Some analysis in the B2B industry argue that social media is entirely unnecessary and a waste of resources for professionals in their field. That position is grossly exaggerated, but it’s a fact that social media can be a tricky enterprise for B2B firms.
If you select the wrong strategies, you can get stuck with tactics that don’t work and social media profiles that have very little utility. Social media can be great for your organization, but only if you approach it in the right manner.
If you’re not conversant with this potentially fruitful yet risky tool, you have to learn new tactics if you want to achieve success in social media marketing for your B2B company. Here are some strategies that might be worth trying.
1. Properly Analyze Data
For B2B marketers, data is everything. Social users generate all sorts of information about themselves, their likes, dislikes, problems, geographic details, and more.
With the use of social media, B2B businesses can learn a lot about their customers and how they like to interact with commercial operations. Then you can use this data to improve your social media strategy.
If you want to know how your social media is working or identify adjustments that might be smart to make, look at your data. Closely analyzing assets and understanding the information at hand could make all the difference in how effectively your firm employs social media.
2. Use the Right Platforms
Your B2B customers won’t be on the same social platforms as B2C customers. The following list represents the recent effectiveness ratings for B2B social media platforms.
- LinkedIn 63%
- Twitter 55%
- YouTube 48%
- SlideShare 42%
- Vimeo 40%
- Facebook 32%
- Pinterest 25%
- Instagram 24%
- Google+ 20%
These results almost diametrically opposite to the ones that are most effective in B2C marketing. Facebook is widely acknowledged as the most effective for B2C, but you can see here that it’s among the least effective for B2B.
Don’t take things at face value for B2B. Get acquainted with the statistics and use the information to share effectively on social.
3. Post Content That’s Useful to Companies
This is all about understanding your target audience and having your content reflect their interests. Don’t picture individual customers as the recipients of your social interactions.
Instead, focus on businesses and how they’re apt to feel about what’s being presented. This should change the things you say and the way you convey your content so all of it matches the aims of your business better, as well as the way your content is received.
4. Monitor Competitors through Social Channels
You should keep a close eye on your competitors if you want to stay at the top of the pack. Social media is one of the best ways to understand the impact of your business compared to others.
It’s an especially lucrative approach to lead generation. Your competition’s customers are your customers (at least they could be), and you can learn a lot from the other guy’s customer attraction approach.
5. Improve Search Rankings
Research from the Content Marketing Institute shows that when B2B marketers invest in social media marketing, as a direct result they enjoy higher search engine rankings. Google has placed an emphasis on the use of social shares to increase page rank, which means that the more shares and social signals you receive, the better off you’ll end up in search results.
This means you need deeper engagement on your site. The more clicks, shares, and links you get on your social posts, the higher you’ll appear in search rankings.
Don’t underestimate the power of social media marketing for your business-to-business organization, even if it might appear minuscule or even futile. As you invest in these efforts, you’re very likely to see greater engagement and retention as a result.