The focus of online lead generation and sales leads from social media networks in marketing is growing apace. Still too many small and medium sized business’s can struggle to not only generate lads from the social networks but also struggle to generate enough leads for a sustainable sales pipeline.
Online lead generation and social selling is the next evolution in the sales and marketing environment. The sales profession and sales activity is undergoing a dramatic change. The exponential growth of social media and its impact on communications has created a new set of rules for sales lead generation and prospect targeting.
Today lead generation on the social networks is about making connections, it involves providing value to prospects by answering their questions and solving their problems with thoughtful and targeted content. Social media channels are ready-made databases of connected users with intrinsically similar behaviour and values.
By tapping into a prospects social media interests and what motivates their social media interaction, we can establish mutually rewarding relationships. Sales and marketing must offer solutions to build emotional connections and increase engagement and trust to be effectively positioned when buyers are ready to enter the buying process.
The benefits sales and marketing people derive from social media are similar to those of traditional marketing techniques. Selling is still about great sales people establishing a connection with an audience. Social selling is an evolution of lead generation, not a revolution because regardless of the medium, the biggest challenge is still generating leads and the time it takes.
Now lead generation or social networking has to be non-interruptive to work effectively, in the sense that people are not on-line to be directly sold to. The balance of power has shifted in favour of the buyer, bombarding them with sales messages is ineffective and potential damaging. Sales and marketing must appreciate that the social selling efforts should educate, inform and influence an audience. When it’s apparent to the buyer, over a period of time in which to establish credibility and a degree of trust, that the product or service being promoted is desirable, sales will have established a sales funnel upon which to build a solid base of sales prospects.
Social selling is about creating effective techniques to maximise the potential of social media. Without a strategic understanding of the techniques that drive meaningful engagement, the process of social lead generation can be frustrating, unpredictable and a waste of valuable time.By taking a consistent & effective approach to social media activities, the opportunities and potential rewards are huge. Getting it right creates benefits which are unique to social media but which also present unique challenges for sales and marketing people. There are new innovative ways to engage with prospects early in the buying cycle.
Sales professionals should be in no doubt, social selling is a ‘long game’ that aims to add value to networks by educating them about relevant and insightful industry trends.The one thing that unites both consumers and brands on social media is passion. That might sound a bit strange but social conversations reflect users preferences and interests, the topics that define them.After all, our social media persona’s are tailored, to some extent, to reflect our hopes and aspirations. At the very least, our social persona’s are about presenting a version of ourselves which is inherently aspirational.We seek out others on social media who share our values. Partly to seek reassurance about our own choices but also to be linked to those with whom we benefit from being associated.
Continue reading the full article here: Online Lead Generation using Social Media – The Bitter Business