Using Social Media for Lead Generation

by Vered DeLeeuw

Generally speaking, social media is not the best way to generate new leads. Social media IS great for branding. It enables you to create or strengthen an image, to establish your brand as a pioneer, as a thought-leader, or simply as a very cool brand that people genuinely want to follow and interact with.

Social media is also very useful when it comes to building loyalty and retaining existing customers, turning them into fans and ambassadors for your product or service.

When it comes to lead generation, however, the connection between using social media and acquiring new leads is not that clear, and the connection between social media use and growth in sales or revenue is even more vague.

But it doesn’t mean you can’t use social media with the intent of getting new customers or clients. Lead acquisition through the use of blogs and social media exists, and can be very powerful.

Take a look at the following Twitter conversation, for example:

Person A: “I find most of my gift ideas through blogs and twitter.”

Person B responds: “Me too.. would never have heard of Baby Bunch, now it is my first place to look for shower gifts.”

These people are telling us that through blogs and social media, they find places to BUY STUFF. Bingo!

Social media can help you get found on the Web. It CAN generate leads and sales. How many exactly? It’s easier to measure if your sales cycle is short, more difficult if you’re a B2B company with a long sales cycle. But social media, in addition to building up your brand and image, adds visibility and creates selling opportunities that would not have existed otherwise.

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