For businesses that want to increase lead generation through online marketing strategies, social media offers greater assistance today than it did just a few years ago. While more professionals are accepting social media as a viable promotional tool because of technological improvements, even more marketers understand how the channel can adapt to complement the needs of each department at their company.
To discover how widespread social media adoption is in the American business world, Denis Pombriant from Beagle Research and Esteban Kolsky from ThinkJar collaborated on a Social Media 2012: State of Adoption whitepaper, and the two professionals surveyed over 300 business people from various industries. The survey found that over 60 percent of respondents have already implemented social media into their corporate operations.
However, the whitepaper was clear in that not all business people are prepared to use social media now or in the future. This claim was supported with evidence of social media being used simply as a low-cost broadcast tool, instead of as a lead generation solution.
While using social media to improve the sales cycle may seem complex, certain platforms are easy to integrate, and it's important for innovative organizations to explore new opportunities online. Marketing professionals must increase their awareness of social media and all that the channel can do to support sales and promotional initiatives.