The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012, found that visitors coming from Facebook made up 54% of all social media-sourced site visits, and those from Twitter just 32%. Nevertheless, Twitter accounted for 82% of all social media-originated leads, while Facebook accounted for a paltry 9% of leads. LinkedIn played a relatively minor role, accounting for 14% of site visits from social and 9% of social leads.
Social remains a small part of the larger traffic picture for most of the B2B SMBs studied, accounting for 1.9% of total traffic. The study found that more than 80% of site traffic to these businesses was either organic (i.e. came through a search engine listing) or direct to the site. Social media also ranked behind paid search as a source of site traffic.
But that doesn’t mean social isn’t worth focusing on: Many of these other traffic sources are dependent on budget and other external factors, whereas social media can be a cost-effective method of site promotion, which marketers can use to actively seek out new business and customer engagement.
Another reason not to ignore social: It’s worth its weight in leads. Despite accounting for just 1.9% of overall site traffic, social accounted for 4.8% of all B2B SMB leads—a relatively small number, but not insubstantial.
Email was another tactic that paid dividends, accounting for less than 1% of traffic but a substantial 9% of leads. Organic traffic, by contrast, accounted for 40% of site traffic but delivered a much smaller comparative share of leads: 26.5% of the total.