Digital Insights

Can You Use Social Media for Lead Generation?


Published: July 17, 2013

While social media is being increasingly utilized as method of highlighting company culture, identity and improving branding and search engine optimization, it can sometimes, when used effectively, promote lead generation. Discovering which social media outlet is best for a business or marketing effort is merely a piece of the puzzle. In contrast, creating trust and community while using social media to generate leads can differentiate a trustworthy business that has something to offer consumers from spammers filling social media avenues and bombarding users. Being categorized as a spammer can be difficult to overcome once social media users gain that impression from a company page or business.

Feedback and Lead Generation

In some cases, the existence of consistent social media can be an important part of signifying to users that a business is alive, thriving and sharing information as well as seeking feedback from consumers. In fact, many consumers are increasingly using social media to discuss their likes and dislikes regarding specific service and experiences they have endured with a company. As a result, addressing positive and negative feedback alike can be a powerful tool in provoking repeat business and generating leads from those looking at feedback and interaction.

Business to Business

One of the most valuable tools in business to business marketing and networking is the use of LinkedIn. But while LinkedIn, like other avenues, has become a place where spam can overwhelm users, networking and interacting with users one already connects with or is tied to is one of the most vital aspects of making good use of the social media outlet.

Social Media: One Part of the Marketing Mix

Despite the positive aspects that social media can have on lead generation, using it as part of a complete marketing plan and tracking results in an important part of getting the most from interactive efforts online. Some of the best ways a business or marketing professional can use social media include:

– Linking to and sharing blogs and articles

– Sharing video and multimedia

– Highlighting culture and identity

– Getting and responding to feedback

– Creating a sense of community

– Sharing local and community involvement efforts

Despite the important of search engine optimization and the role of social media for link building and virality, social media shares and posts are better received by audience members when companies do more to interact and share with users rather than simply linking and promoting themselves. Getting users involved in the various community activities and discussions related to a business and its services can have a profound impact on lead generation and the level of trust nurtured. In addition, small businesses can benefit from the local ties and connections created through business to business and consumer marketing through social media efforts.