In an effort to understand how marketers are using social platforms for lead generation, Social Media Today recently partnered with SharpSpring and surveyed 320 marketers on the State of Social Lead Generation.
As social media usage intensifies, a growing number of marketers are using the channel and satisfaction with lead volume has improved from previous years. 38% of marketers said they were somewhat satisfied whilst 30% were somewhat dissatisfied.
However, lead quality could be better with 30% of marketers rating it neutral, whilst 27% were dissatisfied and 26% were satisfied.
It seems that social media is not yet delivering for many brands. And poor delivery is not down to bad planning because 64% of marketers have worked out a clear strategy to generate leads via social media.
Facebook ranked highest for lead generation (82%), followed by LinkedIn (48%) and Instagram (43%). Meanwhile, Snapchat is only used by 4% for the purpose of generating leads.
Marketers agree that images (41%) and video (40%) are best for the purpose of lead generation on social media. Stories – a popular feature on Facebook, Instagram and Snapchat – is gaining traction, but it’s not a key platform just yet (11%).
But marketers remain confident that social networks are key to driving leads (53%) compared to direct messages (19%) or emails (17%).
Automation will be a major component for 69% of respondents to improve their social media marketing efficiency.