5 Best Ways to Drive Traffic for B2B Companies Using Social Media
- Come Up with an Interesting Angle. B2B sellers should drop the boring tag that has often been associated with the industry.
- Feature a Real Person.
- Hire a Professional Social Media Manager.
- Feature Content Marketing on Social Media.
- Use LinkedIn.
How social media can be used in B2B marketing?
B2B social media marketing uses social channels to market products or services to business clients and prospects. B2C marketers use social channels to reach consumers making decisions about personal purchases. B2B marketers have to think more strategically to reach decision-makers.
How can social media Engage B2B customers?
10 B2B Social Media Strategies for Any Industry
- Set SMART goals.
- Keep an eye on competitors.
- Share original content.
- Use multimedia.
- Highlight your employees.
- Have a distinguished brand voice.
- Offer support.
- Maintain consistency.
Can you take up social media marketing for B2B businesses?
But according to this research into B2B Social media marketing by Omobono, not only can business-to-business (B2B) marketers benefit from social media, but it could be their most effective marketing channel of all. ‘Social media now comes out as the most powerfully effective channel across a wide range of objectives.
Is social media helpful in increasing B2B business?
With that said, social media is definitely among the better tools to increase exposure and traffic, develop brand loyalty, gain leads and marketplace intelligence, and improve sales.
Why social media is important for B2B companies?
It is getting essential for B2B marketers to promote their business and listen to what their industry, customers, and competitors are talking about through these social media channels. Social media marketing can also help with goals such as generating website traffic, and creating brand identity with key audiences.
How do you post B2B on social media?
10 B2B social media post ideas to guarantee you’ll stand out
- When in doubt, be helpful.
- Curate third-party thought leadership.
- Embrace the hashtag.
- Don’t skimp on your creative assets.
- Be cohesive with your voice and tone.
- Take people behind the scenes.
- Amplify your media wins—both big and small.
- Highlight your success stories.
How do I increase my social media engagement B2B?
21 Ways B2B Companies Can Use Social Media to Drive More Engagement
- Understand your audience to create relevant content.
- Be both engaging and entertaining by developing a brand voice.
- Add life to your social content.
- Write posts sharing your experience.
- Be helpful.
- Create videos to make your social content engaging.
What are B2B marketing strategies?
B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization. Companies that sell products or services to other businesses or organizations (vs. consumers) typically use B2B marketing strategies.
How often should B2B post on social media?
We recommend you post at least 3 times a week and ideally once per day, but that can vary depending on your business, your audience, and which social platform you’re using.
Does Instagram work for B2B?
Instagram is a fantastic platform for B2B marketers. It provides a space for making new connections in almost any industry, at almost any stage in their development. With more than 600 million users, it’s a gold mine for connecting with your current and potential customers.
How many B2B companies use social media?
In fact, recent statistics note that social advertising is practiced by a staggering 83% of B2B marketers and is second only to search engines in terms of success. From nurturing customers to flexing your industry influence, the social space has a ton to offer B2B brands.
Essential Tips and Tools for B2B Social Media Marketing
When it comes to debates about social marketing, B2B social media marketing is frequently absent from the discussion. However, for business-to-business transactions, digital is the way of the future. The internet is becoming increasingly used for conducting sales meetings, conferences, and making business choices. Do you have a social media strategy in place for your business-to-business brand? If you don’t, you’re missing out on significant possibilities to create relationships with others. And it is precisely those contacts that can assist in the acquisition of big contracts.
Bonus: Download a free social media strategy template to help you develop your own strategy fast and effectively.
B2B is an abbreviation for business-to-business.
B2C marketers utilize social media channels to target consumers who are making purchasing decisions for their own personal items.
They then cultivate connections that have the potential to result in major purchasing deals.
However, the balance in a B2B social media strategy would most certainly be much different than it would be in a consumer-focused campaign, for example.
