Social media has evolved into an ever growing platform for B2B businesses to promote their products and reach out to potential consumers. More and more people are using some sort of social media every day which is why it is important to develop a social media marketing strategy, whether it is a campaign shared through Facebook, Twitter, Instagram or LinkedIn. This is a prime opportunity for companies to engage with their customers seeing that Facebook has 2.13 billion active users (Zephoria) and Twitter has 330 million active users (Statista). You may ask yourself, “why are companies having a hard time using social media as a marketing platform?” Here are five examples and tips of what B2B companies and marketing professionals should be doing to make social media marketing more of a success.
Keeping an active presence on your social media
A lot of B2B businesses believe they can post content on their social media and that is enough to garner interest in their content. However, that is not the reality we live in. Once a company posts on social media, they need to be ready to communicate with anyone that interacts with their post, and be proactive in reaching out to potential customers or clients. By spending as little as six hours per week, 66% of marketers see lead generation benefits with social media. Take these unique and compelling B2B social media campaigns. These brands were able to reach their targeted audiences and drive demand, leads or sales conversations. As these campaigns illustrate, being proactive with your social media marketing is important in building key relationships that can translate into business success.
Humanize your company
By keeping an active presence on your B2B’s social media, you are able to engage more with your customers and answer any questions they might have. By being personal with customers, it gives them a sense of reassurance that the company is human and wants to engage with them. B2B brands drive much higher emotional connection than B2C. Customers appreciate when companies get back to them quickly if they have a question they need answered. 60% of buyers who feel a “high brand connection” are more likely to purchase, even at a higher price, from those brands versus competitors. This ensures brand loyalty to the customers that you engage and interact with on your social media accounts.
Choosing the correct social media platform
There are many platforms to choose from such as, Facebook, Twitter, Instagram and LinkedIn. First off, you need to think about several questions before you choose a platform to work with.
For example, Facebook has recently decided to show you less business and media content, and more people content. They are prioritizing content that’s shared by users or actively engaged with. Whereas Twitter’s purpose is to deliver quick updates and promote new products with an instant feedback from your audience. Once you answer these questions with the social media platform you have in mind, then you are ready to choose which ones to use. The most popular social media platforms to use are Twitter, Facebook, YouTube and LinkedIn. In fact, more than 70% of all B2B marketers use at least one of the “Big 4” social media sites (LinkedIn, Twitter, Facebook, and YouTube) to distribute content (Digital Marketing Philippines). As for LinkedIn, it was, by far, the most popular social media tool for B2B marketing in 2017 (Bitcatcha). So, it’s pretty safe to say, that you should be utilizing LinkedIn for your B2B business. Now that you have your desired platforms, you now need to figure out how to use them to their full potential.
Use videos to get more engagement and conversions
70% of marketing professionals report that video converts better than any other medium. Video is the most important kind of content you can share on social today. This is even more true for B2B than it is for B2C. And each video doesn’t have to have a high production value. Videos can range from a carefully-crafted brand film shared on your LinkedIn company page as part of a wider campaign, to a fun and spontaneous Instagram Story about your team shot on your iPhone. Why is video so important for B2B marketers? For one thing, it’s more eye-catching and engaging than any other medium. We interpret images in less than 1/10th of a second. Add motion and sound, and you’ve got the ultimate attention-grabber. Social networks have caught on to this, as they are increasingly prioritizing video over other content. This means that video gets more shares and engagement across all social networks. Need more proof that video is a must? Video delivers better ROI. In fact, in today’s modern world, 70% of B2B buyers and researchers watch videos throughout their path to purchase (Skeleton Productions).
If people are not finding your B2B website organically, you may have to explore the benefits of paid advertisements to attract people to your website. There are two types of advertisements companies can do on social media: sponsored posts and ads. Sponsored posts are posts done by the company to boost the reach of their content that was already published on their social media. Promoted Tweets have shown average engagement rates of 1 to 3 percent—much higher than traditional banner ads (Hootsuite). The second option is another great way to advertise your company. The difference between ads and sponsored posts is that you create your own ad and can customize everything to your liking. On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates than normal web ads (Hootsuite). When you create your own ad, make sure that everything looks professional and is consistent with your company’s marketing ideas.
Having a solid social media presence is imperative for the success of B2B companies. If you’re looking to improve or expand upon your social media presence, Contact us today.