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Online B2B lead generation – optimising your visibility through social media

“Business only has two functions – marketing and innovation.”

Milan Kundera.

B2B marketing occupies more than 30% of all commercial searches; more than half of Google’s target advertisers are B2B, and some 40% of all Yahoo PPC ads are B2B.

But whilst pay-per-click and search engine marketing are now firmly established as mainstream marketing tools, social media has been slow to make any real impact in the world of B2B lead generation. 

And small wonder, because if you’re anything like me you’re probably too preoccupied with the day-to-day running of your business to have the luxury of regularly browsing your tweets or routinely updating your Facebook page.   

But although you may be unable to see the immediate value of using Twitter, Facebook, LinkedIn, etc  in a B2B marketing context, it’s still worth considering their wider usefulness in making you accessible to people doing keyword searches on your company or products. By featuring prominently in the social media you are more likely to be found.  

When potential buyers are searching for a solution to a problem they’ll frequently post a question online to get feedback and advice.  Businesses which participate constrictively in these discussions gain greater credibility with decision makers.  By putting your name out there you increase the chances of getting a mention and become actively involved in the debate.

 Business people are increasingly using social media to seek impartial advice.  They’re also in the habit of using Google to track down information or to prospect for business relationships. Being a part of several key social media sites helps to increase your search engine presence and makes you more visible.

Participating in social networking will not only help your online presence, it will also generate more leads for your business, because getting exposure early in the buying cycle increases your networking opportunities and maximises your ROI.

But before you go throwing out the baby out with the bath water, beware the hype.  I’m not suggesting that you abandon your current marketing strategy.

You need to be available through social media channels, but to rely exclusively on inbound marketing while neglecting outbound is the equivalent of just sitting back and waiting for people to find you.  And if the experience of our clients is any guide, this is a recipe for failure. To be successful in B2B marketing, and particularly in the IT, telecoms and technology sectors, you must remain proactively interruptive in your marketing.  As with business blogging, social media for B2B lead generation is only effective as part of an overall marketing strategy.   

And remember, you don’t have to do it all alone.  If a lack of time or ability is holding you back, it’s more cost- effective to employ a specialist to work with your business to develop a social media strategy. This way you’ll stay ahead of the competition. Your outsourced specialist can help you with producing quality online content, updating your social media sites and identifying conversations which are relevant to your industry.

And finally…

One evening Calvin Coolidge was sitting at dinner when a fellow guest – well aware of his reputation for taciturnity – attempted to lure him into conversation. “I have made a bet, Mr. Coolidge,” she began, “that I can get more than two words out of you.” Calvin’s reply? “You lose.”

That’s it for now. Thanks for reading. As ever, your comments and ideas are very welcome. 

Wishing all of my readers a Happy and Prosperous 2010 – and always to a higher response!

Norman

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