Are you finding it challenging to generate leads despite putting in countless hours on social media?
You’re not alone. Many businesses need help to convert their online presence into tangible results.
But what if you could turn those social interactions into a steady stream of discovery calls that fill your calendar?
Imagine starting your week with your inbox overflowing with inquiries from potential clients eager to work with you.
This blog will guide you through two main objectives:
1. how to attract discovery calls using social media marketing
2. How can these calls be effectively conducted to close more deals?
If you want to learn more about securing discovery calls, you should listen to my latest podcast episode, where I discuss it in depth.
You can listen to it here:
Let’s dive in!
Attracting Discovery Calls Through Social Media Marketing
1. Create a Compelling Lead Magnet
A lead magnet is a powerful tool to attract potential clients.
It’s free content, such as an e-book, checklist, or webinar, that provides immediate value to your audience in exchange for their contact information.
For example, you can create a comprehensive guide titled “How to Launch a Profitable Online Business” with actionable tips that readers could implement immediately.
You can design this lead magnet to resonate with entrepreneurs eager to start a business but need guidance on the first steps.
Action Steps:
- Identify a pressing problem your audience faces and create a solution in the form of a lead magnet.
- Ensure the content is valuable, easy to consume, and provides a quick win.
- Promote your lead magnet across social media channels to attract your target audience.
2. Build an Effective Landing Page
Your lead magnet needs a home—a landing page designed to convert visitors into leads.
This page should be clean, focused, and optimized for conversions. It should have a strong headline, concise copy, and a clear call to action.
For example, you can build a landing page for your guide with a bold headline, a list of key benefits, and a strong call-to-action button that encourages visitors to download the guide.
Action Steps:
- Create a landing page that communicates the value of your lead magnet.
- Use persuasive copy and compelling visuals to keep visitors engaged.
- Ensure the page is mobile-friendly and loads quickly to avoid losing potential leads.
3. Run Targeted Social Media Ads
Social media ads are a great way to drive traffic to your landing page.
Focus on creating ads that directly address your audience’s pain points and offer a solution.
For instance, you can target your ads to entrepreneurs frustrated with their 9-to-5 jobs, promising a step-by-step guide to starting their online business.
Action Steps:
- Create ads that highlight the benefits of your lead magnet.
- Test different ad formats (images, videos, carousels) to see which resonates most with your audience.
- Use targeting options to reach the right demographics and interests.
4. Set Up an Automated Email Sequence
Once someone downloads your lead magnet, don’t stop there.
Follow up with an automated email sequence that nurtures them through the sales funnel. The sequence should build rapport, provide additional value, and invite them to schedule a discovery call.
Your sequence can start with a thank you email, educational content, personal stories, and a final call to action inviting them to book a call.
Action Steps:
- Create an email sequence that educates, engages, and encourages action.
- Mix in valuable content and personal anecdotes to build trust.
- Include clear calls to action leading to your discovery call booking page.
Preparing for a Discovery Call
Once your social media marketing efforts have successfully generated leads, you must be prepared for the discovery calls to maximize your conversion rate.
1. Researching the Client’s Brand
Before the call, research the potential client’s brand. Understand their market position, core products or services, and unique selling points.
For example, when preparing for a discovery call, review the client’s website, social media profiles, and recent news articles to gather insights into their brand’s voice and positioning.
Action Steps:
- Visit the client’s website and familiarize yourself with their offerings.
- Review their social media activity to understand their engagement style and audience.
- Identify key opportunities where your services can add value.
2. Setting an Agenda
Having a clear agenda ensures that the discovery call is productive and focused.
Outline the key points you want to cover and share them with the client beforehand.
A typical agenda can include an introduction, an assessment of the client’s needs, a discussion of potential strategies, and an outline of the next steps.
Action Steps:
- Prepare a structured agenda and share it with the client before the call.
- Make sure to leave room for the client to express their concerns and goals.
- Be clear about the outcomes you want from the call.
3. Gathering Relevant Data on Current Social Media Initiatives
Understanding the client’s current social media efforts helps identify gaps and opportunities.
Analyze their social media profiles, recent campaigns, and engagement metrics.
When preparing for a call, note any inconsistencies in the messaging or areas where they could improve their engagement.
Action Steps:
- Review the client’s social media profiles to understand their current strategy.
- Note any gaps or inconsistencies in their messaging or branding.
- Prepare suggestions for how you can help improve their social media presence.
Conducting the Discovery Call
Now that you are fully prepared, it is time to conduct the discovery call. This is where you showcase your expertise and deeply understand the client’s needs.
1. Active Listening Techniques
Active listening is crucial to understanding the client’s pain points and objectives.
Focus on what they say, ask clarifying questions, and provide thoughtful feedback.
