When B2B marketers think of social media, most almost immediately think “lead generation”. They aren't wrong either. Of the companies that spend at least 6 hours a week on social, 66% of them have seen lead generation benefits.
Unfortunately, after the leads have been generated on social media, they then abandon social in favor of other lead nurturing channels. Instead of using social media solely for lead generation, you will see higher results when you use it at every stage of in the relationship building process (a.k.a. The marketing funnel).
Here are some specific ways social media can boost your lead nurturing efforts.:
- Share valuable information: Your social media team works every day to put out quality, useful content to your network. Instead of broadcasting every piece to your network at large, give your sales team the tools they need to share that content directly with specific leads to help cultivate the relationship. Check out our blog post about Employee Advocacy.
- Social listening: Unlike advertising, social media works best when the communication between you and your clients and prospects is a two way street. Set up listening streams to make it easy for your team to monitor what your fans are saying – enabling them to easily join in the conversation and benefit from real engagement.
- Lead profiles: To help nurture their leads, your sales reps will usually put together a profile of relevant information in a CRM or other tool. By integrating your social media management tool, this profile can include the wealth of information provided by the lead's social activity.
You work hard to build relationships on social media. After all of that hard work, it makes sense to take advantage of those relationships as much as possible. By nurturing your leads through social media channels, you add an extra layer to every customer relationship that results in a much deeper and valuable connection.