Anyone who’s spent any time doing any home improvement projects knows it’s hard to do professional-quality work if you don’t have the right tools and the experience to know how to use them. Advocacy’s not much different: Two earlier posts explored how to use digital advertising and database management to recruit “coalitions of the willing” who will actively support your issue or project.
If you’ve ever spent time selling your company’s products or services, you know how important “qualified leads” are. The challenge is finding access to eager prospective customers standing with money in their hands waiting to buy your company’s goods or services. How do you identify those high-quality leads and are there tools and techniques available that move more people into that “high-quality” category?
Let’s take a look at a few things to consider regarding how to maximize the effectiveness of advertising on social media as a component of an advocacy campaign. It’s important to understand you’ll likely use different metrics and want different outcomes than the guy who’s using social media to sell his widgets.