need to be aligned with what you’re trying to accomplish.
Just have a look at this collection of Twitter success stories, and the subhead introducing them: “Learn how businesses from around the world achieved their goals with Twitter.”
In the Greenhouse software case study, for example, there’s a very clear objective stated: “The marketing team at Greenhouse was focused on acquiring new subscribers for their weekly newsletter,” which was “focused on increasing brand awareness and purchase consideration.”
Notice how there are three pieces to the Greenhouse goal:
Increase awareness → newsletter subscription → purchase consideration
In addition to overall greater brand awareness, Greenhouse experienced 15% increase in newsletter subscribers within one short month. But remember — it was a two-pronged approach. In order to drive purchases, Greenhouse knew that its digital marketing would first have to aim for brand awareness, which would drive newsletter subscriptions.
Think about your ultimate goal — be it sales, downloads, or event attendance — and consider the smaller pieces that will lead to it. Then, shape and schedule your social media presence around those variables.
3) Who is your target audience?
Here at HubSpot, we’re big on buyer personas — the semi-fictional “characters” that encompass the qualities of who you’re trying to reach.
Outlining your personas is a vital part of planning your social media presence. It’s one of the best ways to determine the needs, goals, and behavior of your potential customers, which can dictate how you digitally convey a product or service. In turn, that can help you understand the voice to use when trying to reach that audience. It works — 82% of companies with better value propositions also use buyer personas.
When you plan and schedule your social media, think about your personas. What are they looking for? What motivates them? What’s going to help them? How are they going to feel at a given time of year? Answering those questions can help determine what kind of media your personas are consuming. To get started, check out HubSpot’s MakeMyPersona tool.
4) What can your audience do with what you’re promoting?
Earlier, when asking about your personas, I posed the question: “What’s going to help them?”
That’s part of the reason why it’s so important to know who your personas are — to make sure that they can actually do something with the content you’re posting on social media. When you plan or schedule a social media post, ask yourself if it’s going to interest, benefit, or ultimately delight your target audience. If the answer is “no,” reconsider sharing it.
Also consider what’s wrong with it. Is there something specific that’s making your social media posts less sharable or engaging? Even the network you’re using can have an impact, since different types of content have varying results, depending on the platform.
Which brings us to our next question …
5) Are you planning accordingly for each network?
Not all social media is created equal. Different platforms attract different audiences. Plus, each one has its own “secret sauce” of when to post, and how often — check out the best times to post to each network.
Remember your buyer personas? As you figure out who they are, it’s also important to determine where they “live” online, and what kind of media they’re consuming — that will help you plan your social media presence for each individual network. It might be helpful to review the Pew Research Center’s Demographics of Social Media Users, which profiles the users of five major social media platforms — Facebook, Pinterest, Instagram, LinkedIn, and Twitter.
While you’re at it, have a look at HubSpot’s Social Media Content Calendar. With a tab for each social network, it’s easy to plan posts by month, week, or even day. That’s an asset when it comes to the networks that require multiple posts per day, and can aid in planning for seasonality.
And speaking of seasonality …
6) Are you promoting seasonal content?
I don’t know about you, but I love the holidays. But I also like them with the right timing — in other words, I don’t get excited when I hear carols and bells in October. Too soon, right?
That said, it’s still a good idea to start planning your social media holiday presence early on. And, it’s important to understand how your personas behave during certain times of the year — there’s a big difference, for example, between B2B and B2C audience behavior during the holidays.
For B2C, it’s a bit more clear-cut. Brands see more first-time buyers during the holidays than they do during the rest of the year, when shoppers are “more influenced by brand allegiance,” writes SocialTimes‘ Kimberlee Morrison.
For that reason, it’s important to use a calendar to schedule posts that will both engage potential first-time buyers, and keep them coming back after the holidays. That’s called reactivation — and according to Monetate, it’s imperative if you don’t want to your first-time customers to be part of the 86% of them who never come back.
In the B2B sector, it’s less about influencing purchases and more about increasing brand awareness. Around the holidays, for example, B2B companies are encouraged to promote sharable content that’s both seasonally-oriented and branded. That’s especially true on Facebook, which people browse 4.2X as much as they do search engines before shopping. So while you might not be offering a holiday promotion, you’re still aligning with the mood of your buyers — and keeping your brand at the top of their minds.
7) Are your posts agile enough to be replaced or rescheduled on short notice?
Despite our best planning efforts, unexpected things still come up. The world keeps turning, despite what our social media schedule dictates — which is why it’s important to keep it flexible.
When you plan your social media presence, it’s generally a best practice to leave open slots for things like breaking news or the content that you develop around unexpected current events.
My colleague, Susannah Morris, uses HubSpot’s Social Inbox app to flexibly plan social media this way. “I schedule out evergreen content and curate it as I go,” she says, “leaving slots to fill in with new content, newsjacking, or other interesting things closer to the time.”
