You might be thinking, “Isn’t social media just for sharing selfies? Is it worth the investment from a business perspective?”
Many people believe that social media is a thing of the past. It had a good run, but now it’s time to get to the things that really matter. What many people don’t realize is that social media is the thing that matters. In fact, it could be the thing that matters most.
Here are some of the reasons why social media still reigns as one of the top lead generation tools:
1. You can reach unique audiences.
In the digital age, it is easier than ever to reach a larger audience. But, it is also much easier to reach a targeted audience. If you’re paying for ads on social media, there are several ways to narrow down your audiences and deliver your ads to people who are more likely to convert (schedule a demo, download your app, etc.) With organic social posts, you can still achieve the same goals by taking advantage of hashtags, tagging specific accounts, joining online conversations, and much more. Digital marketing has allowed us to veer away from a “spray and pray” approach of mass communicating (and for good reason).
2. You can build a community of online champions
A large percentage of people who follow a brand on social media do so because they are already purchasing their product or use their service. But this can be both a blessing and a curse.
Ideally, your clients are sharing their success stories and persuading potential buyers to get on-board. Even with bad reviews or complaints, a carefully thought out response can actually help you rather than hurt you. Just like an employer might check out a potential hire’s social media accounts, potential buyers will often take a look at a brand’s online presence. In the end, it’s all about coming up with an awesome digital strategy (with a particular emphasis on how to interact with customers).
3. You’re able to show your personality and build up your brand
Social media has allowed brands to show off who they are, quickly and effectively. Connect with your audience in a personable way, rather than hiding behind that corporate facade. But take the time to think through what your brand personality is and craft a social media strategy that fully embodies your brand values and morals. With just 280 characters, a brand can put out a hilarious tweet responding to a customer and get tons of positive attention. Subsequently, a brand can also comment on a controversial subject and ruin their entire brand.
4. Use social media to drive traffic to other lead generation activities
I’m here to clear up the misconceptions about social media as a lead generation tool. One thing to keep in mind when it comes to inbound marketing, is where your customers stand in the marketing funnel. The stage at which your customers are is crucial to dictate the type of content you should be promoting. With a more sophisticated product or if you’re entering a new market, take the time to educate your customers on social media rather than rushing to push your “Schedule a Demo” forms. Top-of-the-funnel content like educational white papers or blog posts, can be a great way to generate MQLs and social media can help you get there. Use social media (paid or otherwise) to help drive traffic to other lead generation activities like content, events, and newsletters.
Best of luck on your journey to social media success.