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The power of blogging in B2B lead generation

29 Mar
Published by gruti
Power of social media

In my last article I talked about the importance of social media for B2B lead generation, which is something that has been established already a couple of years ago. But a part from large enterprises, are small and medium businesses really understanding the true potential of certain social media tools for their business development?
Nowadays, if one surfs the web, realises that most of small businesses’ websites do not have a blogging tab, something that big companies have already understood to be a fundamental vehicle to attract visitors and channel them for purchasing purposes.
Small companies must understand that placing Facebook, LinkedIn or Twitter links on the bottom of their main page is not enough anymore, if they want to increase the potential of their social media abilities.
Blogging is important as any other social media activity, and even more because you write actual content that interest your prospects. By writing about a common topic or theme in all your posts and publishing material at regular intervals, will allow you to acquire a steady readership that will be part of your loyal audience. There are several articles on the web about blogging’s best practices, but all include two fundamental facts: Originality and Visibility.
Originality: write original and cool content about the industry or business you are in. This will increase your chances to acquire large and steady followers.
Visibility: make sure that you always link the blog to the registration page, always have an area where to list older posts and at the bottom include a clear call to action. Your blog readers are interested in what you already do as a business, therefore including this call to action will enhance your lead generation opportunity.
Ok so, we talked about the strategic relevance of Facebook, Twitter, Linkedin and so on for SMBs, but my question is: do companies really understand how to take advantage of the said social media. In other words, I believe that most companies use them only for a small fraction of what the real potentials are, for demand and lead generation purposes. Let me expand on this aspect, using the Facebook example.
When a fan goes on my company’s Facebook page, I have reasons to believe that they are interested in the products & services or else, in the knowledge that I share on the website.
Therefore, it is important to give your fan base a reason to find out more about what you do, especially your products. This can be done for example by including a special offer or a free trial of the software that you are trying to sell. Place also a live chat banner so that even from your Facebook page your fan can access to your sales or customers service team; so, provide a special offer or link to customer support on your Facebook page.
Have you ever heard of the freemium business model?
You can check the definition in the link provided. Here I would like to stress the importance of using this model on your Facebook page in order to leverage this media tool to increase the value of your leads. Mixing paid with free content is a well-known practice in business but on Facebook it is quite new. Companies should figure out which give-away content should be mixed with paid content. By doing so, they prime fans to take that first step to make a purchase, which would generate income, but most importantly they would eventually increase the value of the leads in order to develop much large business relationship; so, give something away and knowing that some people will pay to get more. This is a very powerful lead generation tool to use on Facebook.
In conclusion I would like to say that the traditional ways to do lead generation should not be disregarded or to be considered obsolete. Rather they should be combined with social media as an addition to the promotional mix. You need to establish your presence where people nowadays gather, online, using social media.

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