Five tips to turn social media contacts into clients

By Quirk's Staff | August 1, 2009

Reading time: 3 minutes

Abstract

Having hundreds of connections on Facebook and LinkedIn will only pay off if researchers learn how to translate connections into new business. The following guidelines can help use social media to build opt-in lists.

Research Topics:: Text Analytics | The Business of Research
Industry/Market Focus:: Research Industry
Content Type: E-Newsletter Article

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In addition to the many extraordinary opportunities in social media marketing, perhaps one of the most exciting is the possibility for research vendors to expand their client reach by making valuable industry contacts and establishing themselves as providers of useful, helpful information.

But turning social media participants into opt-in contacts can be a challenge, as too little or too much contact can make or break a company's image. So how can professionals turn social media contacts into clients? Here are five tips from Marsha Friedman, CEO of EMSI Public Relations, Clearwater, Fla., for using social media to build your opt-in list:

1. Join targeted groups and post effective discussions.

Within your social networks, choose the groups wisely in which you will participate, focusing on groups that are active and contain your target market. You should post discussions to demonstrate your professional expertise and drive people to your Web site, taking care to make your headlines short and interesting. Making the headline for your post a question is an effective attention-getter, or using wording containing phrases like "tips for" or "strategies for," also works very well. Be sure to post a paragraph-long teaser in the discussion body telling people what helpful information you have to share and include a link to your Web site where they can read it in full. Close with a question for the reader or a statement soliciting feedback. When readers comment, your post will remain at the top of the group list where more people can see it.

2. Make sure your Web site is opt-in friendly.

Make sure your opt-in form is prominent throughout your Web site, with a message telling visitors that when they sign up for your list they will receive helpful information - not spam. You can also include incentives to help encourage people to opt in. E-books work nicely.

3. Invite everyone but don't pester.

Every time you get a friend request or a new follower, send a message introducing yourself and include an invitation (with the link to your site's opt-in form) to sign up for the helpful information you send to your list. If the new connection does not immediately respond, don't message them again with a repeat of your invitation. If they didn't take the bait through the initial invitation, you'll have plenty of chances to win them over as time goes on.

4. Be direct but not too often.

If you have a helpful and valuable incentive to offer, occasionally post updates inviting your friends and followers to go get it. Keep in mind you are treading a thin line with this type of post, so make sure they are infrequent and are mixed in with many posts that are completely non-promotional in nature. You don't want to be considered "that guy" who's just there for promotions.

5. Be consistent.

The key to making the previous really work for you is to stay active in your networks and groups. If you are only an occasional visitor, you might as well stay home. In order to reap the rewards of these strategies, post often and wisely, and pay attention to your group members.

See the value

Many have questioned the ROI potential and viability of social networking, but following these (mostly free, aside from time!) tips could help researcher providers begin to see the value in social media.