Social media is widely used inbound marketing tool to interact with customers, generate leads, and create awareness about your brand. Lead generation is one of the main purposes of using social media. According to BtoB Magazine, 48.9% of B2B marketers who use social media say use it for lead generation. Unfortunately some brands don't get desired results out of these social medial techniques in terms of lead generation.

Read below reasons to understand as to why social media techniques fail to generate leads.

1.Not being on social media sites where your potential customers are

It is necessary to determine which social media sites your target audience is active on a regular basis. Being just present on any social media network without knowing where your potential customers actually are is of no use. If you are posting content and updates blindly to Facebook but if your target audience is not present there, what’s the use? You post and update content on social media to create awareness about your brand, product and service. Awareness is the stepping stone for lead generation since your prospects most likely research information about your product before making their buying decision.

2.Not sharing relevant content

If you are sharing content only about your product and services people won't be interested in that. Instead of posting product content post a content which is educative for your target audience to solve their problems. This will engage them with your brand and therefore, more likely will compel them to complete a lead-capture form for your content.

3.Not using effective call to action

The most effective way to use social media for lead generation is through effective call to action. Provide link to your content, blog, e-book,offers through effective call to action.

4.Not using social media real estate wisely

When people visit your homepage they want to learn more about your brand, product, services. You can provide as many links as you can by using social media real estate. For example you can use Facebook info section, Twitter short bio to provide information integral to your product and services.

4.Not combining social media and email marketing

Combining these powerful lead generation tools creates better chance of reaching to your potential customers and improves lead generation. You can promote your social media presence through buttons on each email. You can share links to email opt-in forms for social followers to sign up to be a part of your email database.

5.Not analyzing social media efforts

Evaluating your social media efforts helps you to determine if its working the way you want. You should regularly analyze how much traffic and leads you are generating from each social platform you are participating in. This will help you to make necessary adjustments in your social media techniques.