Social media is a highly valuable tool in the B2B sphere, but companies need to ensure they are using it properly to achieve the best results. There are multiple ways social media can be used to connect with buyers. While social platforms are useful for both lead generation and ongoing customer service after buyers make a purchase, different tactics apply to each scenario.
While most B2B marketing tools have an inbound or outbound focus, social media can serve both purposes when used and measured in different ways (1). Social media marketing engagement is the number of people interacting with content on various networks and the goal is typically to increase brand awareness. This is valuable for lead generation purposes. However, this number is generally measured by the number of followers, likes and shares a brand has on a particular platform, which may not be the most effective indicator.
B2B brands can be more successful when they create stronger engagement with influencers in the industry (2). Because these influencers are deeply connected, marketers can reach new contacts they may not have otherwise. This can improve overall lead generation efforts.