For small and midsize businesses, the advent of social media has created a host of lead-generating opportunities. LinkedIn, Facebook, Twitter, and other social media have leveled the playing field for SMBs with a variety of affordable, effective channels for initiating and nurturing the kinds of B2B relationships that produce sales and referrals.

The benefits are clear. But Christina "CK" Kerley, in a post at her eponymous blog, highlights not only the opportunities but also some of the inherent challenges that your online efforts will face. Here are a few of her lead-generation caveats:

• Don't begin the conversation until you're ready for the conversation. Many companies jump in without first establishing clear-cut goals and strategies. "With social media," says CK, "the tools are simple, but the complex, customer-led online landscape is wholly complex and companies face a great challenge in learning the new practices and new rules."
• Learn how to sell without selling. You might have perfected the "one-way perfectly worded sales pitch," but it won't do you much good in a venue geared to interaction and dialogue. "To be sure," she says, "it's a learning curve but it pays in spades."
• Plan to provide something of value before making the sale. "In 'old world' marketing," notes CK, "the value was provided in buying the product, but now marketers' online programs need to create distinct-but-complementary value in addition to the product's value."

The Po!nt: Don't let the opportunities of social media tools blind you to the challenges that come with the territory. Seize those lead-gen opportunities with your eyes wide open.

Source: CK's Blog. Read the full post here.

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