Even today, social media still receives a bad rap in some marketing and sales circles. The primary reason: The way marketers often use social media (brand awareness, community building) lacks quantifiable metrics. Sure, you may think you’re generating quality leads with social media through Twitter conversations and posting fun photos on Facebook or Google+, but the pressure is on to definitively measure success. (And we’re not talking about counting retweets or likes.)
The clearest path to illustrating success is to share content that results in conversions on your website. Writing blogs and creating downloadable eBooks, guides and whitepapers that you can share on social media, provides measurable results that help you prove success and optimize your strategy when you aren’t reaching your goals. Plus, our own research shows that it increases a new lead’s engagement with your brand.
So if you’re building a new strategy for B2B social media or need to reset your current strategy, here are five tips to help you generate quality leads with social media:
Bonus Tip: Brochures, press releases and new stories about your company won’t get you very far in social media. The content you share should be informative and problem-solving... without mentioning your brand. The visitor is already on your branded social media account or blog. If you bombard them with company messaging, you’re not going to generate leads that you can build a relationship with and potentially nurture into a customer.
Are you making content an significant part of your social media strategy? Tell us how it works for you in the comments below.