Lead Generation: the role of social media
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From Facebook ads to LinkedIn message campaigns and everything in between, when people are looking to generate new business, they often want to start with social media. But is that really a good strategy when you want new leads, fast?
Let’s break it down.
Social media is a key tool for building brand awareness. Established around the foundation of storytelling with great videos and photos, catchy music and a witty caption, it’s an opportunity for people to learn more.
When you look at a traditional sales funnel, awareness is at the very top. In fact, some would argue it’s actually outside of the funnel. This is a smile at someone on the street that you pass everyday — we’re not even on a coffee date yet. You’re aware of the person and perhaps slightly interested…but we haven’t made it further than that.
When to use it
Social media is a digital community; a space where you and others can connect, share and grow together through storytelling. It’s where we can be authentic and raw; honest and transparent. Your main objective shouldn’t be to sell.
However, social media can be a lead generation tool if — and the key word is if — you have an established strategy. If you are active with a consistent organic content strategy, have a connected and engaged following who are already brand loyal, then social media is a great option for you.
Pro tip: Even if you’re a known brand, people are still digging for reviews before they buy. In fact, 70% of online shoppers read between one and six product reviews before purchasing.
Through digital ads, boosted posts and direct message campaigns, you can share opportunities with your existing customers who are more likely to purchase from you as a trusted brand. Integrating a social ad campaign with other outreach tools can drive leads.
But it’s not for everyone.
When to skip it
Plain and simple, if you want leads now then skip spending a ton on social media campaigns. When you don’t have an active social media presence already and haven’t been engaged in any sort of consistency on your selected channels, then putting money into social ads and landing pages to try and drive traffic isn’t likely to work.
You aren’t a trusted source of information (yet!) and there will be more hesitancy to connect. Typically followers on social media aren’t nearly as far down a buying decision process as you might think. You need a stronger presentation, a more established plan for outreach to get people to move down the funnel from awareness and interest to begin to consider a purchase.
Above all, social media is one tactical option when it comes to a detailed lead generation campaign but it’s not always the best place to start.
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