Social media can serve many business purposes ranging from public relations to customer service to community building. For B2B marketers lead generation should be at the top of the list.
BtoB Magazine found that 59% view lead generation as their greatest online marketing challenge. To meet that goal, marketers are exploring new channels in 2012, particularly social media.
Social media as a lead generation channel can help drive revenue and be a sales enablement tool for your sales team to educate perspective customers during the sales cycle.
These are the 5 simple steps to set yourself up for success to start driving leads from social media:
First you need to understand the business mechanics of managing a social media program. Start with the bottom line and make your way back to get to your goals. Be sure to also understand the KPI's you'll be measuring to indicate if you're on the right track.
Clearly define your buyer persona – fictitious characters that reflect various user types within your target demographic- to effectively reach new and existing customers though social media. Defining a buyer persona helps you accurately identify your target customer, to understand how users are actually searching for your business online, and to ultimately drive higher conversion. Here is a helpful guide to help you identify your buyer persona.
Once you have found your on target leads the next step is to design relevant offers, set up campaigns and execute. Social media campaigns are typically more frequent and shorter than campaigns running on other channels which gives you the opportunity to run several campaigns simultaneously and quickly make changes to optimize.
Delivering lead to the sales team is probably the most important process since a B2B marketer's main job is to generate leads. There are four methods to deliver leads to sales:
The fifth step completes the B2B marketing loop which is to measure your KPI's, report on your success, and refine your campaigns to improve performance for the next campaign.
Social media can be used for many things. Generating leads with social media is one way for marketers to directly contribute to their company’s revenue goals.