Social media presents new opportunities for lead generation.
Historically, marketers were forced to rely upon market research companies,
cold calling, and surveys to ascertain consumer attitudes and trends. With the
rise of social media, customers discuss their interests, activities, and
hobbies in a permanent and public medium. This presents new opportunities for
lead generation campaigns and makes it easier to tailor an existing campaign to
a particular audience.
Over one third of all new leads today from
Internet sources stem from social media. However, generating new leads through
social media can be challenging. Everspark Interactive, an Atlanta based SEO agency, points to many
social media users being savvy about mailing lists and low quality products.
Distributing spam posts across comment pages and bulk mailing activities will
not therefore get results. An effective social media campaign requires popular
and credible individuals to distribute the offer.
Individuals who become experts in a particular field or with a particular topic can attract followers. These followers typically share an interest in that field and can be susceptible to suggestions from that particular leader. Partnering with individuals who are popular with a specific demographic can help to get marketing messages in front of targeted consumers. Alternatively, the lead generator can become a credible expert in a particular field by providing valuable information to customers. These customers will then be more likely to view the marketing offer in a positive light.
Individuals who become experts in a particular field or with a particular topic can attract followers. These followers typically share an interest in that field and can be susceptible to suggestions from that particular leader. Partnering with individuals who are popular with a specific demographic can help to get marketing messages in front of targeted consumers. Alternatively, the lead generator can become a credible expert in a particular field by providing valuable information to customers. These customers will then be more likely to view the marketing offer in a positive light.
The Importance of Split Testing
Tracking the effect of marketing activities is important, even if
the sole objective is to obtain new sales leads. Link-trending metrics can help
lead generators track trends and assess the popularity of a particular
offering. Lead generators can split test different marketing vehicles, such as
particular offers or web pages.
Marketers must split test different lead generation vehicles in order to enhance their campaigns. Terminology, presentation, and the offer itself can all affect conversion rates. Squeeze pages and results from split testing can help marketers craft more effective marketing messages, determine the best offers for a particular market, and prevent the marketer from expending valuable time on an unproductive campaign.
Marketers must split test different lead generation vehicles in order to enhance their campaigns. Terminology, presentation, and the offer itself can all affect conversion rates. Squeeze pages and results from split testing can help marketers craft more effective marketing messages, determine the best offers for a particular market, and prevent the marketer from expending valuable time on an unproductive campaign.
Consumer Attitudes
Determining consumer attitudes regarding current trends is
important. With common marketing tools, individuals can assess what keywords
and articles are trending at a particular moment, how influential the keyword
or article is to a consumer, and what links consumers are following.
Conversely, a lack of social media activity can result in social media users
not clicking through to the offer in the first place. The type of activity or
lack of activity on a subject will determine the content and approach required
to generate leads.
Opinionated customers can even provide the marketer with helpful tips. If an offer is inadequate, the presentation too unattractive, or if the initial target audience does not derive any benefit from the project, many social media users and blog commentators will comment on such things. Increasing conversion rates will be easier if the lead generator can determine why individuals are not proceeding to squeeze pages or filling out forms.
Social media marketing presents unique challenges to marketers, but also unique opportunities. Social media can help marketers craft a more effective lead generation campaign, both in terms of the depth and breadth of a marketing funnel.
Opinionated customers can even provide the marketer with helpful tips. If an offer is inadequate, the presentation too unattractive, or if the initial target audience does not derive any benefit from the project, many social media users and blog commentators will comment on such things. Increasing conversion rates will be easier if the lead generator can determine why individuals are not proceeding to squeeze pages or filling out forms.
Social media marketing presents unique challenges to marketers, but also unique opportunities. Social media can help marketers craft a more effective lead generation campaign, both in terms of the depth and breadth of a marketing funnel.