Social media is one of the fastest growing lead sources for B2B companies today and is currently changing the game for marketing. If B2B marketers expect to drive demand, the best way to do so is to be right where the buyers are. Social media is a place to interact with peers and gain insight, which means that if you aren’t using your social for demand gen, then you are leaving revenue on the table.
But what components does a marketer need in order to have a successful social media demand gen strategy?
It’s all about the data-driven approach.
Extend Your Social Strategy
To optimize social as an engagement channel, businesses are investing more money into social media management and analytics tools. Based on the 2015 Social Media Benchmarketing Report from Circle Research, 83% of marketing teams use social media as part of their overall marketing strategy and 77% expect to spend more time on social media marketing in the next year.
Investing heavily on social media and engaging with your audience is one thing, but now it’s time to turn that engagement into a real strategy and use it for revenue-generating demand. Combining social with demand gen will keep your marketing department ahead of the curve, instead of falling behind.
Social media can directly impact demand gen in a few key areas:
- Targeting high-value leads: it often takes several touchpoints across multiple platforms before a prospect is ready to have a sales conversation. Open up social as an additional channel to warm up qualified leads.
- Identifying real-time actions: social media is where your audience is voluntarily sharing their most up-to-date interests. Don’t miss out on the opportunity to invite a lead to a webinar on a topic they just Tweeted, or meet them at a conference they just told the world they want to attend.
- Re-engaging cold leads: email inboxes are cluttered. Instead of sending yet another unanswered message, engage with a quality lead on social media, as a light-touch but personal way of staying on their radar.
- Adding data to your lead records: before email engagement metrics and website visits, your leads are already engaging with you—usually on social media. Social tracking extends your view of lead behavior back to the very first touch point.
The Importance of Data
The data that is received from your social channels is valuable when it comes to demand gen. Social captures real-time behavior, activity, and preferences—all gold when it comes to sales and prospecting.
Analyzing what social activities drive the most sales will help capture what additional actions you should take on each lead. For example, Tweet-based engagements like mentions, conversations, retweets, and followers can be used in lead scoring campaigns based on those activities. If a user is Tweeting about your business, that means that they are showing interest in your product and want to share it to the public. Use this as a push to reach out and start a conversation.
The best tip is to measure over and over again. Tying social efforts to your central marketing strategy will identify what individual campaigns are driving the most conversions and show you what you need to focus on. Over time, you’ll be able to have social campaigns that will close sales and produce real demand.
Your potential customer is social, collaborative, and influenced by people around them, which makes social intelligence an important part of your demand generation strategy. As the digital world is growing rapidly, it’s important for sales and marketing to rely on social channels to build relationships, gain deeper knowledge on prospects, and track what triggers customers to buy.
Hard Work Pays Off
Change isn’t easy, but when you have gaps in your strategy, it’s time to take your marketing to the next level.
The simple truth is that socially engaged leads are more responsive and move faster through the demand gen pipeline. Based on our own data, social leads have an average 44.1% open rate on cold emails and a 6.0% click-through rate.
Most importantly, more leads will stay engaged in your funnel. Don’t let your good leads go cold.
The Right Tools Using Socedo
Socedo is designed to help customers find social media prospects and qualify them automatically by leveraging their social media profile, but that’s just a small percentage of what Socedo can do. Over the past year, Socedo has released several new product features that enhance demand generation:
Conversion Tracking: Conversion tracking for websites allows you to measure your ROI by tracking the actions visitors take after clicking the link in your DM. Now we can take success insights even further than our automated workflow to know if your lead completed the customer journey.
Enhanced Data Export: With Socedo’s Enhanced Data Export feature, you are in control of how you communicate and follow up with your leads. With information on a lead’s social profile, their company, their social engagement, and their email address, you can add qualified leads straight into your CRM or marketing automation platform.
Upload and Nurture Leads: In addition to lead generation, Socedo customers can create accounts focused on social nurturing for existing leads. With a just CSV file, marketers can give quality leads the extra touch needed to convert.
Social Lead Monitoring: Socedo’s Social Lead Monitoring solution helps leverage your existing social media investment to capture new leads into your database from organic Twitter interactions, add social activities to your lead scoring model, and prove the ROI of social. With always-on monitoring and historical syncing, marketers gain an end-to-end view of their leads’ actions.
Social media is rising and becoming an important platform for closing sales. Integrating social media into your B2B demand generation strategy will give you the upper hand. You’ll generate new leads and convert existing leads into actual customers. Find out more about how Socedo can accelerate your demand generation using social data.