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There are numerous advantages for businesses in using social media monitoring tools, most of which are regularly discussed. But one of the benefits that is quite often overlooked is lead generation. 

The figures are rather extraordinary. 68% of marketers claim to have created leads from social media sites and 55% have closed deals found from a social media lead. 

This article is aimed at explaining how to navigate the key areas of creating a lead generation campaign, in order to assist in the finding of viable leads for your business.

Target Audience 

Firstly, it is important to start with the basics: understanding your target audience. This can be achieved by monitoring sites in order to answer questions such as:

  • Who is your target consumer? By profiling the different customer types that are interested in your product you will be able to refine your sales approach when nurturing leads. 
  • Where are they in the various social realms? Your target consumer could be found in blogs, forums or a specific webpage that is unknown to your company. By locating this online space you can take advantage of a potentially untapped marketplace. 
  • What are they saying about their needs? Discovering the needs of consumers will allow for you to decide if they are likely to be interested in purchasing your product/service. The customer may not know that your company provides a commodity that will help to satisfy their wants and needs. 
  • What are their thoughts on your business or your industry? Identifying the keywords that consumers use in relation to your brand/industry will help you define your sales strategies. This research could also highlight other key factors such as customer satisfaction and your influence in the marketplace.

With this information in hand you can now create a campaign with a greater specificity and ultimately find usable leads. 

Social media monitoring tools look at vast amounts of information so being able to isolate a specific key phrase or location that your target audience uses can be essential in finding new consumers. 

For instance, a publisher may discover that its novels are being discussed frequently on a specific forum, therefore having a presence on that site could well be beneficial for them. 

ben and jerrys social media monitoring

Tailoring your approach to your own lead generation is essential when searching for potential clients. 

Discounting Approaches and Setting Realistic Goals 

By conducting research into target audiences you can now act strategically to uncover the best ways to find new leads and discount others. Ruling out ideas that do not fit the objectives of your lead generation campaign will save you both time and money. 

For example, it would be unproductive for a business which has recently discovered that its brand appeals to a young female audience to advertise on a blog (or even offline) that is aimed at middle aged men. 

Streamlining your processes when it comes to lead generation means that you can focus exclusively on those who are viable prospects. 

When it comes to defining goals for lead generation via social media it is important to remember that successes may not be measured solely on purchases. 

As a marketer your online campaigns may highlight other areas of interest for a customer, such as a report or an event. 

The marketing and sales teams should be aligned in their expectations when it comes to lead generation through social listening.

Nurture your leads

Once you have discovered a process that works and leads are at your fingertips, it is essential that you handle them with care. It can take months of communication with a prospect before they are ready to purchase a product.

If leads are passed on to the sales team too quickly, they may feel pressured or rushed and become unresponsive. Instead, spend time qualifying leads and using the information you have found through market research to assess their needs. 

Interacting with potential customers through social media in a conversational way will put them at ease and lead to better close rates. 

Lead generation through social media tracking is an ongoing process that needs to be constantly monitored, so it is important that you are aware of the ever-changing landscape of the internet and your customer.

Joel Windels

Published 8 November, 2013 by Joel Windels

Joel is Marketing Manager EMEA at Brandwatch and a contributor to Econsultancy. You can follow him on Twitter or connect with him on Linkedin.

10 more posts from this author

Comments (6)

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Hitesh Mistry

Great article.

Answer all the above questions and optimise your efforts - finding leads from social media couldn't be easier.

It's important to get into a routine and be patient. Grow relationships with your target audience.

about 3 years ago

David Somerville

David Somerville, Head of inbound marketing at Fresh Egg

A nice reminder Joel to people that there are lots of great social media sales lead opportunities out there...social media isn't just for brand awareness!

Many people seem to simply check their Twitter or Facebook brand accounts for mentions and ignore the fact that people could be talking about their brand or the products they offer in a whole host of other places.

about 3 years ago

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Filip Galetic

"Once you have discovered a process that works and leads are at your fingertips, it is essential that you handle them with care. It can take months of communication with a prospect before they are ready to purchase a product.

If leads are passed on to the sales team too quickly, they may feel pressured or rushed and become unresponsive. Instead, spend time qualifying leads and using the information you have found through market research to assess their needs"

Oh boy, need to print out this and hand over to each of my clients. It's human nature sure but still amazes me how many people expect a quick fix and an overnight client churning machine from social media.

about 3 years ago

Avatar-blank-50x50

Filip Galetic

[Please delete the duplicate comment above, I found out my URL was incorrect]

"Once you have discovered a process that works and leads are at your fingertips, it is essential that you handle them with care. It can take months of communication with a prospect before they are ready to purchase a product.

If leads are passed on to the sales team too quickly, they may feel pressured or rushed and become unresponsive. Instead, spend time qualifying leads and using the information you have found through market research to assess their needs"

Oh boy, need to print out this and hand over to each of my clients. It's human nature sure but still amazes me how many people expect a quick fix and an overnight client churning machine from social media.

about 3 years ago

Neil Charlton

Neil Charlton, Director at Plug and Play Design - Moorgate

I'm so glad I've come across this site/forum. This is another great post with a few useful comments too!

There's so much here for me to read and digest to help me with my social media marketing venture.

Neil C.
http://webdesign.pnplondon.co.uk/social-media-management/

about 3 years ago

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Joakim Nilsson

very good use case Joel, the Brandwatch software is really outstanding here.

about 3 years ago

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