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
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 couldnt possibly think of
interacting with their favorite sports brand or supermarket, customers today
are more aware and demand immediate answers.
In such a scenario, theres 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 havent 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 doesnt 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 teams efforts dont 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 ones disposal, it makes sense to use all of
them, doesnt it! Sure, theres a bit of extra effort, but its 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
its a strict no-no in case of B2B.