How bad do you want to have a successful business? If you’re like most, it’s pretty bad. In business; nothing happens without a lead. You miss out on sales. You miss out on revenue. You miss out on profits. You miss out on business. Period.

You need leads, lots of leads… And ways to identifying and generating and nurturing leads, including through social media. The issue isn’t that most sales teams are bad at business; the issue is that they don’t understand this new form of communication and how they can use it to impact their bottom line.

If you or your organization have been working on your social media sales funnel for quite some time but are still struggling to generate the kind of results you want, don’t fret. Chances are you’re making one of these five common mistakes.

Not Providing Value in Exchange for Information
Content is valuable. If you’re in the SaaS business and are offering a platform that allows for contractors to manage their budgets; you need to think about what they want. Specifically, you want to think about what type of content you can create that will make these contractors feel you’re providing them with value. If you can provide a client with a solution, for example, if a contractor asks a question about taxes and you have an ebook about taxes, your relationship just increased drastically. The fact that you’re offering them with something they find valuable, will entice them to provide you with the information you need to follow up with them and ultimately close the deal.

Not Following up on other networks
The follow up is an important part of social media leads yet one that is often overlooked. Finding a relevant, quality lead on a network like Twitter is great but closing them is even better. The process of closing a deal isn’t as seamless as it was back in the 1980s when you would simply call someone over the phone over and over again and then meet over a golf game. In todays world, it’s all about the follow up. Send a user an ebook using twitter that provides a great solution (see the next tip) and then follow up asking what they thought about the book using Twitter. An approach like this is key to nurturing quality leads into closed ones.

Not having an accurate idea around what a qualified lead looks like
While technology like ours has provided businesses with a great opportunity to identify a high quality lead, sometimes organizations don’t have the policies and procedures in place that confirm what is high-quality and what is low quality. The issue here is often directly linked to a lack of communication between marketing and sales. It’s important for everyone on your business development team to think about what a qualified lead looks like and develop criteria that will demonstrate whether or not a lead is worth pursuing.

Not embracing channels beyond Twitter & LinkedIn
I don’t know how many times I’ve talked to organization who are completely brainwashed into thinking these are the only two networks that matter. While I understand that these networks can provide great value to specific products and within certain industries; let’s not hold ourselves back.

It doesn’t matter how well the execution of your strategy is if you’re working within a network that doesn’t provide you with access to potential customers. You need to identify where your customers are spending their time and spend your time there as well. If not, your message will be heard by those who find it irrelevant and then it will become ignored. If you’re targetting executives who spend more time in email and LinkedIn than any other networks; spending a lot of time on Twitter & Facebook might not make the most sense.

Not cross promoting your other networks
The point above highlights the importance of being where your customers are. The challenge in todays world is that people use multiple channels to achieve different things. Some people will spend a handful of time using forums for educational purposes and then switch through to Pinterest, Twitter and Instagram for entertainment. Recognizing this, it’s important that you showcase more than one network on your site as some leads are going to be more likely to follow your brand on LinkedIn than they are to actually “Like” you on Facebook.