Organic searches and inbound marketing are generally accomplished by attracting users to your content. The better your content marketing strategy, the more leads you'll generate that will eventually turn into prospective clients. This has led many organizations to believe actively pursuing clients isn't as effective as slowly moving toward SEO efforts.
However, with so many companies thinking the same thing, it can be hard for businesses to connect with other businesses if neither organization is actively pursuing the other. In fact, a recent study by the PulsePoint Group and the Economist indicates some level of social engagement is becoming necessary to generate the qualified leads that can make online marketing successful.
Companies reporting substantial social engagement on the internet do four times the business organizations without such practices do. In fact, the return on investment for an active B2B social media campaign is between 3 and 5 percent on average, and can be as high as 7.7 percent, according to the news source.
Make sure to supplement any pursuit of leads through inbound marketing with substantial social media activity. Businesses have been learning to conduct research and communicate with each other through platforms such as Facebook, making these networks important tools for reaching out to prospective clients.