- Marketing should account for 2-5 percent of total income for B2B enterprises. For B2B product businesses, social media marketing will account for 14.7% of their marketing budgets during the next 12 months. Businesses providing B2B services will spend 18.3 percent of their revenue on the Internet
- 31.3 percent of worldwide Internet users utilize the Internet for business-related research
- Twenty-seven percent of internet users use social media for networking and research relevant to their jobs. LinkedIn is used by 96 percent of B2B content marketers for content marketing purposes. Twitter comes in second place with 82 percent of the vote
- A whopping 89 percent of B2B marketers utilize LinkedIn to generate leads for their companies through social media. Eighty percent of LinkedIn members are responsible for making business choices. Social media is the most popular way of content distribution for B2B content marketers, with 89 percent of them use social media tools for this purpose. Business-to-business shoppers spend 27 percent of their purchase consideration time conducting independent web research. When compared to merely 5 to 6 percent with a sales representative, this is a significant difference. In fact, 44 percent of millennial business-to-business consumers would prefer not to deal with a sales representative at all
- And This year, 83 percent of B2B content marketers employ B2B social media advertisements and/or sponsored posts, up to 60 percent the previous year. In response to COVID-19, 40% of B2B content marketers increased their investment in social media and online communities
- 76 percent of B2B organizations use social media analytics to measure content performance
- And 40% of B2C content marketers increased their investment in social media and online communities. By 2025, digital channels will account for 80 percent of all business-to-business sales engagements
- B2B businesses in the United States will spend a projected $1.64 billion on LinkedIn advertisements in 2021, $1.99 billion in 2022, and $2.33 billion in 2023
Source:eMarketer Developing a robust B2B social media marketing plan is essential for achieving both short- and long-term success. The most effective B2B content marketers have a plan for content marketing, which accounts for 60 percent of their success. When compared to the least successful, only 21 percent of them are successful. Put yourself in the “most successful” category by learning how to create a B2B social media strategy for your company.
Align goals with business objectives
Every B2B social media strategy, much as a solid B2C strategy, should provide answers to the following two questions:
- What are the business objectives of the organization
- What role will B2B social media marketing play in achieving these goals
Business objectives for B2B marketers should most likely be more long-term in nature than those for B2C social media efforts, according to research. The top three overall objectives for B2B content marketing are as follows:
- To raise awareness of the brand
- To establish credibility and trust
- In order to educate the public
The eighth position is taken by the generation of sales or income. All of those top three objectives contribute to the development of B2Bleads using social media. Thus, it comes as no surprise that the majority of effective B2B marketers place a strong emphasis on leveraging content marketing to nurture subscribers, audiences, and prospects (73 percent ). You may use our blog post on goal-setting to assist you in creating the appropriate goals and objectives for your B2B social media strategy.
A recent study published in the Journal of Business Logistics discovered that using social media to boost product awareness and competition knowledge among supplier account managers can be beneficial.
A well-thought-out B2B social media strategy identifies where the opportunities are. Consider utilizing the S.W.O.T. framework. In your competitive landscape, it helps you identify your company’s strengths, weaknesses, opportunities, and dangers. Source:Hootsuite Using social listening to learn about what’s going on in your business across social networks is a great way to save time.
All marketers should be aware of the audience they are attempting to attract. Social media marketing for business-to-business transactions is no exception. Only slightly more than half (56 percent) of B2B content marketers, on the other hand, employ personas to assist their content development. This provides you with an easy chance to place yourself in a better position. Best practices for B2B social media marketing should be implemented, as should the creation of audience and buyer personas.
- It may also be used to keep track of results and communicate the strategy to your employer, colleagues, and customers.
- Your company’s organizational structure most likely already caters to a variety of client personas.
- For example, a design business may serve consumers from a variety of industries, including commercial, public, and residential.
- The same should be true for your B2B social media marketing.
- As time goes on, business-to-business social marketing will become even more customized.
- ABM is a collaborative effort between sales and marketing departments.
- Social media is an excellent tool for account-based marketing, with social listening allowing you to maintain tabs on your most valuable prospects.
Use the right social media platforms
As a general guideline, you should be present in the areas where your consumers congregate. Have no idea where that may be located. Let’s start with the general demographics of social media. After that, you should conduct some audience research. Almost all B2B content marketers (96 percent) utilize LinkedIn to distribute their material. They also considered it to be the best-performing organic platform. Content Marketing Institute is the source of this information. For paid social media postings, the image is similar but not identical to the one above.
Facebook, on the other hand, outranks Twitter, while Instagram outranks YouTube.
Content Marketing Institute is the source of this information. Separate channels may also be necessary for various sectors, goods, and markets. Depending on the industry and size of your firm, you might wish to consider:
- The following are examples of channels: a news channel, a careers channel, a customer service account, etc.
Alternatively, you might use any other account that targets a specific demographic inside your area.
Find an interesting angle
Keep in mind that social media is all about establishing relationships that, in turn, lead to purchases over time. And if your material is dull and monotonous, no one will be interested in following you for the long haul. Yes, it is sometimes necessary to share technical knowledge and new product specifications with other parties from time to time. The major focus of your social media accounts, on the other hand, should not be on this. Consider how you can make the lives of your followers (at work) a little easier or more joyful.
