According to recent research by Emarketer, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users. If you’re marketing toward Gen Z – the stakes are even higher. With Gen Z being so involved in social media, they are ditching traditional search engines and opting in for “social search” on TikTok and Instagram. 

This highlights the fact that social media is a very important tool for companies to connect with their communities and future clients. Having consistent engagement with your audience on social media can keep customers interested in your company. By building and maintaining a consistent presence on social media, your company will grow the trust of your followers and can ultimately convert them to leads. This is done in multiple ways:

• Add your email list opt-in to your bio 

• Run paid ads with opt-in forms 

• Utilize CTAs that link to your website to further encourage an email opt-in.  

Your website is often the first point of contact for potential customers, making it a great place to utilize lead generation which is often stumbled upon via social media, a blog, or an organic internet search.  However, it is important to note that 96% of first-time visitors are not planning to buy upon first visit, especially on B2B sites. It typically takes seven touchpoints before a sale occurs.

These statistics prove how important opt-in forms and call-to-actions (CTAs) on your website can be to capture leads. Depending on your product/service it is important to utilize lead magnets. These include intro discounts, free downloads, or access to exclusive material that give users a reason to opt-in. Lastly, it’s highly important to ensure your website is mobile friendly. This will entice users to stay on your site longer leading to a higher ROI. 

Email marketing has a 50-100 times higher click rate than social media. Knowing these statistics makes it even more important to build out your email strategy in 2025. From your emails, you can direct your leads to events, sales, featured products, and further transform them from cold leads to sales qualified! 

Email marketing is an effective tool because it offers a direct and personalized communication channel, it is also cost-effective, measurable and scalable. By crafting targeted email sequences, providing valuable content, and leveraging automation, you keep your leads engaged and steadily guide them toward a purchase decision. 

From leveraging social media, to optimizing your website, to nurturing leads through email marketing, you integrate a comprehensive lead generation strategy. Generating leads is an ongoing process requiring consistency in messaging. Also a comprehensive strategy, and the right CRM tools to follow leads through their digital journey.  As you refine your approach in 2025, focus on building genuine connections and providing value—because when you engage your audience effectively, sales will follow. Start implementing these strategies today and watch your business grow!