Facebook recently announced to introduce a “Knowledge” feature to its platform. This feature will link Wikipedia to Facebook. This culminates in helping users to gain knowledge directly from the platform.
The feature is still under testing! However, people will be able to use it on iOS, Facebook web and mobile application.
Any Facebook user now will be able to find information about anyone on Wikipedia, directly from Facebook. The feature will portray information on its side panel.
The feature is a great step in identifying and removing false information shared by people on Facebook. As, for most people, Wikipedia is a trusted source for their information.
This will surely help in building people’s trust in the information shared on the platform.
An illustration of this feature is shared by Matt Navarra on his Twitter handle:
New? Facebook shows Wikipedia snippits in search results
— Matt Navarra (@MattNavarra) June 9, 2020
Hence, this is surely a huge step for Facebook. Now, without leaving the platform, people will be able to access Wikipedia.
The feature is somewhat similar to Google’s “Knowledge Panel”. Google launched this feature in 2012.
For example, You are looking for information on 5G. To help you with your search, Facebook will highlight a Wikipedia link. From there, you can get some deep insight into 5G. Instead of trusting the information shared on its posts, you can research things on your own. It will help in avoiding the spread of false information, on the platform.
In the past decade, Facebook suffered excessively due to the propagation of false information on its platform. Due to its algorithm, controversial posts used to gain a lot of fame on the platform. A rumored post gains a lot of gossips!
These posts gained popularity in the search results. So, Facebook became a platform for the deception!
Although, in recent times, a lot has changed with Facebook. It has evolved on every front. It is all set to improve its reputation, and credibility of the information shared on the platform.
According to Facebook, the feature is limited in availability for now! It is mostly available in some parts of Europe.
We all must understand this!
During these tough times, it is really important to provide correct information. Since Facebook is a home for its billions of users, it is its moral responsibility to make sure that no false information is propagated over its platform.
Even small misinformation can create a ripple effect, in a negative direction, during these adverse times.
People trust the information shared on social media platforms like Facebook, Twitter and Instagram. Social media is developing perceptions of people.
According to Dr Stephen Croucher, who is a lead author and a professor of communication at Massey University in New Zealand:
“In the case of COVID-19, social media, and other media, were and are being used as venues to share and build ideas, values and morals, many of these are very positive, but some are not.”
Business to Business, known as B2B business is an online business between two companies and not between a company and an individual customer. The target audience is more concentrated and defined and needs to be reached out on a strategic basis.
So, to reach the B2B audience the company needs to establish continuous efforts towards quality lead generation online.
Your B2B strategy for lead generation should be arrived at after ascertaining which combination works the best for your company/product.
How to target B2B lead generation?
Here are 7 ways under three main categories Email, Social and Blog along with a powerful Landing Page that will help you generate effective B2B leads: –
The number of e-mail users worldwide is 3.8 billion and is projected to reach 4.3 billion by the year 2022. 45% of B2B marketers credit email marketing as the most effective digital marketing channel.
Here are a few things to keep in mind to generate B2B leads with email marketing:
- Optimize email campaign for mobile devices
- Since CTA increases click by 371% and sales by 1617% (according to Wordstream) include Call-To-Action
- A well-curated industry-specific email with a powerful subject line scores a 39% higher chance of being opened
- Authenticity and reliability are higher when the sender includes complete address and contact details in the email. Also linking the logo in the contact details to the company website helps provides an extra link.
- Provide product lists and other useful information to create an interest in the buyer.
- At least send one or two follow-up emails to increase the chances of your email being read.
- Include the unsubscribe link to help improve your mailing list.
Facebook a social media platform with 1.5 billion users has been growing in importance, becoming an effective lead generation tool for B2B companies. Aim not for a direct sale but to connect with the audience through Lead Ads, by answering their queries and building your brand. Interesting 17% of Facebook users follow brands /companies. Facebooks Customized Audience targeting (people who are similar to your existing customers) further helps to increase the quality of the leads by 40%.
With 126 million users Twitter helps you to engage with the right people by using relevant hashtags or keywords. B2B business can also utilize Twitter Lead Gen Cards, to generate leads directly within a tweet. It provides the Twitter Name, his/her User name and his/her email address the card which can become a useful lead.
– It is said, in as little as six hours a week, 66% of marketers see lead generation benefits with social media.
– New platforms like Twitch are also garnering a place in the crowded B2B lead generation space. Twitch, (acquired by Amazon in 2014) is growing in brand advertising numbers on the streaming platform. It might be the right time to try their new in-game action ad formats.
- You Tube
Videos have become a much sought after tool whether for relaxation, information, entertainment, business or just about anything. Today 1.5 billion views per day on YouTube come from ‘Generation X’. YouTube is the world’s 2nd largest search engine and ranks 4th for the most valued social media platform (after Facebook, LinkedIn, Twitter) by B2B marketers. Almost 50% of B2B technology buyers are influenced to purchase a product or service after viewing the video. Is that not enough to get on the YouTube platform?
Blogs with actionable tips, problem-solving, improved ideas, technological improvements, and proven tips act most effectively as B2B lead generators. A high quality, well-researched blog with SEO keywords is a sure way to increasing page views and potential leads. As per statistics, today 81% of businesses believe blogs are crucial in generating leads
- White Papers
1 out of 2 B2B marketers has now started to use white papers to generate leads. Another form of Content, a white paper is a technical paper written by experts in their subject. Industry persons have begun to trust these White Papers since they are authoritative, help answer the reader’s query, make it easier to solve a problem, or simply nudge towards a decision. The trick lies in hiding the content behind a web form, so you’re able to capture contact information before the user accesses it.
- Landing Page
A B2B landing page is essentially known as a ‘Lead Capture Page’ is a digital handshake. The importance of a strategic landing page has risen with 68% of B2B businesses using this method to acquire leads. It is much more than the About Us/The Company Page. In fact, a well-designed landing page enjoys between a 5-15% conversion rate.
So for B2B Lead Generation, your landing page must,
- Block the exit
- Have a Form to fill with very basic information – Example ‘Fill your email for a free trial’.
- Provide what the visitor is searching for
As a Company, it is necessary to be present on different platforms and experiment to arrive at the best mix/ ways to acquire maximum B2B leads. A lead generation strategy is a continuous effort. ‘Lead generation’ further needs ‘Lead nurturing’ to transform the lead into a sale. Without lead generation, to begin with, there will be lesser customers and even fewer sales eventually. 85% of B2B marketers consider lead generation their #1 challenge, don’t be one of them.