Do you run a web agency? How do you keep track of your leads and existing customers? Well, it’d be ironic if the answer wasn’t “on the web”. Actually the answer depends a lot on your size. If you’re a small agency, you don’t need more than a spreadsheet, your inbox and your good memory. The problem manifests itself once you start growing a bit or if you start outsourcing certain services to freelancers, virtual assistants etc.
For example, Steve McKenna, a friend of mine running a small web agency, told me that a while ago started using virtual assistants, mostly people he sourced from odesk or elance. He was using virtual assistants for getting leads from social media, essentially outsourcing the filtering of social media leads. Social media can be a great source for lead generation: a lot of people ask for recommendations for a good web design agency on twitter, linkedin groups, various forums and even on facebook.
Scouring the social media every day to track these down and try to communicate with those users is very time consuming and potentially not fruitful. Certainly, not for someone who wants to focus on web design and high value, qualified leads – i.e. people who are very close to buying your services, rather than long shots.
It’s the ideal type of tasks that can be outsourced to cost effective virtual assistants who are located in countries where the cost of living is cheaper than the UK or USA. Virtual assistants based in countries like India, Philippines, Indonesia, Vietnam, China or eastern Europe can do that work for you. So how would that work?
Well, the way Steve works with his virtual assistants is he’s asking them every day to search various social media websites he provided them with for various keywords. For example, the virtual assistants would search twitter every day for keywords like “recommend web design”, “need web design”, “suggest web agency”, and so on. Steve has provided the full list of keywords and the full list of social media venues. They would identify tweets like “Can anyone recommend a good web designer?” or “Anyone know a good web agency in London?”.
Once identified, the virtual assistants would try to engage them by messaging them with a soft approach. Again, Steve has defined what’s ok and what’s not ok when engaging potential customers on social media. Steve has a soft approach to engaging such early stage leads as he doesn’t want to alienate people or make them feel uncomfortable. The virtual assistants mostly approach users with “Hi, please consider our agency for great work. See our portfolio here”. They’re instructed not to annoy further, unless the lead expresses some interest, or starts interacting.
This approach has the advantage that it replies to existing requests for information – so it’s not spam. It has the advantage of engaging people who already have the problem and they’re actively looking for the solution – i.e. they need web design services. The other, side benefit, is the fact that a link to the portfolio is posted in a genuine conversation that can be witnesses by other potential customers or that can attract curious onlookers. Some might become customers in the short or long run. It’s brand awareness as, in the process, some people who didn’t know about your web agency now know.
At this point, if the user engages or expresses interest, the virtual assistants enter their details into a web based contact management system (and in this case it happens to be Clevertim CRM) where an onshore team member will pick it up and continue the conversation until the deal is hopefully closed. This basic workflow is followed repeatedly every day for a multitude of social media venues: twitter, linkedin groups and a list of forums Steve provided.
But does it work? Well, according to Steve it does. He couldn’t afford someone onshore to do that sort of triage, but when low cost virtual assistants do it, it tends to be profitable in the long run. The links to the portfolio that are posted on the social media also generate leads that cannot be easily attributed to the virtual assistants and they also help with Steve’s web agency’s SERP rankings for SEO purposes.