Straightforward and practical B2B + social media article by AJ Agarwal in Forbes:
The Real Truth About B2B Marketing And Social Media
Marketing in B2B requires an understanding of social media. Social media marketing and selling are constants for any business looking to grow themselves further. This is no different in a B2B design. You want to make sure your time is going to be dedicated to the right social network as a B2B. Here are some of the real truths behind which social media accounts you should be maintaining for your marketing strategy.
Facebook Is More Relevant To B2B Marketing Than Most Realize
One of the truths about B2B marketing is that Facebook is a staple no matter what niche you’re in. Much of the content out there will suggest that Twitter and LinkedIn are more relevant, but studies recently done showed otherwise.
The research asked people what channel they would turn to regarding a purchase. 24% of people answered that their decision would be used from looking at Facebook first. That means one in four people sought out Facebook specifically.
Furthermore, studies show that the average decision-maker uses Facebook around 18 days per month versus the 13 days per month using LinkedIn and Twitter. When making any decision, most people are more prone to go to their most-visited channels for the information first before heading elsewhere.
If Content Is Shared By Someone They Trust — They Believe It
Making yourself relevant on social media is imperative for a B2B looking to improve their marketing strategy. If you focus on getting content up on social media websites and can get the connections to help get exposure to that piece, then you will show as a more reputable company.
It’s important for a B2B to get to bloggers on LinkedIn and professionals on Facebook to help with promoting their products and writing quality content on it. A person is more likely to believe that they should select your company over another vendor based on the credibility of the information they find on all social media channels.
Research What Your Competitors Are Doing
It’s important to find the top performing brands in your niche and analyze their methods. See what they are doing to be successful and which platforms they are using to do this.
While Facebook might be the most-used of social media, this doesn’t mean that you won’t have a need to use marketing on other social media channels like LinkedIn and Twitter. Every social media has a different end-game that can help with improving your sales. Learning how they work specifically for your niche and how active those professionals are for your B2B decision will be imperative.
The successful vendors in your niche have already laid out a platform of success. Research it, learn it, and use it to your advantage to succeed. Look at where these vendors are going wrong and find ways to implement slight improvements to make your vendor more qualified and reputable.
Paid Advertisement On Social Media
Social media has also become a huge hit for paid advertisements. This is how many of these social media websites are able to stay running. This is an opportunity for any B2B looking to enhance their marketing strategy.
Knowing your audience is important for paid advertisement because it will maximize your conversions and bring in a better profit margin by lowering costs. You may not find it effective for your B2B marketing strategy to include paid advertisement for every social media connection. You may want to limit it to the one or two most successful for your niche that can really pull in more interest.
Keep Your Social Media Accounts Updated
In B2B marketing, social media has become a crucial part of the success. With the internet being a top source for most professionals to look into vendors, you want your internet presence to grow and flourish. Have some professionals share your work to build credibility for you and to help with gaining relevance to your own content on it.