The Trust Factor – Another Reason Why B2B Companies Need Social Media to Generate Leads

Posted by JasonB on July 30, 2009

Which can generate more B2B leads for your organization, your corporate website or a social website like YouTube?   

The automotive industry can provide a good analogy for my point…that people just don’t trust the “horse’s mouth” anymore.   If you have the money to spend on a new car, and walk into a Toyota dealership, you will be told that Toyota sells the best car for your dollar.  If you then walk into a Chrysler dealership, you’ll be told the same thing.   Which is it? 

Many corporate websites have become much like showrooms in that visitors feel like they are being sold.  They discuss organizational achievements, provide cherry-picked case studies, and offer testimonials from the most satisfied clients in the world.  As real as these achievements might be, they sound almost too good to be true.

So in the example above, if both manufacturers claim to have the best solution for you, what do you do next?  You ask people who’ve purchased either of the vehicles about their experience. 

Today, prospects gather information in a variety of ways, from a variety of sources. The internet has become a primary tool for gathering data worldwide. Additionally, more and more people rely on the opinions and recommendations of their business peers when deciding on new products and services.  A revealing study by DEI Worldwide in 2008 showed that social media websites HAVE SURPASSED corporate websites as the place buyers gather information prior to a purchase.   Tools like blogs and forums allow buyers to easily discuss their experiences. 

How should companies take advantage of this shift in internet user behavior?   By taking your knowledge to the streets on a peer-to-peer level. 

First, figure out where your buyers are going online to find industry information.   One method is to search for blogs discussing topics that your target key decision makers may be reading.   Participate in these discussions as a peer, not as a company. 

Next, create some exciting content that is helpful, useful and informative to the person you’re targeting for your services.  Video works great, and is now the #1 tool used in social media.  Many companies post videos that provide infomercials, “how-to’s” or even product instructions on sites like YouTube.  See for yourself…go to YouTube and enter some key words that relate to your industry.  Do you see any competitors?

We hope this short post provides some info that helps you generate more B2B leads from online sources.  If you need help, let us know.  We invite you to subscribe to our blog for future posts on developing new business for B2B organizations.