While social media has many business functions ranging from public relations to customer service when we look at it specifically for B2B marketing a primary function is lead generation.
Here are 5 ways how to get more B2B leads from Social Media:
1. Set Up A Facebook Like and Lead Gate
If you are active on Facebook it is likely you have seen some companies using a like gate. This is a special welcome page that urges a page visitor to like a company’s page. However if you are a B2B marketer you should take it a step further. Clear Risk a Financial Services company in Canada follows their like gate with a lead gate. This enables a company to collect lead information in exchange for some type of offer directly on their Facebook Page.
2. Incorporate Lead Generation Into Social Sharing
Social media can be for engaging with prospects and customers and for sharing relevant content with those who have opted into your feed. Too many companies fail to include lead generation updates as part of their social media sharing.
Kipp Bodnar recommends using the 10-4-1 rule for incorporating lead generation into your social media sharing. For every 10 posts you share from third-party resources share 4 of your own blog posts and one lead generation landing page. This will help to increase social media reach while supporting lead generation.
3. Use More Calls-to-Action On Your Blog and Website
Getting more traffic to your website and blog is great. However those visitors can’t become customers if you do not provide opportunities to convert an anonymous visitor into a lead for your sales team. Place calls-to-action images and text links that drive visitors to lead generation landing pages on your website homepage product pages blog sidebar and at the end of blog posts.
4. Set Up and Use a LinkedIn Company Page
LinkedIn is a key tool for any B2B marketer looking to generate leads with social media. Savvy marketers have been using LinkedIn Groups and Answers for lead generation for years.In the last year LinkedIn made some big improvements to company pages on the network. Now as a business you can share content and engage with your company page followers. Make sure you have a complete LinkedIn company page and use email along with your other social networks to encourage people to follow your page.
5. Use Social Media to Turbo Charge Your Trade Show
Social media doesn’t replace offline marketing but it can support it. Trade show marketing is a big part of many B2B marketing budgets. Use social media to help trade offline attendance to your trade show booth or company sponsored event. Use the event hashtag to make sure your tweets are seen by non-followers search about the event. Offer prizes and other incentives to drive more booth traffic and leads.
Social media can be used for many things. Lead generation should be at the top of the list for B2B marketers.
Categorised in: Insights