In other words — things come up, so be sure to allow for them as you plan your posts ahead of time. But make sure you have a back-up plan, too, and a backlog of timely, sharable content to use as an alternative.
8) What’s performed well on your social networks in the past?
There’s a reason why 72% of marketers analyze their social media activity — they want to see what’s working.
But conversely, only 42% of marketers believe they can do such an analysis. Measuring the ROI of social media is known for being a bit tricky. Which network performs best? What kind of posts? What time of day? It’s answering all of the questions we’ve posed so far, and finding out if your answers to them are effective. And that data on what’s working — as well as what isn’t — will ultimately influence your future social media posts.
Digging into that data doesn’t have to be so complex, and there are quite a few resources that can help. Some social media platforms, like Facebook and Twitter, have their own analytic tools that provide some insights into post performance. And in your HubSpot software, you can use the Sources report to measure the ROI of your marketing campaigns, including details on how social media is driving traffic to your site — those are things like visits from links clicked on Facebook, Twitter, LinkedIn, and more.
But in the case that you also have to illustrate the effectiveness of your social media — especially when using that data to plan and schedule future posts — it can be helpful to compile a monthly report that can shed detailed light on performance. Not sure what kind of data to include? Check out our ebook on how to present and prove your social media ROI — it comes with some templates to help you get started.
9) Have you identified influencers?
When it comes to genuinely reaching your audience, trust is huge. That’s why so many of us seek the advice of friends and family in choosing a product or service — 83% of people trust their recommendations more than anyone else’s.
But then, there are influencers — people considered to be leaders and trendsetters in their respective niches (think: bloggers). Many times, brands partner with influencers because the public listens to what they have to say. In fact, 49% of Twitter users say they count on recommendations from influencers first.
There’s a reason why it’s called social media. We’ve come to think of contacts on these networks as reliable acquaintances, even if we’ve never met them in real life. That’s why people like influencers have earned a so much consumer trust, and why marketers are partnering with them.
In fact, many businesses say that they earn $6.50 for every $1 they invest in partnerships with influencers. That’s because influencer campaigns are a bit like economical celebrity endorsements — people have come to recognize, follow, and trust what they have to say.
But many marketers say that finding the right influencers to work with can be challenge. For that, we recommend following a process similar to identifying your buyer personas, to make sure the influencers are aligned with what your brand represents, as well as your goals. And be sure that it’s a mutually beneficial partnership — much like a co-branding agreement, it’s important to determine what you can offer an influencer in return.
Ready to start planning?
With the right tools, managing social media isn’t so overwhelming. And planning ahead can help to create that peace of mind, especially when you allow for the flexibility we discussed earlier.
But make sure you’re not overdoing it. The amount of time spent on social media can vary from marketer to marketer, and can even depend on your industry. Answering these questions and following the right steps accordingly will help determine what works for you.
And as social media continues to evolve, we’ll be here to let you know about it, and what it means for you.
How do you plan and schedule social media? Let us know in the comments.
Facebook started as a way for college classmates to communicate, and it’s since evolved into a hub for content creation, sharing, and advertising.
Over one billion active users engage on Facebook every day, which represents a tremendous opportunity for advertisers to leverage their content in front of potential customers.
The variety of targeting options available allow marketers to get the greatest value out of each ad dollar spent on this vast network, making it an ideal place to drive conversions, downloads, and lead generation. In fact, Social Media Examiner found that 55% of social media marketers use Facebook as their primary platform, and eMarketer learned that nearly 68% of all social media ad spending is on Facebook Ads.
We decided to consult with a variety of successful social media marketers to learn more about their strategies for Facebook Ad targeting. Whether you’ve been advertising on Facebook for years or are just starting out, check out these lessons from the pros to maximize your social media advertising ROI.
10 Strategies for Facebook Advertising
1) Keep track of qualitative metrics.
Matt Diederichs, Social Marketing Lead at Hootsuite:
We focused on two metrics [in our Facebook Ads campaign] — video views and offer redemptions. Video views are primarily an efficiency spend, looking at the gross number of video views we can get for our investment, at the lowest possible CPV (cost per view). In the offer redemption area, we can go a bit deeper and also calculate our CPA (cost per acquisition) for each person who redeems the offer. These help us to understand whether it’s worth our investment to pay for direct customer acquisition.
Through all of this, we [also] look really hard at qualitative feedback. Facebook’s Reactions allow us to see not only how many people ‘like’ our content, but also when people ‘love’ or uh … [don’t] love our content. We also aspire for our content to be shareable, so we look for post shares and for comments on Ads. To us, that’s a leading indicator of content resonation.”
2) Take advantage of Facebook’s precise Ad targeting.
