by: Craig Reardon on
Groups continue to spout free leads to switched on business ownersIn just the past fortnight, I’ve been lucky enough to mine two wonderful success stories out of the marketing treasure trove that is social media Groups.
If you’ve just joined us, these Groups are essentially communities of people enjoying ‘conversations on demand’ on their favourite personal or business topic.
Sometimes these Groups contain tens of thousands of members or even more. In some cases, many of these members are in the market for your product or service.
Case Study 1 – The successful callout response
As I’ve blogged many times before, I regularly monitor relevant Facebook Groups for any conversations that might apply to me.
By regularly I mean no less than three times a day – usually as I’m taking a break from my scheduled work. This means that my time or opportunity cost is very minimal indeed.
But in many ways it’s almost marketing on autopilot because posts from the various Facebook Groups appear prominently in my feed. Every now and then too I’ll drop in on the more active Groups to see what’s going on after hours.
Whilst some don’t particularly want to ‘work’ after hours, I find its easy to make a quick comment on a relevant post or even promise to make contact with the poster during work hours.
But it was during my morning tea break that a ‘callout’ for small business branding specialists was posted in a popular national SME Group in Facebook.
Naturally I responded immediately as this is critical like any new and ‘hot’ lead. The poster asked to be contacted by personal message (PM) but I also backed it up within the post as this has the dual effect of alerting them to the PM and promoting yourself to anyone following the conversation.
What followed was a brief exchange of messages, a phone call and then an indicative quote. A couple of clarifying emails later and the business was mine. The following day I received a deposit component and started work. All of course without actually meeting the client in person due to their being two states away.
This series of events goes on ad infinitum in both business and consumer social media Groups as its members freely seek the advice of the Group around their particular product or service need.
Really its Word of Mouth on steroids as you not only get to access invaluable free leads, but promote yourself to Group members at the same time.
Case Study 2 – Huge growth in content views and branding
I’m assisting another small business with ramping up their content marketing efforts following a less than impressive attempt by another provider.
Whilst it’s still early days for the strategy, the client is already receiving on average a huge five times more views of their content and a whopping 7-8 times the engagement than that posted by the previous provider simply by sharing into the relevant Facebook Groups.
So the slightly greater time searching for and joining relevant Groups and then sharing posts into them has already yielded a significant result which is already starting to convert to follows and leads.
What’s more, the client is now receiving callouts for recommendations from prospects he previously had no access to. And in turn putting him in touch with thousands of sales prospects.
Easy as these appear, these opportunities don’t happen by accident. In both cases careful planning was required to identify relevant groups, ensure admission to them and then maintaining a regular presence within them – often by way of high quality content creation and sharing.
But as you can see by these two very recent Case Studies, it’s critical that you don’t ignore this new and thriving river of marketing gold.