B2B Lead Generation – What Social Media Tools to Use Based on the Buying Cycle

Posted by JasonB on September 2, 2009

Fact: Social Media has changed how decision-makers search for and analyze information prior to making a buying decision.   Where once an individual would place calls to or visit vendor websites to begin their service-provider selection process, now potential buyers are discussing solutions and vendor options with peers first in an attempt to receive real, unbiased feedback regarding an issue.   To generate B2B leads using social media, your organization must have a presence in these early-stage discussions and deploy the proper social media marketing tools for each phase of the buying cycle.

Observe the chart below:

Problem Identification Stage: Some business issues are glaring, others aren’t thought about until someone brings them to your attention.   The latter is happening on social networks by savvy would-be vendors daily.   To prompt decision-makers to recognize an issue that their business may solve, thousands of companies are starting discussions on blogs, forums and video sharing websites.   These websites create a forum for discussions whereby the participants don’t feel like they are being sold, but instead joining in a peer discussion about a topic related to their business.   They promote ideas on issues and solutions.

Companies who start or participate in these discussions in an informative and helpful manner get instant credibility and a foot-in-the-door with decision–makers.   However, it is critical in this stage to position your business as a resource, and not try to “close the deal”.   Social networks are about peers talking to peers, not businesses selling to prospects.    Jump in the discussions, be helpful, and generate early exposure for your business in the buying cycle.

Solution Development Stage: There are often a variety of solutions for every business issue.   In one’s personal life, asking a friend for advice on solving an issue is often the easiest and most trusted way to gather feedback.   Social networking websites now facilitate the exact same level of peer to peer communication.   As I mentioned in a previous post, decision-makers have abandoned visiting corporate websites to investigate solutions, as corporate sites consistently tout that their solutions are the best…regardless if that is actually the case.

Having your thoughts (as a peer, not a company) on specific solutions published online will communicate that your organization is willing and able to help.   To dispense industry advice, you can either publish a blog, or join in discussions on other blogs.   To ensure your ideas get seen, search engine optimize your blog, and posts, to ensure major search engines can see your message and attribute it to your organization.

Resource Search Stage: During this phase decision-makers are looking for the best organization to provide a specific solution.    Your strategy should be to (1) get seen and (2) stand out amongst the competition.

Search engine optimization and Pay-Per-Click will ensure your business gets found for certain keywords and phrases.   Please note:  Conversations, and the phrases used within, change constantly.   Monitoring blogs and forums to derive what keywords are actually being used is critical to targeted search engine marketing.

Standing out from the clutter requires a quick, impactful delivery of your message.  Web video has become the #1 tool used in social media.   Video can clearly and concisely deliver your message in a memorable fashion.

Vendor Evaluation Stage: Three very good reasons for choosing a vendor are:

1. Their breadth of knowledge on a subject
2. Their success with other businesses like yours
3. They were recommended by a trusted peer

Clearly communicating your ideas in a video or on a blog will make an impression on key-decision-makers.   For example, a blog that discusses an issue from “soup to nuts” proves your company knows its’ stuff.   Providing visibility to your answers on issues leaves much of the unwanted “guess work” out of the buying process for a decision-maker.

Providing a case study, preferably in digital format (so it can be forwarded to others), is another impactful way to communicate your success in solving certain issues.  Case studies can be discussed within a blog, or portrayed in a web video.   Leaving a prospect with the feeling that your company has already successfully solved the same issue for another firm can be the deciding factor in making a buying decision.

A personal recommendation by a peer speaks volumes.  LinkedIn, for example, displays personal recommendations made by others who have worked with an individual.    It is wise to have your company’s employees attempt to get recommendations from clients they’ve helped.   LinkedIn users really do look at those recommendations.   If they see your competitors have been recommended, and your business has not, they will notice.

So, some food for thought.   I hope this post helps your business decide what social media tools to use for attracting decision-makers.   As usual, please let us know if we can help.   Please subscribe to this blog for future posts on generating new business for your business.