Why Your Engaging Content Won’t Produce Leads

The ugly truth is, for many of us, engaging customers creates profitless prosperity—impressive marketing statistics that don’t ultimately, directly help generate leads and sales. Engagement is creating momentary value that is aloof from any kind of sales lead management process. Yet businesses who do create sales using social selling know something the rest of us don’t. Let’s find out what that something is.

The ugly truth is, for many of us, engaging customers creates profitless prosperity—impressive marketing statistics that don’t ultimately, directly help generate leads and sales. Engagement is creating momentary value that is aloof from any kind of sales lead management process. Yet businesses who do create sales using social selling know something the rest of us don’t. Let’s find out what that something is.

Why We’re Failing to Sell with Engagement
For years now, we’ve been rising each morning, downing our coffee and suffering through questions like, “How do I know what to blog each day?” And the biggie, “How do I become engaging enough to produce leads and sales?”

Most of us are busy producing engaging content on LinkedIn, Facebook, YouTube and other social media. But in the end, even our most engaging blogs, YouTube videos and other forms of online publication fail to produce leads and sales. At best, sales are blindly attributed to content as part of a mass media branding success using fuzzy math. Why?

My on-going research confirms it: We’re failing to create sales engaging social media because we’re building content marketing on an outdated foundation. We’re clinging to mass media advertising ideas and values. Instead, we should be exploiting direct response marketing tactics.

“Marketers often come from two distinct backgrounds,” says best-selling author and IBM distinguished engineer Mike Moran.

“Brand marketers are the ones whose work you see on TV. They are all about branding, brand image, brand awareness—use whatever word you want—and their success has made Coca-Cola and many other consumer products into household names. Direct marketers are decidedly less sexy … constantly searching for the next idea that increases response. They are all about sales, and couldn’t care less about brand image as long as the cash register rings.”

Moran says engagement marketers with an interest in driving sales have much to learn from the practice of direct response marketing. Again, it’s not about influencing or leading thought, it’s about being a thought provoker.

How to Always Make the Sale
Why do so many of us pursue getting “liked” on Facebook or followed on Twitter? Because of this single idea: getting a lot of customers’ attention (reach) over and over (frequency) is enough to earn a sale … somehow, sometime. This is how advertising works.

Today’s best social sellers do not believe for a minute that exposure to engaging content will result in a sale. They have no faith that it will produce a lead. Rather, they believe in, and execute on, carefully mixing in calls-to-action. The content they create solves customers’ problems or vividly demonstrates (proves … think “infomercial”) compelling experiences relating to their service.

The best way to sell on Facebook is to solve customers’ problems (yes “for free”) in ways that earn trust and ultimately help them navigate their way toward your paid products and services. And by the way, I’m not saying attention or branding doesn’t matter. It does. I’m simply saying it’s not enough. Stopping at earning customers fleeting attention is a sure-fire losing strategy online.

I say avoid getting sucked into the profitless prosperity black hole by thinking in terms of direct response marketing when engaging with social media and content marketing. What do you think?