Do you ever wonder if all those social media links are costing you leads?
Now I'm not talking about the share buttons you see hovering over to your left, or that you have access to on your mobile device. What I'm talking about is a typically thick strip of icons that tell people to join you on Twitter, Facebook, Google+, LinkedIn, and about 60+ other social media sites that can help you display social proof.
Bottom line: all of those buttons are sending people from your blog, your home base, to a site that you don't control.
So have you been lied to all this time about how to use social media? Does this mean you should stop using Twitter and Facebook?
Not at all. What you need is to put these sites into their proper place, at the top of the social media sales funnel.
The Social Media Sales Funnel
Here's what this elusive beast looks like. Prepare as I stretch my lack of graphics skill to the limit…
At the top of the funnel we have SEO and social media which in this case does not include blogging. Ideal customers are attracted from social media and SEO into the next stage of the funnel which is your blog. From there vistors are captured as leads, enter into a lead nurturing program where ultimately customers are earned.
As with every funnel only a certain percentage move from stage to stage. Here the only reason that the lead nurture stage is smaller than the lead capture is that we're sure to see some drop off. If you're using double opt-in people might not see the emails and verify that they want your freebie. Also, some people are funnel jumpers and might go straight from lead capture to customers.
It could happen. Be happy when it does.
With the exception of funnel jumpers everyone else should go into a lead nurturing program.
This takes us back to the million dollar question…
Once Someone Is On Your Site, Why Send Them Away?
There may be a few reasons, but building a community around your business isn't a strong enough one.
With each social network you operate on you want to not only provide value but provide a bit of value you don't offer anywhere else. You may be running a contest on Facebook or perhaps send your Twitter followers a download link for an ebook. In any case, be sure that offer isn't available anywhere else than that network.
The Two-Week Challenge
Here's a challenge for you, if you choose to accept it. If you do accept it let us know by leaving a comment down below. Then do the following:
Write down the number of followers you have on Twitter and the number of likes on your Facebook page. Wait a week and write down the number of each you have. This is your benchmark.
Make a full backup of your WordPress site and widgets.
Remove any social media buttons from your site that send people off of your site. This could be a widget or footer links. Be sure you can get them back.
Wait one week.
At the end of the week write down how many Twitter followers you have along with the number of Facebook likes your page has.
Any significant change? Did the growth of these communities slow down at all?
Let us know in a reply to your comment below.