While it’s true that B2B social media marketing can be just as effective as B2C at generating leads, the ways B2B companies accomplish their goals are somewhat different. B2B organizations are speaking to a narrower audience, changing the tactics necessary to get qualified leads on board. The development of more personal relationships and trust with social contacts differs from the wide net cast by B2C social media. More specifically, the B2B social platforms of choice are important to know before investing energy and resources into promotion.
Consistent with popular belief, LinkedIn is the king of B2B social media marketing and the most effective way to reach targeted leads. In fact, LinkedIn constitutes 80 percent of all B2B social media-generated leads. This is even more important considering social media marketing is the third-largest source of all B2B leads (12%). LinkedIn is useful for establishing industry thought leadership and excerpting content through representatives’ networks.
While Facebook doesn’t drive the same lead numbers as LinkedIn, this platform shouldn’t be neglected. It’s one of the best places to show off company culture, promote contests/giveaways and advertise. Even if the lead generation benefits aren’t as tangible or rewarding, you can establish a brand identity that can help your company land some key talent and, yes, a few leads in the long run. Setting up remarketing tags on Facebook and Twitter will allow your targeted ads to appear on visitors’ feeds.
The second-most prolific platform in terms of sheer B2B lead generation, Twitter is a must-use platform for any serious social media marketer. According to Social Media Today, 79 percent of B2B marketers who use Twitter generate twice as many leads as those who don’t. Twitter plays right into inbound marketing strategies and is one of the best platforms for influence outreach, content promotion, monitoring competitors and reaching out directly to potential leads.
Social Media via an Inbound Marketing Agency
Social media is one of the best ways to drive traffic to your site and is integral to the inbound marketing methodology. The inbound marketing process wants to capture as many leads from target personas as possible. Social media allows companies’ content the exposure it needs to be found. Inbound marketing agencies will not only manage social accounts correctly, but will integrate social platforms into a greater marketing strategy with targeted content, email campaigns, paid advertising and a full marketing funnel.