So, what’s changed?
Well, we’ve all had a couple of years to experiment with different tactics. Simple trial-and-error experience has helped us get more effective.
Most of us have tried at least a dozen different lead-generation tactics, and even if the majority failed (alas, this happens more than we’d like to admit in marketing), a handful did actually work. And so, being smart marketers, we dropped the duds and invested in the winners.
Voilà: Dramatically better results.
The technology factor is also kicking in. How we track and measure and publish on social media has improved. And how well the social media platforms let us track and measure and publish has also improved.
As you probably know, there’s no shortage of social media tools. Most of them are great. Some of them are downright awesome. And many of them are new or have improved considerably over the last two years.
Basically, we’ve got better tactics. And we’ve got better tools.
Our social media strategies have also evolved a lot, too. Most of us now understand that audience size is nice, but engagement is where the money is. That’s progress.
So now that we’re armed with all these big improvements, which tactics are B2B marketers actually employing on social media? The list below will show you. It’s not an exhaustive cataloging of every available tactic (that’s a book, not a blog post), but I’ve assembled the “classic hits” of social media lead generation. Plus one or two that tend to be sorely overlooked.
If you haven’t tried any of these, it’s time you did. And if you tried them once and found them wanting, I suggest you try them again.