It’s a common misconception that B2B companies do not need to use social media as a marketing tool to drive sales. This is entirely false. In fact, 79% of B2B marketers believe social media is an effective marketing channel, and more than half of B2B marketers says they have generated leads from it. The reality is little differs between a social media campaign for B2B and B2C companies, as the basic foundation of a campaign strategy should exist for both. Determining your goals, who you want to reach, where you’re going to reach them, and the message you’re going to use will always be the initial steps in the process of creating your social media strategy. Whether your company has yet to harvest the power of social media or you need to revamp your social outreach, use the following tips to ensure you B2B social media campaign is well developed to produce your desired results.
The Who (Target Audience)
Determine your ideal customer or clients, but don’t get confused with the end “consumer.” This will be a reference point for the rest of your campaign, so develop a full understanding of who your current customers are and identify potential new ones. A well-defined target audience will help you develop the appropriate message and determine the best places to reach users.
The Where (Platforms)
Social media marketing for B2B companies can go well beyond a LinkedIn company page. If your company has a visual product with the potential for interesting and unique video content, then a strong YouTube and Facebook presence can be beneficial. If you’d like to make online connections and engage with potential customers, Twitter is a powerful tool for positioning your company or employees as thought leaders and industry experts.
The What (Content)
Content is the key to increasing your brand’s awareness and online presence. With your target audience in mind, create meaningful content that will encourage engagement. Thought leadership pieces from employees, industry updates with your company’s point-of-view, and original blogs and white papers will catch the attention of your target audience and spark conversations.
The How (Engagement)
Engagement is crucial for developing relationships with your target audience and ultimately creating new leads. Not only should you take the time to respond to any user who has engaged with your brand, but you should also be initiating conversations too. Most importantly, engage with current clients to maintain strong relationships, as your best selling point can be a recommendation from a satisfied customer.