Marketers fail to realize how powerful social media can be as a B2B lead generation channel. Initiating and maintaining active social media presence ensures that a business is always in touch with current and prospective customers.
It comes as no shocking revelation that social media is a vital component of an integrated marketing strategy, but what marketers fail to realize is how powerful social media can be as a B2B lead generation channel. Initiating and maintaining active social media presence ensures that a business is always in touch with current and prospective customers. Truth be told, this is just a means of lending a human touch to a non-human entity, i.e., the enterprise. So, while earlier one couldn’t possibly think of interacting with their favorite sports brand or supermarket, customers today are more aware and demand immediate answers.
In such a scenario, there’s a plethora of B2B lead generation opportunities, provided one looks in the right direction. Talking of prospective customers, one can easily reach out to potential buyers who are searching for solutions and haven’t taken a call. So, the million dollar question is, how to do it? Frankly speaking, there are thousands of permutations and combinations that can work for brands across different target markets, as per the prevailing marketing scenario, but that doesn’t mean there are no guidelines. In fact, there are some basic rules that must be adhered to at all times to ensure that the marketing team’s efforts don’t go waste.
First of all, multi-platform presence is a must, because one never knows which of the available social networking sites can land a great lead. Also, when there are so many options at one’s disposal, it makes sense to use all of them, doesn’t it! Sure, there’s a bit of extra effort, but it’s definitely worth a shot. Another point to remember is that one must try to post as much of exclusive content as possible. Sharing useful links is great, but if the content is original, it adds even more value to brand equity. And lastly, promoting products and services should be done in a very smart manner. Sure, there are exceptions in the B2C space where one can say things upfront, but it’s a strict no-no in case of B2B.
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