subject: Using Social Media For B2b Demand Generation [print this page] In the recent years social media has gained unbound importance in the sector of B2B demand generation. However, it is impossible for social media alone to drive the type of core demand generation results that most enterprises are in dire need of. But when it is combined with several other buyer-targeted endeavors, more specifically as a section of an inbound engagement model, it can work as an important benefactor of your efforts. It can not only multiply the profitable aspects of a business but also enable a business owner to directly engage with the clients at the crucial phases of his or her decision making process that no other medium can either reach or successfully cover.
The point that a lead generation company always emphasizes about using social media for B2B demand generation process, is that it is both understood and implemented in vastly different ways. This difference depends mainly on the target audience, the difficulty or problem that the buyer is trying to solve and also the stage of decision-making process the buyer is at.
The best thing to notice about social media is that it a wonderful tool to create initial understanding, establish confidence, and finally trust. A 2010 study called Inside the Mind of the B2B Buyer: The Buyer sphere Report is Launched revealed that the three most reliable mediums early on in the B2B buying process are the blogs, word of mouth and Twitter. Besides, social media can also help with one-to-one buyer engagement. It can facilitate the progress of an important dialogue between the mother organization or a lead generation company and the potential buyer, during the initial framing of the problem and the introduction of a product or service that can help. It is noticeable here that around three quarters of potential buyers who look for technology solution prefer to include social media in their decision making procedure so that they can connect with other buyers and influencers (a 2009 ITSMA study).
So, how can a lead generation company use social media in demand generation efforts?
Distribute targeted content:
In a study that has been recently conducted by Co-Tweet and Exact Target, it has been found that 25% people, who regularly follow a firm on Face book, do so as they want to get an access to exclusive content which is not available anywhere else.
Change the not-so-ready leads into sales-ready leads:
Using social media blogging, also video blogging, as a part of drip-nurturing process is a great idea. It not only supports all the other programs you are running, but will also make it easier for your prospective clients to know more about you.
Keep a close watch on new openings:
Leverage sales and marketing tools with social media (or social CRM) to research your prospective customers. Use all the knowledge to get new leads. A smart B2B demand generation team or sales team does not use social media only for damage control or brand awareness.
Promote special offers:
Co-Tweet and Exact Targets study also found that 40% people follow brands on social media to know more about special discount and offers. So use social media to promote exclusive offers and make your target audience feel like they are getting little benefits for their participation or membership within a group.
Maintain:
It is a common mistake committed by almost every lead generation company - they focus so much on driving revenue that they start ignoring people they have already won over. Your present clients already value your products or services; use social media to get them even more engaged with your firm.
