B2B Social Media And Lead Generation

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Image via CrunchBase

With a business blog, there are many different ways to get people to become a “lead” from a visitor.  For example: including buttons in the sidebar to talk to a representative, or text links within content to whitepaper landing pages or to download content.  HubSpot has found it successful to add calls to action at the end of content.

We have found that a majority of posts generating leads haven’t been published recently.  Older content is generating  leads.

It’s important to remember that your customers are more important than you are.  For example, HubSpot has a customer in Virginia that installs pools and spas.  All he does is share what someone might want to know when installing a pool.  He doesn’t directly sell his products, but that’s okay.  Even if people aren’t ready to buy, publishing value added content adds them into that consideration section.

Getting all team members involved in the business blog is vital.  People want content from people, not necessarily just companies.  Getting different people from different departments – i.e., research or product, allows marketers to expand the relevant information covered on a given blog to appeal to a larger subset of customers.

Business blogging drives leads and serves as a hub for search and social media visitors.  It doesn’t feel like they are visiting a website that hasn’t been updated in years.  A blog provides much better context for a business.

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