Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Getting leads from social media

Unfortunately, simply Liking a status update, photo, or video on your Page doesn’t make someone a lead. That type of action doesn’t indicate interest in your business or product.

On Facebook, there are two ways you can generate leads: direct leads and indirect leads.

Direct leads are generated by sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer — whether that be an ebook, coupon, infographic, or any other piece of content. This form is housed on a landing page dedicated to that specific offer.

Indirect leads are generated by using Facebook on the path to conversion. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping direct visitors to that landing page.

One of the best ways to generate leads on Facebook is simply to send people directly to landing pages for lead-generating offers.

When you do this, make sure the offer has a compelling featured image that’s getting pulled into the Facebook post. To ensure Facebook pulls the right image from your blog post into your Facebook posts, you’ll need to first optimize the image size for Facebook and then add the proper open graph tags to your website.

Lead capture landing page

A lead capture page is a type of post-click landing page differentiated by an optimized lead capture form. This form allows you to collect leads for your respective offers and nurture them down your marketing funnel.

To be successful collecting leads, your capture pages need to have the right balance of “ask” and “reward.” The “ask” are the form fields you use, and the “reward” is the offer you’re promoting.

A lead capture page that asks visitors for irrelevant information to the offer is abandoned because a poorly-optimized lead capture form is one of the leading causes of post-click landing page friction. Ideally, your form should not ask for more than basic contact information on the user’s first interaction with your business.

For example, if you’re offering a more top-of-the-marketing-funnel resource such as a free ebook or webinar; your lead capture form should have no more than three form fields. Anything more and you risk scaring them away on your first interaction. You can create a more detailed form if you’re offering something such as a free trial or a product demonstration. The length of the form also depends on how far down your customers are in your funnel.

Using a CRM

A customer relationship management (or CRM) tool is the largest and fastest-growing enterprise application software category, and worldwide spending on CRMs is expected to reach USD $114.4 billion by the year 2027.

The CRM that I currently use is HubSpot, primarily because its free tier is perfect for what I need. They also have paid options, but unless if you’re making close to $1 million in sales, it has little benefits. I have also use Pipedrive, Salesforce, and Copper, but none top HubSpot for its price and performance. My recommendation is to try them all under a trial and see what works for what you need for your business.

A CRM system can give you a clear overview of your customers. You can see everything in one place — a simple, customizable dashboard that can tell you a customer’s history, the status of their orders, outstanding customer service issues, and more.

You can even choose to include information from their public social media activity — their likes and dislikes, what they are saying and sharing about you or your competitors.

Mailerlite Refund Policy and Reviews

If you’ve ever tried to use an email marketing campaign software, they all have their policies and guidelines. But, should you be subjected to those policies if you never actually send a campaign? Obviously, I talk a lot about the can-spam act in my other entries and making certain that you don’t send an email to someone that never signed up to receive that email. It’s just wrong and can get your email or server shut down if it happens too often.

However, Mailerlite, a company that I recently tried uploading a list to, took this a step further with their policy. Mailerlite will charge you for the number of contacts you want to send your email to and then decide if they actually want to offer you their email marketing service. You see the problem? First, you pay Mailerlite, then they may let you play if THEY decide. Of course, at their discretion and if they like your email list. Because, if they don’t… well, there goes your money. No service is included on your way to a canceled account.

We recently tried to use Mailerlite by uploading an email marketing campaign and purchasing the 10k user tier from Mailerlite. Due to the number of contacts, Mailerlite support and policy needed to approve the 10k list first, which was ok and responsible for Mailerlite to protect their servers. But, here is where it gets manipulated by Mailerlite- in asking for a refund because the company did not default us to sending to a list of 10k, the company did not want to award us the refund. Instead of giving a refund because they couldn’t offer us what we wanted, they instead changed the target to, “well, tell us more about the people you intend to email in this list you have.” As if the list were important, which it should not have been considering we had only reached out to Mailerlite to cancel our account because we had no intentions of using it. At this point, we figured we’d tell them the list was from our partner company, which we found was against their policy. But, again, it shouldn’t matter because we never intended to use Mailerlite’s email marketing service at this point.

Instead of offering a refund, Mailerlite decides to take advantage of this opportunity and states they weren’t going to offer a refund because our list was not approved and went against their policy and refund policy. We understood and asked for a refund as no campaign was actually sent. At that point, Mailerlite continued to argue it was against their policy to provide a refund because the list we uploaded was no good and went against their policy.

Obviously, this didn’t make any sense considering no campaign was actually sent from Mailerlite and we had only uploaded a list of contacts and wanted to cancel the order and not actually use Mailerlite’s service at all. So, why would Mailerlite decide to not refund and then cancel our account for a service we never used and a Mailerlite policy/term we never broke. Where was the harm done? Moreover, why would Mailerlite manipulate the situation as if we hadn’t already asked for cancelation of the order.

My review for Mailerlite email service is 0/5 for their support and policies and fraudulent activity. It seems that Mailerlite’s policy is to steal money and give back at their discretion. Or, should we blame ourselves for telling Mailerlite the truth?

If you’re interested in Mailerlite as a service, use only their free tier. Do not give Mailerlite your money else you jeopardize your campaign and time again Mailerlite’s refund policy.

Organizing your data

Businesses of all sizes—regardless of industry, product, or service—are facing an increasingly complex situation when it comes to managing all of their data. Customer data can be especially difficult to manage; yet, it’s the most important type of data that a business owns.

What you should do to effectively manage all of your customer data is to Implement a CRM. That being said, simply signing up for a new piece of software (or switching CRMs) is no guarantee for success.

To reduce risk of failure and maximize the impact of customer data, forward-thinking businesses take a strategic approach by proactively organizing and centralizing their customer data.

One of the most challenging aspects of managing customer data is knowing the right way to structure it.

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