SUMMARYMany B2B companies fail to get good results from social media campaigns. Typically, social media campaigns only bring them very few and expensive leads. In this article, we will show you how to fix this issue and how you can achieve not only the maximum number of click-though, but also the conversion rate of 5-20% from social media campaigns. Additionally, we will also share with you how to scale the solution in the way that will help you generate many more relevant B2B leads across the world.  

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

Problem: Many B2B companies are struggling with low click-through rates and disappointing number of leads from social media campaigns.  

The number one key reason behind this issue has to do with the way most B2B businesses communicate with their audience. Their messages are typically framed around answering questions like “Who are we?”, “what are our products/services”, or “what is so great about our product’s key feature?”Unfortunately, this kind of narrative is not the ‘language’ of social media and not what people are expecting to see on all social media channels.  

To win on Facebook, LinkedIn and so on, companies must understand the audience psychology and behavior pattern influenced by the architecture of a platform. Normally, social media newsfeeds are very noisy, and with so many voices, every message you are posting must compete for the audience’s attention with all the messages out there. Since the average attention span of a social media user is only between one to five seconds while scrolling, your post must stand out immediately otherwise your voice will get lost in the crowd. 

With this information, it is therefore not surprising why the typical B2B narrative does not work. Since the communication is usually all about the company and does not address to the audience directly, the customers have to find out themselves why and how the offered products are really for them. Clearly, this is not how people’s brain work on social media, and by giving the customers too many mental hurdles, naturally, they quickly lose interest and scroll pass your posts.  As a result, most B2B businesses ended up losing a lot of money on social media and were able to generated very little or irrelevant leads.

No matter how complex the product is, you can win on social media with the right communication. 

Instead of rethinking about the communication strategy and fixing the messages head on, many B2B and agencies believe that “it requires a lot of initial contacts at the top of the funnels in order to generate a lead” or “complex B2B products are difficult to generate leads directly through social media campaigns”. With this line of reasoning, unmeasurable metrics such as awareness, reach, and duration of visits became the main focuses in social media campaigns instead of conversion.  

The truth is, however, simple. If a customer become aware that your product and solution can solve an important problem for them, they are going to contact you.  They are going to request for more information immediately, and not going wait around for follow-up contact. The disappearing conversion number from social media campaign is therefore has to do with the fact that product’s solutions and values are not explained and delivered to the customers in a clear and succinct fashion. 

ReThink180 ™is the shortest and most effective path that makes customers ask for more information 

Businesses must consider important contextual elements of social media in order to run a successful campaign. Users behaviours is one of it.  Again, on social media, people’s attentions are usually superficial and short. They are easily distracted and not interested in a wall of long text. It is not a suitable place for lengthy or complex explanations. Therefore, the goal of the ads should largely be about generating (and grabbing) the audience’s interest, not educating them.  

At Leadvolution, we have built Rethink180 ™, the customer-centred communication framework which has helped many B2B businesses generate a great volume of leads on social media and scale successfully. With this trusted method, businesses can quickly create texts and visuals that not only attract high-intent customers, but also make them more likely to request for more information.  Rethink180™ is an effective framework that has proven to generate 50-300% increases in both click-through and conversion rates. By using this framework, B2B businesses can get their messages across to the right target group and generate high-quality leads sustainably without using cheap tricks that can damage your brand reputation like intrusive clickbaitings. 

A ReThink180 ™ displayed text increases buying interests and generates more successful initial sales contacts 

Sending ad massages that are clear and straight to the point has another advantage: it increases the quality of the leads.  By making sure that the customers can instantly understand the product’s value and what it can really do for them, you can generate genuine buying interests, and be able to segment real prospects from those who are only looking. Therefore, prospects coming through this channel are more valuable than those were only interested in downloading a white paper.Using customers problems as the main focus and creating your communications based on this frame of narrative can be applied across digital channels.

Nevertheless, to achieve maximum results with this strategy, ReThink180 ™ should be optimized using large sets of data on social media. While A/B testing on the company’s website is generally a good practice, the scope of the data on one alone is usually too small to provide meaningful results. On social media platform such as LinkedIn, on the other hand, you can test multiple ads with different messages with a significantly greater number of impressions.  From there, you can pick the winners and then use them on your websites or other channels. Feel free to contact us to learn more about ReThink180™. 

Using Facebook, LinkedIn and Xing for short and efficient registration processes 

It is a common practice that a large chunk of a campaign budget is dedicated to building an elaborate landing page. Nevertheless, businesses continue to suffer with high abandon rate, and are unable to get their customers to complete a simple request formThe reason behind this has to do with redirecting. By forcing users to leave a social media platform they are already on (and comfortable with), businesses are essentially asking them to exert too much mental effort to adjust and learn the new interface before they can get to the form. Because of too many pain points, customers’ attention then slipped away to other more distracting things either on the Internet or in the surroundings. Consequently, the average conversion rates of most B2B companies stay below 0.5%. 

Big social media players recognized this issue and have now made it possible for businesses to request for customer information within just one click.  By utilizing seamlessly optimized features like Lead Ads, Canvas Ads and Chatbot Ads on LinkedIn Facebook, we have increased the conversion rates of B2B businesses to 5-20% without having to create (or touch) a landing page. The ability to capture leads on social media directly makes running a pilot project particularly exciting. This is because it does not involve strenuous internal collaboration or any alteration of the existing website. The entire process is simpleand the results can be generated within just a few weeks–a great advantage worth highlighting during a discussion. Please feel free to contact me on LinkedIn for a free expert call. I am happy to walk you through how this pilot project will look like for your business.  

Conclusion: It is crucial for B2B companies to develop the communication strategy by placing the customers at the centre. Leadvolution has perfected ReThink180 ™, the method that can quickly help you develop effective content that can generate a great volume of high interest through all digital channels. In addition, hand-picked tools and features should be incorporated strategically in order to ensure significant improvement of the registration rates.  

Would you like to know more how this strategy will work for your business?

Just let us know and we will evaluate the growth potential together with you.

Hannes Fehr: Leading Expertise in B2B.

  • 15+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
  • One of the most experienced German marketers for B2B lead generation.
  • Over 20 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
  • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
  • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
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