I came across a great post today from Paul Dunay at Buzz Marketing for Technology about how business to business marketers can use social media to spark lead consideration.
“A prospect reading a blog entry doesn’t mean they want to buy anything, but it does mean they have engaged with your brand.”
Engagement is the first step, and many times the hardest, when developing leads. Tools like blogs and podcasts can initially engage customers with ongoing and relevant conversation.
Social media helps business to business marketers, who are faced with selling complex products and services, by asking the customer to simply consider their brand. Once a visitor considers your business as a possible source to buy from, you can then start the lead nurturing process.
Dunay also has some good advice on how to measure social media success –
“Don’t measure your teams on page views generated from a campaign. Measure them on how engaged they can get your leads with your content and turn them into sales.”