Social media marketing has proven to be very successful for B2C marketing, but how is it for B2B marketing?
Not that good according to a study by lead generation provider LeadForce1. LeadForce1 looked at where visitors to B2B Websites from social media sites like Facebook, Twitter, LinkedIn and Wikipedia went.
There conclusion was that traffic from the top social media sites were generally uninterested in product or contact pages, suggesting they were not in the market for the company’s products or services.
Visitors from Facebook were most likely to check out a company’s “about” page or blog posts.
Twitter-directed visitors had similar behavior, with blogs coming out on top.
In addition, their research showed that most site visitors referred from Facebook or Twitter visited only one page before leaving. What this suggests to me is that if you are targeting social media users, that the landing pages that you are sending them too should be specifically created for them. If you are sending traffic to a generic home page, then your campaign will never be successful.
The LeadForce1 research so that LinkedIn users tended to be interested in “careers” pages (no surprise there) and that Wikipedia visitors were most likely to be carrying out product research (probably because the Wikipedia page links to a product page.
Very interesting article: How does social media perform for B2B lead generation? http://t.co/q5xOudaV