Social Media & Lead Gen; The New Frontier

Hanna Walther, Ytel |  

Socializing customer service has never been more important for businesses, but your efforts shouldn’t stop there! This is only the beginning. You should be socializing all aspects of your company's online presence to generate leads, starting with the most powerful... social media!

2015_08_Lead_Gen_Social_Media

Socializing customer service has never been more important for businesses, but your efforts shouldn’t stop there! This is only the beginning. You should be socializing all aspects of your company's online presence to generate leads, starting with the most powerful... social media!

 

Brave New World: the On-Demand, One-Click World 


As we’ve become more connected, there’s a higher demand for fast interactions and instant gratification. In the on-demand, one-click world, the relationship of the consumer and the business is established within seconds of the initial interaction. A majority of these interactions happen on social media when the consumer is looking for a solution or looking to satisfy a need.


The New Frontier


For the consumer, social media has become a companion in their everyday lives. It serves to satisfy the consumer’s basic needs, from self-esteem, to belonging in a community, to safety. It’s second nature for people to regularly check their social feeds, whether for news, connecting with people, or to search for a solution. It’s  adapting to fulfill the consumer’s every need, which is why businesses should be taking advantage of this avenue and become socially available to both their target audience and their past customers.

Businesses must offer themselves as a solution that can fulfill their consumer’s needs.

Consumer Behavior


Today’s consumer is an information-seeking machine. Think of your consumer as one that is fluent in multiple digital and online channels. There is no limit to the information a consumer can access, and because of this, purchase decisions are made long before they connect with a sales person.

81 percent of consumers research online before purchasing anything.

Your brand should always work hard to provide a seamless and happy experience for all customers. Now more than ever, this should be top priority, as social media is a great way for people to blast their complaints about their experience all over the web. Stay in front of those customers and meet their needs.

Social media is no longer just about reach, it’s about converting those leads.

 

Socializing Your Business

With 28 percent of internet users spending most of their time online on social media, expanding to a virtual home for your business is crucial. Social media works both ways; it gives consumers a place to find you, and provides a place for you to find them. 

As you learn more about your target audience, you can personalize content and connect with your prospects on a deeper level. Think of social media as a tool to humanize your brand. Your business has a voice and a personality that consumers can connect with. Building trust through content and engagement means you can start nurturing prospects into leads!

Your content should attract your audience and create brand awareness through exposure, influence, and engagement.

Leads You’re Acquiring


There are two types of leads you can acquire from your social media efforts: soft leads and hard leads. A soft lead is one that provides contact information in exchange for the valuable content you’ve created. Soft leads are not ready to purchase yet, but are interested in what your brand is offering. The next step is to provide more content that offers solutions and helps with their decision-making.

A hard lead is ready to purchase. Through your social media and content efforts, you can show your prospects the value you offer beyond your products. If you provide relevant and valuable solutions, your content will be one of the reasons people buy from you rather than your competition.


Metrics that Matter


Marketing’s top priority should be revenue generation and growth. By combining the objectives of both sales and marketing teams, you can see the influence your presence has. Remember, when using social media, you’re connecting with your prospects early on in the buying process.

Here are a few statistics to demonstrate the significance of social media on revenue growth:
  • At least 58 percent of marketers who have been using social media for three years or longer say that it helped them boost sales
  • 44 percent of companies that own a Twitter account have experienced a boost in number of consumers
  • 78 percent of small businesses attract new customers through social media
  • 80 percent of marketers indicated that their social media efforts increased traffic

Introducing social media to your Lead Gen strategy will allow your business to expand its reach and engage with your prospects early in the buying process. By combining your sales and marketing objectives, you’ll have a better idea how to convert and nurture leads. A strong cohesive unit is what every business needs, so give social media a try!

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About The Author

Hanna Walther, Ytel

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Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


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