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Mastering the Art of Social Media B2B Lead Generation

When you’re developing your sales strategy for your company, you may not think of using social media B2B lead generation right off the bat. Social media can seem like a consumer’s paradise but think about how many businesses are on social media advertising directly to these consumers.

Most businesses use social media marketing, and your B2B brand can benefit from being on the same page as these B2C companies. 

But where do you start your social media b2b lead generation journey? Whether you’ve already established a social media presence or you’re starting from scratch, you can take simple steps to get leads from social media. 

The Ultimate Guide To Social Media B2B Lead Generation

We’ve collected this list of proven B2B lead-generation strategies, but keep in mind that your business is unique. Our goal is to help you succeed, and it’s important to remember that there’s no magic formula for lead generation. 

As with all things in business, there will be a lot of trial and error but don’t you agree that it’s worth putting in the time for a quality outcome?

girl holding her phone with social folder open

Defining ”Social Media”

Kids these days can’t stop talking about their social media presence and influencers, but what exactly do they mean by all of it? 

If we’re being technical, a social media platform is an online community where people can share personal information, direct messages, content (pictures, videos, graphics, etc.), and more. When people think of social media, they think of platforms like Facebook, Instagram, Twitter, and LinkedIn.

Social networks have grown exponentially after the last decade, and it seems like there’s always some new trend (RIP, Myspace; hello, TikTok). The good news is that most of these sites have a critical audience that makes up a large part of the online population. Since you already know your own demographic, you’ll know which social media platforms to target.

When it comes to establishing your brand, you’ll want to check out companies’ and influencers’ accounts in your industry. An influencer is a person who has a large number of followers on a given platform and is considered an ”expert” in the field. Understanding how these accounts generate likes will help as you develop your social media lead-generation strategy.

Okay, enough chit-chat. Let’s dive in and uncover the secrets of using social media for b2b lead generation.

Check Your Website

You’re probably thinking, ”Wait, this article is about our social media, not our website,” but stick with us. 

Generating leads on social media is excellent, but the end goal is to convert these leads. Social media marketing is a means, not an end. Ideally, someone will see your social media account and go, ”This company is amazing, and I want to work with them!”

So they go to click the link to your website. Then what?

The first thing they’ll see is your landing page. At that point, you have approximately eight seconds to convince them to continue looking at your page.

Your landing page needs to clearly show who you are, and what you do, and have a clickable call to action so customers can ”learn more” or ”join the mailing list” or whatever you want them to do.

It’s also crucial that it’s easy to get from Point A to Point B on your site. If your potential customers get stuck on a page with no apparent way to get to the next page, they might close the tab. 

Before you begin optimizing your social media accounts for B2B lead generation, make sure your website is ready to convert those leads. 

Use Lead Gen Forms

A quick way to gather leads on social media is to have your leads come to you. You produce ads with a clear call to action for your viewers, and when they click on the ad, a form pops up. 

Thanks to technology, your leads don’t have to take the time to enter every scrap of information anymore. Instead, their account can have their basic details pre-filled so they can easily submit the form. As soon as they click send, you can shoot them a follow-up email. 

Invest In Video Ads

Videos are currently the most popular method of content advertising because they are engaging and interactive. Spending a bit of your marketing budget on getting video content viewed by your target audience is a great way to attract social media leads. 

You don’t have to bring in a film crew to create an Oscar-worthy cinematic masterpiece for your videos to be compelling. All you need is a smartphone camera and a smiling face. 

Your videos should follow length guidelines, depending on which platform they will be published on. Your video can vary from a simple introduction to a brief ”how to accomplish [thing]” as long as it’s related to your brand. People watching your videos will feel like they know you personally and this will make you seem more trustworthy.

Offer Incentives

An easy way to get people to interact with your content is to offer them a particular discount or freebie in exchange for their information.

You can turn high-quality leads into long-term customers by enticing your audience to try your product for less than the full price. An example can be offering discount codes for your products or promoting gated content. 

You can reserve gated content for members of your website or people who signed up to be on your email list. This content can consist of blog posts, webinars, or other specialized content. 

