I was reading Jeremiah Owyang’s post about social networking and corporate sites connecting and he makes a general reference about the changing landscape of lead generation:
“Because brands will let users login using their social network identity (like Facebook or Twitter) they are increasing their chances of user interaction and engagement –but miss out on lead generation in the traditional sense.”
This was an interesting proposition from one of the leading minds in the Internet interaction world. Is the entire definition of lead generation changing in the business environment? I would venture to say… maybe a little bit.
There are plenty of lead generating activities that will not change the overall concept when it comes to search engine marketing or e-mail list buying. There are still ways to produce lead generation using content through software services like Compendium Blogware or an awesome organic search firm like Slingshot SEO. But there has been a slight shift in how small businesses and corporate brands are building lead generation through social networking sites like Facebook, Twitter, and LinkedIN.
We are talking about lead generation activities built through relationship development. Let me be clear that you need both strategies when developing a marketing strategy for the Internet but it is important to recognize that consumers may want more interaction than previously believed.
Through interaction and engagement you can build a different type of list than in the “traditional sense.” This is the whole concept of customer evangelists… empowering people to share your brand. You may find that sales may be longer but they are sales just the same.
Connect both strategies of search lead generation and social networking interaction when connecting your brand to the marketplace.. you may be pleasantly surprised!
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I've been using social media for Commercial Real Estate leads for 4 years now and I must say the landscape has certainly changed. Staying on top of new technologies can be daunting but it eases the volume of cold calling so, for me, it's well worth my time. Thanks for the great post! ENGAGE!