10 Ways to Use Social Media for Lead Generation and Nurturing
7. Have social networking site profiles filled out and accounts regularly updated with relevant content. Chang says having information ready before consumers seek it out makes companies look good. Plus, consumers are able to actually find the information when they search on the site.
8. Initiate conversations with prospects. Business development executives and salespeople may want to work up a list of prospects on a particular social network, then contact them directly through the site, Chang says.
9. Consider placing advertisements on social networking sites. Chang cites the case of a LinkedIn DirectAds customer. The Institute of Electrical and Electronics Engineers, the Piscataway, N.J.-based organization for technology professionals, "wanted to generate leads for their organization. They're already using other online advertising channels for lead gen, but their agency ... recommended LinkedIn DirectAds as another source of leads because many of our members are high-tech professionals—the perfect audience for IEEE."
By placing its ads next to the profiles of LinkedIn members it wanted to reach, IEEE brought high-quality visitors to its site and saw them convert at three times the rate of the normal site visitors, Chang says.
10. Know that social media may represent a sort of bookend for the buying cycle—with consumers seeking it out at the beginning and end—so provide thought leadership that may aid in decision-making, Koch says.