What are the impacts of social media on lead generation?

26 Jun 2024

There are now many methods available on the internet for generating leads or prospects. To boost your visibility, you can resort to advertising, natural or paid search engine optimisation. One should not use a single channel for prospecting. You can also take advantage of social networks. What do you think about using social media to generate leads?

Social Networks: The New Market for Businesses

By being present on social networks, you ensure a dynamic image for your business. You provide consumers with modern contact channels. This will contribute to increasing your audience's engagement rate. There are also other reasons that encourage businesses to turn to social networks. These channels represent an opportunity for:

Finding potential customers: social media are cost-effective and easy to use. Moreover, they allow you to easily spot potential customers. The word-of-mouth concept has an important place here. Subscribers can recommend your brand.
Selling products: these platforms are perfectly suited for BtoB or BtoC commerce. You can use them to communicate directly with internet users.
Advertising quickly and simply: by using an exchange platform like Facebook or Twitter, you can easily promote your brand. According to statistics, 71% of consumers are willing to recommend a brand if they have had a positive experience on the product's networks.
Conducting strategic monitoring: to remain competitive, one must stay constantly informed about new developments and actions of your competitors. For this, social networks will be of great help.

Compared to the costs of traditional advertising channels (advertising broadcast on television, radio, etc.), social networks are more economical and reliable.

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Social media: easier prospect targeting

In their early days, social media was solely dedicated to facilitating interpersonal communication. Now, they are tools used to expand one's client portfolio. These channels allow targeting of both individual and professional clients. By using social media, you can access quality information and interesting contacts. Thanks to social media, targeting prospects has become easier. You just need to choose the right channel.

Previously, LinkedIn and Viadéo were entirely used to connect recruiters with candidates. Currently, companies can use them to prospect for partnerships. Brands can leverage these networks to observe their activities and improve their own positioning. They are excellent levers to boost commercial strategy.

More and more internet users express their needs through social media. Salespeople can use this data to easily understand the interests of their prospects. They will have essential information to establish an adapted commercial strategy. It will be easier to make contact.

By using a network like Twitter, you can easily establish user lists based on the criteria you set up. You will need to conduct market monitoring and follow up with contact initiation.

When developing your marketing strategy, you must carefully choose the communication channels to prioritize. Make your choice based on your targets and the results you wish to achieve.

Social Media: Easily Measurable Campaigns

Get Results in Real-Time

When the marketing team undertakes advertising actions, it must have an overview of the returns on the actions it has initiated. This will help improve and optimize investments. Advertising done for social media provides immediate access to results from advertising campaigns. It gives you access to different types of reports. You can then adjust your strategy as you go along, which is not the case with offline advertising.

By running a campaign on social media, you quickly obtain rapid statistics on the impact of your campaign. You will have data related to your revenue and lead generation. In short, you will have access to various tools to obtain relevant indicators.

Establish Measurable Objectives

Before establishing any strategy, you need to set measurable objectives. Once you have the data on the campaign, you can analyze it and see if the objective has actually been achieved.

Leads can be captured at different stages of their purchasing processes. Once you determine the stage of the sales process to target, you can establish your social media strategy. All that’s left is to achieve your objectives. You may set the following goals:

Increase your notoriety: you just need to target subscribers who are likely to be interested in your business. You can showcase your brand.
Convince your prospects: strategically use hashtags on social media. It will be easier to capture your prospects when they are looking for your products and services.
Generate sales: by integrating a Facebook shop or Instagram Shopping, you have the means to easily convert your subscribers into customers. They will not be obliged to leave the platform.
Retain customers: with the help of social media, you will continue to interact with your customers.

By having well-defined objectives, it will be easier to determine the actions to take. You will have the means necessary to maximize your efforts. Make sure to choose achievable and ambitious objectives. That way, you can push your strategies.

For a marketing team, the ideal would be to automate campaigns while maintaining or increasing their performance. During your lead generation campaigns on social media, you can resort to Marketing Automation software. These tools contribute to enhancing the growth assets of companies. If you want to choose the right automation software, seek assistance from My Name Is Bond.

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