The Best Social Channels to Use for B-to-B Marketing
Let's get down to business. Which social channels should you be using to generate the maximum number of leads? You have so many options to choose from: Facebook, LinkedIn, Pinterest, Instagram, YouTube, Twitter, SlideShare, Vimeo and the list goes on. Today I'm going to focus on three that I think are vitally important for B-to-B brands.
You could certainly add others to the mix, but I like to recommend focusing on building quality channels rather than quantity. If you have a large enough social media team that can handle executing a strategy for many different networks, go for it! If, however, you have a one person or two person social media team, focus on just doing one to three social networks really well. That's how you'll get the most out of your time. Here are my top recommendations:
When it comes to B-to-B lead generation, it's common practice to create downloadable whitepapers and e-books. You can easily put this type of content behind a form and ask interested visitors to submit their contact information in exchange for valuable tips and strategic advice. This is certainly a great way to generate leads and build your email list.
However, giving away content for free and then asking for contact information can help you accomplish the following:
- build very high-quality leads;
- reach more people with your content;
- create social shareable content; and
- create blog content.
Leads from "free content" are extra high quality because the person has already read your information and then proactively decided to raise their hand and ask for more. When you ask for contact information prior to the visitor receiving your content, you run the risk of them not liking what he or she reads but still ending up in your sales funnel. When this happens it can lead to low engagement, low email open rates or even potentially being viewed as spam. And, most unfortunately, it will drag down your conversion rates.