Spring Clean Your Top 5 Social Media Channels

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ACE Your Social Strategy for Effective B2B Lead Generation

Let’s face it; unless you’re someone who is plagued by OCD, nobody really likes to take on spring cleaning tasks. The reality is, there are undeniable benefits of de-cluttering and getting the job done well.

The same is true in the world of business, particularly when it comes to B2B lead generation. Given that social media marketing has become one of the most exciting business activities, let’s talk about why spring cleaning your social channels is essential and how to do it.

How to Ace Your B2B Social Media

Let’s Focus on these Top 5 B2B Social Media Channels:

1.  LinkedIn: See if your profile needs a refresh. Your company’s LinkedIn profile page should not only be optimized to rank well on Google, but it must also suitably impress potential new connections. In the early days of setting up your page, it’s very possible that like many other companies, you were also caught in the rush of building those magic numbers—500+ connections, 1000+ connections, and so on. Now it’s time to see which connections are worth revisiting, renewing value-based ties with and nurturing for mutual benefit. I say mutual, because organizations must recognize the fact that adding value to a prospective customer goes a long way to boost referral business. ‘Hide’ sponsored ads and posts from connections you are no longer actively interested in. This will clean up your LinkedIn feeds and allow you to listen and converse better with the connections that matter. With upgrades like the Silver and Gold Career Pages, you can also include video content, clickable banners, customizable modules and analytics.

2.  Your Blog: Make it uniquely interesting and distinctive. No matter what, don’t be boring! It’s easy to curate ideas and content from different places and offer it on your blog just to maintain frequency of posting. To generate quality leads and nurture them, however, you have to take some risk; be bold, demonstrate thought leadership showing what you can and have done in your industry (DESPITE everyone saying that it can’t be done). Your company blog must have a recognizable and impressive voice that the audience not only wants to hear but also feels compelled to react and respond to. Empty comment boxes are a sad, but hugely prevalent phenomenon across the business blogosphere. These comments and interactions are the much-desired gold also known as User Generated Content (UGC). It’s what transforms your blog readers and target audience into your tribe, your community, your brand ambassadors. Lead your tribe with value and the tribe will bring you leads!

3.  Twitter: Most companies that jumped onto the Twitter bandwagon so as not to be left out, scrambled their short descriptions hastily. Did you? Now is a good time to make that better. Short can be interesting…um, isn’t that the premise behind the 140-character Tweet after all? If you can’t attract leads and encourage them to want to know more about your company with a short description, don’t even waste your time sending them whitepapers! And again, like your LinkedIn connections, do a good clean up of your followers and those you follow. It’s similar to how you organize your contacts on your smart phone. You don’t have everyone on speed dial, do you? You can also take advantage of the new Twitter cards within an expanded Tweet. No longer do you have to send potential leads to a landing page, your website or any other place to fill out a form expressing their interest. They can share that information with you directly from Twitter with the Twitter lead generation cards. Now, remember that if your company is hyperactive on Twitter, the best thing you can do is limit the number of Tweets. You don’t want to drive away high quality followers simply because you talk (Tweet) too much.

4.  Google+: In the days of content marketing leadership, Google+ is perhaps one of the most handy tools to help your audience discover all your great content that’s out there. Take that essential step beyond just having your Google+ company profile; establish Google Authorship. You’ll see analytics for your content in search and you can use the insights to refine future content. As you start to build engaged followers on Google+, they will start to share your authored content with their circles. Just like in the good ole’ days of Focus Groups, you can now set up Google Hangouts to discuss topics of interest with your existing customers and new leads.

5.  Facebook: This is one social media channel that has changed so much since it first started. From social messaging online to the acquisition of WhatsApp earlier this year, Facebook continues to grow. WhatsApp has crossed the half-a-billion user mark this month. Agreed, the usefulness for B2B is still in question, but the fact remains—your company needs a Facebook presence that is complementary to your brand and overall marketing communication strategy. Start by refreshing your profile, updating photos and videos, ensuring good graphics and above all, posting good quality updates. Find out which groups and forums your target audience is engaged with and contribute to those. Meaningless FB status updates will not bring you leads. Nor will an exploding pile of ‘Likes’. If they truly ‘like’ you, it must show!

What other measures can you take to ensure your social media is helping not driving away your B2B leads? How can you clean up your social media marketing to improve your B2B lead generation? Let’s discuss this on my blog.

Image credit: Shutterstcok

About the author: Louis Foong View all posts by
Louis Foong is the founder and CEO of The ALEA Group Inc, one of North America’s most innovative B2B demand generation specialists. As a thought leader with more than three decades of experience in the field, Louis guides his team and ALEA’s clients through the dynamic, evolving lead generation landscape. His astute sense of marketing and sales along with a clear vision and ability to see the “big picture” has proved beneficial to numerous organizations, both small and large. With the right advice and a slew of result-driven services, he enables clients to gain maximum return on investment for their lead generation efforts. His clients include companies in the technology, telecommunications, software, healthcare and professional services industries. Prior to starting the ALEA Group, Louis Foong has held various senior executive positions within corporate America. Today he is known and well-respected as a thought leader and pioneer in this industry. Foong is a published blogger and among the top authors on CustomerThink, a global online community of business leaders.


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Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.

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