Your New Best Lead Gen Pal: Social Media (aka How to Utilise Social Media in B2B Lead Gen)

by 14 Feb 2024Hints & Tips, Lead Generation Articles, Marketing Strategy

You know social media is the place to be for most brands. But what about B2B social media marketing? Does it still work the same way? You bet it does. Step inside and learn all about it.

Let’s talk about the power of social media in B2B lead generation. We’ve been buzzing about it a lot lately, and today, we’ll dive even deeper. At Smartlead, we’re all about connecting with people in real life. But we can’t deny that our telemarketing efforts have become more effective with digital conversations laid out on social media platforms.

Social media is more than a place to watch cute dog videos and check out picture-perfect posts. It’s also a prime contender for generating B2B leads. It’s the perfect place to sow the seeds of beautiful relationships with your prospects and build strong connections with them.

Now, the question is, what should you be sharing to achieve this? And why? Don’t worry! We’ve got you covered. Let’s explore this together!

What’s the Point of Social Media Marketing in B2B?

social media marketing for B2B

Here are five good reasons why social media marketing should be a priority for your B2B business:

1. Creating Brand Awareness: Want your brand to stand out from the rest? Consistent and regular social media posting can help! By posting regularly on various platforms, you can increase your brand’s visibility, making it easier for potential customers to find and engage with you. Being active on social media can help you catch the attention of your target audience and increase your chances of being discovered!

2. Building Trust and Credibility: Want to establish yourself as an expert in your field? Sharing customer success stories, tips, research, and industry trends can help you build trust and credibility with your audience. By starting conversations about your products/services and creating a sense of confidence, you can win over potential customers even before they’ve directly engaged with you!

3. Audience Education: Making B2B purchases can be complicated and time-consuming. That’s why potential buyers must be well-informed before committing. By sharing lots of valuable content and educational posts, you can help potential customers understand your value proposition. If you can support them and understand your offerings, you’re more likely to win them over!

4. Engagement: Want to keep your B2B buyers engaged? Provide them with interesting, relevant content that they can engage with and share! Doing so will increase their likelihood of seeing and engaging with your posts. Keeping your audience engaged is critical to building lasting relationships with them!

And last but not least…

5. Being Where Your Audience Is: Did you know that people worldwide spend approximately 147 minutes scrolling on social media daily? That’s almost two and a half hours! So, it’s crucial to find your target audience where they are, which, in most cases, is on their phones. So get active on social media and start engaging with your audience today!

average social media use

What Content Should You Share In B2B Social Media Marketing?

Of course, demonstrating the value you offer is a given. But, more than anything, you should show your audience that you relate to and understand them. A relatable, observational, often humourous take on life walking in your prospects’ shoes is what generates sharable, engaging content that gets your name and what you stand for out into the social media ether more than anything else.

We recommend a mix of content under multiple pillars, which should be roughly the same, no matter your industry.

1. Engagement – This is about showing your audience that you’re just like them! Share relatable and humorous takes on everyday situations, create interactive content like quizzes and polls, and encourage user-generated content. Let’s get the conversation started!

2. Product/Service Education – Time to showcase your products or services! Create demo videos, tutorials, and case studies that highlight the benefits and end results for the user. It’s time to show how you can make your audience’s life easier and happier!

3. Brand Story – Your brand has a story to tell! Share your mission, vision, and unique qualities that make you stand out. Behind-the-scenes footage and employee spotlights can help humanise your brand and build trust with your audience. Let’s get personal!

4. Value – Give your audience what they need! Share content that provides direct value to them, such as tips, insights, and how-to guides related to your niche. Keep them up-to-date with industry news and trends. Knowledge is power!

5. Promotional – Be careful not to sound too salesy! Share information about special deals, promotions, or events that your audience will find helpful. Keep it exciting and exclusive!

Remember, the most important thing is to keep it fun, relatable, and interactive. So, go ahead and experiment with different types of content.

We have another blog about social media marketing with more insights here.

How Do I Measure the Success of B2B Social Media Marketing?

measuring B2B social media marketing success

So now you’ve gone to the effort of creating a fabulous social media presence, how do you know you’re getting it right and it’s working?

This involves tracking key performance indicators (KPIs) that reflect your business objectives and the engagement with your target audience. Here’s what to track:

Follower Growth Rate:

This is like the superhero of social media metrics. It tracks how quickly your audience is increasing so you can see how your content is resonating with potential new followers. Think of it as your sidekick, helping you save the day and expand your reach.


Let’s be honest; we all want to reach as many people as possible. That’s why understanding your reach is crucial in assessing how well your content penetrates your target market. It’s like your trusty sidekick that helps you get your message out to the masses.

Engagement Rate:

This metric is like the Robin to your Batman. It measures the proportion of your audience interacting with your content through likes, comments, shares, and reactions. It’s a crucial metric that indicates how compelling and relevant your content is to your audience. High engagement rates are often correlated with higher brand loyalty and customer satisfaction.

Website Traffic:

Who doesn’t love visitors? Website traffic measures the number of visitors from social media platforms to your website. It indicates the effectiveness of social media in driving potential customers to your website. Think of it like your social media sidekick that helps you get people through the door.

Conversion Rates:

It’s the moment we’ve all been waiting for – the conversion rate. This is the percentage of users who take a desired action after clicking a link in your posts. This action could be purchasing, signing up for a newsletter, or downloading a whitepaper. It’s like your trusty sidekick that helps you turn visitors into customers.

ROI (Return on Investment):

ROI – the ultimate test of your social media success. This is the return on investment from your social media activities. It compares the revenue generated from social media campaigns against the cost of running those campaigns. Think of it like your faithful sidekick that ensures your social media efforts are cost-effective.

For more metrics, check out this blog from Hubspot.

Don’t Forget the Unmeasurable Benefits of B2B Social Media Marketing

social media marketing

Want to know the secret to a successful B2B social media marketing campaign? It’s not just about monitoring and optimising the measurable aspects of your strategy but also about embracing its intangible benefits. We’re talking about boosting brand awareness, nurturing relationships with your audience, becoming an industry thought leader, and creating a sense of community among your followers. 

These benefits may be challenging to quantify, but they’re a big part of what makes your brand stand out and succeed in the long run.

At Smartlead Marketing, we’re experts in crafting a social media strategy that delivers measurable results while nurturing these intangible qualities. Our comprehensive social media management services ensure your brand is strategically positioned to connect with your audience, cultivate relationships, and ultimately drive business growth. 

So why leave your social media efforts to chance? Let us help you manage and expand your online presence with precision and flair. Get in touch with us today and see your brand shine!

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