Using social media for B2B lead generation is a great way to find the right customers and get them interested in the brand offering. Here’s a glimpse of how it works.
The reasons why so many organizations fail at B2B lead generation is because they are still going for the tried and tested concepts of getting prospects to take a look at their offerings. It’s the new age, the digital era, and one can do so much more with social media and get qualified, strong leads for their business without having to struggle too much.
This is all the more important while doing B2B lead generation for big ticket items like cars, real estate, or items that are related to complex purchasing decisions and long sales cycle. Relationships are the most important factor in such a scenario, and one out to use social media for creating connections on a personal basis for the purpose of effective B2B lead generation. For this purpose, the right content is obviously an important part of the overall strategy. However, the fact to be taken care of is that the shared content should not be about the brand, but about the needs of its customers. For instance, if it’s a car maker, tips on safe driving, maximizing mileage, etc. can be shared, interspersed with interesting facts about existing line of cars or about an upcoming model.
With this tactic, one can benefit from online B2B lead generation and target customers who are interested in the domain in which one is operating. From then on, landing pages can certainly take care of the rest. The principle to be followed here is a ratio of 10:4:1, i.e., 10 posts to third party sites, 4 links to the company’s blog (yes, it needs to be created if it’s not there) and 1 direct link to a landing page.
Social conversations also play a vital role in this context, aiding B2B lead generation and helping in conversion rates by using social activities to improve conversion rates by prompting customers to perform actions one would want them to. Essentially, there are two ways to go about it. One of them is to get them involved in conversations that are already happening, and offering answers to their questions. The other way is to build and leverage social media connections like using positive tweets and Facebook posts as starting points, or endorsements, if you will. However, one must constantly be monitoring all activity to ensure that nothing gets out of hand, only then would using social media prove worthwhile in the truest sense.
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