Social media marketing for B2B can be absolutely powerful when you understand how your team and business can use social media for generating leads. Here are three things to think about when you're planning your marketing strategy to generate leads:
Did you know that 60% of the sales cycle is over before a buyer talks to your salesperson? That's why building a relationship with potential customers is a critical first, second, and third step. To create strong ties, you need three things: interaction, affection, and time, all of which social media can aid. Connect with people online, provide valuable content and insight and then nurture these connections over time to build strong ties.
Publishing and sharing content online is the biggest way to increase lead generation. Content should be solution-based, rather than product-based, so you need to create helpful content. One way to do this is to follow the 10-4-1 rule, in which your social accounts drive to 10 third-party articles, 4 of your blog posts and 1 landing page. Base this ratio on how long it takes you to create four blog posts.
Social conversion is the idea that you can leverage social activities to improve your conversion rate. Social conversion can help more people read, share, and click on call-to-action buttons. The formula for social conversion: social proof + strong ties = social conversion. Social proof helps people relieve anxiety about taking actions based on the actions of others. For instance, showing a ticker of the number of social shares on a blog post shows that others have already shared that post.