- Posted by Dave Chartock
- On May 18, 2016
- 0 Comments
- Brand Awareness, content creation, generating leads, lead generation, marketing strategy, SEO, social media marketing, social media optimization
Most marketers agree that social media needs to be part of any lead generation effort, not just because of the millions of smartphone owners, but because more and more people are using their mobile devices to search, inquire, conduct business and make purchases online.
With this in mind, a new 1-1-4 rule has evolved. It is the future of lead generation. This rule says that “for every one self-serving tweet, you should re-tweet one relevant tweet and share four pieces of relevant content written by others.”
Next, to set the stage for social engagement, repurpose and customize your content for each specific social media platform.
To achieve maximum exposure, your SEO (search engine optimization) also needs to be customized for each specific social media outlet. Content becomes key at all points along the lead generation process. Consequently, the old adage “specific words for a specific purpose”applies.
Marketers are also looking for total involvement by your employees and advocates or followers. Engage them in the 1-1-4 rule on all social media platforms to increase awareness. Increased awareness (visibility) generates more leads. Even if a lead is not immediately converted into a purchase, you still get into their mindset so sometime, somewhere down the road, they may become a customer or client.
Remember to use social media platform real estate wisely. Use visuals to help the process along, and tie your content back to an offer.
As an adjunct to these efforts. Target key influencers, bloggers, writers, editors and analysts. Doing so gets you into their mindset and that could lead to publicity, if not simple awareness, that serves as a secondary source of lead generation.
It is important to remember that lead generation is not sales. It is a process that is part of an overall sales strategy. It provides the marketer with the tools to proceed in making a sale. For this reason, some marketers also implement e-mail campaigns to augment social media lead generation efforts and direct sales opportunities.
This, the future of lead generation, has evolved from a large numbers of the industrial era to the quality and personalization of the digital era. In other words, lead generation, once considered spam, has become a solution facilitator, moving form a broad brush stroke to that of a very vine and detailed one.