Social media for business to business companies is an underutilized but powerful strategy to generate new leads, raise awareness and drive website traffic. While many people view social media as a channel only used by consumer brands, social media can significantly benefit B2B and technology companies as well.

In fact, our research found that social media produces almost double the marketing leads of trade shows, telemarketing, direct mail and pay-per-click campaigns. Social media lead conversion rates are also 13 percent higher than the average lead conversion rate. This goes to show that social media is a very important channel for B2B and technology brands.

Social Media for Business Case Study

It may be hard for some people to believe social media can drive real business results but we’ve helped several companies experience the power of social media first hand. For example, we implemented a social media program for our client ThreatMetrix, a leading cybersecurity platform provider. One year into the program, the company has already experienced a significant increase in website traffic from social media—up 181 percent since the program launched in early 2013.

How to Use Social Media for Business Growth

Walker Sands helps large enterprises and growth-stage companies integrate social media into PR and marketing programs to build awareness and increase leads. An effective social media for business growth strategy requires a strategic approach.

Here are a few tips for businesses getting started with social media:

• Choose Channels Wisely: When you first launch your social media program, it’s natural to want to dive in and build a presence on every single channel. However, it’s best to start out with just a few channels and master them first to avoid becoming overwhelmed and stretching your resources too thin.When choosing your channels, it’s important to understand the differences between each social media source and keep your audience in mind. This will generate the most meaningful results and ROI for social media. For example, LinkedIn is a great channel for B2B companies to network with potential employees and other industry influencers. It is also a useful channel to position your executives as credible experts by posting on relevant LinkedIn groups and discussions.
• Integrate Social Media into PR and Marketing Programs: Social media plays an important role in a multi-channel approach. Social media can amplify the success of content marketing and PR initiatives by exposing your content and placements to a broad audience. For example, you can share your recent New York Times placement with your social media followers to increase your credibility and establish your company as a thought leader through third-party validation. In many ways, the key to success in social media is integration with other marketing channels and initiatives.
• Maintain a Consistent Brand Voice: It’s critical to establish a brand persona that will serve as the foundation for social media conversions across channels. When developing your brand voice, be sure to tailor it to your key audiences and their interests. With a solid brand voice, you can ensure that content across social media channels is consistent and compelling.