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Importance of Social Media in B2B Lead Generation

25 Mar
Published by gruti
social media

For a technology company as for any type of company, the most important goal of social media is lead generation. This is particularly true if we look at the current economic environment where getting in touch with prospects is a vital aspect of any organization. The question is: how to take advantage of the several social media tools for lead generation without ruining your or your company’s reputation?

Nowadays joining the social media community is not enough; most importantly you need to be a valued member of such community. We have to start with the understanding that social media is organized around mutual and common interest. As an IT manager for example, you connect with your professional contacts on LinkedIn or even dedicated forum where you grasp advice on the latest technologies. Also on Twitter you follow people with similar interests. In order to take advantage of these online communities for your organization, you must be a credible member. One of the most effective ways to become a recognized member is to bring your contribution and expertise into the community. You can achieve this by creating original content in your website and presented it to the community through the social media.

This can be done by following simple steps:

Firstly you need to understand what your potential target audience is looking for. So listen in, ask questions about a specific topic that your prospects are interested and get excited about.

Secondly you create original content which can be an on-line event, a podcast, a free trial of a software package that you try to sell, an e-book and so on. You must have good quality content so that your audience is excited about it and tempted to register for it.

Now it is time to start using social media in order to promote the content you have created.

On the Internet there are very appealing and encouraging reports that show the kind of results you can expect in terms of conversion rate (350/400% increase in conversion rate).

Last week we talked about Marketing Automation, there are reports from  Genius.com, a company that develops market automation software, that suggest that the leads coming in from social media are usually more qualified than leads from any other channel, and count for 24% converting to sales opportunities.

I am not for a second suggesting that you will also get an increase in leads like those reports suggest, but I am sure that my suggestions will give a healthy boost to your lead generation efforts.

In the next articles, we will talk about in more details on what you can do for lead generation using, Twitter, Facebook, LinkedIn or even posting your own blogs on your company’s website forum.

Please let me know your thoughts and questions, or even share your experiences with social media lead generation by posting a comment.

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