Best Social Media to generate B2B Leads – Facebook vs Twitter vs LinkedIn | Tips from 12+ Experts
After my successful hunt for curating tips for generating leads via Marketing Automation, I decided to talk with more such like-minded experts circumscribing around social media and lead generation.
The past few days had been interesting as I got a chance to have a word with social media experts and B2B Lead Generation experts. Keeping it unbiased, all these experts decided to give away their best tip for this question: What is the best medium to generate B2B leads when it comes between LinkedIn, Twitter, and/or Facebook. The tips given by these experts are solely based on their views and experience in their market, however, all their tips hold true for any niche who want to generate B2B leads via social media.
Having worked with brands ranging from Global Fortune 500 to VC-backed startups in a variety of industries, Allen has over 15 years of brand, marketing and advisory experience. He currently handles the marketing, digital transformation, and growth at MC².
When comparing social media channels, LinkedIn, followed by Twitter has resulted in the most qualified leads. With 500 million users on LinkedIn alone, the ability to pinpoint our buyers with granularity has given us the best opportunity to engage with our target audience. Twitter is primarily used for brand building and thought leadership awareness, which in my opinion, aids in our efforts to identify leads on LinkedIn.
Anne Janzer is the author of the book Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. She’s on a mission to help people (and businesses) communicate more effectively through writing. Find out more at annejanzer.com
Focus on the quality of the leads and the possibility of an ongoing relationship rather than raw lead generation numbers. Choose the social media platform that connects with the people who are most likely to become loyal customers of your business (the best leads), and helps you sustain those relationships after the initial purchase. For that reason, I’d vote for LinkedIn or Facebook groups, depending on your buyers. Yes, building community on these platforms takes more work and time than simply blasting out tweets, but in the long run, it’s better for your business.
Under Rick’s direction, the Whittington Consulting team created a digital marketing methodology combining websites, marketing software and CRM to help companies generate new business. Rick helps companies grow by improving their online presence, helping them generate more website visitors and sales leads, then empowering sales reps with digital customer intelligence.
Your website should give people multiple “tripwires” for conversion. That might be a checklist, a webinar, a video training series, a template or a reference sheet. Don’t just rely on your “contact us” page, because people know if they fill out a form on that page, they will be hounded by salespeople. Warm them up to your company by finding other ways to convert them.
Glenn is Director of Product Design @ Treasure Data and he is responsible for building the design team future products including their Customer Data Platform (CDP). The amount of data available is skyrocketing, which provides an opportunity-rich environment to build a scalable design system with marketer-friendly user interfaces as well as building a creative, product team of designers to work with PMs and Engineers to succeed in the next wave of IoT UX.
I’ve never done a test or a study on that subject. I don’t use Facebook because it’s a cesspool of fake news and people I don’t really care about. I don’t use Twitter because it is filled with Bots and conversations there devolve into nonsense pretty quickly. I use LinkedIn to network with my professional groups because LinkedIn is a monopoly for this sort of thing. I don’t read the feed very much at all tho. I find it annoying when people get in touch with me for sales.
I’m a much bigger fan of double-opt-in permission content marketing, inbound marketing, and event marketing to generate leads than by annoying people on social networks. Not because it’s more effective, but because I personally don’t want people bothering me. Some friends of mine maintain a “Hall of Shame” from emails and messages from lame salespeople who don’t do any research and are just flooding the market with nonsense messages.
If you really want to general more leads, then make a better product. It a huge marketing advantage when your system is objectively better than the competitions.
Rachel Kavanagh has coached hundreds of clients, including top firms, on marketing strategy, demand generation and automation. She was part of the successful start-up at Marketo, is a speaker, and contributes content to various publications. She has an MBA from ESADE business school and worked at large multinationals such as General Electric.
“The wonderful thing about lead generation in today’s environment is that you have all of the data to learn what’s working. I always start by looking at two distinct groups. Who are my highest lifetime value customers? And what are the highest converting segments? Then depending on what my strategy is, I can invest in what I need the most. It may make the most sense to chase those I know are the right customers and put most of my budget into the longer term. Or I may need some leads to grow the brand and continue to discover my market.
When you establish who you want to attract, you can make the decision where to find them. Facebook and Twitter will even tell you how many users they have in your market. Both will allow you to mimic your competitors and target to a granular level. Key factors include the industry, the function, and the age-group of your audience. I recently attended Gary Vee’s event in London, arguably the best social marketer in the world. He said that “Facebook and Instagram are STILL #underpricedattention until #B2B and Corporates wake up”. Brands need to become publishers. Instead of posting in the Wall street journal, they need to become it. This is across all channels and Twitter is included. The untapped opportunity, however, is Facebook.”
