Social media and B2B lead generation marketing typically don’t work well together — in fact, marketers consistently state that social media marketing is one of the least effective ways to run B2B lead generation campaigns, if for no other reason than simply because it’s difficult (if not impossible) to measure whether you’re attracting high or low quality leads.
But there are actually a few surprising ways that you can make social media work for a B2B SEO marketing campaign without spending too much time or money on a strategy that won’t pay off. In fact, there are ways that you can simply promote content-based B2B marketing through social media, without spending any extra money at all.
For a few ideas…
- Content-based marketing is essential for any online marketing and advertising strategy, simply because you need content in order to pique consumers’ interests. One of the most popular forms of content marketing is simple: create a blog on your website and update it frequently with blog posts, photos, videos, infographics — you get the idea. And when you throw something like Twitter into the mix, you can send out Tweets with links back to your blog within a matter of seconds.
- Another popular choice for B2B and online marketing that uses social media is LinkedIn. This website is definitely the top site for professional connections, and it’s easier to share lengthier pieces of content via LinkedIn — and send it out to people who are involved in your industry and will take the time to read it — instead of using a platform like Twitter or Facebook. This is a great way to connect with new people and to keep in touch with former coworkers, too, making it easy to talk about business in a casual way that doesn’t make it feel like “work.”
- Finally, one of the best ways to use social media is to engage your audience. Rather than posting a plain link, try pulling your audience into a blog post or into a news story by asking questions, conducting surveys, etc. This is a great way to segue back to content on your own website without looking too advertorial, and it’s a great way to show potential customers that you’re really invested in what they have to say (which is really important in the world of B2B lead generation marketing).
Keep in mind that lead generation marketing isn’t completely about numbers — setting up a strong foundation with good connections now might not show up as positive data, but it will pay off later on. When it comes to social media and B2B, quality is always key.