Aiming for “fluffier” goals like reach, awareness, buzz, customer satisfaction, and engagement (comments, likes, shares) are just as important as rigid lead gen or sales goals. They’re the stepping stones to what you really want: more business.
In fact, it’s vital to aim first to get your audience to interact with your posts. That’s why a balance of direct and indirect lead gen content is so important. Without eyeballs, you can’t get clicks, which means you can’t get traffic, leads, or customers!
“When we post product-focused content with sales-focused calls-to-action, we may generate qualified leads, but we only generate a handful. When we post educational or entertaining content about inbound marketing as a whole, we generate tons of leads, because we reach more people, and give ourselves the opportunity to warm them up to the idea of doing business with us without shoving our software down their throats.” – Brittany Leaning (@bleaning) Social Media Manager, HubSpot