How are B2B companies using social media and what are the biggest challenges?
It is no surprise that 83% of B2B marketers are using social media channels to create awareness about their brand or company, but what is interesting is that 43% of B2B companies polled in a recent UK survey by Eloqua said they had no strategy in place in using social media for lead generation.
In fact, 33% of B2B companies said they are unclear as to the value of social media demand generation, and 25% said they don’t know how their company plans to use social media marketing at all.
Another study shows that lead generation is a big concern, and echoes the challenge. According to the Pivot Conference State of Social Media Marketing Study, 73.9% of respondents said lead generation was a primary goal, although it is still difficult for some companies to understand how they would implement such a program.
Monitoring and tracking your market and industry trends is essential to realizing any social media lead generation goal, and while back I posted some great ideas of how to use web and social media monitoring for lead generation.
- How to Use Social Media Monitoring for Lead Generation
- How to Use Social Media Monitoring for Lead Generation – Part Two
The first step of any targeted social media program is listening. In order to engage with your customers, you need to understand what they are saying and where on the web they are saying it. Then think about how a social media program can use this data to be more effective.
Another takeaway from the social media infographic below is that you should also measure the impact that various social networks have on driving demand. How do you find out which channels are driving activity for you the most? Look at your own website analytics and correlate that data with your social media monitoring data. This will give you a broad picture and help you figure out how best to move forward with a targeted social media marketing program.
Check out the infographic for more takeaways on how B2B companies are using social media.