Once you have mapped out your strategy, Social Media is particularly effective as a tool to support your lead generation activities.  Advertising, Referrals, and Public Relations

Your prospects will come to you ether because they have heard about you from someone they know ( referrals) or from some third party (public relations) or from you (advertising)

REFERRALS

This is where any small busienss owner should focus the majority of lead generation activities.  Why? because prospects who come to you on the recommendation of another person, are more likely to buy.  How do you cultivate referrals? Spend time thinking about your core customer.  Who else is selling to your client?   These are the people who will be most influential. So if you want referrals from them, you need to be sending referrals their way as well!  In the world of social media, this entails sharing their content, re tweeting and liking their comments.  Building on line relationships, the reciprocal behavior is likely to follow.

PUBLIC RELATIONS

I almost always  recommend my clients invest in PR actives rather than advertising. ( It isn’t just becuase that is our area of specialization) It is because PR creates a third party endorsement which will always have more credibility then anything you say about yourself.  With the advent of so many online news sources, it is easy to share your story with a wide audience, generating credible external links to your site.

Advertising

In the world of social media, broadcast messages are typically ignored.People are much more likely to pay attention to the suggestions of friends and people they respect, so spend your time cultivating relationships. Pay attention to people who have influence.  Offer free trials and samples to these people in exchange for product reviews and testimonials. Just be sure you have a good product.

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