I think we can all agree: Social media isn’t just for selfies and cat videos anymore. It’s a viable channel for finding and attracting potential customers to your business. But how do you dig through the clutter and separate the tactics that work from the ones that don’t?
Today, I’m going to show you 18 high-impact social media marketing tactics that will get you more leads and customers.
Use this list to quickly discover the tactics that get results for your business.
Let’s get started:
1. Use Website Custom Audiences To Attract Leads
A Website Custom Audience (or WCA) is a special type of Facebook ad campaign. Using a WCA, you can target ads to people who have already visited your website and checked out your business.
These people have seen you before, so when your ad pops up on their Facebook feed, they are already familiar with you. These leads are much warmer than if you simply targeted a demographic or different interests.
The process to set up a Custom Audience involves 3 steps:
- Paste a piece of code in your site, so Facebook can track which users have visited it.
- Configure your audience rules.
- Create the Facebook ad.
Facebook has broken down these steps into a nice, neat format using this guide.
2. Drive Traffic Using Snip.ly
Snip.ly is a tool that allows you to piggy back on popular content. You can literally append a link to your content on another page, and use that page’s popularity to drive traffic to your site. Confused? Let me explain:
First, grab the URL for an article you want to drive traffic to.
Then, head over to Buzzsumo and search for a keyword related to your article. Buzzsumo shows you all of the most highly shared articles for a given topic. After you have done your search, grab the URL of one of the top shared articles. This is the page we’re going to append your article to, because it’s already proven to get a lot of social engagement.
Next, head over to Snip.ly and create an account. At the top, input the URL you found using Buzzsumo and click “Create Snip”.
Follow these steps to create an effective snip:
- Make sure “Button” is selected.
- Include a benefit-rich “Message” that compels people to click over to your article.
- Input the URL of your own article in the box titled “Button URL”.
- Change “Button Text” to a call to action.
Here’s an example:
You will also see a preview of your snip below that window. When you’re done, click “Create” and Sniply will generate a unique link for you.
When you go to this link, it will take you to the content you found using Buzzsumo. However, your snip with a link to your content will appear as well. Now, all you have to do is share that article on Twitter using the Sniply link:
And you will drive traffic to your site using the popularity of content that’s proven to be sharable.
3. Get the Attention of Influencers With @Mention
Getting your business in front of influencers can give you a major boost in exposure.
If they like you and share your content, products, and services, you get to take advantage of their massive social media following.
But influencers are busy people, so to get in front of them you have to stand out from the crowd. One way to do this is to use the “@“ symbol to tag them in your tweets. This will send them a notification any time you share their content.
For example, I share a lot of Brian Dean’s content, and I mention him in each tweet. He noticed this particular tweet and favorited it:
So now, if I send him an email asking him to check out one of my articles (and share it if he enjoys it) he will be much more likely to reciprocate that for me, since he recognizes me as someone who promotes his content on a regular basis.
4. Use @Mention to Give Your Tweets More Authority
Just like you can mention influencers to get on their radar, you can mention authority sites to give your tweets more credibility. If you tag, for example, the Huffington Post or New York Times at the beginning of your tweet, people will be much more likely to favorite and retweet you.
This is because they recognize the authority site and feel more comfortable endorsing your tweet.
More favorites and retweets puts more eyeballs on your profile, which means more followers and clicks to your website.
5. Extend Your Organic Reach With Hashtags
Hashtags aren’t just for teenagers. They actually extend the organic reach of your tweets. When you hashtag something, it also appears in searches for that hashtag.
People browse these hashtags looking for new content and people to follow. So, include 1-3 hashtags per tweet, and you will extend the organic reach of your tweets.
6. Get On an Influencer’s Radar with “Twitter Feed”
As we said before, if you don’t have a large following, being able to utilize the followings of influencers is a huge advantage.
One way to get on their radar is to use a tool call Twitter Feed. It allows you to connect a blog’s RSS feed directly to your Twitter account, so whenever an article is published on that blog, it automatically gets shared on your account.