Steven Macdonald is the Co-Founder of KingsPoint OU. He is a Digital marketer since 2005. Grew the SuperOffice blog from 0 to 2.5 million visits per year, generating 100,000+ business leads. Previously, increased online sales at Hurtigruten from $3 million to $65 million per year. Twice nominated for “Best SEO team” in Europe and nominated for “Best content marketing campaign” in North America at the US/ EU Search Awards.
In my experience, the best social media platform to generate B2B leads is LinkedIn.
For SuperOffice, LinkedIn has driven 4x more B2B leads than Facebook and 10x more B2B leads than Twitter, even though we have fewer followers on LinkedIn. You won’t be successful on LinkedIn if you only share posts inviting people to take a free demo of your product or run a text ad promoting your free trial offering. With LinkedIn, you need to provide value.
We provide value by sharing blog posts, articles, white papers, and guides with our network and then optimize those landing pages to convert as many social media visitors as we can.
Again, this works well on LinkedIn, rather than on Twitter and Facebook as conversion rates on LinkedIn are 2-3 times higher than any other social media network.
Stephen has been focusing on the design since 2012 and has served many companies and has successfully delivered his services with 100% client satisfaction. Once the values of the brand and the audience are aligned, it’s about creating with a brand identity focus, personality and a voice that resonates deeply with that audience. Visit his portfolio
Linked is the B2B king without question. But think of the approach on the platform the way brands are required to approach their consumers today. It’s no longer one-way broadcast communication. An audience will see a brand 6-8 times before they are prepared to engage. Do your research, find their groups, comment on their posts and have an opinion on what they’re interested in, or better, what issues they have. Study their language, do they use jargon? are they overly formal or conversational in their engagement? We all know you don’t send a copy past email to the masses. That’s the basics. But be authentic, tell them why you’re approaching them rather than saying “I just came across your profile”. People appreciate honesty. Be as raw as you can be (while still being professional). 100 raw messages will get more bites than the “I just came across your profile” message.
With 10+ years of B2B Lead Generation, Vikas Bhatt now runs OnlyB2B, a reputed B2B Demand and Lead Generation company from India that serves most European nations, the US, Mexico, and Canada. Vikas is a renowned Demand Generation expert, motivational speaker, and a B2B entrepreneur.
I feel Twitter is good to begin the relationships with people you want to know but it is difficult to measure how much traffic Twitter is generating. LinkedIn can be used to deepen existing relationships & is better for B2B business as compared to Facebook. I think Facebook is good for personal connections & corporate brands & LinkedIn is good for connecting with individuals. On Facebook over 750 million users are Facebook just because everyone else is using & everytime they like a company’s Facebook page, they are advertising it to their friends. The only issue I have found with Facebook is that you cannot segment your lists.
LaKisha Greenwade is the Strategic Brand Manager @ Lucki Fit LLC. She manages marketing and coaching efforts for the personal branding firm. Services include social media marketing, curation, and ad development.
Social media users should first define what they want to accomplish with leads generated from platforms Twitter, Facebook, and LinkedIn. My company recently acquired a social media firm to assist other business owners with implementing a strategy to achieve their business goals. If the goal is to connect and pitch contributors and producers, then Twitter should be utilized over time for success. To create awareness and generate mass leads for specific business offerings in your sales funnel, Facebook is the key for building those lists and content for relationship building.
LinkedIn is a place to
1) introduce and connect yourself with fellow business owners,
2) find talent to help build your brand (in the form of contractors and employees),
3) stay current on issues impacting data to day business practices, and
4) partake in on-demand training for owners and staff. To prevent overwhelm, identify the overall objective and integrate usage on the specific portal with a designated percentage of time to achieve your goal. Follow LuckiFit on LinkedIn, FB, IG, and Twitter. We also offer coaching programs for leaders to grow themselves and their services.
Chloe Athanasia Politis
Chloe Athanasia Politis is the Associate Director @ Mount Sinai Health System. Experienced Digital Manager with a demonstrated history of working in the hospital & healthcare industry. Strong social media marketing professional with a Master of Arts (M.A.) focused on health advocacy from Sarah Lawrence College.