- Consider the following: how-to information, trends, suggestions, and strategy, among other things.
- Potential buyers agree that thought leadership helps them narrow down their vendor shortlist to a manageable number.
- It’s important to realize, though, that you’re not only talking to CEOs and purchasing officials.
- The benefits of cultivating ties with industry professionals at various phases of their careers can be realized in the long term.
- Inform them of their experiences.
- It will help to humanize your social media presence and brand voice, as well as increase the effectiveness of your recruitment efforts.
Plan how you will measure your efforts
Almost all (94 percent) of the most effective B2B content marketers track the results of their content efforts and campaigns. When compared to the least successful, just 60% of them are successful. This makes perfect sense. If you don’t track clearmetrics and key performance indicators (KPIs), how will you know how well your social material is performing? What measurements and statistics should you be keeping an eye on? The answer is dependent on your company objectives. Response time, impressions, engagement rate, conversions, sales, and other metrics may be important to you.
Keep in mind that barometers like customer satisfaction scores, qualitative evaluations, and your Net Promoter Score are all important.
Return on investment is influenced by all of these factors.
Remember that just because you have the ability to measure something does not automatically imply that you should.
And just because you can’t quantify something (simply) doesn’t mean it’s not worth doing is a valid argument. With the greatest B2B social media marketing tools, you can position your company for long-term success.
With Google Analytics, you can get a comprehensive view of your B2B social media initiatives. Keep track of where your visitors are coming from and what they are doing when they get on your website. Take note of these observations and make adjustments to your plan as necessary.
Put the power of code to work for you. By include UTM parameters in your links, you can keep track of what you’re sharing. These snippets operate in conjunction with analytic packages to give more in-depth information on your traffic source.
Social media publishing and analytics solutions are the second most often used technological tool for B2B content marketers, behind website content management systems (81 percent ). Web analytics tools are the most popular (with 88 percent of respondents). Hootsuite is both of these things. The use of Hootsuite allows many team members to handle numerous accounts from a single location. Track client inquiries and assign messages so that the appropriate member of your team may answer to them, whether it’s a community manager or a sales representative.
Hootsuite’s content library, which serves as a repository for pre-approved material and brand assets, is also a useful function for B2B marketing professionals.
Brandwatch provides you with a comprehensive view of the online discourse by analyzing more than 95 million internet sources. Keep track of mentions, rivals, consumer sentiment, and other information. Next, apply your findings to anything from product development to other company choices, as needed.
You may combine social information into prospect and customer profiles as a result of the Salesforce integration with Hootsuite. Then you’ll be able to cultivate deeper ties with prospective buyers. Leads may be qualified using a lead scoring methodology, and customized contact lists can be created depending on social data collected.
Customers in the business-to-business (B2B) sector are often high-value, so it’s critical to provide them with customer service alternatives that are tailored to their needs. The customer service management platform Sparkcentral allows you to handle customer support using social media accounts like as Facebook, Twitter, and WhatsApp. As a result, when that critical customer sends you a text, you’ll have the whole context of their communication across all support channels at your fingertips. You’ll have all of the information you need to provide them with an up-to-date, correct response to their query in a short period of time.
When it comes time to renew their contract or upgrade their plan, they will be more likely to come back to you. Take it from the experts. Here are a few of the top teams who are setting the standard for creative social media post ideas.
Employees, clients, and interns contribute to Adobe’s social media material to make it more personable and entertaining by sharing their experiences and thoughts. The brand’s achievements and accolades are frequently highlighted in content, but it is the tales of actual individuals that make Adobe a compelling account to follow. The fact that Adobe had a strong presence on LinkedIn meant that they were in a solid position when they were forced to shift their Adobe Summit conference from an in-person event to a digital event in the spring of 2020 at the last minute.
You don’t consider Google to be a B2B brand, do you? Keep in mind that their money comes from advertisements, which are purchased by other firms. Think With Google is a collection of useful resources for marketers that draws on insights from Google’s massive data and knowledge libraries. Think With Google social accounts disseminate such findings through social media posts and visually appealing infographics.
Its social media platforms are full of product updates and client success stories, all delivered in a tone that’s a touch more informal than the majority of business-to-business accounts. (We’re willing to wager that the term “comin’ at ya” and almost as many emojis are not included in most B2B style guidelines.) Don’t be concerned if you’re new to Slack and aren’t sure where to begin. Beginners should pay attention to the videos in the upcoming thread, which will be particularly aimed toward them.
