Is Your Social Media Content Attracting Leads? 4 Ways to Bolster Your Strategy

Is Your Social Media Content Attracting Leads? 4 Ways to Bolster Your Strategy

Digital marketers often identify social media as one of the best forms of , but it can often feel like we’re just going through the motions. If the  isn’t attracting leads, what good is it? It’s likely you just need a quick boost in strategy to make sure your content is appealing to your  and getting inbound requests and messages.

In fact, 90 percent of social media users have used the platform to communicate directly with a business before. So if none of your customers or followers are reaching out to you, it’s a telltale sign that something should be changed. Ideally, you’ll post a picture or video with a robust caption that offers value and the floodgates will open: direct messages, likes, comments and queries should start coming (or even just trickling at first) in, proving that your content struck a chord and inspired action. Not there yet? Here are four ways to bolster your strategy to attract those leads.

Related: Content Marketing Secrets for Every Social Media Platform

1. Focus your content on interesting stories

How much does your content dive into stories? They don’t have to be your personal stories. Stories of past clients, stories of other inspiring entrepreneurs or even folklore stories can be used to establish your point. Stories of other people who just went for it and found massive success are powerful too. It helps readers or viewers imagine themselves in the shoes of the story’s protagonist. These stories can be shared in captions or in the post itself through videos.

Lenney Leong is the founder of Get Customers. He’s had success creating video content around stories, with over 7.2 million views and counting. He advised me to make sure you engage from the start. A long, roundabout story will do little to draw viewers in. “Set the stage for the story from the first sentence, or by the title of the video,” Leong noted. “Be straightforward so people know they should stay engaged throughout the storytelling and know what to expect.” Leong has garnered many inbound conversations as a result of this storytelling. And it’s worth noting that videos perform best on , seeing 49 percent higher interactions.

2. Do a poll asking what type of content people want most

Instagram has many interactive features in its Story functionality. Use them! If you feel like you’re unsure what your followers really care about, utilize the poll to see for sure. It’s possible you’ve been creating content for something they’re peripherally interested in, but they are really curious about how you created your product’s landing page or how you scaled your company one year in. Instagram influencers and bloggers swear by the functionality, especially because it can have surprising results. You may think your followers want one type of content when really they want another.

Be open to what you haven’t yet considered. In addition to the polls (where followers can choose one of two options), also use the “Question and Answer” functionality so people can submit, in their own words, what they most want you to talk about.

Related: 3 Keys to a Highly-Effective Content Marketing Strategy

3. Host a Q & A on Facebook or Instagram Live

While using the story functionalities is a great way to glean some initial insights, it also depends on what your viewers are doing when they flip through your story and if they currently have the time, interest, or energy to engage. “Another great way to bolster your content strategy is to host a Q&A on Facebook or Instagram live,” says Sarah Lefebvre, CEO of Localiz. “Followers may be more likely to submit questions if you’re going to answer in real-time, and you can tell by the questions or  that you’re getting as you navigate different topics what is resonating the most.”

Even better — since only a fraction of your audience will tune in for the live, you can use the answers you gave and strategies you talked about in future posts. Save the video, take notes, and convert into posts of their own. Now that you know for sure it’s something people are interested in!

Related: How Your Business Can Capitalize on Facebook Live

4. Make sure you have a call to action in every post

Finally, it sounds so simple but is often overlooked. Make sure there’s a call to action in every single post! It doesn’t have to be the same every time, but use something like, “Message me if you’re interested,” or “Follow me for more content like this.” Even asking viewers to comment with a watermelon emoji if they are also looking forward to summer drives engagement and lets you know who is paying attention to your posts.

Without a call to action, people simply don’t know how to engage. Be clear, state what you’re looking for, and give plenty of direction to viewers and followers — all of which leads to a direct message conversation or whichever KPI matters most to your business.

Are your expectations getting the best of you?

Are your expectations getting the best of you?

When my wife and I were first married, we went to meet with a counselor to learn some strategies for improving our relationship. I will never forget his advice after hearing both of us talk about our challenges.

He said, “You both need to do a better job of managing your ‘expect-or’.” Never having heard the term before, I asked him, “What do you mean by that?”

He quickly replied, “Life is a lot easier if you don’t have any expectations.”

