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One of the primary objectives of social media marketing is lead generation. The road to lead generation begins with listening, passes through content and arrives at conversion.

Listen before you Speak

Listen is a critical skill in relationship-building. Similarly, important to Factor Business is lead generation using social media. Start with understanding your audience and determining their interests and motivations. Recognize the top influencers of your audience and build direct relationships with the top contributors. Do a five-day twitter analysis to determine the buzz around your organization or brand. Search for people in need. Set up a twitter search within a 30 mile radius that will alert you when people tweet about their need for your services or products. And finally, join the conversation by engaging people, posting blogs, providing comments, providing rating, and providing feedback.

Content is King for Attracting the Market

Compelling content is the critical component for successful social media marketing and lead generation. Here are five Tips:

1. Develop content that showcases your expertise and continually point your audience to that content. Excellent content will be shared – people find value in data, funny videos and good blog posts. Publish podcasts, video, photos, presentations, eBooks and news releases.

2. Utilize effective social media channels like YouTube. You can consolidate all of your videos in one place at YouTube while enabling your audience to easily share and comment on your material.

3. Answer questions: Search the many internet-based question and answers services or use Twitter Search to find business-related questions that you can answer.

4. Keep it Fresh: Make sure that your content is fresh. You don’t want your most recent content to be dated January 1, 2008.

5. Be Different: Use your site to set yourself apart.

Factor Business – Conversion From Visitors to Customers

Once we have begun listening to our community and making contributions, then we are ready to provide services. Starting with the target market we attempt to attract them to our website – the hub of our social media strategy. At our website we provide value and invite visitors to request additional information. Those requests for information are the leads that we hoped to generate through social media. The leads then need to be managed by a sales professional so that we can transform leads into customers. Social Media can turbo-charge the process of drawing people to the website. Here are my top five tips for improving conversion:

1. Use all social media to point to the hub, typically the corporate website.

2. Ensure that the corporate website has a clear easy mechanism for visitors to indicate their interest in additional information. This can be enabled easily by using an online form.

3. Capture and analyze data regularly to best understand the profile of visitors to the website and both the lead and customer conversion rates.

4. Use face-to-face interactions to build relationships – regularly meet people, ask questions, build trust and build your reputation.

5. Understand lead sources – prioritize the online channels that you get the most leads and customer conversions from.

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Awareness is critical to lead generation. Get the word out in Facebook, Twitter, Flicker, YouTube, Yelp, business cards, flyers, and letterhead.
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