How social media outreach benefits B2B lead generation
First of all, 75 percent of internet users aged sixteen to sixty-four use social media to research brands and products. That’s a lot of people actively looking for a product or service. They just need to see something that piques their interest. The market is there; now, how can a social media outreach strategy benefit B2B lead generation?
Brand awareness
Social media outreach creates brand awareness. A brand that people come to see more regularly and can interact with will become something they remember. Using multiple social media channels enforces brand consistency, which drives brand recognition. Then when customers realize they need a product or service, they’ll remember the brand they saw on social media.
Education
Selling itself isn’t always the main focus. We must get creative as to how we try to sell products and services. Social media outreach inspires B2B lead generation by educating. Content that educates leads can encourage them to learn more, get them to realize they need the product/service, or influence them to engage with your brand again later on.
Credibility and trust
Content across different platforms builds credibility for a brand. A brand that’s somewhat present on one account and non-existent in others doesn’t seem credible to leads. But a brand that leverages all of its accounts and interacts with its leads makes for a trustworthy brand that puts effort into lead nurturing leading to B2B lead generation.
Building a successful B2B social media outreach strategy
Be customer-centric
The point of social media outreach is to provide value to your audience. Trying to sell something isn’t valuable to a lead. But providing solutions to an audience’s pain points, continuing education, and offering discounts, are valuable and customer-centric.
Set SMART goals
Any marketing strategy should first be based on a business’s goals.
Specific
A goal should be specific enough that it’s clear when it’s been met. “Increase B2B lead generation” isn’t a specific goal. Instead, try something like “Increase B2B lead generation by leveraging email outreach strategies.”
Measurable
Goals must be measurable so team members know what to change and where they’re at. “Increase B2B lead generation by 10 percent.”
Attainable
Setting up an impossible goal is useless. Set a goal that’s attainable and build up from there. For example, increasing B2B lead generation by 10 percent is attainable if last month it was increased by 7 percent.
Relevant
A goal should be relevant to a business’s bigger picture, or other larger-scale goals. “Increased B2B lead generation will help the sales team close more deals.”
Time-bound
Give goals a deadline or they could go on forever.
Align B2B social media strategies with business initiatives
If a business is looking to increase customer retention, then its social media outreach strategy should focus on existing customers and providing value.
Be exciting
Use an established brand voice, follow trends customers are enjoying, be human, and use social-friendly formats so everything is accessible on mobile devices.
Offer support
If customers are already using a product or service, or they’re asking questions about it, offer support. This creates a community of support for leads and shows them they’re in good hands.
Use multimedia
Get creative with other formats for content. Don’t stick to text all the time. Different messages might benefit better from videos, images, memes, or voiceovers. Seeing text over and over again and having to read to consume content becomes tiring to leads.
Highlight your employees
Employees can be great spokespeople for a business. Highlighting employee stories, bios, or recent wins helps humanize a business and connect faces to it. People remain pack creatures and want to know who it is they’re working with.
Visit us at bant to schedule a consultation for more of your business’s needs.
Devanny
Devanny (dev-uh-knee) is a Social Media Marketer based in Las Vegas. She's a dog lover with a propensity for mystery novels, and when she's not at her laptop working on comprehensive marketing campaigns, she can probably be found running around Disneyland or curled up with a good book!