Shari Medini, Co-Host of the Push Pull Sales & Marketing Podcast:
You can target any audience [using Facebook Ads]. Almost everyone is on Facebook, and we all share incredible amounts of information about ourselves. Facebook compiles and organizes all of that data for their Ads platform so that marketers can go as broad or as narrow as they’d like. You want to target moms of young children in a 15-mile radius from a [children’s] clothing consignment store? Facebook lets you do that. You want to get young men in the sales profession between the ages of 30 and 35 to click through to your site? Facebook lets you do that.”
Andy Odom, Digital Marketing Director at Santander Consumer USA
Use the Audience Insights feature in your Ads Account to research all of Facebook, fans of your Page, or people in any custom audience to gain better insights into who they are and how to target them. You can upload [an email list] as a custom audience and serve special ads just to them.”
Haidi Zhu, Head of Performance Marketing at WeWork:
[With Facebook Ads,] we start by analyzing the demographics of our current members to better understand who they are based on location, interests, industry, and more. We use this data to develop audiences to identify potential members and further segment down to deliver ads that feature the WeWork offerings, locations, and services that we strongly believe will benefit them most.”
Frank Emanuele, Co-Host of The Marketers Next Door Podcast:
Always A/B test your creative [assets]. It’s easy to think you know what will capture your audience’s attention, but you’ll be surprised when you actually test it. I always compare at least two options and track their performance carefully. Then I put my spend toward the top performer to get the most bang for my buck. I often find that the creative I liked best actually isn’t my top performer.”
4) Pay attention to what visitors do after they click.
Alicia Palmieri, Senior Social Media & Content Specialist at 2U:
Our end goal when advertising on Facebook is to get people to view longform, data-rich content. Since we host most of this on our website, we work with our web analytics team to track behavior of people coming from our Ads. This helps us ensure that we’re targeting the right people and providing engaging content that they will enjoy.”
Rachael Samuels, Social Media Specialist at Sprout Social:
The social landscape is constantly evolving, and our social team is constantly adapting to meet the needs of our community and stay authentic in our social presence. It’s great to be aware of trends, but you shouldn’t force a trend or new network if it’s not the right fit for your brand. You have to determine a trend’s genuine value offer before diving in headfirst. If something isn’t resonating with your audience, there’s no reason to continue chasing the hype just to be seen doing it — your audience could see that as a major turnoff.”
Aaron Moreno, Digital Advertising Specialist at Sprout Social:
It’s important to have a clear objective for your ads, clear KPIs and a desired cost-per-conversion. Identifying these metrics, setting up proper tracking and keeping a pulse on performance is key to determining ROI from social advertising.”
Chelsea Hunersen, Social Media Manager at HubSpot:
The principles of creating a good post and grabbing attention are the same no matter what the medium. For example, providing clear value and connecting about [your audience’s] real needs is something I always try to do. I’m less concerned about using a new medium like video or canvas just to use it, but I will try it if the technology gives us a better way to reach our audience.”
6) Find inspiration from your competition.
Rebecca White, Community Manager at TrackMaven:
Being able to tell what your competitors are promoting on social is invaluable. Comparing our Facebook spend with that of our competitors gives us a level playing field on which to evaluate the impact of our content.”
7) Publish videos that are short and sweet.
Erica Moss, Community Manager at Trello:
Because [Facebook offers] such a small amount of real estate, it’s important to get to the point quickly with one specific call-to-action, whether it’s a discount to redeem, an event to attend or a prompt to learn more about your product or service. Avoid lofty or flowery language.
When considering images, faces and bright colors pop more (high-res only), and video can be super impactful for ads when kept to 30 seconds or less. Bonus points if your video has closed captioning so that users don’t need audio to consume your message.”
8) Don’t fixate on vanity metrics alone.
Jenna Dutcher, Content Marketing Manager at Localist.com:
Facebook Ads can be a valuable tool, but only if you put effort into actually optimizing and measuring them. We’re big fans of A/B testing here at Localist, and always have at least two iterations of an ad running, sometimes 10-20 versions, where we’ll test things as small as capitalization, imagery, headlines, and CTAs.
You also need to be mindful of what you’re measuring. Success can’t just be based on how many people click or view an ad — what does 500 clickthroughs to a post mean to you and your company? Be sure to tie superficial metrics like this to an acquisition goal or metric that you actually value, like cost-per-download or cost-per-lead.”
Jason Myers, Social Media Manager at The Content Factory:
Try composing, or at least previewing, your Ad on a mobile device. Most people view Ads on a phone screen which is why those with stark, text-free images and simple messages get more engagement.”
Ben Kessler, Director of Marketing at WeWork:
We are always eager to test new products and the latest betas to innovate with our marketing. This includes 360” video, renderings, and more, all developed by our in-house team. Because WeWork is truly something you need to experience in person, we’ve seen a lot of success with video to convey our brand and message within Facebook.”
