Setting clear and achievable goals is a crucial step for marketers to drive success and measure the effectiveness of their efforts. Without well-defined marketing objectives, all activities can become scattered and less impactful. The main goals for marketers on social media are three: Lead Generation, Lead Nurturing, and Lead Conversion. And in this blog, we will dive deeper into these three objectives.
Lead Generation
It is the process of identifying and attracting potential customers, often referred to as “leads,” who have shown interest in a company’s products or services. The main goal of lead generation is to initiate consumer interest and capture contact information, typically through various marketing strategies and tactics. These strategies may include:
– content marketing
– social media marketing
– search engine optimization (SEO)
– email marketing, and more.
The generated leads are then passed to the sales team for further nurturing and conversion into paying customers.
Lead Nurturing
It is the process of building and maintaining relationships with potential customers or leads over time. The purpose of lead nurturing is to guide leads through the buyer’s journey, providing them with relevant and valuable information at different stages of their decision-making process. It is about telling a business story, or stories, in targeted and personalized communication. And here are some tools to use for lead nurturing:
– emails
– newsletters
– educational content
– follow-up messages
Through these communications, marketers aim to keep leads engaged, address their concerns, and move them closer to making a purchase. Effective lead nurturing helps to build trust, credibility, and brand loyalty, increasing the likelihood of lead conversion.
Lead Conversion
It refers to the process of turning a potential customer or lead into an actual paying customer. This occurs when the lead takes the desired action, such as making a purchase, signing up for a service, or subscribing to a membership. Lead conversion is the ultimate goal of marketing and sales efforts, as it directly impacts the company’s revenue and growth.
A successful lead conversion typically involves effective lead generation, nurturing, and a seamless sales process that addresses the needs and preferences of the potential customer, ultimately convincing them to complete the desired action.
To conclude, it is worth noting that the landscape of social media marketing is continuously evolving, and new objectives will continue to emerge. The choice of objectives also depends on the specific goals and target audience of each business or organization.
Grace Nasralla is the founder and senior business blogger at BizReflections. She is a Co-Owner at HUDDLESPACE which provides small business owners with offices for rent. This year (2024), Grace launched a loose leaf tea brand and named it Brew & Scone.
