We’ve said it before, and we’ll say it again. To execute demand generation campaigns the right way, Channel Partners and salespeople need to be able to educate prospects through tailored multimedia that aligns with their preferences and can be easily promoted. But with so many options these days, it can be difficult to determine the best place to share your content in order to get the most engagement. Simply put, not all content is suitable for every social media platform.
Here’s an overview of the best platforms for B2B demand generation and what forms of content work best on them.
LinkedIn isn’t just for job searching anymore. With a whopping 660 million members, LinkedIn has become a highly effective platform for demand generation. The key to success on LinkedIn is to post thought leadership content that positions you as a trusted industry advisor. In-depth content like videos, eBooks, blogs, case studies, podcasts, and webinars that answer questions and add value will help you stay top of mind when your connections are making purchasing decisions.
Characterized by fast-moving newsfeeds and bite-sized information, it can be difficult to cut through the noise on Twitter. But with the appropriate content types, it’s an excellent platform for engaging prospects and customers with demand generation content like videos, infographics, and eBooks. In fact, statistics show that videos are 6 times more likely to be retweeted than photos and 3 times more likely than GIFs. Additionally, infographics are the most widely shared content on Twitter and are shared 3 times more than any other content form.
Sure, Facebook is a great place to look at vacation photos and keep in touch with family. But it’s also another fantastic tool to promote your business and solutions! According to HubSpot, there are over 2.38 billion active users on Facebook and 74% of people say they use Facebook for professional purposes. When it comes to content types, it’s best to leverage highly visual content like videos, photos, and infographics. Research from Buffer tells us that video posts on Facebook gets 59% more engagement than any other form of content. Similarly, images are the second-best performing content on Facebook. And interestingly enough, links like blogs and articles are the least shared content form on Facebook.
Instagram is still considered “the new kid on the block” by many, but certainly shouldn’t be ignored when it comes to modern demand generation. Although video and photos are the only content forms supported, the platform is a great place to showcase your business and solutions in creative, personal ways. Instagram is notoriously user friendly so posting photos or short videos of yourself speaking to a particular pain point or explaining a business outcome is a piece of cake.
Spark’s upcoming features will allow Channel Partners, salespeople, and customer success teams to post the content that’s most relevant to specific social platforms. For example, if a Partner wants to share a 10-page eBook, Spark will recognize that content type and post it specifically to LinkedIn and Twitter. If a Partner is customizing and promoting an infographic, Spark will post to Facebook and Instagram as well. It’s that easy!
Interested in scheduling a demo to learn more about how Spark Your Channel makes through-channel demand generation easier than ever? Let’s talk!