For B2B SMBs, Twitter Gets the Best Social Leads

Social media accounts for 5% percent of leads twitter-logo-bird emineo media

For B2B small and medium-sized businesses (SMBs), Facebook is for traffic, and Twitter is for leads. That, at least, is the conclusion of an analysis of 600 US B2B SMB websites conducted by Optify.

The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012, found that visitors coming from Facebook made up 54% of all social media-sourced site visits, and those from Twitter just 32%. Nevertheless, Twitter accounted for 82% of all social media-originated leads, while Facebook accounted for a paltry 9% of leads. LinkedIn played a relatively minor role, accounting for 14% of site visits from social and 9% of social leads.

Social remains a small part of the larger traffic picture for most of the B2B SMBs studied, accounting for 1.9% of total traffic. The study found that more than 80% of site traffic to these businesses was either organic (i.e. came through a search engine listing) or direct to the site. Social media also ranked behind paid search as a source of site traffic.

But that doesn’t mean social isn’t worth focusing on: Many of these other traffic sources are dependent on budget and other external factors, whereas social media can be a cost-effective method of site promotion, which marketers can use to actively seek out new business and customer engagement.

Another reason not to ignore social: It’s worth its weight in leads. Despite accounting for just 1.9% of overall site traffic, social accounted for 4.8% of all B2B SMB leads—a relatively small number, but not insubstantial.

Email was another tactic that paid dividends, accounting for less than 1% of traffic but a substantial 9% of leads. Organic traffic, by contrast, accounted for 40% of site traffic but delivered a much smaller comparative share of leads: 26.5% of the total.

Source emarketer

Social Media Marketing Tips

These social sites are continually growing, expanding and changing and it can sometimes be difficult to keep up with the changes. Social-Media-Marketing emineo media

Below are the top 10 tips to help your social media marketing in 2013.

1. Make your posts more relevant — When people first started using the social sites they were posting things like “Going shopping today with the kids.  Wish me luck!”  The social sites have grown and changed. You need to start posting more relevant information.  Make it about your readers and followers, not about you. Post solutions, inspiration and interesting facts that can be useful and helpful.

2.  Utilize features and tools — Social sites are increasing the possibilities for your business with more tools and features than ever before. Take stock of all of these tools and learn to use them for the benefit of your followers and your business.

3. Visual marketing — Marketing is going visual and you need to do the same.  Embed text and your business info in relevant graphics to post.  Pinterest, using image sharing, has broken records with its growth.  Pictures are also the mostly widely used and shared method of posting on Facebook.  When people share your images you want them to see your website link or other relevant info.

4. Help Your Clients/Readers — No matter what business you are in, you cannot provide solutions to all your clients’ needs.  Be willing to post links, information and resources of other businesses that can help your clients when you cannot.

5. Use Your Analytics — Review your analytics regularly to see what is working and what isn’t. Are people visiting one social site more than others?  When are people visiting your pages? Find out everything you can from your results. You can learn a lot from your analytics but you must use them to reap the benefits.

6. Host events — Hold regular events such as giveaways, seminars, chats, networking parties, promotions, etc.  Facebook has recently updated its event feature so it is easier and more efficient.

7. Connections not sales — Use your social media pages to connect with your potential customers not for sales.  You want to use social media to share information, respond to questions and comments and to showcase what your business is about. You don’t want to continually bombard your social sites with sales pitches and ads.  Help your followers find solutions, do not pitch to them.

8. Slideshare — Slideshare is predicted to be the fastest growing social site in 2013.  Slideshare will allow you to share your presentations with millions. You can also share documents, PDFs and videos.  The possibilities are endless with this site.

9. Google+ — Google+ will be more important to your business. By being on Google+, you will be able to take full advantage of Google’s many services and tools.  It hasn’t the social power of some of the other sites, but it is a central part of Google and you should be a part of it.

10. Use fewer social sites — Concentrating your marketing efforts to a few of the better-producing sites is more effective than spreading yourself too thin over many of the social sites. The time it takes to successfully participate in social media is substantial, so you need to build a strong presence on the sites that deliver rather than trying to dominate them all.

Social Media Sites

Facebook: With over a billion users, Facebook is the largest social network in use. It’s an online forum where you can create a personal profile and professional/fan pages, and essentially share your life. It’s a larger, more static site than Twitter or Pinterest, and mostly used to make real-life connections. SMO_Social_Media_Optimization emineo media

 

Twitter: The second largest social media site, it has 250 million users. It’s simpler and more active than Facebook, letting you post impressions (or photos, links, conversations) in the form of “Tweets,” similar to Facebook status updates. People usually tweet often throughout the day.

 

LinkedIn: A professional networking site with 110 million users, LinkedIn allows you to create a professional profile, upload your resume, make connections, join groups, and search for jobs. It’s useful for professionals and people looking for jobs, but not for linking or bookmarking.

 

Pinterest: A network of bulletin boards onto which people “pin” photos with links to external sources (recipes, online stores, etc.) It boasts 85.5 million users, and is used most often for marketing, social media, SEO, business, and crafts.

 

MySpace: With 70.5 million users, MySpace used to be the go-to social network, the original Facebook. Now it’s owned by Justin Timberlake, and used for social networking around entertainment (music, celebs, etc.)

 

Google +: A social network hosted by Google with over 65 million users. It’s similar in nature to Facebook, but you can group connections into “circles” to organize your dashboard, host video chats, and follow trending topics, and people most often share links or photos in place of posting statuses. Google+ is useful especially if you have Gmail or Blogger.

 

DeviantArt: With 25.5 million users, DeviantArt is an online community for artists and art lovers. It’s used often for fan art (from video games, TV/movies, literature.)

 

LiveJournal: LiveJournal is an online blogging community with about 20 million users. People use LiveJournal to create personal blogs and connect with other bloggers in the community. LiveJournal has limited functionality, and caters to a younger demographic. If you want to create a company blog, you’re better off with a self-hosted platform, like Blogger, WordPress, or Typepad.

 

Tagged: A social discovery site that allows users to find people and share mutual interests, Tagged has 19,500,000 users. It was created in 2004 when Facebook was gaining popularity, and the site was originally targeted to high school students, but has since grown into a larger community. It’s similar to Facebook, except that users can send each other virtual gifts.

 

Orkut: Orkut is one of the most used social media websites in India and Brazil, with 17,500,000 users. It was created by a Google employee (by the last name of Orkut), but hasn’t quite taken off in the States, where Google+ is becoming increasingly popular.