How to Use Social Media for B2B SaaS Lead Generation
You’ve heard it before, I’ve heard it before, we’ve all heard it before: Your business’s presence on social media is essential for lead generation.
There’s truth in that statement. I’m here to provide some tips on how to use social media for your B2B SaaS lead generation.
DJ Quik put it best, “If it don’t make dollars, it don’t make sense.” If you don’t have your business optimized on social media, you are missing out on potential leads and leaving money on the table.
In this case, using social media for lead generation makes sense. Even if you think your niche B2B SaaS company only needs to market to a small audience, you could be missing out on great leads. Where do you start?
Choose the right platform
I put this first as I’ve seen companies put significant time and money into the wrong platform. By that, I mean that while your traffic and interest may begin to increase, you might not be converting leads to closed sales.
There is a simple fix. If you are advertising or just posting on a non-converting platform, you should switch to another, ASAP. Don’t drop that platform entirely, but ideally, you will want to be where your audience is. (Not sure where your audience is? Start by creating buyer personas to identify your target buyer’s interests and activities.)
If you’re struggling to find your audience, as a B2B company, a great place to switch to is LinkedIn. This is where decision-makers tend to be interacting. While they may have a Facebook or Twitter, they generally use those platforms for casual following and personal relationships. LinkedIn established itself as the business platform from the start, so it makes sense to target your audience on this platform.
Make your network work for you
As you determine your ideal buyer, it’s a good idea to start connecting with them. In the end, those connections are the people you will want to sell to. Begin strengthening that relationship as soon as possible.
One effective way to start is by connecting with your industry thought leaders and commenting on their posts. Not only will this establish you as someone who takes a general interest, but it will also broaden the range of people who see you as a thought leader.
Another great way to begin establishing yourself in your industry is by joining industry groups on whatever platform you’re using—and posting in them. Again, this will establish your knowledge and interest in that industry. Soon enough, people will be approaching you with their problems instead of approaching another industry leader.
Lastly, and likely the most impactful, is staying consistent in your efforts. Even if you’re only posting once a week, ensuring you’re regularly doing so will help your audience understand what to expect from you. If you rarely post, your audience won’t be inclined to continue following you.
If you’re able, a higher frequency of posts is the way to go. The more often you’re in your audience’s feed, the more top-of-mind you will stay. Try not to overdo it and flood their feeds (posting five times a day is probably excessive) but as long as you’re providing value with every post you share, you’ll continue to grow your audience.
In summary, there is an enormous opportunity present for B2B companies on social media. With intentional, strategic efforts, you can grow your network to be a sales-generating machine.