Any strong social media marketing strategy can successfully use different platforms to generate B2B leads. However, the strongest platform at the moment is LinkedIn. LinkedIn gives companies the opportunity to engage with audiences in similar industries and beyond, showcase products and company culture. The key to being successful on LinkedIn is content. Sharing engaging articles and videos related to subjects in your industry will help build up your network and your connections will turn to you as a thought leader; making it all that much easier to launch and showcase products. Don’t forget to highlight your company culture and show special recognition to your employees. Professionals looking to change companies are looking for good company culture, especially to move to a company that appreciates their employees.
Content strategist, digital analyst, and researcher, specialising in business communications, and technology. Experience in crafting content strategies, conducting research, implementing communications plans, PR, marketing, and project management. Her work has appeared on The Next Web, Softonic, Business2Community, Automotive Manufacturing Solutions, GetApp.com, Business.com, Microsoft Europe and OnWindows.com.
Be where your (potential) customers are. That’s the most important rule when it comes to generating leads on Facebook, Twitter, and LinkedIn. Before starting your lead generation efforts on any of these platforms, you need to build a buyer persona that includes information on which social media platform your target customer uses most. This buyer persona also needs to include information on how best to connect with potential customers and leads, and what kind of content they like to consume most. This could be anything from videos, articles from industry experts, funny gifs, surveys, infographics, or webinars. Once you have this information then you can start to test this content on the platform that your persona uses most, and track the results. There is no “best” social media platform to use to generate leads, only the social media platform that is most suited for your industry and customers.”
Holly has been a leader in B2B tech for more than 20 years and is currently VP of Marketing at GlowTouch, a global right-sourcing organization. A speaker, writer, and marketing expert, Holly is passionate about helping women develop online and offline skills to grow their careers. She’s also not afraid to embrace her nerdy side (as evidenced by her love of Neil Gaiman and her “talking” TARDIS).
LinkedIn is the best platform to generate B2B leads. It has a number of advantages, including:
- Location – Not all B2B folks are on Facebook or Twitter, but most have a LinkedIn profile.
- Expectation – There is an expectation with LinkedIn that you are going to do some business networking, so no one is surprised when you do so.
- Connections – You can easily find very connections by title or from a particular company or vertical. Don’t blast these people with a hard sell when you first connect, though. Build up a trusting relationship where you show interest in them as individuals, not simply “targets.”
- Pace – LinkedIn moves at a slow enough speed that people can take the time to read your updates and articles, even if they aren’t online the moment you share content.
- Publishing – Publish an article and it will be shared with all of your connections. If you’ve been connecting with the right audience (see point three above), they will see your article and be interested in the business topics you discuss. This can result in them either reaching out for more information or commenting on or liking your articles. Either way, they have self-selected themselves as candidates for you to follow up with.
Roanne is passionate about helping B to B companies build executive client relationships and create sustainable business advantage through client focused marketing and research programs. She is the VP of Marketing and spearheads marketing function for Bates. I am responsible for designing and delivering on overall marketing strategy through the leadership of the marketing team, supporting business growth and customer experience through client-focused marketing and engagement programs.
For B2B marketers trying to reach a senior audience, LinkedIn is the best platform to connect, engage and educate clients and prospects about your expertise and value. As LinkedIn has become a content powerhouse where high profile thought leaders and senior executives regularly post and engage in a meaningful conversation, if you are not joining in, you are missing a big opportunity. Make sure to leverage the platform with your own executives and subject matter experts, so they are connecting as peers to your audience.
Żaneta Gudowicz is Internet Content Manager @ CyberiusDigital. She is responsible for public relations and keeping relations with potential clients/partners as well as influencers, besides she is managing the team relating to Cyberius’ projects.
Facebook, Twitter, and LinkedIn – each of them is a different social media channel which has its own specifications and is used by various types of businesses. For that reason, it isn’t just a simple answer of which one could be the best for you to generate more leads. Everything depends on your type of business, which social media you use the most often, which is appropriate for your type of activity, and who your marketing partner is. The first step to considering the best option for a high probability of getting more B2B leads is to focus on the audience that you want to reach, and which channel fits them best. For a business that specializes in a more specific topic and/or is scientific in nature, I recommend focusing on LinkedIn, and perhaps even Twitter, where you can reach business from the same (or related) profession as yours. Whereas, Facebook is used mostly by businesses in a more commercial capacity. However, in general, LinkedIn seems to be the most professional platform where B2B leads can be generated.