How to fix social media efforts that don’t generate leads

Many executives don’t even dare to wish for lead generation from their company’s social media efforts. They have been convinced social media is only about goodwill and awareness. No measurable expectations, no disappointment.

Others do hope that leads will surface from the murky depths of Twitter, LinkedIn, Facebook and various social media channels. When it doesn’t happen, they get frustrated.

Below are two common social media misperceptions we see when people come to us for advice, plus tips on how to correct them and generate more leads.

Not paying attention to what comes after the click

If you routinely share good information from other sources and your own company, you will get noticed and even drive some traffic back to your site. Too often, earning that click is where all the emphasis is placed. If the traffic is directed to a homepage, there is usually too much going on for a visitor to take a specific action.

How to fix it? Within up to 30 percent of your social posts, sprinkle in links to specific landing pages on which the only thing to click is a request for a targeted content offer. This includes removing your site’s main navigation on the landing pages to avoid distracting the visitor.

Not connecting with the right people

Many social media connections are built around peer groups rather than potential customers. The reason most companies don’t have a good strategy for finding customers in social networks is often because the companies have not clearly defined their buyer personas. You need to understand what networks your buyers use and what they look for. Remember, their industry terms might not match up with yours.

How to fix it? Interview some of your customers and prospects to get a better handle on how and why they use social media. Create posts using phrases that appeal to them and address their pain points.

Colin Hutt is CEO of Primum, an inbound marketing firm in Milwaukee.

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