This is not a buying signal

Having a prospect tweet you asking you to call him is a signal with some weight.

3.     Downloads. If you were to ask those who have downloaded a white paper whether they hoped to be immediately called by a salesperson, the percentage would be very, very low. (But that doesn't mean you shouldn't call.) There are a lot of people who like to read and discover new ideas and new ways they might improve their situations who also have zero interest in buying whatever it is you sell.

A lot of downloads may be a measure of how good your content is. It might also be a good measure of how well you write a compelling title. It is not, however, a reliable buying signal.

4.     Webinar attendance. In general, businesspeople like to learn. They want to know things they don't already know, and they want to be prepared for changes in their business. Your webinars should be built around an insight you can share and teach. Your approach shouldn't be "sign up for our webinar, so we can call and pitch you afterward." (Although I would never suggest that you shouldn't follow up with webinar attendees. It is possible to do so with without being a nuisance.)

Of course you need to build your brand online. But the metrics that indicate how well you are building your brand don't say much about how well you sell. Don't confuse some of the conventions of the online world for buying signals when they're not.

Sign up for The Lead and get a new tip in your inbox every day! More tips:

• Shhhh, advisors: Understanding buying signals
• Clues, cues and hints in prospecting
• 4 factors that make a prospect decide to buy

S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University's School of Management and Leadership. For more information, go http://thesalesblog.com/s-anthony-iannarino/.