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Social Lead Generation Still Dependent on Engagement, Opportunity, Conversion

May 15, 2014
By Matt Paulson - Telemarketing Software Contributing Writer

In a climate where social media lead generation is of increasing importance, businesses are always on the lookout for the best ways to maximize their visibility and ROI. Google (News - Alert) Analytics and Facebook Insights are both good ways to gather data on who is engaging with a brand and how, but it appears that the simplest time-tested solutions for driving audience participation are still some of the best.

According to's Anton Koekemoer, the key to lead generation is to identify which topics, content, and pieces of curated content are drawing people in, and which are keeping people away. Tracking tweets, likes and shares may show how many people are interested in a product, but they aren't worth squat when determining how a specific lead got from point A to point B. Koekemoer identifies three key pillars for successful lead generation that have been true since before the Internet was a part of the equation: Engagement, Opportunity and Conversion.

Engagement is where lead generation starts, as it is what attracts a potential customer in the first place. The crucial factor to determine in this step is understanding what content actually brings in the target audience. The analytics tools mentioned before are a good way to understand how a customer interacts with social media, but these can still only be considered soft leads

Opportunity is the funnel that convinces customers to stick around for a while, and transforms soft leads into hard ones. Of course, the only opportunities that work are the ones that customers perceive as useful. This data can be collected by measuring which websites get the most traffic, how long visitors spend on each page, and determining the bounce rates.

Conversion is the final step of the process, which marks the difference between an interested customer and a paying one. Once all the previous steps have been identified and analyzed, tracking the number of purchases related to each opportunity and engagement will determine a good ROI outcome. Koekemoer recommends tracking the purchases from sources like social media profiles which had posted discount coupons, or those that came from downloading promoted content.

Edited by Rory J. Thompson