To do this, find the URL for an influencer’s RSS feed, create a Twitter Feed account, and connect the RSS feed to your Twitter account. Every time that influencer publishes a post, you will automatically share it. This will help influencers notice you and your business, and you only have to set it up once.
Twitter Feed does the work for you.
7. Highlight Your Fans on Twitter
Twitter is great for having conversations and building relationships in an informal manner. One method to build relationships is to highlight your fans on Twitter using the @Mention tag. Here’s how to do it:
Whenever someone comments on one of your articles, head over to Twitter and find their account. Follow them and send over a tweet thanking them for the comment. You might also want to highlight something you enjoyed about it.
This makes your interaction much more personal. It takes the interaction from the blog to social media, where these people are likely to follow you and share more of your content in the future.
8. Harness the Followings of Other People Using Followerwonk
Followerwonk is part of the Moz suite of tools. It provides free and paid Twitter analytics services. For our purposes, we’re going to use it to find people with medium to large followings and ask them to share our content.
First, head over to Followerwonk and make an account. Then click “Search Bios” in the top left. Go ahead and search for a keyword related to your business.
This will bring up a list of Twitter users with your keyword in their profile. The list should also be filtered by number of followers. If not, just click the column heading titled “followers” and it will rearrange the accounts.
Now, grab the Twitter profile of anyone with more than 5,000 followers, and paste the URL into a spreadsheet for safe keeping.
Then we need to find their contact information. Head to each profile and look for a link to their website or blog. If you find one, head over to their website and look for an email address or contact form. If you can’t find one, that’s okay. You’ll simply need to engage them on Twitter.
You’re going to do three things:
- Share a piece of their content and @Mention them.
- Retweet one of their tweets.
- Email the person that same day and ask them if they would like to check out your content.
(If you can’t find their email address, ask for it on Twitter.)
Here’s an email script you can use:
I just checked out your article on [TOPIC] — great stuff.
I recently published an article breaking down [SIMILAR TOPIC]. Any chance you would be interested in taking a look?
All the best,
You’re not being pushy. You’re just seeing if they would be interested in checking out your content before actually showing it to them.
If they respond saying they’re interested, go ahead and reply with an email like this:
Thanks for getting back to me so quickly.
Here’s the link — [NAKED URL OF YOUR ARTICLE]
P.S. If you enjoy it, would you mind sharing it out?
Again, you don’t want to be too pushy here. In fact, in some niches, like internet marketing, I would leave out the P.S. entirely. Influencers in these industries get asked to share content so much, they already know it’s the outcome you’re looking for.
However, in other industries where these share requests aren’t as common, you might want to include the P.S. The reason is, they get share requests so infrequently they might not even think about it when checking out your article. If this is the case, I would go ahead and include the P.S.
It should also be noted that this strategy isn’t restricted to content. For instance, to promote a new product, you can send it to these people for free and ask them to use it. Then, if they like it, you could ask them to share the landing page with their audience. You can be flexible when applying this type of outreach.
9. Attract Prospects In LinkedIn Groups
LinkedIn groups are treasure troves of prospects. Especially if you’re in the B2B space, just search for the job title or industry your prospects are in, and there’s a strong likelihood you will find a LinkedIn group filled with them.
If your first instinct is to join these groups and start pitching your services, resist that temptation. People aren’t in these groups to be sold to. They’re in there to learn and network. And guess what? You’re going to do both (by becoming a valuable asset to the community).
Follow this step-by-step process:
- Join a few groups where your prospects hang out.
- Go through each discussion and note the problems people are having.
- Create and publish content that helps them solve these problems.
- Share your content in these groups, and start discussions below each link.
This will do a number of things:
- It will drive traffic to your website, where you can capture those prospects as leads.
- It will help people get to know you and your expertise.
- It will help you engage directly with the people who want and need your products and services.
Check out the next social media strategy for another sneaky way to attract buyers using LinkedIn groups.
10. Create Your Own Tribe of Loyal Followers on LinkedIn
Few aspects of business are more powerful than having a tribe of people promoting your products, promoting your services, and telling everyone about what you do. Social media makes this super easy, but only once you actually have the tribe. Thankfully, you can build this tribe on social media as well. One way is to start your own LinkedIn group.
