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The Marketing Guru Covers: What are the benefits of social media marketing?

social media marketing

Social media is everywhere. Many companies are leveraging their social media presence to build a more personal relationship with their audience. But, how effective is it – really? What are the benefits of social media marketing?

Become Recognizable & Relatable

Social media marketing allows you to increase your online presence. By increasing your brand recognition, you also gain more loyal customers. If they see your name over and over again, you become a part of their lives. You become more familiar to them. You also become more humanized.

What’s even more valuable, is that each customer interaction is an opportunity to show your level of customer service. It’s a public, 1:1 interaction that other people can see, and “like” (or dislike, so beware!). In an article posted by B2C about social media marketing, they reference a statistic originally reported by Forbes: 71% of consumers who receive a quick response on social media say they are more likely to recommend that brand to other people. And we all know that the most solid form of referrals is word-of-mouth.

Convert more leads/prospects by increasing inbound traffic

Inbound marketing is the best way to build up your list of prospects and convert leads. Every time you post something, you open yourself up to opportunities for prospects to click your link, interact with your website, and perhaps even fill out a form or put in their email address. Every post is a new opportunity for someone to be guided back to your website. With tools like Lead Liaison’s Marketing Automation platform, you can post to multiple social media accounts with the push of one button.

Save money

Compared to other marketing channels, social media posting is relatively inexpensive and time efficient. It’s trackable and measurable content, which adds to it’s value. It can be free, or you also have the option of using paid social media to give your content a significant boost. MCG Consulting Group lays it out like this, “boosting or sponsoring posts on a page with, let’s say, 20.000 likes, the average paid reach can be close to 40% (about 8,000 people) vs. the 2% organic reach, with an investment of $5 per post.  Even if you decide to boost every single post, posting on a frequency of 16 to 20 times per month with an average of likes of 500 to 800 per post, the reach could go up to 5,000,000 people who could have seen your posts during that specific period, with an investment equal or below $150.”

 

Marketing Automation Leads to Revenue Generation

Marketing Automation Revenue GenerationRevenue generation” describes the marketing-to-sales transition process that provides the most efficient and effective means of closing B2B sales. The use of marketing automation in your marketing and sales practices leads to revenue generation more quickly than traditional sales and marketing practices. Through the automated features that nurture leads and score their progress through the buying cycle, the hottest leads are moved to the front of the line for sales calls. This prioritization leads to faster revenue generation – a goal of every B2B sales team.

The primary reason marketing automation has taken off recently is specifically because it helps revenue generation practices for companies of all sizes. After all, B2B companies are in business to generate revenue, right?

Manage Leads

Marketing automation allows you to manage B2B leads gathered through digital channels such as email, social media, and web forms and through traditional channels such as trade shows, direct mail, and cold-calling. Once leads enter your database, they can be segmented and organized by region, channel, size, and other factors. These leads can then be assigned a score based on attributes (company size, revenues, etc.) and behavior (website visits, downloads, etc.). Once leads have been scored , your sales department will have a prioritized list of hot, warm, and cold leads. This increases sales productivity by automatically providing qualified, scored, nurtured, and prioritized selling opportunities.

Marketing-Qualified to Sales-Qualified

Marketing automation digitally advances leads from a status of being a marketing-qualified lead following a sufficient level of digital engagement with marketing assets to a sales-qualified lead, where the most active leads are ready for a sales contact. Sales agents generally appreciate being given quality leads. Through traditional processes up to 80% of leads are discarded, lost, or ignored, often because sales agents don’t trust the quality of the leads being distributed. Marketing automation can help limit the number of poor quality leads that the sales department receives by selecting only leads that pass a scoring threshold for lead distribution. Leads can be handed off to direct or indirect sales channels for action and closure.

Marketing automation streamlines the process of preparing leads for sales contact. Marketers can determine whether certain marketing campaigns have been effective at generating interest in your solutions. And leads can be distributed to the sales department according to lead scoring metrics that put the most likely buyers at the top of contact list.

Sales and Marketing Alignment

Sales and marketing departments often do not work closely at lead management and demand generation. Marketing automation supports sales and marketing alignment through integration with CRM software. This boosts the productivity from each department by providing a seamless, automated transition from marketing to sales. Marketing can determine if campaigns are driving the best leads from your digital assets and sales can determine if the leads received are of sufficient quality to be contacted quickly.

Sales agents have a clearly defined view of available sales opportunities as marketers generate demand through targeted messaging that can be automatically distributed at scheduled intervals. Marketers can have a clearer picture of which campaigns have provided quality leads based upon close rates.

Research has shown that marketing automation provides a more efficient transition from marketing to sales. This leads to better revenue generation practices. Is that what your company is looking for?

If you’d like to learn how our Lead Management Automation™ software can make your enterprise more effective at revenue generation contact Lead Liaison at 888 895 3237 or sales@leadliaison.com.

How Can B2B Lead Nurturing Help Generate Revenue?

How Can B2B Lead Nurturing Help Generate Revenue?Marketing automation and B2B lead nurturing is a technology that streamlines and automates marketing tasks, so a company can increase operational efficiency and grow revenue faster than ever. The vast potential of B2B lead nurturing can quickly expand a business’s customer base by converting qualified leads into customers. This process has been proven to generate 50% more sales ready leads at a 33% reduction in cost. It also improves the rate of closing sales, since B2B lead nurturing is designed to develop a trusting relationship between a prospect and a business.

A strong pre-sales relationship is built by using lead nurturing to provide potential customers with relevant and useful information. By branding a business as an expert in their field through free articles, tutorials, guides and blogs, it trains the prospect or customer to refer back to the source when they need guidance or when they are ready to commit to a sale. A buyer for any business has their own reputation to maintain, so they are always going to choose a company that has established themselves as worthy of their business.

Successful B2B lead nurturing requires regular contact, without overwhelming the lead. Any information given to the lead should be on a set schedule and never more often than once per week. If a company sends too many lead nurturing attempts in a short period of time, it can turn the customer against the business. If a company does not send any new and exciting information for an entire month, the lead will lose interest in their information and their business. That is why balance is so crucial to B2B lead nurturing.

When it comes to B2B lead nurturing every buyer is looking for something that will make them better at their job or something that is better for their business. Lead nurturing emails need to speak to their personal goals. Position emails around showing ROI, improving their efficiencies, impressing their employers or whatever it may be that will motivate the prospect to continue reading. Keep in mind though, content should be prepared based on the readers profile. Map out your buyer profiles (IT, finance, sales, marketing, etc.) and create content tracks for each buyer profile. Content also has to be presented as real information and not something that was created to swindle them into making an uninformed purchased. Focus on what buyers need, not what you need.

B2B lead nurturing should never involve pressuring a buyer to purchase. The content that is sent to the buyer should guide them in the direction of the service without a forceful call-to-action. A business can scare a buyer away by filling their supposedly free advice with obvious sales pitches. The content is only meant to strengthen the relationship, it is not meant to be a closing tool. If it is created properly, the lead will come to their own conclusion and contact the business when they are ready to make a decision.

B2B lead nurturing has the ability to generate increased revenue, but only if the nurturing efforts are worthwhile to the lead. It can easily backfire if it is not done properly, which is why it is always best to start by contacting a professional marketing automation company such as Lead Liaison. A business has to make sure that their B2B lead nurturing campaign is relevant, informative and interesting. It also has to be done regularly enough to be effective without overwhelming the lead. If it is done right, the possibilities for growth are endless.