High tech marketing is more than just a buzzword – it is one of the top priorities for marketing professionals. A marketing survey by Unisfair showed that in 2010, 68% of marketers were focused on lead generation and 74% billed social media as their number one priority for tech marketing.
As of April 2012, Facebook had nearly 850 million monthly active viewers and 425 million mobile users. It boasts 2.7 billion “likes” per day. In June 2012, Twitter CEO, Dick Costolo, noted that the micro-blogging service was seeing 400 million tweets per day, up from 340 million daily tweets in March, and according to Alexa in November 2012 is the eighth most viewed website in the world.
Social media is one of the most vital areas of marketing for lead generation, but it is difficult to manage effectively. As many as 30% of social media leads are unqualified due to the product not being a good fit for the lead, not having correct contact information for the lead, and most of all the lead not having the budget to purchase the product. In other words, the social media was targeted at the wrong demographics.
Ideally you will be able to generate valuable leads through social media by properly targeting your online presence to filter your leads. It doesn’t matter how many times your message was re-tweeted on Twitter or your page got re-pinned on Pinterest if it doesn’t reach qualified buyers who will be solid leads for your sales team.
The 2010 marketing survey from Unisfair showed that the plurality of tech marketers (42%) believe that interest information – search terms, polls, and prospects’ questions are the most valuable factors in determining and prioritizing the best sales leads. When your potential clients find you by searching for terms they are interested in, by interacting with your polls, and especially by asking you questions about your product or service on social media websites, you are successfully using your social media tools to optimize your lead generation.
These interactions help you nurture your prospects and convert them into customers. Jep Castelein, Principal Consultant at LeadSloth writes, “first you have to figure out what is interesting for your target audience. Invest some time to become a member of the community. First listen in, then ask questions, and only then create your content…” When you get to know your target audience and then reach out to them in a way that makes sense to them, you generate a greater perception of your company’s value to consumers and foster an environment in your social media presence for high quality leads.
Since the major distinction between social media and other kinds of marketing is direct interaction with your prospects it is important to not just broadcast on social media, but to interact. One of your best options in generating leads through social media is to assign a salesperson to check in regularly to answer questions and make contact with the people who are talking to and about your company.
Social media is one of the best tools in a high-tech marketing plan and done properly can generate higher quality leads for less money than many more traditional marketing tools. However, you will experience the greatest success with social media when you take the time to do it right by speaking directly to your target audience and putting your salespeople in direct contact with the your prospects in the way they want to be contacted.
If you would like to know more about integrating an effective social media marketing plan into your business model, please feel free to use the quick, simple Contact Us form in the right column or give us a call at 1-925-984-2441. We would enjoy the opportunity to discuss your ideas and help you create an effective strategy that will work for your company.