Tuesday, September 29, 2009

 

Social lead generation

Let’s face it, the term “social media” doesn’t mean much.  It’s passive, and speaks more to the channel vs. the intent or objective of what’s actually happening there.

Your customers are talking to each other.  They always have.  Only now, they have tools to do it faster, in real-time, and in front of everybody else.  That’s social media.

But social media, as we know it now, is really the new PR.  It’s your best channel to reach prospective customers in their current environment.  You have less control than you used to, sure, but make no mistake – social media is at the top of your sales funnel.

So let’s stop calling it social media, and start calling it social lead generation.  At least amongst ourselves.

Today’s buyers are presenting themselves to you like never before.   They’re sharing their interests, their needs, their feelings, their pain.  They’re telling you, in front of everybody else (including your competitors), exactly what they want.

It’s a perfect opportunity to meet them, engage them, earn their trust and respect, and give them exactly what they’re asking for.

That’s social lead generation.

Don’t treat it like lead generation.  That runs the risk of ruining its authenticity.  But as a core component of building credibility, attention and respect for your products and services, know that – in the end – what you do with this opportunity is measured by its value in engaging and creating new customers.

 


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