Giveaways and contests have also become increasingly popular on social media channels. On sites like Instagram, you can give one lucky follower a free product or service, and all people have to do to enter is engage with your post. Brands will use this technique to build brand awareness and grow their audience by offering giveaway entries to people who tag others in the comments. 

Run a Referral Campaign

Let’s about talk referral campaigns—an often underestimated marketing tactic with some serious potential. You could argue that getting leads from a referral campaign is like being handed a lead that’s already halfway down the sales funnel. After all, when someone refers you to a friend or colleague, they’re essentially vouching for your business in some way—which means their referral is likely to be more interested and engaged than an average cold lead.

Many B2B companies use customer referrals to get started. They directly or indirectly ask their satisfied customers to refer their friends or acquaintances to the business. In return, both the referee and the referred get rewarded. That could be in the form of a discount, special service, or small gift; you name it. Think of it as scratching each other’s backs.

Social media is the perfect platform for this strategy. Start by creating engaging posts asking your followers to refer a friend needing your services. Clearly outline the incentive, and follow up with those who respond or comment on your post.

People trust their peers more than any advertorial content. Harnessing the power of word-of-mouth marketing and watching as your pool of potential leads grows exponentially brings new leads and strengthens relationships with your existing customers. Without much effort, you’re converting your customers into brand ambassadors!

Take Advantage of Social Media Listening

Social media listening might sound high-tech and complex, but it’s simpler than you think. Imagine you’re in a bustling coffee shop, and you overhear a conversation where your name pops up. Wouldn’t you perk up your ears and listen? That’s precisely what social media listening is. Keep an ear to the ground for any mentions of your brand or keywords relevant to your business online.

The reason your company should listen in on the social media chatter boils down to one word: insights. Observe online conversations about your brand, industry, competitors, or even certain keywords/trends. You’ll uncover invaluable information that can help shape your business strategy.

For instance, perhaps someone mentioned a struggle they’re having that aligns with a problem your product can solve. That’s an excellent opportunity to expand your target audience and make a valuable connection. Or maybe a customer praises your product online but wishes it had an additional feature.

All of this is valuable feedback for refining your product or gaining an edge over competitors. With various tools available, such as Hootsuite, TweetDeck, and Buzzsumo, social media listening is easier than ever.

Build a Social Media Community

When constructing a social media community, the motive should be to create an environment where your audience can express their opinions and feel valued. This is not about inflating follower counts. The goal is to cultivate a lively stage for two-way interaction between your brand and its ardent fans.

The beauty of this concept lies in its dual benefits. An actively engaged community inadvertently acts as a promotional engine for your business. As members increase interactions by sharing your content, your brand gains organic visibility.

Creating such a vibrant online presence involves consistent sharing of content that resonates with your followers. Think of interesting discussions about industry trends or updates about your company. Make yourself accessible by promptly responding to comments. It always makes followers feel important, which strengthens the bond.

Every step toward establishing your network quietly amplifies trust in your brand. This trust later manifests into loyalty, benefiting long-term relationships. So put time and energy into cultivating your community. It’s an investment that pays rich dividends over time.

Teaming Up With An Affiliate Company 

You can team up with an affiliate company for social media lead generation. B2B lead generation companies can help you find leads for your business so your sales reps can focus on converting these leads. 

Affiliate companies know the best social media practices for targeting a particular demographic. These marketers can help you publish relevant content on your social channels. They can gather new leads using a social platform and collect the business’s contact information. 

Your affiliate company may offer B2B appointment-setting services to take the social media leads and set appointment times between your business and theirs. Then your sales reps have to go in and close the deal. 

Taking Advantage Of Leads On Social Media

We could fill a book with social media b2b lead generation tips. You can adopt one strategy or try a variety, but whatever you share on your social channels should reflect your brand. 

Finding B2B leads doesn’t have to feel like panning for gold. Whether you establish yourself on Facebook, Instagram, LinkedIn, Twitter, or any other platform, you can make the most of social media for b2b lead generation. 

We make social media lead generation easy, and we’re more than happy to help you take your business to the next level.

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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