Lead Generation: Small Businesses and Social Media
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Print media is a perfect complement to digital marketing for B2B small businesses, but it will never have the ability to reach a global audience with minimal cost. Since social media stepped on the scene, however, the game changed. Approximately 90% of small businesses are using social media, meaning those just getting started have little room for error. In order to outperform the competition and generate more leads, small businesses need to review and implement the following tips.

Listen To Your Audience

Social media networks can be summarized as one large conversation. The best way to begin creating content your audience wants is to study what they love on social media. Spend time on different platforms and participate in the conversation.

Look at what is being shared, commented on and liked by your audience. Given this information, how can you relate popular topics to your brand?

Create Helpful Content

What are your client’s pain points? In industries like manufacturing and construction, increasing efficiency and reducing overhead might be two hot topics of conversation. As a B2B brand, your goal is to do quality research and create content that offers a viable solution. When released via appropriate social media channels, value-rich content is more likely to be shared.

Have Face Time

According to Forbes, 4 out of 5 people surveyed felt CEO involvement in social media was crucial. However, many CEOs are clearly absent from nearly every social media platform, with the exception of LinkedIn. Increasing interaction between CEOs and a company’s social media audience can increase engagement levels, resulting in higher lead generation rates.

Smart Calls-to-Action

After investing time in research and planning, many small businesses make the mistake of not adding smart calls-to-action to their content. Regardless of media type, every piece of content released by your brand should include a smart, content-related call-to-action.

Final Thoughts

Using social media to boost lead generation requires an active presence, not automation. With improved social media metrics, many small businesses find that incorporating these four elements results in higher engagement and lead generation rates. Social media gives your customers what they want – interaction with real brands run by real people.

Is your small business struggling to generate leads from social media? What obstacles are you trying to overcome?

Written By Samuel Thimothy

As the Chief Growth Officer, I provide leadership, direction and resource stewardship to the organization’s sales and marketing function. I also collaborate with our digital marketing strategy team in developing and executing growth marketing campaigns for our loyal clients.

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