Why Financial Leads Should Include ALL Social Data « ledgerleads_blog

Why Financial Leads Should Include ALL Social Data



October 11th, 2014

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It’s becoming common knowledge that the best leads are generated by targeted campaigns. Whether it’s an active, outbound strategy or an inbound one centered on social media and content, you’ll get more potential customers if you actually know more about what defines them.

Speaking of social though, how much of social data do you use when assessing your financial leads?

You need not only this...

By social data, does this mean how much they’re on Facebook or how many Likes you got on your last LinkedIn submission? Actually, that’s not quite it. The word social is obviously subjective and it only follows that any data under its category is going to be high volume.

But perhaps what’s even more important is to understand that not all social activities or traits are measurable in terms of data. For example, when trying to understand the financial habits of several prospects, certain things might not add up. This could easily lead you to fall into the trap of assuming you’ve discovered the problem of all their organizational spending habits.

The truth is always more complicated.

...but also this.

Ever heard of social spending habits? If you have, then you can already tell that these are not something you can casually dismiss as a frivolous expense. While they can have the capacity to sabotage budgets, they’re not entirely unnecessary. Plenty of social events and activities play a role in keeping an organization together (boosting morale, camaraderie, focus on company vision etc).

To really include social data when assessing financial leads, you need to do more than just understand their online interactions with your brand. Interactions could extend to:

  • Events – Some of the prospects you connected with online could’ve also attended one or two of your company events. How did their interaction there compare with the engagement you had on a social media site?
  • Live conversations – A series of exchanges over the phone is still not a thing of the past. On the contrary, it’s still a necessary part of the B2B sales process. Much like events, how they interact over the phone and what issues they include/exclude can paint a more accurate, dynamic profile of your prospects.
  • Postsale engagement – And lastly, the interactions should never stop even after your business has won the sale. In fact, it’s only more important to invest in continued communication and constant monitoring of their social interactions with your brand.

It’s become very unwise to have confidence in a marketing campaign just because you’re seeing a lot of good numbers coming out of your online and social media properties. Don’t forget what the real world says about these sorts of interactions!

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