Top 3 Ways to Generate B2B Leads on Social Media  

Expert Tips for Leads generation


When considering brands crushing it on social media it is likely that B2C companies (business to consumer) spring to mind. You rarely hear stories of B2B companies (business to business) successfully utilizing different social media platforms because many either struggle to grasp social media marketing or choose to ignore it. The truth is companies not using social media hinder their growth potential.

Social selling through social media platforms can be an effective B2B lead generation strategy. To help gauge the value of social selling, LinkedIn recently developed the first-ever social selling measurement tool – the Social Selling Index (SSI). An internal study conducted by LinkedIn found a direct correlation between achieving sales goals and sales representatives who have a high SSI. Social sellers’  opportunities increased by more than 45%, while 78% of these sellers outsell their peers who don’t use social media. Furthermore, 90% of top decision-makers reported they never respond to cold calls. In contrast, 76% of buyers are prepared to have a conversation via social media.

If you’ve been hesitating at the idea of using social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to engage in B2B lead generation, you’re missing out on a huge opportunity. Let’s take a look at three ways how your company can integrate social media into your strategy and generate more B2B leads.

LinkedIn Leads with Live Video

LinkedIn is probably your most utilized social media channel if you’re in the B2B space. LinkedIn has developed quite a reputation for being the top B2B social media platform, with 63% of marketers rating LinkedIn the most effective social media tool. Although there are several ways to generate LinkedIn leads, live video streaming is a tactic outperforming other social media platforms.

Jason Cormier, the co-founder of digital marketing agency Room 214, performed a recent experiment with live video to determine which platform created a more significant impact from a live stream perspective –  Facebook Live, YouTube, or LinkedIn? Cormier concluded that LinkedIn “far outpaced” the other two platforms in terms of views and overall engagement. He was able to see which companies viewed his videos more than others, and over a six week period, he noticed his views on LinkedIn increased by a staggering 127%. Generating LinkedIn leads through live video is a fantastic social media strategy for your company to utilize for generating B2B leads.

Community Engagement Through Twitter

The cornerstone of your Twitter B2B lead generation strategy should be community engagement. Although it may seem easier to automate a majority of your Twitter marketing efforts, don’t forget to make genuine human interactions a priority. Community engagement through Twitter gives you the opportunity to engage with leaders in your industry and their audiences, answer questions about your industry, and showcase your customer service skills. All of these interactions help you become an established part of the online business community and provide authentic B2B lead generation opportunities to help your business flourish.

Follower Targeting on Facebook, Instagram, and Twitter

You can create more B2B leads by employing follower targeting, a method used to lure clients away from your competitors. To implement this strategy, research your competition and identify their areas of weakness. Next, create an ad campaign positioning your brand as a better alternative, and then target the people following the competition on social media. For example, if your competitor is known to have lackluster customer service, create an ad campaign to showcase your award-winning service– and then target their followers. Follower targeting can be used on a variety of platforms such as Facebook, Instagram, and Twitter.

Jay Baer, an internet pioneer, and entrepreneur divulged, “Content is fire and social media is gasoline.” Do you want your brand to spread like wildfire across a variety of social media platforms, bringing in a plethora of B2B leads? Using live video to generate LinkedIn leads, creating community engagement through Twitter, and targeting your competitor’s followers are three techniques and tools you can strategically incorporate into your efforts to use social media for B2B lead generation.

Are you ready to take the next steps in generating B2B leads on social media? Let Accunity help you generate leads and connect you with your perfect client.

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