I recently attended a webcast hosted by LinkedIn about rethinking the buyer’s journey, and some interesting facts came out of it. For instance: there are generally six stages of a tech buyer’s journey, which lasts for 12 months (including retention), and anywhere from two to four pieces of content are consumed at each stage in that journey. That’s 12-24 pieces of content to gain, and retain, a customer or buyer.
What’s more, is that 70% of the buyer’s journey is complete before even reaching out to a sales team. So, as marketers, we’re not doing our jobs if we’re not doing all we can to reach people throughout the entire journey – and that includes leveraging the power of social media.
So, what exactly is needed to run a successful lead generation campaign through (primarily paid) social media tactics?
Let’s think of the components of a rainbow. Those colors – Red, Orange, Yellow, Green, Blue, Indigo, Violet – come together in picture perfect harmony. Using their letters, we can put together a near-picture perfect lead gen strategy for social, too. Think of it this way: hit each color in the rainbow, and at the end, you’re bound to find the pot of gold (which, in this case, is your prospective buyer).
Implementing each of the components above into your social media lead generation campaigns is sure to help you win and retain top customers. And, even better, there is actual gold at the end of the sales cycle!
Let us know what you would add to this list below!
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