{"id":13332,"date":"2024-10-09T14:52:19","date_gmt":"2024-10-09T12:52:19","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/interview-dexpert-generer-des-leads-b2b-grace-aux-contenus-sur-les-reseaux-sociaux-mode-demploi\/"},"modified":"2024-10-18T14:39:07","modified_gmt":"2024-10-18T12:39:07","slug":"expert-interview-generating-b2b-leads-through-social-media-content-a-practical-guide","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/expert-interview-generating-b2b-leads-through-social-media-content-a-practical-guide\/","title":{"rendered":"Expert Interview \u2013 How to Generate B2B Leads Through Social Media Content: A Practical Guide"},"content":{"rendered":"\n
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How can you maximize the generation of qualified B2B leads on social media? To delve into this complex topic, we spoke with J\u00e9r\u00f4me Droin<\/mark><\/a>, Sales Director for Data Solutions and LeadGen at Infopro Digital Media.<\/p>\n\n\n\n

On the menu:<\/strong> the types and formats of content that outperform, targeting cold and warm audiences, optimising CTAs, the most effective analytical tools, best practices, etc. Let’s get started!<\/p>\n<\/div>\n\n\n\n

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What types of content work best for generating B2B leads on social media?<\/h2>\n\n\n\n

Primarily, content that provides added value and moves away from a purely commercial approach: guides, white papers, webinars, case studies, benchmarks, videos, etc.<\/strong><\/p>\n\n\n\n

It\u2019s essential to choose the right format based on where the target audience is in their buyer journey.<\/p>\n\n\n\n

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  • White papers and webinars reach relatively broad audiences, <\/strong>especially in the discovery phase.<\/li>\n\n\n\n
  • \u201cGuide\u201d formats are perfect for engaging prospects <\/strong>in the consideration or decision-making phase.<\/li>\n\n\n\n
  • Case studies are reassurance content, <\/strong>primarily targeting prospects at the end of the buyer’s journey. At this stage, they\u2019ve already identified their need, compared different solutions, and are close to making a final choice.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

    In reality, it\u2019s not so much the type of content that matters, but rather the appeal of the topic and the chosen angle.<\/strong> Do we have unique data to present? Are we showcasing a new way of doing things? Offering an original perspective on a common topic? Are we addressing a real, current issue? These are the key considerations.<\/p>\n\n\n\n

    Beyond the content itself (the Lead Magnet), there\u2019s also the factor of the issuer’s brand awareness,<\/strong> as well as the format of the post<\/strong> promoting the content on social media. Animated formats (videos) and carousels yield excellent results, accompanied by a short teaser text of fewer than 200 characters.<\/p>\n\n\n\n

    Lastly, I would highlight the importance of exposure frequency,<\/strong> or message repetition, at the right time. Typically, a maximum of 5 exposures<\/strong> is recommended.<\/p>\n\n\n\n

    Based on your experience, what are the best practices for turning interest in content on social media into a qualified lead?<\/strong><\/h2>\n\n\n\n

    First, it\u2019s important to clarify what we mean by a “qualified lead.” Are we referring to a lead that meets the client\u2019s targeting criteria? Or are we talking about qualifying the level of interest\u2014where the lead has a concrete project, not just a “curious” internet user?<\/p>\n\n\n\n

    If it\u2019s the first case, everything depends on the precision of your targeting. In the second case, you\u2019ll need to go further in qualifying the lead through “qualifying” questions, but these should remain optional in my view. The <\/strong>completion rate of forms tends to drop<\/strong> as the number of fields to fill out increases.<\/p>\n\n\n\n

    Pre-filled and integrated forms are a good solution to maximize conversion:<\/p>\n\n\n\n

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    • A considerable time saver for prospects. <\/strong>The loading time is minimal, and there\u2019s no redirection since the form opens directly within the interface.<\/li>\n\n\n\n
    • The user rarely leaves the application. <\/strong>Since prospects are often on mobile, it\u2019s much easier for them not to switch pages or manually fill in their contact details.<\/li>\n\n\n\n
    • The costs are also lower <\/strong>compared to conversion campaigns run from the website.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

      Is there a campaign structure that works better than others on social media?<\/strong><\/h2>\n\n\n\n

      There isn\u2019t a predefined campaign structure. You always need to test to optimize what works best, as several scenarios are possible: different creatives (image, carousel, video), different audience targeting (warm, cold), external or integrated forms, etc.<\/p>\n\n\n\n

      Continuous performance monitoring is key to identifying the winning formula. I recommend conducting A\/B\/C\/D testing<\/strong> to find the best approach for the specific theme and target audience.<\/p>\n\n\n\n

      How can you target an audience on social media that is aligned with the shared content to generate qualified leads?<\/strong><\/h2>\n\n\n\n

