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Which of these two social lead gen strategies have been more successful for you?
Do you see more success using social media to drive net-new inquires or using social media to help move leads towards a sale?
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4 Answers
Hi Christopher,
That's a great question.
At Garious, social media helped us in turning leads into a customers and that's quite logical since social media is all about relationship building. If done right, it will "slowly but surely" turn leads into customers.
It goes without saying that not every fan on your Facebook page will become a customer but we are devising systematic steps to identify qualified leads or what I like to call "hot prospects' on social media.
In fact, Garious Social Media Concierge tool was designed exactly for that purpose: giving recommendations to businesses and social media consultants on:
"which fans or followers do really matter most (qualified leads)? What times are they online? " and so forth.
Feel free to check Garious Concierge press release for more information. I hope this helps. To our success!
http://www.prlog.org/11324932-social-media-concierge-from-gariouscom-helps-bu...
Check out the "Book of Funnels" published by Focus last year and I think you'll see that most folks put social media at the top of the funnel, or early in the engagement process. It's clearly a tool that can be used to communicate with middle-of-pipeline opportunities as well, but I tend to think more direct channels (email, phone, etc.) are better for those more qualified leads.
Hi Christopher,
We now receive more leads via social media than via Google search. That's great for us, as we can track them back to LinkedIn threads and see exactly what the conversation is. We can also track Twitter back and see who is recommending us.
We also nurture using social media. We find out what concerns people have and start new discussions addressing these. We cover particular features, benefits and tips using LinkedIn and this not only helps the original prospect but widens the conversation. We find that if people have found us via Social Media, they don't want to sign up for lots of emails from us - so we respect that and work with them via the method of their choice.
As to which works better, that's a chicken and egg question. Both are invaluable and parts of the same strategy.
I would say it depends... as the answer is yes to both, depending on your market and objective. For example, we have tremendous success generating qualified leads for our B2B clients using LinkedIn advertising, whereas some of our larger consumer brands see the benefit of a "thought leadership" approach to social media, including how-to's & interviews on their blogs, YouTube, etc.
The biggest challenge with social media is that it is blinding marketers to the fact that it is just another channel. Focus on meeting the end-user's wants, needs and preferences and the social media platforms & strategies will follow.
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