Pointers for using social media for lead generation

Many B2Bs still think of social media as merely an image/awareness-building vehicle.  But an increasing number are starting to aim at least part of their social-media effort straight at lead generation, as we noted in this earlier post …and you can, too.

Any time we embark on a new journey, some guideposts come in handy;  and that’s just what we found in a veritable compendium posted by Debbie Hemley on Social Media Examiner.  As she notes, despite the attractiveness of the movie cliche’ “If you build it, they will come,” that doesn’t really apply here.  Instead, says Debbie, “we need to encourage people to come to our social pages;  and once they’re there, we have to create enough value for them to hang around.”

So herewith, a modest selection of Debbie’s guidelines (many are due to other writers, but you can find those source links in her post)…

Assets. Take a look at your existing inventory of stuff, on social media and elsewhere online, to determine what might be leveraged or re-purposed for greater social media engagement.  Think about assets in these categories:  location, people, stories, images, video, audio and text;  using a mix of those content types will increase your chances of being seen by more people.

Differentiation. It took a few years, but there’s now a lot of competition vying for eyeballs and attention on social media.  It will help greatly to brainstorm on some means of standing out from the pack.  Or just poke around on some other companies’ pages… you’ll get some nifty ideas.

Feedback. Visitors who leave comments or questions like to feel important enough to get a response;  they’ll be disappointed – perhaps even disgruntled – if they don’t get some sort of feedback, so try to make responding a regular practice.

Google. Remember, the updates you post on your blog or on Facebook and other social networks now appear in search results. So a vigorous fresh-content effort on multiple social channels only increases the chances of your business being found by prospects at the very best time:  when they’re actively looking for something like what your business offers.

Monitor conversations. Be sure to follow what’s being said about your brand and competitors;  the more you’re aware of, the more responsive and on-target you can be.  There are many available listening tools that can help automate this chore.

Questions (answering). Answering questions in the public arena of social networks is a great way to establish your authority and allow people to check you out.

Relationships. The biggest reason for social media’s effectiveness in lead generation is that it lowers barriers to the sale by fostering relationships …which – especially for B2Bs – are the key to turning mildly interested onlookers into serious prospects.

Showcase your expertise. A simple social-network update can never convey all that you know about a subject;  but by incorporating links to your more in-depth online content, you’ll drag the most interested readers to a place where they’re likely to be impressed …and captivated.

Word of mouth. It has been, and continues to be, one of the best ways to generate more leads for your business …because buyers tend to trust peer referrals more than any other source of information.

Zeal. Enthusiasm is contagious.  By displaying the fervor you have for your business and its products and services in the content you share on social media, visitors will be inclined to want to engage and perhaps build a relationship.

You may have noticed that the above points are in alphabetical order.  That’s because Debbie’s post actually has 26 tips, from A to Z (literally) …so there’s lots more to find via a click over.  And please do feel free to share your experience using social media for leadgen in the Comments.