Role of Social Media in B2B Marketing
Updated: Mar 2
B2B companies are usually overlooked when the topic of social media marketing is put out. As B2C companies are more leveraged in growth through social media marketing, B2B companies are also getting the hang of it. With the current situation, online sales connections, appointments, and business settlements are becoming more common, which shows that digital is the new future for B2B marketing.
In 2014, Omobono with The Marketing Society and Circle Research found that in 115 business marketers, 79% rated social media as the most effective digital channel, along with 38% adding that they would spend more on social media if they had an extra budget.
So if you don't have a social media strategy for your B2B marketing, you're passing on an immense opportunity for relationship building, which can lead to a profitable contract.
HOW DOES SOCIAL MEDIA HELP IN B2B MARKETING?
People usually prefer social media for customer care over other platforms. Social media makes it easier to address customers' concerns and answer their questions as quickly as possible.
Social media can bring potential customers to your website. It is an internet service that lets you interact with your potential customers and create, share content, and spread your company through online communities.
The important strategy, you don't always have to advertise your products on social media. Instead, post educational content to boost engagement and build thought leadership.
People look up news-related topics of interest on social media. So you would want your content to be visible to people when they search for news or information. Like, think of social media as a search engine here.
Social media is such a strong tool for lead nurturing. Most marketers think that social media marketing is the best strategy to improve lead quality.
Ultimately, the advantage of social media marketing is that it increases sales.
B2B SOCIAL MEDIA MARKETING STRATEGY
Most social media networks include powerful targeting features that allow you to reach out to your audience. That means you are talking directly to people who may be interested in your industry, niche, or business. It's like presenting them with a pitch without actually doing it. And the important strategy, you don't always have to advertise your products on social media. Instead, post educational content to boost engagement and build thought leadership.
The key is to find the right platform for you, depending on where your potential customers are most active and which one works best for you.
Some of the best ones that work well for B2B are:
Twitter is a platform where you can see what's going on around the world. You may solve the challenge of getting recognized by the correct clients by employing relevant hashtags. The more frequently you tweet, the more likely it is that your firm will gain attention and awareness.
LinkedIn is currently one of the most popular and widely utilized B2B social networking networks. It allows professionals and decision-makers to connect with other professionals in their field to learn and grow together.
Instagram has quickly progressed beyond personal use and is now commonly used by businesses. Instagram allows you to artistically blur the barriers between personal and professional. You may improve interactions with your followers by using hashtags. Hashtags make it easier to be noticed and are an important aspect of social media marketing. Branded hashtags can even be encouraged to be used in user-generated content. This raises the visibility and awareness of your brand.
SlideShare is a well-known platform for sharing docs and presentations, and it allows you to communicate with a huge number of experts or professionals in your area. SlideShare is an ideal platform for small businesses and those on a limited marketing budget. You may evaluate the amount of traffic for your website via SlideShare by evaluating your site analytics.
HOW TO CREATE B2B SOCIAL MEDIA MARKETING STRATEGY?
Creating an effective B2B social media marketing plan is essential for both short- and long-term growth. The main goal should be to build awareness and credibility, which will help with lead generation. Focus on fleshed-out buyer personas that will let you create social content that speaks to real people. Relationships with industry professionals at all phases of their careers might be beneficial in the long run. Be realistic about the activities that have hard figures and which will have a value that is more difficult to define.
B2B companies that are doing social media marketing the right way are Adobe, Google, Slack, CISCO, Oracle, and many more.
Social media efforts generate more exposure and traffic, develop brand loyalty, gain leads and marketplace intelligence, and improve sales, there is a lot to gain. Most social media networks include powerful targeting features that allow you to reach out to your audience. The best aspect is that it does not necessitate a large investment. All you need is a little bit of clever work.
Simply put, understand why social media works best, select your platform, and get started!