Facebook as a Lead Generating Source for B2B Companies

Posted by: Kristi Jackson, Marketing Coordinator

As Social media continues to grow and become an important factor within the B2B industry, companies are beginning to realize the importance of claiming their space through tools such as Facebook, Twitter and YouTube in order to reach their consumers. However, most companies are not utilizing these tools to their full potential.

Companies often forget the lead generating opportunities that social media tools like Facebook have to offer. One things that B2B companies should keep in mind to increase lead generation on Facebook is to be sure to have links to the company resources that they already have such as email subscriptions, newsletters, white papers, brochures, etc. on their fan page. By placing registration behind these links, companies can start generating leads from their Facebook consumers. Additionally, tracking URL’s can be placed on these links to easily measure leads generated from Facebook.

Because we know that consumers who are coming to a company’s Facebook fan page are typically already interested in the company’s offerings and are looking for more information, it is important to include content that is unique to Facebook and will give these users a reason to continue to come back. One way that this can be done is by providing a special offer to these consumers that they cannot get by going to your corporate website.

Utilizing these ideas for a B2B Facebook page will not only benefit companies by creating another channel for lead generation, but it will also continue to enhance their users experience on Facebook.