We have long preached about Facebook and Twitter marketing being two-way streets. These social media channels are great for selling our company, getting the word out about products and services while helping with SEO. Yet social media management cannot exist solely on sales-driven posts. These efforts should help tell our brand’s story and build relationships. A new survey for Econsultancy, however, proves that marketers are more interested in using social media for lead generation and list building than for branding.
The study, published on MarketingCharts.com, found that 37 percent of marketing professionals surveyed used social advertising for lead generation. Eighteen percent used it to increase traffic, while another 18 percent used it for direct online sales. Only 27 percent used it for branding.
Steve Olenski of Forbes explains why this is not such great news.
“It means that marketers are putting more emphasis on selling than they are at establishing relationships with consumers via branding,” he writes. “It means that marketers would rather try and sell you something than say tell you a story. It means that marketers are only in ‘it’ to increase their bottom line.”
Olenski describes placing sales-driven marketing placed ahead of relationship building as “catastrophic.” We could not agree more. Over and over, we’ve seen social media marketing “fail” small businesses. Upon a closer inspection, we usually find that these efforts failed because they were filled with only sales-driven messages. No effort to reach out, zero engagement and a brand’s unwillingness to connect with followers is what fails, not the platform itself. The mistake is thinking these efforts are short-term, quick fixes for lead generation. Consumers and especially social media users can see right through brands who do that and are quick to unfollow those who exist only on a “please buy our stuff!” diet. Social media has invented a class of savvy shoppers who expect a little conversation and intelligent back-and-forth before they plunk down their credit cards. For the most part, this is a good thing — and, good or bad, it’s a reality. Embracing the culture of social media and reaping its benefits is a more long-term survival method.
“What these same marketers fail to realize is that by building their brand via storytelling, sharing of relevant content and truly engaging with consumers will lead them to the lead gen promised land they seek,” Olenski notes. “Make no mistake about it, however. Those marketers who go down the path of putting lead gen/sales over branding and relationships will not be successful in the long run.”