“BtoB Magazine found that 59% view lead generation as their greatest online marketing challenge. To meet that goal, marketers are exploring new channels in 2012, particularly social media.”
Source: Social Media Today
With social media gaining a ridiculous amount of popularity, it is no wonder why businesses are trying to leverage this powerful network to reach out to potential customers. Before delving in to the strategic side of this medium, let’s take a look at some of the statistics that make this such an attractive method for the application of marketing:
- According to the company in December of 2011, Facebook had a total of 845 million monthly users of the site, who were not only registered members but active within their Facebook accounts.
Ravi Mandalia, 02 February, 2012. Facebook Releases Usage Statistics: 845 Million Users, 2.7 Billion Daily Likes and Comments.
- In April of 2012, Twitter reported its usage to be at 182 million users, in addition to “adult” accounts increasing from 13 to 15 percent.
Britney Fitzgerald. The Huffington Post. 06/01/2012. Twitter Use Is On The Rise, Daily Use Doubles: Pew
- LinkedIn has over 175 million members in over 200 countries. As of June 2012, people were signing up at a rate of 2 per second.
Despite these large usage numbers, it may be hard for marketers and businesses to understand how social media can actually deliver quality leads for sales teams. Social media is clearly a great way to reach out to many potential customers through the use of developed content and information, but how will that lead back to creating profits for the company?
There are a variety of ways businesses can approach social media:
- You want to establish a firm brand image and messaging. This will make it a lot easier for you to get potential customers/ users to engage with your company through the different websites.
- Post good content. Just like any other form of marketing, you want to grab attention and deliver your message before the moment passes. Post links to articles, discussions, and any other sites that your customer base is most likely interested in.
- Track your content. What’s the point in doing social media if you aren’t social either? Read what your followers and friends are saying, track your links and see which ones were hot and which ones were… not. This will enable you to better leverage your social sites.
- Align social with sales. Leverage social media to drive traffic to your website and landing pages. If users like the content and your level of engagement, they are much more likely to check out what you’re offering. Take those leads and process them through the sales funnel!
Social media can be intimidating, especially for those who have never even used it before, but it reaches so many eager Internet users, you really can’t go wrong. Companies may favor more traditional marketing tactics, but in terms of seeing a huge boost of traffic through your website, what better way than to target people who are already clicking away on their computer?