2021, August 26th, courtesy of Slack (@SlackHQ) The tone, on the other hand, is constant and fits with Slack’s brand.
Now it’s your time to spread the goodwill by: Please provide the name of someone who has made this week a little bit better.
It’s easy to forget that Twitter dabbles in B2B marketing, too. If you follow @TwitterMktgfor hints in both theory and practice, you’ll realize that B2B social communication can be both entertaining and educational in equal measure. And that changing things around is a terrific approach to get people interested in what you’re doing. What is your favorite aspect of being a marketer? bad responses only— Twitter Marketing (@TwitterMktg)August 20, 2021
When it comes to social media, IBM does a fantastic job of adapting information to multiple platforms rather than simply cross-posting it. Shown below are postings from Twitter and Instagram, each of which uses an old computer from 1981 to demonstrate how the firm has made an influence on the globe. In contrast to many other organizations who may post the identical information across all of their social media accounts, IBM customized the wording in each post to match the nuances of each platform.
Discover how our first personal computer, with its 16-bit CPU, altered the course of history: — IBM (@IBM) on August 12, 2021, via Twitter Furthermore, they did an excellent job of capitalizing on a popular meme in a way that was fit for their brand: Did it hurt at all?
When you discovered that you were missing a semicolon, did it eliminate all of your code errors? On September 2, 2021, IBM (@IBM) tweeted:
Gartner makes great use of LinkedIn Live video events in order to engage with its target audience of business professionals, which includes executives and managers. Highlights from events and conversations with industry professionals are shared on social media with the hashtag GartnerLive. They also provide informative infographics that capture the interest of their LinkedIn friends and encourage them to visit their blog. Hootsuite allows you to easily manage all of your social media profiles in one place.
Get Things Started With Hootsuite, you can easily manage all of your social media accounts in one location and save time.
How to build a B2B social strategy (that isn’t boring)
The reality is that business-to-business social media is here to stay. Recently released numbers reveal that a whopping 83 percent of B2B marketers engage in social advertising, which is second only to search engines in terms of effectiveness. Business-to-business businesses have a lot to gain from social media, from nurturing consumers to exercising your industry influence. However, there’s no disputing that B2B social media marketing may be challenging. This is especially true if you’re dealing with a product that appears to be “boring” or technically complex to you.
Spell out goals for B2B social media marketing
Businesses of all shapes and sizes should place a strong emphasis on creating objectives, but this is especially true for B2B organizations. As previously said, the competition is tough, and there are several marketing avenues to choose from. However, you should avoid using social media simply because you want to. It’s also worth noting that a B2B social media strategy is completely different from one for ecommerce retailers. The majority of B2B organizations utilize social media as a top-of-the-funnel marketing tool, primarily for content promotion and awareness, rather than to sell their products.
- Brand awareness (86 percent) is achieved through advertising. Educating the general public (79 percent)
- The establishment of credibility and confidence (75 percent)
The process of increasing brand recognition (86 percent); (79 percent) Educating the public; (75 percent) Increasing credibility and trust
Creating brand awareness
First and foremost, you must establish your identity in the eyes of the public. Again, there are several voices in the business-to-business market. It’s easy to get lost in the shuffle when you’re busy. Businesses must clearly define who they are, what distinguishes them from their rivals, and what they value as a firm in order to succeed.
Social media is the ideal platform for achieving this goal, since it provides a platform for promoting bite-sized bits of information that emphasize all of the aforementioned points.
Truth be told, the B2B buyer’s journey entails much more than simply browsing a website and looking at the pricing page. An overwhelming majority of business-to-business purchasers conduct their own research and want to guarantee that the firms they support are legitimate. It is possible that the most effective technique to establish trust is through educating your audience. Any B2B social marketing plan should be built on practical, informative content, which can take the form of blog articles and e-books, firsthand accounts, and instructional videos.
Due to the high level of competition among B2B companies, whatever you can do to establish trust and demonstrate the value of your company is a positive step forward. It is excellent to share client testimonials, good evaluations, and honors (think: awards, customer milestones) since they encourage others to do so. There is, without a doubt, no better venue to both collect and disseminate social proof than, well, social media itself. The winners of the G2 Best Software Awards for 2021 have been revealed!
Thank you for considering us as a partner in your partnership!
Adopt a customer-centric B2B social strategy
We hear a lot about the need for brands to be more “human” these days. B2B enterprises are not exempt from this rule. That is why you must keep your clients at the forefront of all of your social media marketing activities. Customer involvement, regardless of how complex or esoteric your product may be, can quickly make your company appear more human. Consider, for example, how Twitter has become a go-to source for customer assistance in the SaaS marketing industry. Social media, which serves as a more timely alternative to email, is a transparent platform for communicating with your consumers regarding questions, compliments, and comments in a transparent manner.
