Strategic B2B Social Media Marketing

A lot of B2B businesses either failed to understand marketing on social media or dismissed it flat out. Social media is not just for beauty and clothes companies. Social media accounts for more than a billion people worldwide. You can trust that your company could be a good fit for at least a small percentage of these. Finding them and using social media to build your brand and attract leads is your responsibility.

GE sells its appliances to Home Depot, Lowes, and Best Buy, where consumers purchase the items. Retailers have no strong reason to consider promoting the GE brand. It recognizes being responsible for its marketing activities. On Facebook alone, GE has more than 2.2 million followers. So they use social media to promote their social responsibility, such as solar power, and they engage with users. As they produce stoves, for example, they have shared recipes for Valentine's Day cakes. At the end of the day, whether it's a B2B or a B2C company, you have to be where your end customers are.

In a survey of 115 marketing specialists in B2B roles, Omobono found that 79% rated social media as the most effective marketing channel, with 38% noting that if they had an extra budget for next year, they would spend it on social media.

Using social media is a way for buyers and sellers to establish trust, which is crucial to making the sale. Communication through social media also helps to remove misunderstandings, offers encouragement, and serves to more closely connect buyers and sellers.

People don't buy from companies in B2B markets without first checking them out online. And the first place people go search and find out is your website. Therefore, the more people you visit your website, the more chances you have of doing business.

What's a great way to get people to your website? Social media. In B2B markets, Twitter and LinkedIn are the most relevant routes to create sales interest.

Here are our top 10 tips:

◘ Define specific, measurable social media KPIs for your company. To order to define KPIs, you have to decide what is "success" for your brand. Want to use social media as a means of customer acquisition? Need to increase your visibility or get more readers on your blog? This little exercise helps determine which metrics to track. If your company is looking for leads, it is important to have metrics like clicks and conversions. Please keep in mind engagement, reach, and impressions are much more important for brand awareness.

◘ Creating original content seems like a no-brainer, but many companies are building a presence on social media by curating content from other outlets. But the audience can always tell the difference between original content and something you've posted that day just because you had to. If you have trouble getting original content every day, it's okay to downscale your social media activities. If you have no bandwidth to post on all social networks, spend your time on the networks where your audience is most active.

◘ When producing content that is both timely and cohesive with the brand, coordination with other teams within the organization is important. That means that social media should work with sales and marketing to ensure that everyone is on the same page and that content is produced with a common purpose.

◘ When you sell to businesses in other time zones, it is critical that the times you want to share are when your posts are most likely to be viewed by the people in those companies. This involves finding ways of curating, automating, and scheduling what you post.

◘ Creating a successful call to action isn't something that can be implemented on all social media platforms uniformly. Each should be specific to the target platform.

◘ Show involvement in the domain you represent. If your company makes components for the automotive industry, then appear at trade shows, conferences, and seminars to connect with Automotive industry influencers. You can promote these and subsequent events on your social media channels.

◘ Many B2B businesses do a fantastic job of showcasing their staff, giving relatable faces to the company, and personalizing the brand. This is essential because whether you're selling high-end technology systems to businesses or opening a restaurant — people are the heart of your business.

◘ If the data appears to indicate a lack of return, take the time to ask what followers want. Create questionnaires and surveys about what services and content they want to provide, and then change the existing strategy to accommodate those requests.

◘ Infographics in all industries are wildly popular with people. They are a simple and visually appealing way of sharing an overview of large quantities of data. Similarly, the power of video is not limited to businesses looking to reach out to individual consumers. B2B videos can be a driving force on social media when handled properly.

◘ Social media was created to help people connect with others. Although brands have entered the space for a while now, the sentiment hasn't changed much. So, engage as much as possible with your followers. Make it a 2-way conversation.

You needn't be on all social media networks. B2B marketers should aspire to have a strong presence on just a few networks rather than a weaker presence on others.

To get your social media marketing buck's biggest bang, focus on these three:

LinkedIn connects businesses directly to industry professionals. 90 million LinkedIn users are senior influencers and 63 million decision-makers. Only 303 million unique monthly users of 630 million user accounts are active. LinkedIn has far less 'clutter' content than other channels (particularly Twitter) and is all about delivering useful, relevant content. It's B2B marketers' most popular social platform – 92 percent use it in their digital marketing mix.

LinkedIn's most appealing feature, especially in B2B sales, is the ability to find out all about a target prospect on a professional level. And, by one of your connections, you can determine if there is an opportunity for a warm introduction. At that point, you're going to want to take the LinkedIn conversation into an offline, person-to-person interaction.

Twitter is a great way to get the word out and provide links back to their website. All tweets are unfiltered, unlike Facebook. Twitter basically displaced newswires to break news.

You can build lists of people you want to follow on Twitter (which could be public or private). And, they don't need to follow you back. Lists allow you to filter out all the tweets from your main news stream and concentrate on only a tiny section. For example, you can compile a list of reporters that cover your industry. You can answer, help them and be on your way to building a relationship if they ask a question or require some help. The same goes for your prospect lists.

Understand that Twitter's a conversational platform. Ask questions, respond to mentions – 77 percent of Twitter users feel more positive about a brand when their Tweet has been answered – engage with other users, retweet content and industry news. If you do all of the above, you can quickly increase engagement, make people interested in what you do, and create new business opportunities!

Youtube is the go-to video-sharing service on the internet and is Google's hottest property. Over one billion hours of video are watched daily, and men and women use it equally.

Videos can be used to inform and improve brand awareness of products and services – and with 96% of users viewing videos to learn more about a product or service, video is a platform you must use!

The best part about YouTube is that it is easy to share videos: 48 percent of people in a survey said they will be more inclined to share video content with their friends instead of any other media type.

Nevertheless, as video marketing continues to grow, there is also growing competition. To stand out, B2B businesses need to produce relevant, high-quality video content that responds to questions and addresses problems. Just sales videos alone are not going to be much helpful. How-to guides, product demos, case studies, tips, and tricks-these videos will attract people far more effectively than sales collaterals.

While informing the audience is essential, it's important to note that videos are also a medium of entertainment, so make sure that your videos are simple, entertaining, and interesting to watch, above all.

We specialize in working with B2B SaaS startups to help them develop a strong social media presence and generate leads.

Our services include creating relevant content for your audience, scheduling posts in advance, building brand exposure and community, increasing credibility and trust with customers and prospects, and generating leads through contextual and personalized social media ads.

We conduct thorough research on your industry and target audience to create relevant and engaging content that resonates with them. Our team of experts also stays up-to-date on the latest social media trends and best practices to ensure that your content is current and effective.

We have a team of expert marketers and specialists who have helped dozens of B2B SaaS businesses grow their revenue through effective social media marketing strategies. We will work with you to understand your specific business needs and goals and develop a customized strategy to achieve them. We also use analytics and data-tracking tools to measure and improve the effectiveness of our process regularly.

By growing the number of followers on social media, we can increase your business's word of mouth and referral traffic, resulting in higher brand awareness. We also create and share engaging content that resonates with your target audience to increase visibility and reach.

We help businesses establish relationships by building connections through engagement. By engaging with your audience on social media, they are more likely to trust your brand and have a positive perception of your business, leading to an increased likelihood of them becoming customers.

We utilize analytics and data-tracking tools to measure the performance of our social media marketing strategies. We can provide regular reports that show the impact of our strategies on your business, including website traffic, lead generation, and sales.