Using Social Media for Lead Generation
How are you using your social media accounts for your business? Is it a way for you to connect with your target market? Are you just regularly posting content you think is interesting and engaging to them? Is it a way to build your brand?
These are all valid and effective ways to use social media for your business. But have you ever considered that you can also generate leads through your accounts?
Social media accounts like Facebook, Twitter, LinkedIn and Instagram are great, cost-effective tools for generating leads. According to a white paper produced by IDC:
- 75% of B2B buyers and 84% of C-level/vice president executives surveyed use social media to make purchasing decisions.
- Online professional networks are the number 1 information preference of buyers in the final stage of the purchase process.
- Social buying correlates with buying influence. The average B2B buyer who uses social media for buying support is more senior, has a bigger budget, makes more frequent purchases, and has a greater span of buying control than a buyer who does not use social media.
- B2B buyers find the greatest benefit of social media is gaining greater confidence in and comfort with their decisions.
Companies employing lead generation strategies on social media are able to achieve better results throughout the funnel—building brand awareness, generating conversions, achieving better sales productivity, producing higher revenue growth, and creating a sense of community for advocates and followers. And according to a study by LinkedIn Pulse, B2B buyers who feel a “high brand connection” are 60% more likely to consider, purchase, and even pay a premium over “low brand connection” competitors.
Tips to Get the Best Lead Generating Results on Social Media
The key to getting leads through social media is using it to generate leads, not as an actual selling platform. Here are some tips to get the most out of your social media accounts.
1. Know Your Audience.
You should create audience profiles, or personas, of your target customers. For example, do you want to direct your message to Millennials, Gen X or Baby Boomers? Are you looking for a global outreach, a national audience, or local area engagements?
Some other criteria for defining your audience must include:
- Which social media accounts they prefer
- How active they are on social media
- Their interests
- Their location
Once you know the answers to these questions, you can then plan your social media strategy around it and develop relevant and engaging material.
2. Stay connected.
Once you know your audience, you can then direct your online conversations with them using the most effective media and voice. But you can’t just post it and forget it. A good way to encourage ongoing conversation is to end your post with a question and maybe a link for more information. For example, if you post something about summer vacations, you can then ask, “Have you planned your summer vacation yet?”
Read any comments resulting from your posts, and join the conversation. This will enable you to gather more information about your customers and let them know you are interested in their opinions.
3. Have a clear online marketing strategy.
Establishing an editorial calendar is helpful in ensuring consistent and regular social media communication. The calendar should guide marketers on what, when and where (which social media channel) to post. Having a regular schedule for posting to social media will ensure that it doesn’t get lost in the everyday shuffle of business. It also provides consistency in generating leads.
All posts should be professional, timely and accurate. It’s a good idea to have an internal review process before posts go public.
Colorado Springs SEO for Growth Can Assist You in Your Social Media Marketing Strategy
Colorado Springs SEO for Growth has the expertise to fine-tune and optimize your overall marketing plan, as well as your social media strategy. We can evaluate your overall goals and objectives and provide a plan that will help you to succeed in today’s competitive online market. Contact us today to learn more!