Concrete Evidence That Social Media is a Lead Generation Tool

Studies show that Social Media Marketing works as a lead generation tool

If you have a company website, a company blog and company Facebook page, you probably already know these tools can draw in potential customers, create leads and ultimately boost sales. You’ve also probably heard tips like, blog more or Tweet more, but may have found it hard for you or your staff to do this.

When you first start blogging, Tweeting or posting links on your company Facebook page, it’s understandable to wonder, is this working? Are people responding to this? It’s important to remember that lead generation using content marketing and social media is an ongoing process and there is concrete data to show, if done well and with some regularity, these methods pay off.

The inbound marketing software company HubSpot conducted a study of 4,000 of its customers, analyzing the relationship between various inbound marketing methods and the volume of traffic and leads that resulted. It showed that the companies that blogged more, had more Twitter followers and were more active on Facebook were far better at lead generation than the firms that spent minimal time in these areas.

Blogging isn’t just for foodies and mommies. It has become a valuable tool for businesses to educate potential clients about their expertise and services. The HubSpot study showed that businesses who blogged 16 to 20 times per month got more than 2 times more traffic than those who blogged less than 4 times per month. Those who blogged at least 20 times per month had 5 times more traffic than those who blogged less than 4 times per month. That traffic, the study shows, also helped boost leads. Businesses who blogged 16 to 20 times per month got 3 times more leads than those that didn’t blog and those that blogged at least 20 times per month had nearly 4 times more leads.

Social media has exploded in the past five years, with businesses taking notice. Timberland, an international company, based in New Hampshire, has more than 1 million “likes” on Facebook, and Smuttynose Brewing, a microbrewery located in Hampton, NH has more than 11,600 followers on Twitter.

LinkedIn Works

The HubSpot study shows that businesses who are trying to attract new clients can do so through social media. The key is to get some fans and followers. Businesses with 301 to 1,000 Twitter followers had more than five times more website traffic than those with one to 25 followers. Businesses with more than 1,000 followers had more than six times more traffic than companies with only a few followers. Again, having more people interested in your brand online translated into more leads.    

The results with Facebook were just as impressive. Businesses with 501 to 1,000 Facebook fans had 3.5 times more traffic than those with one to 25 “likes” and four times more leads. Businesses with more than 1,000 Facebook fans had 22 times more traffic and 12 times more leads than those with one to 25 fans.

The study also looked at the difference between B2B and B2C companies and their social media outreach, as well as how building your business’s website and landing pages create traffic and leads. By examining the study more carefully, it clearly shows having more activity related to your business online translates into more business.