If you anything about B2B SEO marketing and lead generation campaigns, you’ll know that one of the biggest difficulties the B2B online marketing companies face is simply being able to find high-quality leads. Social media marketing, for example, is a great way to promote a brand or business and generate some interest, but as many B2B marketers are quick to note, social media marketing often doesn’t result in high conversion rates.
With that in mind, it might seem a bit contradictory that the majority of B2B online marketing companies use social media platforms for lead generation campaigns. And if you’re like most people, you’ll be wondering one thing: How?
- LinkedIn is, by far, the most popular social media site for B2B lead generation campaigns — and this is probably no surprise, since it provides a more professional way of engaging with clients, businesses, and business partners. But it’s important to understand that when LinkedIn is used for B2B SEO marketing, maintaining the business’s presence on the site is just as important as targeting the right audience and presenting content in an engaging way.
- More than anything else, LinkedIn should be used as a foundation for B2B lead generation; on its own, it won’t be too successful and probably won’t result in too many high-quality leads. The key is to use LinkedIn as a way to reach out to your target audience on a regular basis and bring them back to the important page: your website. You want to present useful and interesting pages on a regular basis — which you’ll do anyway if you manage a blog — and using a platform like LinkedIn is a way to spread that information.
- It’s also incredibly important to understand that social media profiles reflect your business in many ways, just like a Facebook profile reflects your personality (or perceived personality). On one hand, this can be good: you can build up a positive brand by taking interest in other businesses and organizations in your community or industry, and you can personalize your B2B SEO marketing campaign easily. On the other hand, you might be a bit frustrated with the openness of social media profiles: businesses depend a lot on customer reviews and recommendations, and these are details that you can’t necessarily control.
So how can you make a social media site like LinkedIn work for your B2B lead generation campaign? The important thing to remember is that there isn’t just one perfect lead generation marketing strategy for every business; it will take some time to find the strategy that works for you.