Business-to-business marketers remain leery of advertising on consumer-oriented social media platforms such as Facebook and Twitter, assuming their value is limited to targeting small businesses and sole proprietors. So our thanks to a recent Forbes.com post by Mike Templeman, who offers tips on how to turn Facebook and Twitter into more effective B2B lead generation tools. First, he advises, optimize your Twitter and Facebook business pages with branding, messaging and organic posts in an active posting schedule. Next set up remarketing tags on your website using Facebook and Twitter ad platform tools, which will allow your social ads to appear in a website visitor's Facebook newsfeed and Twitter stream. Then create social media ad campaigns that engage and entice traffic to your website--via promotion of interesting content such as blog posts, downloadable white papers and guides, or a webinar. You can extend the reach of these ads by uploading your own customer and prospect e-mail lists into the social media platforms, which will automatically match against existing members. Templeman advises that you can expect a 30% to 60% match rate for business e-mail addresses on Facebook and Twitter. Plus, your custom audience will now be able to view social ads on mobile devices, where 80% of social users view content. You can also use digital tools to build personas of best customers to better target your ad campaigns. But remember, the key to social marketing success, B2B or B2C, remains targeted, quality content. For more, read http://www.forbes.com/sites/miketempleman/2015/07/23/how-facebook-and-twitter-fit-into-b2b-marketing/
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