You may change the alignment of the picture by dragging an empty block to the left or right of the image.
On February 11th, 2021, Notion (@NotionHQ) tweeted: Consider using customer anecdotes in your content strategy, in addition to providing excellent customer service.
This also allows you to market your services without coming off as overly pushy or sales-y in your approach to it.
Take note of any and all @mentions and brand keywords to ensure that you never miss a chance to engage with a consumer on social media.
Align your B2B social media strategy with business initiatives
This is an important point that should be reiterated. A common misconception about business-to-business social media is that it provides little to no return on investment. But why is this so? As a result, many marketers either fail to link their social media success to overall organization-wide metrics (such as sales and traffic) or fail to communicate their achievements across departments. Social media, on the other hand, is an excellent platform for promoting company-wide activities. For every campaign, from product launches to public relations and everything in between, it’s critical to communicate with people outside of marketing and offer them with some much-needed context.
This has two implications: first, assess your social initiatives in the context of commercial achievements and, second, disseminate your findings on a regular basis.
Overcome the “boring” B2B content label
That’s right, this is the big one. Sure, topics like “software,” “security,” and “financial” may not elicit a flurry of enthusiastic responses from the audience. Having said that, even if you’re not in the most exciting business, your prospects will have an innate interest in your service since it is unique. Improving your social media presence and making it less snooze-worthy might be a difficult task, but it is certainly not impossible. The following are some methods to think about for your B2B social media strategy that might be beneficial.
Refine your brand voice
There are no surprises here: don’t speak in a robotic manner. A conversational brand voicecan draw attention to the people who are behind your social media accounts while also making you appear more approachable. Contrary to common assumption, a “professional” voice does not have to be stuffy or inflexible in its tone and delivery. Using ClickUp! to send an email? You’re absolutely correct! Let us break it down for you: you will now be able to create, send, and receive emails without ever leaving your Workspace!
Do you think that’s a fire?
pic.twitter.com/ZLmzQmzTXX — ClickUp (@clickup) on February 8, 2021 (via Twitter).
Adapt your content to social-friendly formats
Increasing the amount of interest generated by your material is frequently as simple as changing the captions and formats of your posts. For example, would you be interested in following someone who simply dumps link after link without providing any remark on what they are doing? Here are some suggestions for injecting some personality into your social media feeds while also providing some entertainment value to your content:
- Short infographics may be created using blog entries or lists. As an alternative to just linking to a podcast or video presentation, consider publishing a minute-long clip. As an alternative to external links or even blog entries, use Twitter conversations and long-form text postings (think: LinkedIn) as a starting point.
Keep in mind that the average social media user has a very short attention span.
The forms described above are unquestionably more fascinating than links, and they also stimulate participation.
Stay on top of trends
Consider this: the average social media user has an attention span of less than a millisecond. While links are certainly more intriguing than images, the forms described above are also more likely to generate interaction.
Embrace employee advocacy
In the same way that you should aim to let your consumers speak for your business, the same is true for your staff. That better to show off your human side than the people who keep your business operating efficiently? The personality of your employees may serve to accentuate and complement your brand voice, while also demonstrating your company’s culture throughout the process. Not to mention that employee accounts have a considerably broader reach than corporate accounts alone, as has been extensively established.
Focus on the most B2B-friendly platforms
As previously said, when it comes to promotion, B2B enterprises must make the most of their available time. According to recent data from the Content Marketing Institute, there are just a handful social media outlets that are “excellent” for B2B marketing: LinkedIn, Facebook, Twitter, and YouTube. In order to avoid spreading oneself too thinly over too many networks, we recommend selecting one or two networks. As a primer as much as a wrap-up,
- A powerful advertising platform and thought leadership content distinguish LinkedIn as the premier business-to-business networking site. Customers and business influencers alike may be found on Twitter, which is a great location to detect trends and communicate with one another. Facebook: While much Facebook B2B marketing is focused on advertisements, the social media platform is also a wonderful place to provide employee-centric, non-promotional material. It’s the best place to find how-to lessons as well as interviews, presentations, and advertisements. Instagram is perfect for visual material (such as infographics and quick how-tos) as well as information that is focused on culture.
