Everything revolving around demand generation is about knowing your customer and providing them with valuable information. While lead generation strategies are more focused on grabbing the attention of prospective new customers. Both are focused on getting consumers to transition through the sales funnel and purchase a product or service. They are also crucial components of a marketer’s responsibility. This week at #SproutChat we discussed social strategies and best practices for demand and lead generation.
Consistently Test Your Strategy
Organization’s need to consider how they’re going to sustain brand demand and awareness. Creating a social content strategy powered by SEO and a combination of paid and organic distribution can help catch the attention of prospective customers. Another option to consider is giving potential new customers a sample of your product or, depending on your product and industry, a complimentary trial. Regardless of strategy, when it comes to demand and lead generation, it’s important to always be testing and to keep that testing consistent.
— Craig Sephton (@CraigSephton) June 15, 2016
A2) If you sell multiple products/services, you find they will come back for a different one once you make them a customer. #sproutchat
— Kyle Murray (@TheKyleMurray) June 15, 2016
A2: A strong demand gen strategy leads to loyal customers, humanizing your brand, & sales! Show off what your company is about! #SproutChat
— Grace Mclaughlin (@grace_mclau) June 15, 2016
A2: You need a strategy in place to promote brand awareness and connect with potential customers. #SproutChat
— Express Writers (@ExpWriters) June 15, 2016
Build Brand Awareness with Social Media
Social should be apart of your demand and lead generation initiatives. Use social to target a specific audience demographic, facilitate two-way conversations and gain feedback.
— Jim Carter (@MSLJim) June 15, 2016
A3: User generated content. No one loves a user more than themselves. #sproutchat
— Josh Kohnert (@JoshKohnert) June 15, 2016
A3: Create subject matter expert content that your followers will share on your behalf. #sproutchat
— Richard Hostler (@PCC_Hostler) June 15, 2016
— David Pepper (@thedavepepper) June 15, 2016
A3. forget making new content because you think people want content. You have to identify the customer needs and fill them #sproutchat
— Chris Desadoy (@EliteYouTubePro) June 15, 2016
Publish Gated Content With Caution
Gating content is one of the best ways to garner lead information, but it can also deter people who simply want to learn more about your brand or product without offering over their coveted email address. Before publishing gated content, put yourself into the customer’s shoes and ask: What is the value proposition here?
— Stephanie Zatyko (@ExperianDQSteph) June 15, 2016
A5: People can get annoyed and click away is a con. Pro is getting some info. #SproutChat
— Brad Lovett (@Brad_Lovett) June 15, 2016
A5: We've never been fans of gating content. If your value proposition is strong enough, people will want to reach out to you. #Sproutchat
— Dave Macdonald (@rdavemacdonald) June 15, 2016
A5 It really depends if that content is thoughfully selected. It can be seen as spam otherwise. But it can also pigeonhole you #sproutchat
— (((Terry Lo))) (@calgarydreamer) June 15, 2016
a5: pros=gathering information, generating leads. Cons= less authentic or seems spammy #SproutChat
— Jessie Simms (@JSimmsSocial) June 15, 2016
Join us next week for our 100th chat and two year anniversary! In the meantime, our Facebook community is a great place to connect with other social media pros and to stay up-to-date on weekly industry topics and discussion points.
Sarah Nagel: Sarah Nagel is the Senior Manager, Brand Advocacy & Community at Sprout Social. She heads community building initiatives as well as Sprout’s advocacy program, Sprout All Stars. Sarah is a champion for empowering passionate and enthusiastic customers and believes in the huge impact an engaged community can have on an organization’s bottom line. Outside of work, she loves taking on home renovation projects, spending time with her husband and two rescue dogs and making the best guacamole you’ve ever had.