The social web has opened new channels for consumers to discuss products and brands, share opinions and ask for recommendations. Brands today must take a more responsive approach focused around interests relevant to the individual consumer. With the right tools in place, brands can uncover these opportunities, engage strategically and directly contribute to trackable lead generation.
Enter Social Listening. Listening at the point of need, allows you to discover opportunities to help, by offering information or expertise at the right time. When a consumer is actively searching for help on social media, your engagement will be well received if it is useful, valuable information and without the pressure of a hard sales pitch.
How do consumers feel about your brand versus the competition? What are they really looking for in your product? What are their interests beyond your product or service? Do you know their hobbies, likes and dislikes?
By analyzing demographics, you can see who your target prospect is, their location, age, gender, influence and more. With these insights at your fingertips, you can gain a more sophisticated understanding of your customer base and prospects, which will enable you to provide more targeted messaging and tailor your products to suit your prospects' needs.
Another way to drive leads with Social Intelligence is by hosting compelling thought leadership content on your website that triggers social sharing. This will drive inbound leads to your website. Create a landing page and ask users to provide contact details in order to access it. Using form-gated content and social share buttons will help you measure leads and conversions, and instead of just giving away valuable content, your automated marketing platform will track lead activity. In other words, if you do this, then your content and social sharing will directly contribute to lead generation.
One of the most important factors to consider when implementing Social Intelligence, is finding an effective and consistent way to measure your efforts. Though many marketing departments use lead generation as a topline KPI, most make the mistake of focusing only, or primarily, on the quantity of leads generated. If you're not looking at other metrics, this can be a problematic approach, as the total number of leads generated tends to say very little about the overall effectiveness of your marketing efforts.
If you'd like to learn more, join our live webinar on Wednesday, October 1.
Date: Wednesday, October 1, 2014
Time: 10am EDT/ 3pm BST
Also, please leave your tips and thoughts on how Social Intelligence builds your sales pipeline in the comment section below!