It's more important than ever for business-centric brands to provide a little extra value to potential B2B buyers, especially when targeting on social platforms that were (initially) built for user-to-user connection.

 

Thankfully, social giants like LinkedIn and Meta just released a few new features to not only streamline the buyer experience, but also strengthen the brand-to-brand relationship from the get-go with fewer contact roadblocks, new content capabilities, dynamic audience targeting and more.

 

 

Sometimes a form-fill out is a dealbreaker. Whether there are too many (and detailed) form fields or users aren't willing to provide certain information (especially for required fields), curating the perfect lead form really depends on what you're offering and what they're getting — especially in terms of the B2B market.

 

LinkedIn cut out a lot of effort on the user's side with the introduction of Lead Gen Forms, allowing brands to capture quality leads with pre-filled LinkedIn profile data.

 

 

With LinkedIn already established as one of the largest, professional social platforms, it's easy to see that Lead Gen Forms are a bit of no-brainer in terms of gaining user trust quickly and getting quality leads to fill out the form. (That's always the initial goal, right?) 

 

 

Meta is also improving lead quality generation efforts with the Instant Form.

 

"With this feature, people can engage with the rich media formats on a business's web page to get more context about the business, and then easily submit their information through Instant Form using Meta's auto-fill capabilities, which automatically pulls in a person's information based on what they've provided to Meta (often, name and email address)."

 

Along with Instant Forms, Meta is now offering a similar version of LinkedIn's Company pages with the new Pages experience (which is completely separate from a user's Facebook profile), allowing the following: 

 

 

Ready to host your next Q&A or collaboration on IG's Broadcast Channels?

 

The latest updates to IG's new Broadcast Channels feature allow an even deeper connection with brands and users alike by inviting guest collaborators to join the conversation. As Meta describes it, "Broadcast channels are a public, one-to-many messaging tool for creators to directly engage with their followers at scale." With broadcast channels, brands/creators help followers stay connected and up-to-date with text, photo, video, polls, and more in a single stream.

 

With the new guest collaboration feature, however, brands can add even more value to that conversation by involving partners, high-level management, and more while engaging audiences on relevant products, services and/or solutions.

 

"Collaborators makes Broadcast Channels more fun and informative for fans, whether the conversations are expert interviews, guest Q&A's, or even a casual chat among friends. Once a creator adds another participant, they can post new messages, including via text and voice notes as well as through photos and links."

 

 

 

While these new features are a vast improvement for B2B marketing and experiences on social media platforms, there's still a lot to be desired when it comes to capturing the right leads at the right time — what are some features you've been waiting for?