Just as quickly, I vehemently disagreed. I thought, “How can you be in relationship with someone and not have any expectations?”

Since that time, I have learned that what our counselor said was true. I have discovered that many of our personal and professional frustrations stem from violated expectations, particularly those which we have not clearly identified or communicated to others.

Here are a number of expectations that may create problems in your working relationships with others if you are not giving them your attention.

1. Expectation of awareness

Often we don’t realize that we haven’t identified our expectations, nor have we distinctly communicated them, until we get different results than what we expected. When this happens, it is necessary to take a look at what we expected and determine if we clearly communicated our desires.

If you are in doubt, then you have no one to blame for your unmet expectations but yourself. We assume that others are aware of what we expect, but often they aren’t. Sometimes we become so busy or distracted that we fail to make others specifically aware of what we want.

2. Expectation that others read my mind

Because our thoughts and feelings about something seem obvious to us, we presume that they are to others as well. We figure if people know us and are tuned in, they should know what is needed without it being spelled out. Making these types of assumptions is a recipe for miscommunication and frustration.

3. Expectation of clear communication

When we take the time to tell people what we want, we suppose that they clearly understand what was communicated. Differences in communication style, life experience, education, age, various levels of authority, etc. mean that we might not understand each other in the same way. There are too many variables to assume understanding without being specific and allowing for clarifying questions.

4. Expectation of similar performance

We each have a level of performance and ability we are accustomed to achieving. It is common to expect people to perform exactly the way that we would. If you haven’t clearly explained how something should be done, you can’t assume that others will do it the way that you would.

5. Expectation of job satisfaction

Attaining job satisfaction rests with both the manager and the employee. Each is dependent upon the other to meet their expectations. The manager has the responsibility to meet the expectations of the employee. The employee is also required to meet the expectations of the manager.

If neither party has ever explored one another’s expectations, then it is entirely possible that neither party’s expectations will ever be met. So much for job satisfaction.

6. Expectation of engagement

Managers may expect employees to take responsibility for improving their engagement, while employees may expect that managers will take responsibility for their disengagement. When this happens, each party may be silently waiting for the other to meet their expectations. Meanwhile, nothing happens.

7. Expectation of infallibility

We would like to think that we are above making missteps. Because we are all different, you can trust that your expectations will be violated, plus you will sometimes not meet someone else’s expectations. The likelihood of difficulties will dramatically decrease as we discuss our expectations of others. Expectations are often held, but not communicated. Therein lies the problem.

8. Expectation of competence

Because we assume that no news is good news, we expect that the absence of negative feedback means that we are doing a good job or that our manager is satisfied with our performance. We may also assume if we don’t hear about problems from our direct reports, that all is well. Given that people are generally afraid to talk about what matters most, if you want feedback, you had better ask for it. If you don’t ask, you may never know.

9. Expectation of vision

You can’t expect that people want the same things or want to achieve the same goals. Working on the same project or having specific goals does not mean that both parties hold a mutual vision or purpose. The vision needs to be clearly identified and both parties need to understand how each contributes to the achievement of the mutual goal.

10. Expectation of why

Just because your expectations are clear doesn’t mean that people will understand the reasons behind what you are asking them to do. You want to be clear about the why to increase motivation and expand another’s purpose.

11. Expectation of priorities

You can’t expect others to know your priorities nor can you expect to know another’s priorities if you haven’t clearly communicated. Knowing how frequently they change, it is important to revisit priorities frequently if you expect your efforts to contribute to the desired results.

12. Expectation of need

We often presume to know what others need based on our expectations and experiences. If we don’t communicate with them, we may not be supporting them in the areas they need to achieve our expectations. Failure to meet an individual’s needs in areas such as resources, support, education and development may limit their success.

13. Expectation of feedback

Whether you are a leader, manager or employee, you generally cannot expect people to give you unsolicited feedback. Often the higher up the organization you are, the more difficult it is for people to want to provide feedback. So if you want feedback, you need to ask for it. When you receive it, listen for factual specifics or examples, and if you don’t get any, then you need to ask. Feedback is often hard to come by, so when you receive it, be grateful and express appreciation, then look for actionable items that can help you improve.

These are some examples of the kinds of expectations that may limit our success. Taking the time to clearly identify your expectations, communicate them to others and check that you have been understood will improve your relationships and your ability to achieve the desired results.