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converting your prospects into leads using social media
when anyone tends to give you
his or her contact details
it might not necessarily mean that
he or she
is ready to have a sales conversation
it is important to nurture
your potential audience to a point
when they become ready to have a sales conversation
however in order to nurture them you require some method
through which you can stay in touch with them
for longer duration of time
audience aggregation is one of the methods businesses use in this case
in this method
you simply aggregate the audience at one place
and then you continue to deliver multiple messages
at various point of time
there are various channels to do audience aggregation
one of the most
common channels is social media
in this session we l give you
understanding of the concept of audience aggregation
and going to details of how
effectively you can do that using social media
in order to set the context right
let me show you a graph
this is a bell graph that represents
the distribution of kind of people
who usually visit our website
do not really get stuck on the figures
the idea is that the majority of people who are visiting your website
are not ready to have a sales conversation
or are not really there to buy your products
it's not that they will never buy
but they are just not ready to buy at this stage but
if you leave them
you would
or you might leave them forever
on the other hand you can take the burden of maturing them
and addressing their concerns
while they are moving from the stage where they are not ready to buy anything at
this stage
to a stage when they are ready to purchase
the chances are that you can eventually turn them to customers
this is the main advantage of audience aggregation
another major advantage that we see where audience aggregation
plays a major role in getting the drop outs
back into the funnel
all of us as marketers
are aware of marketing funnel
like here
you start by getting user i balls
and move people ahead
get them aware of the kind of products and services that you have
and then make sure that they are really considering your products, here the critical element is not the way you have defined your funnel
no matter the kind of funnel that you have
at every stage there will be drop outs
now the main concern is how are you treating
those drop outs, is there a way through which
you can get these drop outs back into the funnel
audience aggregation
is a method to do that
what you can do is all the people who are dropping out
you can get them aggregated somewhere
and continue to deliver a message such that they mature in the buying
process
and at the right time
they will actually comeback in the marketing funnel
and might give you business as well
so what exactly is audience aggregation
as mentioned earlier that during audience aggregation
you bring your audience together
in one platform
like you see here
there is a field in which all plants are planted at one place
and then what exactly you do
you sprinkle content, you put a nurturing content
so that they mature in their buying process
some of the potentials at times
will become ready to be harvested in form of high potential leads
which can further be converted into customers
let me tell you this process is a ongoing process
you will continue to
aggregate audience
you will continue to keep nurturing them and right time
you would continue to keep harvesting them or some of them will continue to
keep harvesting them or some of them will keep contacting you as sales ready inbound leads
one of the places where you can aggregate audience is social media
which is
which can either be facebook twitter linked in group or any other social network
where it is possible for you to stand at a pedestil and
distribute your message ongoingly
it is an example of a company called kissmetrics which is in the space of
providing analytics tool
they have aggregated audience on twitter
and have a following of about 100000 people
everytime
they put you some content on the blog, they simply sprinkle it out to the audience
that they have aggregated on twitter
here if you see
they have a blog post on
five reasons email marketing
crushes social media marketing
and they have just posted a link over twitter
and if you look at the number of people
who have clicked on this in the first few hours you would notice that twitter is the one
that is majorily driving the traffic
close to around 440 people have clicked and around 13 people on hout suite which is another
client of twitter
therefore through twitter they have got around 470 to four of the odd people or
visitors on their website
blog whatever you want to mention
the idea here is that they have aggregated audience on twitter
and now they are maturing their thinking
based on the kind of offering that they have sprinkling yhe right set of
content at the right time
in a way this is also helping them in their content marketing efforts
by giving them the first level of organic reach for their content
thank you very much, we wil be exploring it in detail in the actual session.