Define your marketing objectives for social media success

By Shahnaz MahmudJanuary 29, 2015

What is the single most important strategy to achieve social media success in lead generation? According to an Ascend2 study, it’s the ability to achieve important marketing objectives. The problem? Their November 2013 study, Social Media Research Benchmarks, indicated that only 15 percent of marketers are effective in doing this.

Social media will be a focus at the upcoming LeadsCon Las Vegas conference in March. The event agenda offers many opportunities to discuss the space, but here are some things to consider.

Sound social media strategies

Your marketing objectives should focus on sound social media strategies. Ascend2 says that creating and posting different types of content works most effectively. Video, articles and blog content ranked as most favorable in the survey. More specifically, high-quality, original multimedia content, writing original textual content and being an active participant in social media forums will give your business a boost.


As content marketing continues to rise up the curve, Ascend2 recommends that you carefully consider whether or not to gate your content. If you choose that route, the firm suggests “progressive profiling.” That way, you initially ask for the bare-minimum of information required, and with each site visit that follows, you can gather more data about that individual incrementally. You must decide if that’s a more welcoming approach.

Email is a critical follow-up step

These strategies must be followed by email to further engage your social media audience. Ascend2 noted that social media is considered an inbound marketing channel, but it’s most often integrated with email — clearly an outbound channel. So continue to captivate your audience with eye-catching emails.

Interestingly, only 16 percent of marketers found integrating social media with other types of marketing a challenge, but only 25 percent of marketers extensively integrate social media.

If you want to successfully measure social media ROI, the first step is attributing it to marketing performance. That said, only 54 percent of the study’s respondents make limited use of social analytics. Ascend2 said 19 percent make extensive use of it and 19 percent don’t utilize it at all.

A good strategy, which may be on the rise, is outsourcing all or part of your social marketing campaigns, which can result in specialized expertise and performance.

What does social media mean to you?

Without a doubt, social media is looked upon much more now for lead generation. The trick is for you to truly understand what social media means within the context of your marketing objectives. As Stoney deGeyter, president at Pole Position Marketing, has wisely said:

“Many people primarily use social media as a publishing tool when they should be using it as an engagement tool. There is nothing wrong with promoting your own content, but the ratio needs to lean more heavily on engagement. Engage and promote other content first. Promote yourself second.”

Click here to register for LeadsCon Las Vegas 2015.


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