      Here, it\u2019s important to distinguish between warm audiences and cold audiences.<\/p>\n\n\n\n

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      Cold audiences <\/mark><\/strong>are individuals who have not yet directly interacted with the brand or its content but match its target profile:<\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n

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      • Audience Expansion or Interest-Based Audience:<\/strong> <\/strong>These are individuals who have already interacted with content related to the themes of the site and\/or work in the field. Targeting here is based on \u201cjob title,\u201d industry, and interests.<\/li>\n\n\n\n
      • Lookalike Audiences:<\/strong> <\/strong>These are profiles that closely resemble converted users (via the import of proprietary data), similar to the site\u2019s visitors, and individuals who have interacted with the content on Facebook or Instagram pages.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n
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        Warm audience<\/strong><\/mark> consists of individuals who have already shown interest in the brand through previous interactions, whether on the website, social media, or other touchpoints. For these audiences, the targeting strategy relies on three main data sources:<\/p>\n<\/div>\n<\/div>\n\n\n\n

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        • Retargeting website visitors:<\/strong> <\/strong>This is made possible by installing a pixel on the website. This small JavaScript code embedded in the site\u2019s source code collects information about users\u2019 behaviour while browsing.<\/li>\n\n\n\n
        • Targeting users who Interact with the brand’s content:<\/strong> This includes individuals who have engaged with the brand\u2019s page or account on various social media platforms.<\/li>\n\n\n\n
        • Integration of a proprietary database:<\/strong> <\/strong>This allows for the direct targeting of already identified “warm” prospects.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

          This combined approach allows for the creation of precise audience segments based on different levels of engagement with the brand, whether on the website, social media, or through prior interactions. By utilizing this data, it becomes possible to deliver personalized and relevant messages to each segment, significantly enhancing the chances of conversion.<\/p>\n\n\n\n

          \ud83d\udca1Good to know<\/strong>
          At Infopro Digital, we can retarget <\/em>the audience of a media site (sector-specific retargeting) or the audience of a specific theme across multiple media sites (thematic retargeting). Additionally, we can import our proprietary data for precise target matching. Subsequently, we can broaden our reach with audience extensions and lookalike audiences. We recommend utilizing all possible targeting techniques and then optimizing based on performance.<\/p>\n\n\n\n

          What is the importance of calls to action (CTAs) in social media content, and how do you optimize them to generate leads?<\/h2>\n\n\n\n

          Calls to action (CTAs) transform users’ interests into concrete actions, such as signing up for a newsletter or downloading a guide. They serve as a bridge between simple engagement and conversion into a qualified lead. A well-placed and well-designed CTA can significantly increase conversion rates by encouraging users to take that additional step.<\/p>\n\n\n\n

          Focus on CTAs that emphasize immediate value. <\/strong>For example, \u201cDownload our guide to increase your productivity by 30%\u201d<\/em> is more effective than \u201cLearn more.\u201d Use action verbs related to business goals: \u201cOptimize,\u201d \u201cReduce costs,\u201d \u201cBoost your sales,\u201d etc. Also, test CTAs that leverage social proof, such as \u201cJoin the 500 CEOs who have already downloaded this white paper\u201d<\/p>\n\n\n\n

          To measure the effectiveness of a CTA, concentrate on its conversion rate, which is the number of clicks or specific actions generated compared to the total impressions of the post.<\/p>\n\n\n\n

          What tools and platforms do you recommend for tracking and optimizing LeadGen’s performance of content?<\/h2>\n\n\n\n
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          Google Analytics:<\/strong> This tool helps track visitor journeys on the website, identify the most effective traffic sources, and measure conversions. This allows for an evaluation of the effectiveness of content in generating leads.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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          Google Tag Manager: <\/strong>This platform enables the implementation and management of tracking tags without modifying the site\u2019s code. It ensures precise tracking of user interactions and conversions related to the content.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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          Meta Business Suite: <\/strong>This tool analyzes performance on Facebook and Instagram. It measures content engagement and the effectiveness of advertising campaigns in generating leads.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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          LinkedIn Campaign Manager: <\/strong>This platform helps optimize LinkedIn campaigns. It provides insights into the performance of both sponsored and organic content in B2B, allowing for adjustments to LeadGen strategies.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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          Datorama<\/strong> (Salesforce):<\/strong> This tool centralizes marketing data from various sources. It provides a comprehensive view of LeadGen’s performance across all channels, facilitating content strategy optimization.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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          Piano Analytics:<\/strong> This platform analyzes user behaviour and personalizes content. It optimizes the on-site experience to maximize conversions and improve the quality of leads generated.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          How can you maximize the generation of qualified B2B leads on social media? 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