7 Tips for Using Social Media to Generate B2B Leads

If you’ve ever Googled “how to generate B2B leads on social media,” you’ve likely faced a barrage of advice ranging from the painfully obvious to the absurdly outdated.

But don’t worry, you won’t find any recommendations here to ‘just be yourself’ or to harness the cosmic power of Mercury in retrograde for better engagement rates. Instead, we’re here to guide you through seven practical, actionable tips that cut through the noise and actually work. So, let’s tweet, post, and share our way into some serious B2B leads, shall we?

#1: Champion Original Content

Think about it: when was the last time you read a B2B post and actually laughed or learned something unexpectedly delightful? If you’re regurgitating content that’s available everywhere, you’re just another echo in the canyon.

But when you champion original content, you become the source that others cite and share. This is not about reinventing the wheel; it’s about adding your own unique spin to it, providing insights that only you can offer because of your expertise or unique position in the market. IBM is a prime example of a b2b company that does this brilliantly.

By curating a mix of historical insights and cutting-edge innovations on their social media, they consistently provide value that’s both educational and fascinating. Here’s how you, too, can make your content stand out:

Be a Thought Leader

You don’t need a crystal ball to lead in your industry—just a keen eye for trends and the courage to voice original opinions. Use your social platforms to share whitepapers, conduct live Q&A sessions, and publish articles that answer the big questions on everyone’s minds. By providing valuable content, you become the go-to resource for those hungry for knowledge and insight.

Celebrate Your Brand Legacy

Highlighting your company’s milestones, the evolution of your products, or the impact of your services over the years isn’t just about patting yourself on the back. It’s about showing your audience that you have a track record of reliability and innovation. Use your social media platforms to tell these stories. Share photos, anecdotes, and little-known facts that make your brand’s history relevant and interesting to your current audience.

Share Behind-the-Scenes Content

Give your followers a peek behind the curtain. Whether it’s showcasing your production process, a day in the life of your team, or how you overcome challenges, this content humanizes your brand.

#2: Harness the Viral Might of Video

Did you know that videos can significantly increase retention rates on social platforms? From snappy explainers to in-depth webinars and candid behind-the-scenes peeks, videos are your go-to tool for clamping viewer attention on social media. Not to mention, most social media algorithms have a soft spot for video content, bumping it higher in your followers’ feeds. Here’s how to make video work in your favor:

Invest in Quality

The quality of your video content doesn’t just reflect your brand’s image; it’s directly proportional to your audience’s engagement levels. So, think beyond basic setups and invest in high-quality production. Try integrating interactive demo tools like Supademo that allow your audience to choose their adventure within your content, making it more engaging and personalized.

Create a Series

One-off videos can catch interest, but a series keeps them coming back for more. Plan a series of videos that build on each other, whether they’re educational, narrative-driven, or updates about your product line. This strategy keeps your audience engaged over time and establishes your brand as a consistent presence in their lives.

Go Live

Live video isn’t just for influencers recounting their day. It’s a powerful tool for B2B brands to host real-time Q&A sessions, product launches, or virtual tours. This format offers immediacy and spontaneity that can galvanize viewer engagement. Plus, any slip-ups or bloopers? They just make your brand more endearing and relatable.

#3: Make Use of Niche Platforms

While everyone is elbowing for space on LinkedIn, why not take your chances with less crowded fields? Platforms like Quora, Reddit, or even industry-specific forums can be fertile ground for lead generation. Answer questions, provide value, and establish yourself as a thought leader where your competitors might not even have a presence.

Additionally, maintaining a blog for networking can amplify your efforts by showcasing your expertise and facilitating connections with industry peers and potential clients. This approach isn’t just about visibility; it’s about positioning your brand as a beacon of knowledge in a sea of generic sales pitches.

#4: Spy on Your Competitors

Okay, it’s not as sinister as it sounds, but keeping a keen eye on your competitors’ social tactics can provide invaluable insights. What are they posting? What’s working for them? What content gets the most traction? And yes, what are they doing poorly that you can do better? It’s all about finding those gaps in their armor and weaving your way into the spaces they’ve left wide open. Here’s how to pull off competitive spying:

Monitor Their Moves

Keep tabs on your competitors’ social media platforms using tools like URLbox, which allows you to take screenshots of their content at various stages, giving you a visual gallery of their strategies over time. See which posts generate the most engagement, note any shifts in their strategy, and use this data to refine your own approach.

