ReadyTalk

Meet with Confidence

Webinar Leads vs. Social Media Leads: How do they compare

Posted by Mike McKinnon on
Share this Post:

Webinar Leads vs. Social Media Leads: How do they compare

Webinar leads compared to social media leadsLove it or hate it, no marketer can afford to ignore social media. In what has been the fastest growing trend in recent years, web users have embraced the social media revolution, using channels such as Facebook, LinkedIn, and Twitter. They are not just connecting with other people, but they are also using social networks to glean prospects, gain first-hand information and reviews, and even make purchases.

Needless to say, marketers have used social media to identify leads who may be interested in their product or service offering. And their efforts seem to be delivering results. Research by Wishpond estimates that 77% of B2C businesses have generated leads through Facebook, and 34% of marketers have generated leads through Twitter. In fact, 20% of marketers have even closed deals on Twitter. Social media is catching up with B2B marketers as well. 84% of B2B companies now use social media. 90% of them use Facebook, and 47% of them use LinkedIn. Furthermore, 77% of B2B marketers have acquired customers through LinkedIn, 60% have acquired leads through blogs, 43% have done so using Facebook and 40% using Twitter.

Overall, best in class companies generate 3 times the leads through social media, compared to average performing companies. Social media provides almost double the total number of leads compared to other popular channels, such as telemarketing, trade shows, direct mailings and PPC.

While it is a great way to generate new leads, what ultimately matters is nurturing such leads and eventually converting them. Social media leads convert 13% higher compared to the average lead conversion rate. However, this does not mean that the marketer can simply afford to relax after a new prospect has liked the social media page. Conversions, by definition, are different in social media terms as opposed to web conversions. A conversion for social media could mean simply following a company on Twitter, compared to a conversion of downloading a whitepaper, which is viewed as a more qualified leads.

Success depends largely on the take-away offered by the social media engagement. Marketers offer a variety of engaging content, ranging from product reviews, latest news, eBooks, contests, and more, through their social media page to keep prospects engaged. Another effective way to advance them up the marketing lifecycle is by inviting them to live events and webinars.

Comparatively, when someone signs up for a webinar, that lead is considered highly more qualified than someone who simply liked a post on Facebook. A prospect is devoting their time to listen to a webinar, and the marketer has the undivided attention of the attendees to use that time to educate, inform, charm, and captivate them to convert to a demo or even a sale. Invitees to a webinar are usually highly committed prospects who are willing to set aside quality time to hear out the marketer. For the marketer, the higher the number of webinar attendees, the better, because the chances of more people converting to a sale or a conversation are greater.

Successful engagement in a webinar requires asking questions and conducting polls to engage with the audience. 54% of all webinars involve questions, and 34% of all webinars have polls. Marketers use the information gleaned from these activities to engage with prospects at a personal level, such as with one-to-one feedback after the webinar. Using social media to invite attendees to a webinar makes the task of the marketer much easier. Social media engagement would provide a cue to the marketer on where the prospect stands in most aspects.

Social media has proved itself as an effective tool to generate leads, but webinars are providing a more qualified lead, plan and simple. Smart marketers should leverage the power of social media to nurture leads, but promote webinars to really gauge how qualified the leads are  from social media, and nurture them further within the customer lifecycle.

Compared to other marketing tactics, webinars offer higher quality leads and a shorter lead nurturing phase. This means more dollar signs and a happier marketer. Find out how and why the cost of a webinar lead is justified in your marketing budget in The Cost of Webinars whitepaper. Download the whitepaper today.

The Cost of Webinar Leads whitepaper

Reference:

http://socialmediatoday.com/socialbarrel/1596276/using-social-media-lead-generation-infographic

http://www.branddrivendigital.com/social-media-lead-generation/

http://www.marketo.com/lead-generation/

http://marketing.hanapinmarketing.com/acton/attachment/3199/f-0099/1/-/-/-/-/2013%20State%20of%20Paid%20Search%20Report.pdf

http://www.demandgenreport.com/industry-resources/white-papers/2359-on24-webinar-benchmark-report.html#.Umcs3pRAQRY

http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/


Comments for Webinar Leads vs. Social Media Leads: How do they compare

blog comments powered by Disqus

Recent Posts

Cost Analysis of Webinar Leads

 Cost Analysis of Webinar Leads Webinars have gained popularity as a cost effective lead generation tactic in the past couple of years. Depending on your webinar strategy, the...

Webinar Promotion Q&A with Marketing Experts

Your Webinar Questions Answered by HourlyNerd's Dan Slagen and ReadyTalk's Shawn Cardinal On August 19, Dan Slagen, the CMO of HourlyNerd spoke on ReadyTalk’s webinar series about...

Watch your audience go from yawn to yay!

ReadyTalk Hosts Susan Stewart on our Webinar Series Time and time again people eagerly register for webinars, to only drift off from the live event and leave the webcast wondering...

The Cost of Bad Data

Cost of Bad Data Bad data is data that is not perfect – it could be incorrect data, data with missing chunks or data that is delayed. Most businesses do not realize it yet, but bad...

Optimize Your Webinar Spending with the Webinar ROI Calculator

Optimize Your Webinar Spending with the Webinar ROI Calculator As a marketer, you’re probably asked to provide weekly results in order to justify your budget and efforts. Week over...

ReadyTalk Makes Outside Magazine's 2014 list for "Best Places to Work"

The 2014 Outside Magazine “Best Places to Work” winners have been released, and ReadyTalk is happy to announce that we have made this year's list. For the past seven years, Outside...

6 Perspectives On Realistic Goals For New Advocate Marketing Programs (Guest Post)

6 Perspectives On Realistic Goals For New Advocate Marketing Programs If you’re anything like me, you have to set explicit goals for yourself before you can get anything really...

Find the Paths Your Customers Follow (Guest Post)

Find the Paths Your Customers Follow SHINY OBJECTS ARE DISTRACTING ReadyTalk recently invited me to provide a webinar on delivering content for demand generation and customer...

New from ReadyTalk - iPhone App Web Participant

Joining web meetings from your iPhone has never been easier.  Whether you are in the office or on the road, you can now participate in both the audio and web portions of the...