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

Why Other Companies’ Webinars are Better Than Yours

Why Other Companies’ Webinars are Better Than Yours Marketing campaign strategies can be overly time consuming and costly. Although multi-channel marketing is the key to success,...

Check Out What's New at ReadyTalk!

There are a lot of new and exciting things happening at ReadyTalk. Check out what new features and updates we have to offer for operator-assisted events: Conference ID Required ...

Making Meetings Better with Two New Features

With these two new features from ReadyTalk, your meetings will be even better! Higher Quality VoIP Improvements around VoIP audio conferencing for chairpersons and co-presenters...

Self-Serve Broadcast Audio - saves you time and money!

Our passion is perfect presentations.  That's why ReadyTalk gives you everything that’s been missing in webinars.  Our easy-to-use platform delivers superior presentation...

How to Write the Break Up Letter

I recently shared 15 Ways You Know It's Time to Break Up (with your conferencing provider) because not every relationship is meant to last forever.   Once you have decided it is in...

What We Learned: 3 Webinar Features You Should be Using Today

What We Learned:  3 Webinar Features You Should be Using Today Yesterday, we hosted a great webinar on some new ReadyTalk features: 3 Webinar Features You Should be Using Today. We...

3 Webinar Features You Should be Using to Get More Value from Your Webinars

3 Webinar Features You Should be Using to Get More Value from Your Webinars “Am I getting ROI on my webinars? How can I make it be better?” These questions are often in the back of...

Online Meetings Like a Boss!

Online Meetings Like a Boss! Just because a meeting is happening online, isn't an excuse for it to be a waste of time. Want to host better online meetings? Check out these 8 tips...

4 Ways to Join a ReadyTalk Meeting Faster

4 Ways to Join a ReadyTalk Meeting Faster ReadyTalk offers more ways than ever to meet online faster, right from where you are working. Join a webinar on the go from your mobile,...