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Not All Leads are Created Equal…(and this is why)

Digital strategy, Marketing Strategy

Clients make the business world go around. We need them. They need us. And we help each other to achieve our business goals.

But not all leads are created equal. We all know that, even if it is uncomfortable to voice it.

This is not about favouritism, this is about the right fit. Not every client is the best client for you.

Please let me clarify what I mean…

In my 8 years in business, I have found that clients that come from different lead sources definitely vary in quality and longevity. And I am sure you have experienced the same.

Typically for most B2B businesses, word-of-mouth referrals are our sweet spot. They are warmer, come from a trusted source, make faster buying decisions, build trust faster, and will work with you longer.

However, clients from social media (and I don’t include LinkedIn here), are quite the opposite.

Think about what you have purchased off Facebook or Instagram. Most products will likely be fashion, novelty, hospitality, and entertainment of a smaller value. And social media is excellent for those businesses.

The risk factor, the trust factor, and the level of emotional investment are much lower on a $25 shirt. Even if you do get totally ripped off, you won’t lose your house or go into massive debt.

But have you ever purchased an item of significant value directly from a Facebook or Instagram post? I’m talking $1000, $5000 or more in value… probably not. You might have followed that brand. You might join subscribe to them, watch, read their posts, and spend months getting to know them before you even think about reaching out to them.

It is not a level playing field. All clients are not created equal.

THE SOCIAL MEDIA LEAD (Facebook, Insta, TikTok) THE NON-SOCIAL MEDIA LEAD
  • Colder, unqualified lead
  • Poor quality and not an ideal fit
  • Lack of trust or value
  • Makes a faster buying decision
  • Spends must less with you
  • Warmer, more qualified lead
  • Better quality and more of an ideal fit
  • Will work with you longer
  • Invest more with you
  • Slower to buy

So, if you just need fast, churn and burn sales of lower-priced items, then social is a good place for you to be. But if you want quality clients who spend more and stay with you longer, then maybe use it from some brand visibility but do not focus a lot of time and effort on it.

As I have said before, social media has its place in the mix but it is NOT right for everyone and it should NOT be the focus of any marketing strategy for a B2B business.

If you want better quality leads that ARE the perfect fit, then I invite you to join the Waitlist for Sales Without Socials. This program helps solo service-based business owners master a reliable, consistent, and repeatable way to generate leads and sales in 15 minutes a day (without posting on socials 5 days a week) so they can stop chasing algorithms and start effortlessly landing dream clients on repeat! Coming in 2023.

Join Sales Without Socials