A comprehensive advertising platform and thought leadership content distinguish LinkedIn as the premier business-to-business social network. Customers and business influencers alike may be found on Twitter, which is a great location to detect trends and communicate with each other. Despite the fact that the majority of Facebook B2B marketing is focused on advertisements, the platform is also a fantastic place to provide employee-centric material that is not commercial in nature. Tutorials, interviews, presentations, and ads on YouTube are all excellent options.
Use analytics to inform your B2B social media strategy
The importance of reporting and analytics for B2B social media has been stressed several times, and we’ll say it again: What are the most effective networks to use? Is the traffic or revenues generated by your efforts real and measurable? Is it time to begin running advertisements? Analytics may give answers for the purposes of demonstrating your return on investment and optimizing your performance. Capabilities such as Sprout Social give a comprehensive set of reporting, listening, and analytics tools to help B2B organizations achieve their objectives, regardless of the industry.
Does your B2B social media strategy make sense?
You have to understand that B2B companies can no longer afford to avoid social media platforms altogether. Whether your primary goal is to raise awareness or promote your content, the recommended practices listed above can assist you in developing a plan that makes sense. Check out our tutorial on how to convert your B2B social data into actual income, if you haven’t already.
How to Use Social Media to Drive Traffic for B2B Companies
Digital developments are always a source of fascination. Business owners who have been monitoring their social media presence for an extended period of time will almost certainly have seen the changes that have occurred over the previous two years. LinkedIn, Facebook, and Twitter are just a few examples of companies that have undergone this sort of shift. Those social media platforms gradually grew into important venues for individuals to share their lives, photos, network, and stay up to date with the latest news.
With over 2 billion active users across all three social media networks combined, it represents a potential gold mine in terms of leads, connections, resources, and website traffic for businesses.
B2B buyers are unquestionably conducting product and service research online, and this includes using social media platforms.
Social media is beneficial in the business-to-business context, and you’re going to discover how to leverage its enormous potential, just as your B2C colleagues are doing now.
What Does a B2B Social Media Strategy Look Like?
However, the technique is identical to that of B2C, with the exception that the methods may alter somewhat. You begin with a full picture of your customers: who they are, what they want, and where they are in the purchase cycle. This is true for both forms of marketing. You already know what you want to achieve: increase website traffic. Now it’s time to think about strategy and approaches.
Strategy1: Know Where Your Audience Hangs Out
Recognize and understand your buyer personas. There is one condition to this process: you must have a clear grip on your buyer personas before proceeding. Then and only then will you be able to obtain the sort of knowledge you want in order to predict which social media sites your clients are utilizing. For example, where do Safety Managers go to learn about the latest industry news? Alternatively, which platform do they prefer to use when they want assistance with something? 2. The following are some generalizations: The most popular B2B platforms are not the same as those that are most popular for B2C transactions.
It has been decided that updates from your company page will be presented less frequently and to a smaller audience in the future.
Some of the most effective social networking examples Here are some excellent social media platform combinations for a variety of industries:
- Software/SaaS companies should be on LinkedIn, Twitter, and Facebook
- Cleaning companies should be on LinkedIn, Twitter, Facebook, and Instagram
- And law firms should be on LinkedIn, Twitter, and Facebook.
4. Some are attempting to get into the Facebook market. On two of the cases above, you’ll note that Facebook is mentioned. Every generalization has an exception, which is why it’s critical to thoroughly investigate your target demographic as well as your business. Take a look at the following responses to a B2B social media marketing study conducted in the United Kingdom to illustrate that no two B2Bs are alike: “We don’t use Facebook because, as a B2B firm, we believe that Facebook is primarily focused on consumers and is therefore not very relevant.” vs.
Don’t Forget About Discussion Boards.
Offer advice on LinkedIn, Quora, and industry/niche-specific forums to establish your authority and establish credibility.
All that is required is a link to your website in your forum profile or signature, which is completely acceptable.
Strategy2: Make Your Content Mobile-Friendly
Yes, mobile is vital for business-to-business transactions! Indeed, mobile devices are so vital to business buyers that 84 percent of B2B buyers say they are indispensable to their jobs. And what is one of the most effective methods of reaching people via mobile phone? Of course, we’re talking about social media. The beautiful thing about social networking sites is that they are all mobile-friendly by default, which is a huge plus. Make certain that your photographs and website previews are correctly shown on mobile devices, regardless of which accounts you create.
Then, in preparation for all of the traffic you anticipate on your website, make certain that your site is mobile-friendly. If you’re successful in convincing consumers to visit your website, you’ll undoubtedly want them to have a better mobile experience as a result.
