Facebook Fatigue: Why Marketers Should Not Be Frightened

Facebook Fatigue: Why Marketers Should Not Be Frightened

If the report released by social media monitoring firm Social Bakers in Australia is of any indication, then we are about to see social media juggernaut Facebook reach the peak of its greatness. Next stage we will be seeing might be its decline. Even the figures are not good in North America and Europe, according to Professor Larry Neale, social media marketing expert at the Queensland University of Technology Business School. This raises questions for those of us in the lead generation business and the future of generating sales leads using the social media environment. But it is not as bad as you think it is.

To tell you the truth, social media is not the sole way to generate B2B leads from your market. And this might not actually be the best method at all. As far as B2B appointment setting is concerned, the results through Facebook and Twitter can be sketchy at best. We can attribute it to the very nature of social networks (interaction, engagement, trendy, youth-oriented). Considering that we are focus on B2B marketing, whose age range is mostly beyond the 18-34 segments, then investing in other communication tools would be best. For example, telemarketing and email still a viable and advisable means to contact business executives and managers.

So, should marketers be scared over this development? Not at all. This is just a reminder of how quick market trends change. For a B2B lead generation campaign to be successful, we, as marketers, should know when to push forward with new strategies, or fall back to tried and tested methods.

Twitter as a Reliable Source for Sales Lead

Twitter as a Reliable Source for Sales Lead

Looking for sales leads can be like looking for a needle in a haystack; it’s a huge marketing world out there and leads are everywhere, you just have to look on the right places.  The internet is a mine of sales lead and what makes it even easier to look for leads is the advent of the social media. Marketers found a new venue to offer products, determine what the customers need and provide them not just with what they want but greater options too. It became easy to predict business trends. With social media becoming more personal, the calculation gets more accurate. One of these effective social media sources is Twitter.

Twitter has been influencing the world since its birth on 2008. With 140 characters customers can make their voices be heard, especially regarding products and services. Companies set up their brands on Twitter thereby keeping a closer watch to their audience. The reply function also gives them the opportunity to interact directly to the customer and directly get feedback as well. If you are looking for sales lead, Twitter is definitely the place to be.

In fact there was even a study that supports Twitter as the social media site that generated the most leads.“The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012, found that visitors coming from Facebook made up 54% of all social media-sourced site visits, and those from Twitter just 32%. Nevertheless, Twitter accounted for 82% of all social media-originated leads, while Facebook accounted for a paltry 9% of leads. LinkedIn played a relatively minor role, accounting for 14% of site visits from social and 9% of social leads.”

However, looking at the right will be a waste if you are not looking correctly. There are tools that will help you in analyzing sales leads on Twitter. The search tool on Twitter is you main ally. However translating the search results into relevant data can be tricky. There free applications like Tweetdeck and Hoostuite that can help you keep track of tweets from possibly sales leads.  Hootsuite even comes with an analysis function. In order for you to accurately determine potential sales leads, you have to determine the right keywords. But take note that when you find a tweet related to your keyword you need to double check if it’s relevant. Hashtags also play a huge role in looking for sales leads, but remember hashtags should be specific.

Twitter is an almost infinite source of sales leads, you just have to dig deeper into the mammoth pit of information and use the effective tools. Many companies have been using this social media site as a marketing tool and most of them have easily become very successful brands.

 

How Can Telemarketing Help Social Media Marketing?

 

The marketing landscape is constantly changing. What may seem to be a sure-fire marketing tactic may not be an appropriate method today. And the lead generation tools we scoff at in the past may be the latest aid we need for the modern market. Such is the case with social media. Nowadays, companies and marketers are touting this mediums ability to generate sales leads, as well as engage customers in meaningful conversations. But is that enough? Will social media be the answer all marketers are looking for? Can it replace the other marketing tools that are currently used today? Or will it be a marketing fad that will fade in time? There are just too many questions that has to be answered.

 

We must first understand what social media is all about. Social media is a marketing strategy that uses social media networks like Twitter, Facebook, Pinterest, etc. The aim here is to increase the online presence of the company, encouraging more customer engagement and conversation. While this is very effective in increasing the awareness of the market, it is just that – increasing market awareness. Social media, for all the things it can do and achieve, is still not that effective in generating qualified B2B leads. Remember the Pepsi Refresh campaign? It is a major advertising campaign used by the company to hype up its social responsibility and presence to the market., and look at what it got the company into. From being second to Coke, Pepsi slid down to the third spot. What made it more painful was the new second place: Diet Coke. Considering the millions spent on this social marketing campaign, you can tell that this was a real sales disaster. This is certainly something that you do not wish to happen.

 

In order for social media marketing to effectively generate more sales leads, you need another marketing tool to assist. It can come in many forms, but it seems like the best methods are the most disruptive in nature. In other words, these are marketing methods that actively and aggressively get in touch with prospects and help you with the task. Among the most preferred methods employed would be telemarketing. Yes, you would probably be complaining that this is an old (if not a negative) means of engaging prospects to buy or sign up to our offer. But in terms of effectiveness, when paired with social media marketing, you will see better results in terms of appointment setting success.

 

What does it tell you about social media and lead generation? For one, it tells you that social media, as a marketing tactic, cannot bring sales leads on its own. You can spend a lot of money in your social media campaign, but just like the case with Pepsi, it might not be a bright idea. In order for it to be effective, you need to combine it with other marketing tools, like professional telemarketing services. Whether done in-house or through outsourcing, it will give you the right results.

 

Will Social Media Replace Telemarketing?

 

Social media is the rage, there is no doubt about it. With the Facebook, Twitter, blogs, and pictures all catching the attention of a huge number of people, it does have a lot of potentials for a professional lead generation campaign. It is new, it attracts a lot of prospects, and it can certainly help you engage them in a conversation. Surely, this is the best way to attract more B2B leads. It could very well replace telemarketing, right? Well, some marketers might disagree. Before you start saying that those who beg to differ are relics of the past, we must first identify the reasons why social media could not replace telemarketers in generating qualified sales leads.

For one, social media is just that, social. It is merely a platform in which to engage prospects in a conversation, probably about things in common and interests. While it is good to talk to business prospects, the problem here is that some marketers are tempted to replace their entire campaign process with social media – which is a very bad move. Social media is meant to communicate with prospects. Other methods like telemarketing is meant to convert prospects into qualified sales leads. Believe it or not, calling people on the phone is a much needed medium for inside sales people.

Another point to consider are the required steps in qualifying business leads. Social media will help you find prospects, yes, but it is not that efficient in qualifying the prospects. Indeed, there will be some details that will not be clear through this medium. If you want to be sure that your prospects will indeed become viable leads, then you need to perform a more in-depth check on them. And you can only do that by talking directly to them. Even if you cannot do it in person, at least you can use the phone for the job. A skilled lead generation specialist will be able to wring out the true details when the call.

Of course, there is no reason to look at social media as below telemarketing. Indeed, both should be working side by side. You can only say so much on the phone without the prospect losing you. In case you need to say a few more details, social media services can provide that. You have to admit that these can be very powerful tools for inside sales. There are a lot of opportunities that can be found this way. And there are other tools available, like email and blogging. These can help you bring more customers to your business. Which will be all good for you.

Basically speaking, the aim here is to make talking to prospects easier to make. Sure, cold calling may have its detractors, but this is where social media can help. While talking to prospects in blog posts and tweets, you can create there an opportunity, an opening in which you can directly communicate with them on the phone. That will help you get the job done better.