A closer look at some tactics that can help add lead generation and actual measurable results into the mix of your social program.

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Here are some tactics that can help add lead generation and actual measurable results into the mix of your social program.

1. Find the right balance. If you have a compelling offer that you would use in a search ad, banner, or email, echo it in social.
2. Create a social content/offer bank. You worked hard to create things of value people would want when they saw a banner or search ad, why wouldn't they want it if they saw it in a tweet, on LinkedIn, or in a Facebook post?
3. Use traditional landing pages. If you are offering something of value it is not going to blow anyone's mind if you simply ask for their contact info in return.
4. Create YouTube/SlideShare landing pages.
5. Encourage social sharing.
6. Encourage direct contact. This is another very often overlooked tactic. Once again the concept of escalating virtual communications to real-world communications is often lost in the social media mix. We simply forget that the one thing we want our prospects and customers to do is to simply talk to us.
7. Don't forget the phone. This is another hugely overlooked opportunity. Promoting toll-free numbers in TV, radio, print, direct mail, and everywhere else is totally standard, but how often do you see 800 numbers in tweets and Facebook posts? Want to talk to someone right now? Skip the form and go right to the call center!

Finding new prospects is critical for B2B companies and seen as their biggest online marketing challenge. Social media is among the most challenging lead gen tactics, while email marketing, SEO and content marketing get the best results.

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Where B2Bs struggled was in utilizing social media marketing for lead gen purposes. Nearly half said this was one of the most difficult strategies to execute. Content marketing came in second, yet further evidence of the stock B2Bs put in this tactic—but the challenge they face putting out enough quality material.

Despite a majority of site visits coming from Facebook, for B2B small and medium-sized businesses, more than 80% of social media leads come from Twitter.