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Top 9 Benefits of Social Media for Your Business

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Top 9 Benefits of Social Media for Your Business

Social media has certainly proven beneficial over the last two decades.

Once a communication experiment that later evolved into platforms figuring out just how much personal data people would make available to their “digital networks,” social media remains a huge part of Americans’ everyday lives.

For businesses, social media has created a way to send a brand’s messaging to the right people at the right time and hope your brand sticks out to them enough to be interested, let alone loyal throughout their lives.

There are a lot of benefits to be had from using social media.

Here are the the top nine reasons why it’s imperative for businesses to be on social media, and how it can help ensure your brand’s success.

1. Faster, Easier Communication

Customers can contact a customer service representative faster and easier now than ever before thanks to social media.

Businesses can also receive, review, and respond to customers’ grievances faster and easier than ever before.

Depending on the industry and the grievance, challenges may still remain, but the line of communication that once was somewhat challenging to establish is no longer nearly as difficult to do so.

It’s faster now than ever before to contact the right people — and oftentimes without having to even pick up a phone — and it’s only becoming easier as more people and brands use social media platforms to keep in contact with the people that matter most to their business.

Customers can now communicate real feedback in real time like never before, something businesses have strived to achieve for a long time.

2. Networking & Partnerships

In addition to the simplified lines of communication, there’s the aspect of general availability.

Let’s face it: there is a small part of the world’s population that it would be nearly impossible for most average humans to ever directly communicate with without the right kind of help (publicist, agent, etc.).

Also consider actors and actresses, athletes, and other high-profile people most of us Average Joes would never be able to interact with.

Social media helps connect us easier than ever before.

Heck, even politicians and policymakers have been incredibly available — and often faced with backlash — thanks to social media platforms like Twitter and Facebook.

And while this makes for a fun experience when you get a “follow back” from former President Barack Obama or a retweet from your favorite rock band, it also holds endless potential for networking and partnerships that will help your brand in a multitude of ways.

Backlinks, shoutouts, increased referral visits, and increased branding are just some of those ways.

Building quality relationships becomes a lot easier with the streamlined communication we get from social media, and building relationships with key influencers earns a lot of value for your brand.

Some examples of the added value these connections facilitate are:

  • Trust from others’ networks and audience members.
  • The acquisition of quality backlinks (that offer SEO boost as well as, hopefully, an increase in referral visitors).
  • Potential business opportunities.

3. Boost Organic Visibility

There’s so much potential value to be unlocked through social media, aside from the networking and partnership-produced backlinks.

In addition to the SEO value gained from adding quality backlinks to your brand’s website (by way of social media relationships, as well as the ways social media help accumulate a variety of link types to comprise a healthy backlink profile), social media also sends relevancy signals and other signals to search engines like Google to ensure popular content is easily visible and shareable.

It’s important to understand how social media affects SEO as well.

Google has repeatedly said that social media likes, favorites, shares, backlinks, etc. are not direct ranking signals — but there is a correlation between social media activity/popularity and how/why it is ranked by search engines.

So, even though social media shares don’t serve as actual, full-value backlinks, the people, brands, and webmasters/marketers that may see your brand’s content via social media then may very well link to your brand’s content (since it’s quality content offering real value), and those backlinks would certainly hold real value.

4. Increase Website Traffic

Social media channels are supplemental to the brand’s website and, if there is one, its brick-and-mortar location.

Social media is intended to reach different audiences in a personable, useful, and entertaining way and refer those potential customers you may not have ever had the chance to engage with previously to get to know and try your business.

This works well in all cases when done correctly.

Both website traffic and foot traffic should increase accordingly with the free or cheap utility that is social media. Let your messaging reflect that.

5. Customer Feedback

In the world of business, sales, and profits, regardless of what your industry is and who you are marketing and selling to, the focus has to truly be on the customer.

And success, both digitally and traditionally, is achieved by understanding — and delivering — the best quality customer service possible, and doing everything in your power to ensure your customer and potential customers have the best possible experience with your company.