Strategy3: Don’t Fear Personalization
For business-to-business transactions, mobility is essential. Indeed, mobile devices are so vital to business buyers that 84 percent of B2B buyers say they are critical to their jobs. In addition, what is one of the most effective methods of reaching individuals using mobile devices? Of course, we’re talking about social media here! Everything on social media is mobile-friendly as a matter of course, which is a terrific thing. Make certain that your photographs and website previews are correctly shown on mobile devices, regardless of which accounts you create or manage.
If you’re successful in convincing consumers to visit your website, you’ll undoubtedly want them to have a better mobile experience when they do.
- Depending on where they are in the buyer’s journey (are they even aware that they require your goods yet? What is the purpose of information gathering? picking options? Are you prepared to make a purchase? have you already become a customer? based on the persona
- Based on the individual
Strategy4: Make Use of Customer Data
The people who follow you or interact with you on any social networking site provide information about themselves. Make use of this information to have a better understanding of who they are and how they behave. Then, post or tweet the appropriate material at the appropriate times. Make careful to take into consideration industries, nations, hobbies, and other statistics when determining the optimal time and type of posts to make.
Strategy5: Track Platform Data
When you share material on social media, you’ll want to know which hashtags to use to get the most exposure. With the use of hashtags, you may link ideas and people throughout the network of a certain site. For example, if you tweet an article about Big Data, you may use the hashtag #bigdata in your tweet. Afterwards, everyone who is interested in Big Data and who decides to look into that hashtag will be able to see your message, even if they are not already following you on Twitter. To figure out which hashtags to utilize, look at the analytics of the most popular ones.
- Twitter’s Hashtagify is a useful tool for discovering the most popular hashtags being used on the platform. In addition to providing the same service for hashtags, Top-Hashtagsper now provides a service for Instagram. Facebook Mentions is a service that prominent figures may use to keep track of mentions of their names on the social media platform.
Strategy6: Combine Social Media With a Well-Designed Content Marketing Strategy
Developing a reputation as a thought leader in your field is vital in B2B, and content will play a key role in this process. This can involve the following:
- Webinars, videos (which do better on social media), whitepapers, case studies, podcasts, images (which perform better than text in the feed), and more are all options. Animated GIFs (again, see above)
Don’t forget to include powerful call-to-actions (CTAs) in your postings.
Strategy7: Monitor Social Media Platforms
Look for questions on all of the platforms that are relevant to your company, and then try to participate in answering them. Additionally, keep an eye out for references of your brand. Because they’ve progressed further along the customer journey, these individuals are more likely to convert (already aware they need your product, heading into decision phase).
Social media management systems such as Hootsuite, Buffer, Oktopost, and others help you save time on your social media accounts. Because these platforms include an auto-posting capability, you may plan your posts for specific dates and times, and they will automatically post on those days and times. You’ll discover that automation not only saves you time, but it also allows you to do more functions. For example, you’ll be able to monitor your data to find out when times are ideal to publish.
Tip1: Create Your Account Properly Every decision you make while setting up your account should be based on your company’s brand, which should be the starting point for all of them.
Everything, from the colors you pick to the wording you write to describe your company in the profile, should be aligned with the branding of your website. This includes the following:
- Use consistent message across all of your channels and postings
- Use a large backdrop photo in your header image that incorporates the company logo
- And include your brand whenever you can. Choosing a Twitter handle (@CompanyName) with care (this is true for any social media platform, of course)
Best Practices (Tip No. 2) Discover the best practices for each social media platform. It is critical to include photographs in your marketing materials since they are noticed considerably more than text. Using the same reasoning, it is much more beneficial to use video. Make certain that the webpage preview contains customized pictures. In general, you’ll want to try to use as many various sorts of media as possible to keep things fresh and varied. You should see a big increase in traffic and/or interaction as a result.
These are the ones:
- Best Practices (Tip No.2) Determine which social media networks have the finest practices for each one. In order to get noticed, it is essential to employ visuals rather than words. Utilizing video is much more beneficial when following the same principle. Check to see whether the webpage preview contains personalized photographs. It’s a good idea, in general, to use as many various sorts of media as possible to keep things fresh and varied. The amount of visitors and/or engagement on your website should increase dramatically. The frequency with which you should publish each day on each social network is also addressed in best practices, which can be found here. These are the names of the people that are involved:
Techniques for Using LinkedIn as a Resource LinkedIn is all about using your connections to acquire introductions and, ideally, new relationships.