During your calls, listen more than you speak, using reflective listening to ensure I understand the client’s concerns.
Action Steps:
- Practice active listening by summarizing the client’s points and asking open-ended questions.
- Avoid interrupting and give the client ample time to express their needs.
- Take notes to capture critical points for future reference.
2. Essential Questions to Uncover Needs
Ask targeted questions that help uncover the client’s needs, goals, and challenges.
This will help you tailor your proposal and demonstrate that you understand their unique situation.
Some questions you can ask include, “What are your top three marketing challenges right now?” and “What does success look like for you?”
Action Steps:
- Prepare a list of questions that help uncover the client’s pain points and goals.
- Focus on open-ended questions that encourage detailed responses.
- Listen carefully to understand the underlying needs and concerns.
3. Identifying Unique Positioning and Discussing Target Audience Segments
Understand the client’s unique positioning in the market and discuss the different audience segments they target.
This will help you tailor your strategy to their specific needs.
I always ask about their ideal customer profile and any audience segments they need help to reach.
Action Steps:
- Discuss the client’s unique value proposition and how they differentiate themselves from competitors.
- Ask about their target audience and any segments they wish to engage more effectively.
- Propose strategies to help them better connect with their desired audience.
4. Clarifying Client Objectives
Clarify the client’s short-term and long-term objectives.
Understanding their goals will help you provide a tailored solution that aligns with their vision.
During the call, I always make sure to clarify the client’s primary objectives to ensure my recommendations align with their business goals.
Action Steps:
- Ask specific questions to clarify the client’s short-term and long-term objectives.
- Ensure you understand their vision and align your recommendations accordingly.
- Confirm your understanding by summarizing their objectives back to them.
Post-Call Strategies
After the discovery call, it’s crucial to follow up promptly and professionally to maintain momentum and move closer to closing the deal.
1. Recapping Key Takeaways
Send a follow-up email summarizing the key points discussed during the call. This shows professionalism and reinforces your understanding of the client’s needs.
Action Steps:
- Send a follow-up email within 24 hours of the call.
- Recap the main points discussed and any agreed-upon next steps.
- Include any additional resources or information that could be helpful to the client.
2. Establishing Next Steps and Sending a Follow-Up Email
Clearly outline the following steps, whether scheduling another call, providing a proposal, or starting the onboarding process.
Action Steps:
- Propose a clear next step that aligns with the client’s needs and objectives.
- Include a call to action in your follow-up email to encourage a response.
- Be proactive in scheduling the next meeting or sending additional information.
Tailoring Social Media Strategies to Client Needs
Once you’ve built rapport and gathered insights, it’s time to tailor your social media strategies to align with the client’s vision and goals.
1. Aligning with Client Vision and Developing Specific Campaign Goals
Ensure your social media strategies align with the client’s overall vision. Develop specific campaign goals that are measurable and achievable.
Action Steps:
- Align your social media strategies with the client’s marketing goals and objectives.
- Develop specific, measurable campaign goals that support the client’s vision.
- Propose a timeline for implementing and reviewing the strategies.
2. Leveraging Insights for Better Outcomes
Use the insights from the discovery call to refine and optimize your social media strategies for better outcomes.
Action Steps:
- Use insights from the discovery call to refine your social media strategies.
- Focus on addressing the client’s pain points and achieving their desired outcomes.
- Continuously monitor and adjust your strategies based on performance data.
Overcoming Common Challenges in Discovery Calls
Even the best-prepared calls can encounter challenges. Being ready to manage objections and address client concerns is essential for a successful outcome.
1. Managing Objections and Addressing Client Concerns
Be prepared to handle objections and address any concerns the client may have. Show empathy and provide solutions that alleviate their worries.
Action Steps:
- Anticipate potential objections and prepare responses in advance.
- Address client concerns with empathy and provide reassurance.
- Offer solutions that directly address their objections and build trust.
2. Keeping the Conversation Focused
Stay focused on the client’s needs and avoid getting sidetracked by irrelevant topics. This ensures that the call remains productive and valuable for both parties.
Action Steps:
- Keep the conversation focused on the client’s needs and objectives.
- Politely redirect the discussion if it veers off-topic.
- Ensure you cover all critical points on your agenda before concluding the call.
Here’s what you’ll need to know…
Discovery calls are a powerful tool in your social media marketing arsenal.
By preparing thoroughly, actively listening, and following up strategically, you can turn these calls into valuable opportunities to grow your business.
Start by attracting leads through compelling social media marketing strategies. Prepare diligently for each call and conduct it with confidence and clarity.
With these strategies, you’ll be well on your way to filling your calendar with discovery calls and closing more deals.
If you want to learn more about securing solid discovery calls from social media, I highly suggest that you listen to my latest podcast episode, which is out now!
