LinkedIn or Facebook: Which Social Media Platform is the Best for Lead Generation?

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“The most important thing is to forecast where customers are moving, and be in front of them.” Philip Kotler

Good news for marketers and sellers! 

Social media has come a long way in terms of how people are using it.  This means social media platforms can provide us with visibility and the best positioning for B2B lead generation.

So you may ask, “Okay, so which social media platforms should I use for lead generation for my company?

 An always-on approach to social media is now the standard that customers expect in the B2B world. However, this does not mean that you must have a presence and sell on all platforms!

Eeny, meeny, miny, moe?

When building your marketing strategy, an essential component to deciding is what B2B social media platform to prioritize.

Known as the professional social network, it has 722 million users. LinkedIn’s professional focus makes it the best platform for reaching decision-makers for both networking and sharing content. Industry news, thought leadership blogs, polls, and career advice are some of the most popular posts on the platform. 

LinkedIn is used effectively as a platform for employees who want to build and establish personal brands and share business insights. Getting involved with LinkedIn groups in your industry or fields where you have subject matter expertise is another effective way to generate leads. 

LinkedIn is the most engaging environment to reach out to people who are in a work mindset. One of the platform's benefits is that you can target posts by employee level, from a CEO to an entry-level, job title, skills, fields, and industry. So, if you operate within a variety of areas or verticals it is easy to target posts to the correct audience instead of all your following seeing irrelevant content.

Facebook is undoubtedly the most popular social platform with 1.84 billion daily active users. That is why if you are trying to reach a wide audience, Facebook is where you will find the most opportunity.

The Facebook audience is huge and this means great potential reach. It is a great source for building brand and social following and posts can include “Call to Action” buttons.

One of the best ways on Facebook to get people to engage is video content. The platform has a few fascinating features such as Facebook Live and Facebook Watch that users can interact with for longer periods of time on the service.

Facebook can give you a better reach for your dollar with its considerably lower CPM, that is,  when you want to get your name out there in a big way.

Significant differences between the two platforms.

While each of these lead generation platforms has unique features and tends to attract a varied set of users, it’s essential to remember that you want to target the decision-makers.

Right, if you’re selling professional sporting goods, rental properties, and wedding services, odds are pretty good that you’ll reach more of them on Facebook than on LinkedIn. On the other hand, if you are in the manufacturing industry or your product is an enterprise-scale software solution, you will have better opportunities to engage prospects and decision-makers on LinkedIn.

Facebook has more users overall but LinkedIn users have a higher concentration of B2B engagement.  Agree?

LinkedIn claims that according to its internal stats, four out of five of its members are decision-makers at the companies where they work. What’s more, according to some research, LinkedIn users convert to leads three times higher than Twitter or Facebook users. 

The distinction of quality versus quantity is clearly demonstrated in the advertising rate on each platform. The average CPC (cost per click) on Facebook is 64 cents, but on LinkedIn, it’s a compelling $3.49.

What do these statistics really tell us? 

There is no doubt LinkedIn is a great lead generation platform and one of the compelling reasons is because it contains valuable information on your prospects. So how is it specifically priceless as a lead generation platform?

The value you can build and attract on LinkedIn is your network. Indeed, the power of online-based professional networking is immeasurable.

LinkedIn provides excellent targeting options. It has the capability to target by job title, employer, role, skills, and interests. The website’s advertising platform is very similar to what is offered by Facebook but is more successful at targeting businesses.

LinkedIn is amazing for Business to Business (B2B) due to the fact that the majority of business owners are the most active on this social media site. LinkedIn is an exceptionally effective tool for generating business leads, nurturing referral relationships online, and improving your ranking on search.