Social Media, Website, Email – Which B2B Demand Generation Platform to choose?
Marketing has changed significantly over the last decade. We, now have so many more platforms for B2B demand generation.
And, today, demand generation marketers have the responsibility to create an exceptional customer experience using different channels available – which makes the choice of platform utmost important.
In this post, we will compare social media, website, and emails as tools to generate B2B demand generation for your business. By the end of this, you will know which tools suit your demand generation needs.
1. Prospect Reach and B2B target audience
No doubt, with social media, the prospect reach is much higher. If you use tools like social listening and data mining, you can easily find people that fit your ideal client and nurture them accordingly.
The types of insights B2B buyers gain include:
- What is your target audience talking about?
- What type of content are they sharing or liking?
- Who are the influencers in your niche?
- Which platforms are the most popular?
- How often does your audience recommend B2B vendors? (CMI research reveals that, on average, just 5% make recommendations on social. )
On Twitter, you can follow the target audience, strike a conversation and spread awareness about your brand as the solution. You can also use ads to target the right prospect. Did you know that $70m was spent on ads in 2017?
On Facebook, you can use business pages and groups to reach your targeted prospects. However, prospect reach is not as high as Twitter because you cannot directly get in touch with them. You can also use sponsored ads to target the right prospect.
In terms of prospect reach and B2B demand generation marketing, websites are a great tool. But, only if you have optimized it for organic results (and, it is showing up for keywords on page 1 of Google). Besides this, it is possible to reach prospects if you are promoting content, lead magnets and offers on social media and emails.
There are two types of email marketing campaigns you can run
- Email marketing campaign for people who voluntarily agreed to be on your list
- Cold Emails
Both of these categories have a high ROI. In fact, in the UK, every one pound spent on email marketing has an ROI of 38 pounds; in the US, it’s $44.
If you are planning to cold email your prospects, go through the ABM route and (if done right) you will see the desired results. ABM starts with defining your ideal accounts, gather information about the decision makers and reach for the high-value prospects. We highly recommend you to read these posts –
If we were to rate them on 10, we would give email campaigns the highest, followed by social media and a website.
That said, in order for email marketing and social media to create demand, you need a website (to show credibility as a business).
But, the website in itself takes time to be able to use as a tool for prospect outreach. It is because you need a higher amount of traffic to be able to convert them into leads.
Social lead nurturing involves much more than just analyzing insights (for example, who is liking your posts etc). It means to have a social media presence, engage with your audience to explore opportunities and sharing content that solves a pain point. This helps in building a positive brand image in people’s eyes.
Remember, platforms like Facebook and Twitter, take a personal approach and if you use that to nurture leads, it’s warranted to set your brand apart and boost closed won deals.
Websites are the best tool to brand your business. You can use
- Designs and layouts
- Matching logo
- Unique and personality-filled voice
An email could also be branded easily. All you have to do is use
- the same personality filled voice in writing your emails
- Brand colors to design
- Pictures in the same style or color scheme
- A 1-2 fixed template for all your emails
If we were to rank this, the website would be the topmost tool for branding yourself as a business, followed by emails and social media.
3. Generate Leads
Again, we are going to repeat this, but it is that important. Regardless of how you use social media – paid or free or both – your demand generation results WILL be a lot more effective if they are informed by social listening and research.
According to Brandwatch, that’s because there are a number of ways to get leads through social, including:
- Promoting gated content
- Searching out individual leads
- Promoting your products/services to generate inbound leads
As mentioned above, websites are great tools for lead generation if you are attracting the right kind of traffic. You can use lead generation forms, gated content, lead magnets, testimonials, and social proof. This article by Neil Patel gives a truckload of information on making your website a lead generation machine.
We will let the statistics do that talking for email marketing campaigns –
59% of B2B marketers say email is their most effective channel in terms of revenue generation.
It is because emails can be highly targeted and segmented. And, with such an email, it is much easier to nurture the leads. All you need to do is keep testing and continually improve your campaigns based on the analytics.
In terms of lead generation, email rules, followed by the website and social media.
4. Value for Money
To run a successful and profitable business, all 3 (social media, email, and website) is necessary. So, they are all value for money. However, the priority of using them for generating revenue depends a lot on the stage of business you are at.
For smaller businesses, social media is a great tool for demand generation but for established business websites and email campaigns fetch higher ROI.
There you go.
By now, you would have understood that all the 3 channels are important in demand generation. However, your focus will depend on which stage of business are you.
So, which demand generation platform are you focusing on and why?