As a social-savvy business person,
you should be able to communicate how
social media is accomplishing overall
company objectives in a way that is
understandable to the entire company.
Here’s 2 steps to translate
Here’s how to translate
You’re already aware of
the Sales Funnel:
a. Brand Awareness
In social media,
brand awareness is demonstrated by
Impressions and Engagement
(Facebook fans or Twitter followers).
These prospects sit at the TOP of the sales funnel.
b. Lead Generation
This is measured by Leads and Content Conversions
(content downloads, webinar attendees, email opt-ins).
These leads sit in the MIDDLE of the funnel.
c. Customer Acquisition
After using social media and content marketing,
you have built a relationship with leads based on
trust and problem solving ability
(proven expertise/credibility, useful resources).
These customers sit at the BOTTOM of the funnel.
d. Customer Retention
These consumers have given you their business,
now you can keep them happy with continued
social media engagement.
These customers RETURN TO THE TOP of the funnel
to repeat the process.
Social media can be very effective at moving
customers through the sales funnel.
Assure the rest of your company that social media is
Getting New Leads and Converting Them into SALES
…everyone can understand and appreciate that.
In order to effectively communicate the progress that
your company is making, it may be helpful to explain
the subtle differences between social media strategy
and traditional marketing to the
executives of your company:
If you’re trying to get leads through
social media, it’s important to know
the difference between
Soft leads and HARD LEADS.
Soft leads are interested in you
and they might have given you their
email address in exchange for valuable content.
HARD LEADS are qualiﬁed prospects
that are well on their way to becoming a customer.
You can get soft leads through social media,
you will usually need an email marketing channel
to convert them into HARD LEADS.
Social media is for lead nurturing,
but usually not for selling.
Social media should be more focused on
building relationships, providing valuable resources,
and establishing credibility as a thought leader.
Saying “LOOK AT ME!” or “BUY MY PRODUCT!”
WILL NOT WORK
Try to avoid pushing your product, and instead,
focus on creating good content that moves your
consumers through the sales funnel.
As marketing or sales managers,
you will want to know the
cost and value of social media leads.
Cost can be measured by
the cost per impression or cost per lead.
Value can be measured by
how long it takes for the lead to purchase,
how much they have purchased, and
how many more times they have purchased.
Usually, leads acquired through social media are much
less costly to your organization.
That makes executives happy.
Using these types of metrics will help your company
understand the value of social media.
It’s easy to understand the ROI of your social media
campaign if you work with marketers who can
communicate the value of social media by explaining
how speciﬁed business objectives were met through
Where can you ﬁnd these marketing experts who
understand your business and can leverage social
media to accomplish your organization’s goals?
Want to know more about
brand’s social media ROI?
Read the full article here.
ParkerWhite crafts strategic marketing & branding to
create meaningful connections between consumers &
brands for health, wellness & active lifestyle companies.
To learn more about ParkerWhite, visit
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