How to Use Social Media to Generate Leads for B2B Products

Social media has gotten a lot of press over the last year or two.  But CEOs still have one question -- "How is this supposed to make me money?"

In some ways this is the wrong question.  A better question is: "How can I use social media to get my ideal customer to choose me at any price?" Now there is a question worth answering.

But first a little context.  Sales is the function of taking what you have to sell today and trading money for that offering.  Marketing is the function of defining the target audience and developing exactly what you're going to sell, at what price, and distributed in a way that's easy for customers to have access to.  Another component of the marketing mix is communication or promotion.  Social media is a component of your communication strategy.  It's really part of PR because it's relatively free and it allows your audience to get to know you via stories that you share.

In other words - social media, in and of itself, doesn't MAKE you money.  Social media provides visibility and context and gives your ideal customers a reason to choose you.

That said, let's explore some basic ways that you can leverage social media as part of your marketing communication strategy.

1. Claim your brand and industrial space on Google.  Your customer can't choose you if they can't find you.  That's the physics of today's marketing.  To get found, you have to go to www.GetListed.org and claim your local listing on the Bing, Yahoo and Google directories at the very least.  Don't ignore local because your business is virtual or global.  Google Local is a DIFFERENT database and if you're not listed, you won't come up when people search.  Fill out your profile COMPLETELY. Don't skimp.  Upload pictures of product (not your building unless you are a storefront) upload pictures of your CEO or staff.  Ask customers to write reviews.  All that content will get you placed higher, get you found and get you chosen.
2. Get digital real estate.  Think of your web or internet presence as digital real estate.  In the physical world it's all about location, location, location.  In the digital world it's also about location.  This location appears not as physical space, per se -- but as KEYWORD location, or location on the Google front page.  The way you purchase digital real estate is by owning domain names (URLs) that are keyword rich in the benefit, product or service that you provide.  Take Mr. Excel for example.  Bill Jelen purchase www.mrexcel.com back in 1999 and he OWNS the excel space.  If you provide chihuahua accessories, they you can own the space for www.,mychihuahua.com for example.  Or www.yourmarketingresource.com.  In my case, my brand is DIY Marketing and I own www.DIYMarketers.com  I also own www.tipsformarketing.net for example.
3. Work your blog.  You MUST have a blog.  This is like not having a phone.  In fact, lots of small businesses are using the Wordpress platform to construct their web sites because it's mostly free and easy to customize.  Not only that, but Google just loves blogs because the content is fresh and relevant.  Think of your blog as FREE advertising.  Write articles that educate your customers and prospects.  A recent Ivy Worldwide study showed that when CEOs are purchasing technology they do exactly what you and I do -- they search Google, they look for customer reviews and testimonials and they buy.  Your prospects are just like you.  They are looking at the internet to help them figure out HOW to buy, what criteria they should be considering when they are buying and how to evaluate their choices as well as how to choose.  THE most valuable thing you can do on your blog is educate and inform people as to how they can buy and use your product or service -- no matter how sophisticated it is.  Another critical purchasing component that prospects are looking for is if you are LIKABLE.  This is no joke. Your customer want to hear from you, the CEO.  People buy from other people they like and trust and a blog is a sure-fire way to communicate that.  Write about challenges you've overcome, improvements you've made to your product or service, announce new things, promote events.  Have fun with your blog and your prospects will respond.
4. Get a profile on LinkedIn.  If you're providing an industrial or B2B technical type product, your best bet is to get yourself and your key marketing and technical people to get on LinkedIn connect with your customers, suppliers and industry networks.  Be the first to create a group that discusses best practices around your product and the industry.  Interact with your group, ask questions, answer questions.  Be sure that your profile is RICH in keywords around your industry and your specialty so that your profile pops up when people are searching for a specific expertise and not just your name.  I can't tell you how many times clients and friends ask for referrals and I go straight to LinkedIn.  It's MY database of contacts and if I can't find you, I won't refer you.  I've referred dozens of people both from my network and outside my network.
5. Consider a LinkedIn Company Page.  I'm listing this next because a Facebook Fan page may not always be in order.  A company page might serve the same purpose.  This is a more professional space where people interact, and updates are posted.  Think of a LinkedIn company page as a sort of professional networking event you might hold at your office.
6. Facebook Fan Page.  Google loves Facebook.  That should be enough.  But there are more reasons.  Facebook has over 500 million users and THE BEST SEGMENTATION database on the planet.  Remember titles and committees don't make decisions -- PEOPLE make decisions.  And people spend time on Facebook.  Have Facebook be the fun side of your organization.  This is where you can offer special deals, coupons, etc.  Have fun with your customers.  When your customers get into a personal relationship with you they will be more loyal.
7. Twitter.  Again Google loves Twitter.  Create a branded Twitter account.  Create branded Twitter accounts for several key employees and then tell your customers to follow you for updates.  You can use Twitter as a sort of texting service that tells your customers that their product has shipped, for example.  Use Twitter to mobilize an audience at a trade show.  Have quick conversations with your customers, answer questions and get answers to questions.  The possibilities are endless.
8. YouTube.  According to Nielsen rating service, 90% of all web traffic will be video by 2013. If you want to get found, you must use video.  Consider video interviews, demonstrations, training on how to use your product or service.  Set up a branded YoutTube channel and send customers there for more info.  Post videos up on the YouTube channel and embed them into your blog.
9. SlideShare.  Have you been doing a series of sales or technical presentations?  Post them up on SlideShare.  Your customers and prospects are searching SlideShare for information about your product.  Give them something to find. 

Social media is NOT just for socializing.  Ignore all the people out there competing for THE MOST followers, friends and fans.  Your job is to connect to the RIGHT people. Better to have 500 loyal fans than 500,000 people who ignore you.

Read Scott Allen's "Virtual Handshake" to get some fantastically focused advice and practical how-to's on how to leverage your time and effort to actually make more money by using social media tools to maximize your marketing communication strategy.