If the report released by social media monitoring firm Social Bakers in Australia is of any indication, then we are about to see social media juggernaut Facebook reach the peak of its greatness. Next stage we will be seeing might be its decline. Even the figures are not good in North America and Europe, according to Professor Larry Neale, social media marketing expert at the Queensland University of Technology Business School. This raises questions for those of us in the lead generation business and the future of generating sales leads using the social media environment. But it is not as bad as you think it is.
To tell you the truth, social media is not the sole way to generate B2B leads from your market. And this might not actually be the best method at all. As far as B2B appointment setting is concerned, the results through Facebook and Twitter can be sketchy at best. We can attribute it to the very nature of social networks (interaction, engagement, trendy, youth-oriented). Considering that we are focus on B2B marketing, whose age range is mostly beyond the 18-34 segments, then investing in other communication tools would be best. For example, telemarketing and email still a viable and advisable means to contact business executives and managers.
So, should marketers be scared over this development? Not at all. This is just a reminder of how quick market trends change. For a B2B lead generation campaign to be successful, we, as marketers, should know when to push forward with new strategies, or fall back to tried and tested methods.