Successful businesses understand that customers are crucial to their success. With the rise of the digital marketplace, brands have access to more opportunities than ever before. However, just having a great product or service might not be enough to stand out in a competitive environment.
To maximize your sales lead generation, it’s important to know the building blocks of the lead generation process and how they connect with each other. Let’s continue now for part two of our three-part series on the key elements within the lead generation ecosystem.
Social Media’s Role in Lead Generation
In addition to SEO, social media can also play a significant role in lead generation. Many businesses turn to social media due to its impact on the average person’s day-to-day life to generate leads through a wide array of tactics. After all, with how many people there are online almost all the time, there are abundant opportunities to capture leads.
There are many factors that drive lead generation success in social media. The first is by increasing brand awareness. As a founding feature of reaching your target audience, brand awareness helps potential customers better understand your services and products through informative, authentic content. Social media then sets the stage to allow a brand to showcase its values as well as products and services.
Another factor is engagement. Social media is all about being able to connect and interact with others. As a brand shares relevant content, it works to increase engagement with the target audience and even spread the desired message to new prospects. A third factor in how social media drives lead generation success is increased website traffic. By sharing high-quality content with links or offers, it brings more visitors to your site.
How might you gain these benefits and generate leads via social media? While it’s often necessary to tailor strategies to the specific platform, there are general ways to improve your social media standing and attract people. For instance, each platform’s profile page should be optimized to give a clear impression of who you are and make it easy for customers to learn more. That means including contact information, strategic CTAs, and value-adding links.
As visitors become interested enough to click through and arrive on your site, they must be met with a user-friendly and compelling landing page. If the page is lackluster, untrustworthy, or poorly designed, customers may be driven away just as quickly as they arrived. Because of this, the page must offer a seamless experience and be designed to convert.
Generating leads also relies on the quality and creativity of the content your brand shares. Not only is this pivotal in attracting customer interest, but also for appealing to success-determining algorithms. Creating content requires a careful look at how to best appeal to your customer’s user personas, like video or user-generated content. The same goes when designing paid targeted social media advertising.
For your website to increase business leads, it’s important to implement a comprehensive marketing strategy that includes social media and other lead generation tactics. Regularly measuring success and making small improvements can help you achieve better results and stay ahead of the competition.
Stay tuned to the third and final part of this series about the role of display ads in lead generation. Take a peek at Part 1 and Part 3, too. Need a hand with digital marketing in the meantime? Contact us today to learn how the experts at Fisher Green Creative can help your small business grow.
Aaron Wittersheim is Chief Operating Officer at Straight North, a Chicago SEO and web design company. He has helped startups, middle-market firms, and Fortune 500 companies improve organizational structure and grow through his expertise in process conception, task automation, and internal project management.