Digital Marketing Direction: Generating Leads Through Social Media & CW2 Brief

By Erica Wenham, Tuesday 20 November 2012.

Digital Technologies For Marketing (Week 9)

A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.

Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. Generating leads in social networking also means:

• Making friends
• Linking with colleagues
• Building communities
• Connecting with groups
• Finding target profiles
• Requires no blatent selling

Social Media Benefits

• Build connections and gain new customers
• Boost brand equity and create a stronger reputation
• Establish and build quality customer relationships
• Position yourself as a leader in your industry and Subject Matter Expert
• Create high-quality links to your website to boost SEO

6 Key Steps to Success in Generating Leads through Social Networking

1. Carry-out research to find your customers in the social media space and be there too
2. Develop a social networking strategy document ensuring the strategy links with your current marketing and sales activity and business goals
3. Marketing: Focus on ‘thought-leadership’ and your USPs to carve out niche customer segments. Allocate marketing budget and resources to ensure strategy is sustainable. Consider outsourcing
4. Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships
5. Plan and prepare to provide content that is relevant and in demand and build your own customised network when ready
6. Grow your networking activities based on successes, market trends in your space and analysis