Social media has become a popular marketing and lead generation tool for all types of businesses. Successful B2B social media marketing tactics tend to be different from tactics that work well with B2C businesses. These are your tips for using social media in B2B lead generation.
Social media success usually starts with choosing the right platforms for your social media marketing activities. There are dozens of social media platforms out there. Given its business and professional focus, the most appropriate platform for B2B marketers is usually LinkedIn. Almost half of B2B marketers say they have generated quality leads from LinkedIn.
But don’t rule out other platforms. In comparison, 39% of marketers have generated leads from Facebook, and 30% from Twitter. Because all of these platforms can be useful in B2B marketing, once you have drafted articles for LinkedIn, be sure to also share them on Facebook and Twitter.
So how can you boost B2B social media marketing success?
Adding call-to-action buttons and links within social media posts is easy and costs nothing, but a surprising number of B2B marketers miss this step. A call-to-action in social media is a hyperlinked image or line of text that prompts readers to take some kind of action. For example, you might ask prospects to download an e-book or sign up for a free webinar.
Another benefit of using calls-to-action is that you can track how many prospects expressed interest by clicking on the call-to-action. You can then tweak your social media marketing strategy based on the results they’re generating.
A lead magnet is any type of content that grabs the attention of prospects and offers them something of value in exchange for their contact and demographic information. This is also sometimes referred to as “gated” content because prospects must provide the demographic and contact information you request before they receive the content.
Examples of effective lead magnets are whitepapers, e-books, guides, infographics, special reports and videos.
Once you have collected prospects’ information, you can use this to deliver email and direct mail marketing campaigns.
One of the biggest benefits of social media marketing is the ability it gives you to monitor and measure your activities. You no longer have to guess what’s working and what isn’t.
You can devote more money and resources to activities that are generating a positive return-on-investment and less money to those that aren’t — or eliminate these unproductive activities altogether.
Social media platforms also offer paid advertising options. Many of these solutions include the ability to hyper-target your audience based what the social media platform knows about them, ensuring that your advertising dollars are used only on the target market you identify.
Choosing the right social media platforms, boosting your chances of success with calls-to-action, lead magnets, social activity monitoring, and paid advertising can all help you get the most out of your B2B social media marketing efforts.
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