Of course, the product or service you are selling should also be good, but there are always going to be unhappy customers. How we respond to the customers — regardless of how “good” or “bad” their feedback may be — is imperative to your business’s online success and its longstanding reputation.

Social media helps us maintain that reputation by giving us platforms to directly interact with our customers like we never have before. That also means we are receiving real customer feedback directly from the source, faster than ever before (and usually much more raw, too).

Businesses should be using this amazing opportunity to build their brand as a true, consumer-first operation, eventually building the brand’s reputation into one that can never be mistaken and is relied on for many years by an ever-growing customer base.

6. Impress Potential Customers

Keeping in line with maintaining your brand’s respected reputation is the opportunity to impress potential customers with how you’ve handled other, typically unrelated customer interactions.

People often turn to — even rely — on social media and online-review sites to get a good idea of just who a company truly is. Just like marketers, consumers are using social media as a tool to help them make better purchases and decisions in general.

On average, people take into account 10 reviews of a local business before making a purchasing decision. This gives potential customers the chance to see that businesses truly care about their customers even after they’ve made the sale that is so important to them and their business’s success.

7. Branding

While branding essentially involves each numbered entry listed in this column, it’s important to stress it as one of (if not the) most valuable capabilities of social media.

You may not see as high of a conversion rate via social media (depending on the business and sales structure) as you do other marketing mediums (paid search, organic search, etc.), but the impression a brand gives off and the reputation it built can be greatly enhanced and showcased through social media.

Messaging across social platforms allows us to talk about what’s most important to our customers, and lets us train them to keep our brands at the top of their mind when those important buying decisions need to happen.

Each platform is different in terms of what it does well, the demographics of the audience using it, and the kind of content (and timing of its publishing) you see posted regularly. Each brand’s messaging should be tailored as such.

And while your business’s conversion rate is likely going to be lower on social media than it is via email marketing or paid search, your business goal is always going to be conversions, so maximizing them on all available channels is really the name of the game.

Here are are some tips for increasing social media conversions.

During a business’s branding journey across social media, you’re able to talk about what’s important to the brand and its customers. Tell your brand’s story; build the legend as what it’s worth to the people who have devoted their lives to building it.

Share your passion and let others understand and support your brand. That is the real power of social media, and the biggest impact social media has on most brands.

You can show off your brand culture and personality, stand out among the rest for the traits that make your brand different, and attract new, quality employees and further improve your business even more.

8. Track Your Competition

Social media channels also allow us to keep our finger on the pulse of not just other marketing tactics and practices, but also with the tactics used by direct competitors.

And we can learn a lot from our competition.

No one is perfect, and we can all learn something. The ultimate goal is having the customer understand us and depend on us for our authoritative approach within our niche over our competition.

Our competitors are aiming to do the same things as us (establish and protect brand reputation and ultimately sell its products/services), so it’s worth us monitoring and finding out ways our business can do better to educate and entertain users, as well as the things our brand does well, and ways we can get better across the board.

9. User-Generated Content & Crowdsourcing of Ideas

User-generated and crowdsourced content isn’t just free and unique; it can also be awesome.

The larger the audience, the more potential the content has to really impact a brand and its messaging. Brands will receive and be able to (usually) use this sometimes-quality content — videos, images, infographics, memes, etc. — with proper permission, of course.

Social media allows us to ask for this user-generated content, then receive it directly, but there is quite a bit going in between all of that, too.

Most brand will have people post their content with specific hashtags. So, the brand isn’t just receiving the content; the content is actually being posted throughout social networks (being seen by each person’s network individually, as well as the brand and it’s network), and equipped with the required hashtags and other “requirements” (which usually includes following the brand, sharing directly with a certain number of connections, and plenty of others.

Getting the Most Out of Social Media

Each business has different goals and ways it measures success.

Social media can help achieve those goals, but it’s important to stick to the basics and use them in ways that help your brand succeed.

Every brand is different. Let yours shine on social media.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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