B2B Marketers Missing Out on Social Media Leads
Could you be letting numerous potential sales slip through your fingers and not even realize it? The odds are very likely, according to a recent report. At least, that is true if you don’t make it a priority to monitor social media channels for mentions or inquiries involving your brand.
The B2B Social Media Report conducted by Brandwatch looked at 200 B2B organizations in the U.S. and the U.K. The report noted that while many organizations in the business-to-business sector have been slow to fully embrace social media due to skepticism about the value it can provide these types of companies, the opportunities for B2B outfits to benefit and profit from social media continue to evolve.
Of course, in order to capitalize on those opportunities, B2B organizations must first realize that they exist and figure out how to keep track of them. That is where many are dropping the ball, according to the study. It identified more than 70,000 potential missed opportunities, consisting of social media brand mentions with the intent to purchase that weren’t followed up on by the brands mentioned.
This reiterates the importance of having an effective social media monitoring process. Even if social media isn’t a core part of your strategy (say, if you are devoting the bulk of your efforts to content marketing or email), you still must maintain at least a basic presence on social media, and ensure that someone is closely watching any mentions of your brand. Otherwise, you may be overlooking valuable opportunities to not only increase brand visibility and engage with potential customers, but more importantly you might miss out on the chance to close a sale with a motivated prospect.
Worse, you risk the possibility that one of your more social media savvy competitors will swoop in and target those leads that you are neglecting, thus stealing a potential customer right from under your nose.
To avoid this painful scenario, you must have a system for spotting these social media mentions and conversations, so that you can respond quickly. The good news is, there are many tools and programs today that can help make social media monitoring much more efficient and easy to manage.
KEO Marketing can handle all aspects of your social media marketing process, along with all other digital marketing tasks.