Learn From the Pros
Now that you’ve learned different strategies for successful Facebook Advertising, apply them to your next campaign. A common thread among the responses we received for this article was the importance of constantly testing and evaluating results.
Don’t hesitate to change tactics midway through a campaign to drive greater value and conversions from your Ads. If you’re unsure where to begin with launching an Ads campaign, we have a step-by-step guide to start you off on the right foot.
What advice would you give for Facebook Advertising best practices? Share with us in the comments below.
You know it’s bad when they start making parody videos about the horrors of alumni fundraising campaigns. Nothing can sap alumni energy for your school like getting donation calls again and again and again… But you need your alumni engaged to maintain your school’s relationship with them. You want them to be motivated to act on behalf of your institution and yes, donate, at the times and ways they’re able.
Alumni involvement may have its most valuable payoff through alumni’s power to connect with potential students with an authenticity no one else can match. Alumni can give your prospects a view into life at your school and what life might look like for them once they have a degree from your institution.
The best way to get alumni to engage with your school is when interactions with them have nothing to do with asking for money. Here are some proven tips how to inspire engagement from alumni:
Alumni Respond to Personalized Emails
People won’t bother with emails that don’t hit on their personalized interests and concerns. Use everything you know about each alum to tailor email content based on their unique history with your school – both off and online. Customize content based on data points such as their graduation date, program, and their preferred social media platforms.
An email with a subject line “Join us for an alumni lunch” isn’t terribly inviting. Try an email with the subject line “Nursing program alumni lunch – come network!” instead. Now that’s a subject line that makes it clear why this email is directed to the recipient and what she’ll gain by reading it.
You need a rocking subject line to get alumni to open your emails, but don’t let the personalization stop there. Send happy birthday and graduation anniversary emails. If the career center is organizing a job fair for graphic arts students, invite recent graduates as well as current students.
Continue the Conversation via Social Media
Social media is the most effective option for the “little” yet highly impactful conversations you can have with alumni. Keep track of how their social media preferences change over time.
For nearly all alumni, regardless of graduation year, LinkedIn is one of the most important platforms for career networking. LinkedIn’s Alumni Tool is a valuable tool helping people find and connect with fellow alums, but by itself, it won’t spark conversation or motivate action. Having a LinkedIn group for alumni can do that.
If your school hasn’t already set up an alumni group, chances are good one of your alumni has. You don’t want competing groups. You can always ask the group owner for someone on your team to be added as a group administrator. Either way, your social media specialist should be an active presence in the group connecting people, sharing school updates, and asking for alumni feedback on relevant issues.
Personalization works well in the LinkedIn group too. You can have multiple sub-groups. Create sub-groups based on different programs or industries where alumni can target their job and business networking efforts.
Use other social media platforms, like Instagram and Facebook, to promote more social activities and interactions. Having alumni-specific accounts on social media provide a space where alumni interests are front and center. Social media is also the ideal channel for encouraging and sharing alumni generated content (AGC).
Alumni Generated Content, You Say
Alumni are rich sources for your content machine. Whether they’re posting career or personal updates, sharing stories about their time at your school, or attending school events – alumni always have entertaining or informative content of interest to prospective students, current students, and other alumni.
Use your social media accounts to solicit their stories and posts. Ask specific questions, such as “Tell us three things you wish you knew by the time you graduated?” Then curate the most interesting responses. You can drop these into emails, reports, and your website.
Asking alumni to contribute an article for a school newsletter or a blog post. Or to be interviewed in a webinar, is another useful way to source content. In fact, don’t be surprised if alumni are just waiting to be asked to write something. Alumni want to give, but they can’t always give money. Especially recent grads still paying off school loans. Inviting them to engage with your school by providing content is valuable way they can donate rather than hitting the “donate” link.
In-Person Engagement Still Matters
Attending or speaking at in-person events is another opportunity for alumni to give back without opening their wallets. In-person events are spring-boards for interesting AGC, as well as ways to connect potential students with alumni. Invite alumni to speak at regional open house events for prospects or make themselves available for applicants to contact with questions.
Active regional and national alumni groups can do a lot of the heavy lifting when it comes to having a full calendar of alumni events. As with your social media alumni accounts, people on your team should be actively involved in giving them event ideas and being an extra pair of hands promoting the event. Using the information you have about alumni in your database, you may well be able to uncover alumni who’d be interested in specific events that the local association doesn’t know about.
If you want lifelong engagement from your alumni, market to them based on their specific interests and concerns as intently as you do in your search for new students. Alumni are the core of your school. The number of active students can only grow by so much, but your alumni pool is an ever-growing resource. If you want alumni engagement, you need to engage with them first.