In the business world, leads are a touchy subject. Leads always seem to turn stale too quickly and no one wants to take responsibility for leads that don’t convert. The sales team will claim that the marketing team is sending over unqualified leads, and the marketing team will claim that the problem is in pitching and closing. The blame is quickly passed from one party to another and revenue plateaus – or worse – declines.
While I could talk your ear off about how most leads are only called once or how cheesy marketing tactics are used to get quantity over quality leads, I’d like to focus on things you can do to within Brickfish social listening platform, Nuvi, to find better leads, approach those leads at the opportune moment, and keep them warm until they are ready to buy.
Set up the correct monitor
Determine the audience you’d like to go after and set up the appropriate monitor. Within Nuvi, there are a few types of monitors you can create:
- Industry Monitor – This is the broadest type of monitor. Use this to find users who are talking about things related to your industry (ie: #fashion, clothing, #womenstyle, etc).
- Competitor Monitor – Use this to get a pulse on your competitors. Look for people talking negatively about your competitors and identify opportunities to sway those users to your brand.
- Brand Monitor – Set up a monitor to see who is already talking about your brand.
Alerts, mentions feed, and tagging
Once your monitor is running, use the following features to organize and stay on top of mentions:
- Alerts – Set up alerts to be notified of when certain mentions come through. This allows you to respond quickly while the sentiment is still fresh. Decide if you want to be notified of people using certain keywords like “Awful, sucks, terrible, etc.” on your competitor monitor or “Looking for, want to buy, I need, etc” on your industry or brand monitors.
- Mentions feed – Scroll through your mentions feed to view mentions in your monitor and interact with them through the platform.
- Tags – Create a “Lead Gen” tag to group certain mentions so that potential customers can be responded to by interns or other members of your team.
Next week, we’ll dive deeper into how you can engage with leads through the Nuvi platform to help you shorten the sales cycle, find brand advocates, and keep leads warm until they are ready to buy.
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