B2B FastTracks: Social Marketing Redefined Blog Series
It’s safe to say that almost everyone has access to social in their pocket, on-the-go, 24/7. This fact has forced companies from all different industries to have an active presence on social. More B2B marketers are recognizing social is crucial not just for brand awareness, but also as a lead generation tool.
Aseem Badshah, Founder and CEO of Socedo, has witnessed this evolution first hand after working in social marketing for eight years. Understanding the new role of social media, he created Socedo, a system designed to helps sales and business development professionals leverage social media to discover leads and build relationships more effectively.
“We are at the tip of the iceberg as far as exiting social phase 1 and entering phase 2. Phase 2 is more about people understanding what goals and metrics are in terms of lead gen,” explains Aseem.
The issue people are facing is how to transition from using social media as a social outlet to a professional marketing tool. Many people think that because they have accounts in place that social media will do the work for them. However, that is not the case.
But before companies will take this new idea seriously they’ll need to understand the process and how it can maximize their marketing efforts and produce solid leads. To use social marketing as a lead generation tool you must choose how you want to use the medium, establish an end goal that you will need to maintain every day. Aseem has laid out a crystal clear social media lead strategy to optimize your social marketing.
Social media lead generation strategy:
Always start by identifying who you’re going after. Aseem suggests targeting the buyer persona because you not only have geographic information, you can usually find a bio. Look at how your current customers are describing themselves
The beauty of social is that it makes it easy for anyone to find names, bios and content. What are people talking about? Are they re-tweeting certain blogs? Are they reading your competitor’s information? All of these observations can help you establish a warm lead vs. a cold one.
Are you setting up keyword research to find and collect people?
Depending on who the lead is, your next step is to initiate a conversation to get on their radar (follow, like, tweet). This activity is considered a light touch. Advance to a heavy touch by proactively contacting your lead via phone call or email.
What is your end goal or call to action once you’ve contacted your lead? What is the next step after social media to close the buying cycle? This is a critical question you need to think about because ultimately social cannot seal the deal.
Interested in learning more about using social media as a lead generation tool? Join industry leaders like Aseem Badshah and Heinz Marketing on October 10th at the Columbia Tower Club in Seattle to discover additional social marketing secrets. You can expect to mingle with innovators, listen to 20-minute tracks packed with education content focusing on social lead generation and optimizing ROI and of course plenty of opportunities to network with B2B marketing’s finest. Find out what’s possible for your organization. Request an invitation today!
Stay tuned for more blog posts from the FastTrack speakers who will be presenting at the event!