Study Their Social Engagement

Look at your rival accounts’ audience responses. Are there recurring complaints or questions that your company could address better? This insight can help refine your approach and present your brand as the superior choice.

Benchmark Against Industry Leaders

If your direct competitors aren’t leveraging social media effectively, look to industry leaders or even parallel industries for inspiration. This broader view can spark innovative ideas that apply to your own market niche.

#5: Ride the Social Influencer Wave

In the B2B social media world, influencers might not come decked out with millions of followers and designer endorsements, but they hold immense clout in their respective fields. These are the thought leaders, the pioneers, the ones who speak at conferences and write the books that sit on the shelves of every executive’s office. Engaging with these influencers can open doors you didn’t even know existed, catapulting your message through the most trusted channels straight onto the desks of those who call the shots. Take Bosch’s approach with its power tools division, for example. Instead of chasing the bright lights of broad celebrity endorsements, they zeroed in on micro-influencers who are actual tradespeople. These influencers are followed by the very audience Bosch aims to reach: other professionals who trust their peers’ opinions more than flashy advertisements.

The result? Authentic, relatable testimonials that resonate with a highly targeted audience, effectively converting views into engagements and, ultimately, sales. Here’s how you, too, can play the influencer card right:

Identify Your Influencer Match

It’s not about recruiting the loudest in the room but finding those who resonate most deeply with your target audience. Employ a relevant influencer analytics tool to sift through potential partners based on their engagement, relevance, and the genuineness of their followers. These metrics are your best bets for partnerships that don’t just look good on paper but actually deliver.

Tailor Your Engagement Strategy

Once you’ve locked down your influencers, craft a collaboration proposal that feels less like a promotion and more like a partnership. Think joint podcasts, co-authored social media posts, or detailed product reviews that showcase their expertise and your product’s strengths, while also providing valuable insights through feedback collection tools to enhance customer satisfaction and product development.

Forge Strategic Partnerships

Develop long-term relationships with these influencers. Instead of one-off posts, aim for ongoing projects that weave your brand into their narrative, allowing for richer storytelling and deeper brand immersion.

#6: Play the Long Game with Social Media SEO

Remember, every piece of content you publish on social media can be optimized for search—not just on Google but within the social media platforms themselves. So, do some keyword research and tweak your hashtags because those tags are the breadcrumbs that lead interested parties to your content. Think beyond the short-term spike in likes; your goal here is to be easily discoverable when potential leads are hunting for solutions that you provide. Pay attention to the trends, dive into the analytics, and try to catch the not-so-subtle hints dropped by your audience in their comments. Then, use those clues to optimize your posts for better visibility. This will help you lay down a robust foundation that continues to pull in leads as your content racks up views.

#7: Amplify Your Reach with Paid Ads

If organic reach is your dependable day-in-day-out worker, then paid ads are your high-powered career accelerators. They can push your content into uncharted territories, reaching audiences who are ripe for your messaging but might not have stumbled upon your brand otherwise. Here’s how to leverage the full might of paid ads for maximum impact:

Analyze and Segment Your Audience

Before you spend a penny, know whom you’re targeting. Dive deep into audience analytics to identify segments that have shown interest in your niche or have interacted with similar content. Tailor your ads to speak directly to their needs and pain points, maximizing relevance and engagement.

Choose the Right Platforms

LinkedIn might be the gold standard for professional networking but don’t overlook the power of Facebook’s detailed targeting capabilities or Twitter’s real-time conversation engagement. Each platform offers unique advantages, so choose based on where your target audience is most active and what kind of content they engage with.

Collaborate with Expert Agencies

Sometimes, the smartest play is to recognize when you’re in over your head. If paid social media is unfamiliar territory, consider onboarding a top-tier social media ad agency. They can refine your strategies and lead the charge on paid campaigns on Facebook, Instagram or Tiktok. And if the idea of outsiders handling your accounts makes you jittery, don’t sweat it—there’s a treasure trove of online guides and tools available to help you execute a secure handoff. A quick Google search is all it takes to get started.

Concluding Thoughts

By implementing these strategies, you’ll not only generate leads but also create a robust presence that stands out in the saturated world of social media marketing. Remember, it’s about connecting genuinely and providing value—do that consistently, and you’ll turn your social media platforms into a reliable lead-generating powerhouse.