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Using Social Media Content Marketing to Generate B2B Leads

Using Social Media Content Marketing to Generate B2B Leads

Posted by Nili M. Zaharony on Jan 21, 2014

Over the last decade, thanks to the internet, the world of marketing has changed drastically. The old "push-sell" model has been replaced by a softer, inbound method of engagement. Social media, instead of shouting out, entices them in. The idea is to attract the curious, engage them, and grow that audience into qualified leads.

Buyer Be Aware

According to the Harvard Business Review, business customers today make some 60% of their buying decisions before even contacting the supplier or manufacturer. Over 80% of B2B buyers research online before making a purchase. They're looking for detailed information about industry trends and specific products. If you aren’t answering their needs, you can be sure your competitors are. Marketers must therefore be present across digital channels with meaningful content in order to provide potential customers with the information they need.

B2B Goes Social

Studies show that after just three months businesses using inbound services get an average of 32% more leads per month. Per dollar, content marketing produces three times more leads than traditional direct marketing. No wonder then that almost 90% of B2B marketers are now using social media for marketing and over a third of B2B marketing budgets are now allocated to content marketing.

Content Is King

Content is what populates your website, your blog, and your social channels. By producing and distributing valuable information to the public you earn higher search engine rankings, become the go to source for information in your market and generate qualified inbound leads and sales opportunities. The most popular forms of content for B2B social media marketing are Case Studies, Webinars, Blogs, Videos, eNewsletters and White Papers. The most popular social media sites for B2B marketing are LinkedIn, Twitter, Facebook and YouTube. Google+, while not overly popular among marketers, can’t be ignored as it can positively impact your SEO strategy.

Time for Take Out

Having no social media presence is better than a mediocre one, so make sure to update your sites regularly with quality content. Having an in-house social media team can be expensive. Studies show that outsourcing this task saves on average some 40% of costs. Almost a half of B2B companies outsource their B2B content creation.

According to Forrester Research, “inexpensive social media tools can quickly get marketing messages out through interactive discussion and rapid word of mouth and, properly managed, can deliver measurable results."

Penguin Strategies

Penguin Strategies develops, launches and maintains captivating social media campaigns that facilitate connections and conversations with target markets online, helping young companies spread their message and attract new audiences.

We specialize in creating engaging SEO-friendly content that speaks to specific communities, be it blogs, whitepapers, newsletters, website content, social media, and more. Our social strategy takes advantage of the latest automation solutions to maximize impact across all major social platforms.

Looking to make your mark on social media? Drop us a line to get started today!

Nili M. Zaharony

Written by Nili M. Zaharony

CMO at Penguin Strategies. With extensive experience in B2B startups ranging from enterprise offerings, crowd-sourcing, and cloud analytics, her goal is to transform dry, complex, or technical material into valuable and marketable content.

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