Home  › Social › Social Media
socialmarketingasia1

Social Marketing Is Lead Generation

  |  March 22, 2011   |  Comments   |  

Social media is ideal for lead generation in B2B; here are three reasons why.

The resignation of former Alibaba CEO was an action to save users confidence for the company. It was absolutely a right move because Alibaba is in the business of selling "TRUST", which is the fundamental value of B2B.

Compared to B2C, B2B has a very distinct characteristic: it is a group-minded decision process which takes longer time to develop buyers' confidence. Hence, trust is very important and it is a glue to bond people together moving along with the times.

Unlike B2C, where we adopt various marketing tactics for a number of marketing objectives, the goal of B2B marketing is very focused on business returns. It is all about generating leads, cultivating leads, and converting the leads. Lead generation becomes predominantly the only reason to do marketing for B2B.

Now, I like to talk about the relationship between lead generation and social marketing, and why social media is an ideal platform for lead generation.

Let's focus on three variables: time, group mind, and trust. Time is essential for all kinds of marketing. A group mind is basically about the target audience who shares common needs, also known as "the community". Trust of a brand is the result of "reliability + delight" as suggested by Marty Neumeier, author of the bestselling book "Brand Gap". If your B2B marketing plan has the solution using all these three variables then it is social marketing.

Time is essential; we all need good timing and right timing for executing a marketing plan. In B2B, timing is seasonal and it varies from different products and market segments. To generate leads via social media, you must understand good timing for making the approach. For example, start developing a community before a tradeshow so you can convert the online fans to offline visitors whom you can meet at the event.

A group mind is a collective interest and can be inter-influenced. To influence a group mind, you need conversation and second opinion to develop positive sentiment. In today's marketing term, it is "social".

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Eddie Choi

Eddie is the founding partner of Frontiers Digital and the Executive Director of Milton Exhibits Group. Although Eddie studied classical theory of sociology in college and has a MBA, technology always has been a passion with him. He believes that a combination of technology and communication is what the modern marketing is heading towards in the future. Eddie is a member of Search Engine Strategies Global Advisory Board.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...