Top Social Media Strategies for B2B Lead Generation in 2020

Lance Concannon Lance Concannon, Marketing Director, Europe

As social media has developed into such a prominent marketing channel, sites such as Facebook, Instagram, Twitter and Instagram are becoming valuable sources for lead generation. In fact, businesses that need a steady supply of B2B leads, should make sure they are taking full advantage of social media marketing to help them get fresh leads. As we head into the new year, there are now more ways than ever to use social media for B2B leads.

Get the Most Out of Your Profiles
Your profile is often the best advertisement for your business. On Twitter, for example, it’s better to tweet interesting links, images, quotes and tidbits of information so followers are motivated to click on your profile. Keep in mind that you can change the links in your profiles as often as you want. Many businesses simply link to their homepage and never change their links. Instead of this, why not feature a link to your latest offer?

Post Content in a Variety of Formats
By posting diverse types of content you can reach a broader audience.

  • Link to helpful blog posts and articles on your website or on third-party sites such as Medium.
  • Videos. Posting videos on YouTube, Facebook and other sites gives you a big edge over your competitors that don’t use video.
  • Podcasts. Podcasting is a growing medium that lets you reach a wider audience. You can easily post links to your podcasts on Facebook, Twitter, LinkedIn and elsewhere.
  • Infographics. If you have a technical or information-based business, infographics are especially convenient for explaining and flow charting out complex topics.

Use Social Media to Build Your Email List
Email marketing is still the foundation for most sales funnels. Social media sites can be very useful for capturing email addresses. If you already do email marketing, you probably have at least one lead capture page. You can think of social media as adding an additional stage to your sales funnel. Remember to include a call-to-action that directs people from your Facebook or other social media pages to your landing page. To do this successfully, you must offer your followers genuine value. If you simply say, “Join my list,” or even “Free e-book,” people will just pass over your messages. You need a lead magnet that offers specific solutions to your prospects’ problems.

Don’t Overlook Phone Leads
Many businesses would generate more leads if they included a phone number on their social media pages or profiles. Local businesses with brick and mortar locations generally do this already. However, all businesses can benefit from this approach. There are still many people who simply prefer to pick up the phone rather than send an email. It’s best to give prospects as many ways as possible to get in touch with you. There are several options that don’t require you to personally answer the phone all day.

  • Get a toll-free number. Investing in a toll-free number is a good way to attract more leads. In addition to providing customers with a free and convenient way to contact you, an 800 number gives your business certain credibility.
  • Use an automated system. The cheapest and simplest option is to have prospects call an automated system and leave their phone number or email address.
  • Hire an answering service. You can often get better conversions when callers can talk to an actual person. These services can’t be expected to answer any specific questions about your product, but they can take customer information. If you don’t want to deal with phone calls yourself, you could have the service take prospects’ email addresses.
  • Provide dedicated customer service by phone. If you’re selling a high-end or technical product, it’s helpful to have a dedicated customer service team. For SaaS businesses, for example, prospects may want to call with questions.

Use LinkedIn Sales Navigator
In order to take advantage of LinkedIn Sales Navigator, you must invest in a premium membership but it can be an effective shortcut for getting a steady supply of targeted leads. Sales Navigator allows you to create filtered searches, save searches for future use and send InMail messages to your contacts.

Be Helpful and Don’t Worry About Giving TMI
While it’s good to post content in different formats, it’s equally important to target content to your audience. Rather than posting on broad or generic topics, address some of your customers’ specific interests and concerns. For example, if you have a SaaS business, you can provide tips on productivity, technology and customer service. If you offer SEO or web design services, you might offer guidance on web design, search engine optimization and customer service. You can also cover new trends and news stories that are relevant to your industry. When thinking about content creation for your pages, don’t focus on directly promoting your business but on delivering value to your followers.

Do you worry about being a little too helpful to your followers? In B2B marketing, you may worry that if you share too much information, your customers won’t need you because you’ll already have given them everything they need to do the job themselves.

While this is an understandable concern, it’s not usually justified. The fact is most businesses have limited time and staff. When they read about a trick or tip, they’re more likely to seek an expert than try to attempt it themselves. Providing detailed instructions on a complex task can actually be a backhanded way to promote your services. Businesses already have their hands full dealing with everyday responsibilities. They don’t have extra hours to learn something new.

Social Media: A Powerful Source of B2B Leads
The above are some of the most effective ways to leverage your social media accounts for more leads. For best results, use an omnichannel strategy so your prospects are naturally guided from one channel to another. For example, connect your website and social media pages. This way, all of your online properties will worth seamlessly to help you generate more B2B leads for your business.