Social media is a digital channel that taps into the new subculture of buyer behavior. A Forbes.com study found Social media has had an enormous impact on buying behavior with 49% of sellers seeing social media as important to their results, including viral lead generation.
Two-thirds of top sales people believe social media is integral to their sales success. Another study of over 1500 consumers by market research firm Chadwick Martin Bailey found that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend brands after becoming a fan or follower. 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they are fans of or otherwise follow. This is indicative of the viral lead generation gold mine.
Effectively targeting social media necessitates careful content management. It's important to understand the differences between Facebook, Twitter and LinkedIn to make the best use of these channels. However, social channels are an ideal place to test new or creative messaging, especially for viral lead generation.
Testing content on a corporate website involves cycles of development and approval which can slow or stop tests. Social media channels can be viewed as a place to conduct such tests without the previously mentioned limitations. Ask questions of your audiences to learn more about what they are interested in, what benefits they value most or what most peaks their interest. Leverage that information to create call-outs on your website that will appeal to your audience.
Because today's consumers have the same amount of control over information as salespeople, the buying process has matured from a sales pitch to a conversation between equal parties. Choose unique lead generation strategies to stimulate viral lead generation and to help you effectively engage your buyers.