A social media strategy is essential for B2B companies because…
Notably, 90% of B2B decision makers search on their own. In addition, 55% of B2B buyers use social media to research purchases. By the time they reach out to a sales rep, prospects have already decided to sign up for a free trial or schedule a demo.
Even though most B2B marketers acknowledge having a social media strategy in place, only 80% actually put one into action.
You’re missing out on a lot if your B2B isn’t investing time and energy into social media. How, then, do you avoid being boring while building a fan base? In a world where tourism and haute couture seem to pique the interest of everyone, how do you expect to draw in new customers?
Here, we’ll discuss some ways in which business-to-business (B2B) organisations can benefit from social media. What you need to know is as follows.
1. Engage your target demographic by producing engaging content and compelling narratives
That B2B brands are dull is a common misconception. At least they’re under the impression that they’re boring because most viral ads come from the fashion, technology, travel, and food industries.
Any business, B2B or B2C, has the potential to appear intriguing.
Adobe’s product line includes Photoshop, Illustrator, and Lightroom, all of which are designed to help creative types make money. The idea seems dull on paper, since most people aren’t interested in learning about the product’s features and how to use the software.
Despite this, the brand has amassed an impressive 893,000 followers on Instagram thanks entirely to user-generated content. Every month, they choose a theme and call for submissions from artists who interpret that theme in their work.
Gain Prospective Customers
Amidst a sea of B2B competitors, it can be tough to make a name for yourself.
How can you guarantee brand recognition after investing heavily in social media ads and other forms of marketing?
Branding that has remained constant has helped Hubspot stand out.
Their Instagram feed is full of clever quotes and puns aimed at their target audience of business owners, marketers, and salespeople.
Interacting with your target demographic is another effective method of attracting potential customers.
Square’s social strategy of bringing together their clientele has earned them over 53,000 followers.
User businesses are the focus of their posts, and related businesses are tagged. Although this tactic is rather basic, any publicity is preferable to none.
Third, develop a plan for social listening
Social listening, for the uninitiated, is the practise of actively listening to feedback from current and potential customers on social media.
Social listening allows you to market your product in a more organic and genuine way by allowing you to hear directly from your customers.
Then picture that these users are discussing your product on social media sites like Twitter, Facebook, and LinkedIn. Social listening allows you to monitor online chatter and chime in with helpful suggestions about how your company can solve problems.
By creating Google Alerts, you can jump into social listening immediately. To put it another way, this feature allows you to be alerted whenever your brand is mentioned online.
Twitter’s search function can be used to keep tabs on specific terms, such as hashtags, keywords, and brand mentions. Keywords like “email marketing tools” or “email tools” would be useful for a company that sells email marketing software.
Utilize LinkedIn’s Social-Marketing Tools
Nine out of ten B2B organisations are active on LinkedIn, according to the study.
Since LinkedIn is the go-to site for businesspeople, it makes sense that its users would gravitate there. If you’re looking to network with other professionals or gain insight into your industry, this is the place to be.
Even though you can use Twitter, Instagram, and Facebook to share insightful industry-related content, your updates will be buried under the flood of relationship statuses, personal reflections, and angry rants posted by your network of friends and acquaintances.
LinkedIn is great for business-to-business transactions, and the most recent feature, LinkedIn Sales Navigator, facilitates communication and networking between salespeople and prospective customers.
Users can search for and filter leads by a variety of criteria, including industry, location, company size, and type of relationship. Since only half of B2B consumers contacted by sales reps on LinkedIn actually meet the right criteria, this can save a lot of time and energy.
Which social media platforms do you plan to use for business-to-business interactions?
Business-to-business brands are anything but mundane
All you have to do is discover a fresh way to tell your brand’s or your user’s story. The next step is to get leads by maintaining a constant brand image and presence on social media.
Those who tap into the power of social media listening tools can present their wares in a more organic and genuine light. Furthermore, if you are looking to reach C-level executives and other business decision-makers, you should check out LinkedIn Sales Navigator.