The Benefit of B2B Social Media Marketing

A recent article in a reputable trade journal is promoting the benefit of social media marketing for B2B businesses.

That’s a fine strategy as long as you understand the place to be social is on your website, not on the website of a social media networking site such as Facebook, Twitter, Pinterest, etc.

Why is this?

Because studies have shown what we typically refer to as social media marketing is ineffective in generating new prospects, as these HubSpot statistics reveal.

Organic search is what attracts your audience and is effective for converting visitors into prospects. The overall process of attracting your audience to your website via organic search, then converting some of them into prospects is Inbound Marketing.

Why Does Inbound Marketing Trump Social Media?

It’s the difference between push and pull.

When you post an update on your Facebook page, your message shows up in the Facebook stream of your followers, whether it is of interest to them or not (this is also true of Facebook sponsored posts).

When someone goes into a search engine to conduct a search and they find you, you KNOW they’re interested because if they were not they would never have found you in the first place.

Can You Really Attract and Engage on Your Website?

Do you personally ever read and comment upon posts on the websites of businesses? We all do.

From the perspective of the business working to attract and engage their audience, there is no better place. Because Inbound Marketing is based on organic search, there is no better place for this.

There is a certain effect similar to a snowball rolling downhill and getting bigger. The more people who find your website, the more people find your website, so the overall effect of visitors from organic traffic is cumulative over time, which is great for your visibility and your lead flow.

You also need to learn about link building.

SEO Needs Link Building

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