Starting your own LinkedIn group immediately puts you in a position of authority. You become a leader, whether you’re an actual leader in your space or not. From there, you can network and build your following. However, there’s no point in starting a LinkedIn group if no one knows about it.
That’s where the next strategy comes into play.
11. Use Pulse to Promote Your LinkedIn Group (And Attract Prospects)
Now that you’ve got your group, it’s time to attract members. To do this straight from LinkedIn, one way is to post articles on Pulse. These articles will typically get at minimum of 100 views, but they will likely get many more depending on the subject matter. Here’s what you want to do:
Include a call to action at the end of each article to 1) check out your website and 2) join your LinkedIn group. Make sure to include links to both your site and the group, and you will drive traffic and build your LinkedIn group at the same time.
12. Attract Prospects Using Google+ Communities
Google+ communities are just like LinkedIn groups. They are pockets of people on social media who have similar interests. In our case, these people will also be interested in your products and services. To attract prospects using Google+ communities, do the exact same thing you did with LinkedIn groups:
- Search for communities related to your business.
- Read the comments and discussions to discover the problems these people have.
- Create and publish content that caters to those needs.
- Post that content in these communities.
- Start discussions below each link.
13. Tag Influencers You Mentioned in Your Content
Just like Twitter, Google+ also has a useful tagging feature. When you create content and mention influencers within it, let them know about it. If they know they’re featured in a piece of content, they’re much more likely to share it.
Next time you feature influencers in your content, simply post it to Google+ and use the “+” symbol to tag them, like so:
And you’ll be much more likely to get additional shares and plus ones:
14. Take Advantage of Pinterest’s Untapped Market
With the big 4 (Facebook, Twitter, LinkedIn, and Google+) dominating most of the social media scene, some social networks tend to fall by the wayside a bit — like Pinterest. Not that people don’t use it, but that it’s not nearly as crowded as the other networks. This means that it’s much easier to get noticed on Pinterest.
If you want to get in front of an influencer or prospects, try heading over to Pinterest, find their profiles, and comment on their Pins. More than likely, people probably get much fewer notifications from this social network, so they’ll be much much likely to actually notice and remember you if you engage them there.
15. Utilize Your Network to Create Initial Buzz
Your personal network can be one of your strongest assets. When you release a new product or piece of content, don’t forget to ask your network to share it on social media for you. And don’t forget to tell them that you will do the same for them if they ask.
16. Easily Engage Your Target Audience Using BuzzBundle
BuzzBundle is a social media management program. It will scrape social media networks, forums, Q&A sites, and blogs for the keywords you enter. It then allows you to enter these conversations directly from the program, as if you were logged in to your social media accounts.
Matthew Woodward created a wonderful tutorial for this program. It has been his #1 tool for driving traffic to his blog (which became a top 100 business blog in just one year).
Here’s a link to the video.
17. Use Google Analytics to Optimize Your Social Media Strategy
In most ventures, it’s good not to put all of your eggs into one basket. But you also don’t want to spread yourself too thin.
That’s why, no matter how many tactics and social media networks you try, it’s important to look at which one is performing the best for your business and optimize your strategy accordingly.
To do this, hop into your Google Analytics account and go to “Acquisition”, “All Traffic”, and “Channels”.
Then select “Social”.
This will show you different metrics for all of the social media networks sending traffic to your website. To determine which networks are sending you the best traffic, look at these metrics:
- Bounce Rate
- Avg. Session Duration (Time on site)
These are your “user experience” metrics, and they will give you insight into the quality of the traffic coming from each source. Here’s what you should look for in traffic coming from these networks:
- Low Bounce Rate
- High Pages/Session
- High Avg. Session Duration
In the following screenshot, you will see that the best traffic is coming from Facebook (top) and Google+ (bottom):
For this site (my client) we would want to focus our social media marketing strategy more heavily on Facebook and Google+.
Now It’s Your Turn
I charge you with a mission:
Choose one of these tactics and implement it today. (If I were you, I would go with strategy #1 — Steal Your Competitor’s Facebook Fans.)