- It’s possible that your customers on LinkedIn are connected to other outstanding customers. If you’ve established a relationship with a customer, ask them to introduce you to some of their contacts. Check to see if any of your contacts has any links to the firms that you’re interested in. Inquire about a personal introduction
- Forming groups and joining groups are encouraged. Create excellent material for the Pulse blog in order to boost interaction and visibility
- Create a corporate page on Facebook and use it to provide news and updates on a regular basis.
Tip4: Twitter Techniques Twitter is all about connecting with people through Tweets. You may also include persons in lists in order to increase involvement. Here’s a list of what you can do to optimize your efforts on Twitter:
- Practice retargeting, which is when you concentrate your efforts on individuals who have already visited your website in the hopes of convincing them to go to a higher degree of participation. Because they have previously viewed your website, they are more likely to convert into leads. Research your hashtags, keep an eye out for emerging trends, and jump on board with those trends in order to engage with other Twitter users. To seek for hashtags, use the convenient search option located at the top of your Twitter dashboard. When you type in your keywords, you’ll see that they’re almost certainly also hashtags
- Make use of keywords. Create a Twitter profile that includes keywords, for starters
- And Make it simple for them to click through. Place the link to your website in your profile, where it will be shown on the left-hand sidebar
- People should be added to lists in the hopes that they will notice and follow you
- If you decide to follow certain individuals, you should hope that they would notice and follow you back. Keep an eye on your mentions. When another user mentions your firm in their Tweet, this is referred to as a mention. Whenever you log in, all mentions, retweets, likes, and new followers are displayed in your Notifications section at the top of your menu
- When you log out, all of your notifications are deleted.
Techniques for Using Facebook as a Tool
- Retargeting. By including a tracking code on your website, you will be able to target users who have previously visited your site. It is common for them to be strong prospects because they are probably already interested in what you have to offer
- Branded pictures. Pictures draw the attention of the viewer since we are all visual beings to some extent. Media. Put your brand on your photographs by producing an attractive overlay or frame for your images that incorporates your logo, similar to how a watermarked image would be created
- Visuals are observed considerably more often than textual content. Additionally, you should produce infographics and post movies in addition to your branded photos.
Tip #6: Pay-Per-Click Advertising Paid advertising allows you to reach virtually any individual in almost any firm in almost any area. The way it works is as follows:
- LinkedIn. Industry, company, job title, seniority, and other criteria can be used to narrow down your search. It’s ideal for reaching out to people of all backgrounds. Twitter, on the other hand, is prohibitively expensive, costing more than $8 each click. Twitter is less expensive than LinkedIn, but the targeting possibilities aren’t as extensive as on the latter. Paid Twitter advertisements are effective for remarketing, especially if you want to get additional followers
- Facebook ads are also effective. Facebook, like LinkedIn, has amassed a massive amount of information about its users. As a matter of fact, it’s much more comprehensive, allowing you to target people not just based on their business ties, but also based on their hobbies, connections, gender, and a variety of other characteristics. Furthermore, it is less expensive than LinkedIn.
Tracking is the seventh tip. Once you begin to observe more traffic to your website and are confident that it is a result of your social media efforts, there is one more step you must do before moving on. You’ll want to keep track of all of the traffic. UTM codes are the most effective method of accomplishing this. Many social media management services, such as Buffer, can automatically generate UTMs, allowing you to track when a lead comes in as a result of a social media search. Google Analytics should be installed on your website, if it hasn’t already been done.
In case you’re wondering why it’s so crucial to measure your traffic, here’s a quick refresher: return on investment!
You’ll want to know whether or not all of your hard work has been fruitful.
A Final Word
The return on investment (ROI) is a nice place to end the discussion. It is your objective to boost traffic to your website, and you have learnt what you can do to achieve that goal here. The final component was calculating the return on investment. Hopefully, the methods and recommendations you’ve acquired today will assist you in reaching your objectives, and you’ll be able to calculate some satisfactory returns on your investment. Online marketing consultant Mike Khorev helps small and mid-size businesses boost web traffic, create more sales leads, and increase income.
He is a specialist in search engine optimization, integrated digital marketing, site design, social media, search engine marketing, and a wide range of other online marketing techniques and strategies. You may find him on social media sites such as LinkedIn and Twitter.
USING SOCIAL MEDIA TO DRIVE TRAFFIC FOR B2B COMPANIES
It should come as no surprise that many B2B organizations struggle to effectively use social media applications. When operating in today’s social media-driven climate, B2B platforms cannot afford to be behind the times. When it comes to adopting new marketing methods, B2B enterprises have lagged behind their consumer-facing counterparts. A poll done by Omobono found that social media marketing is the most successful avenue for marketing for business-to-consumer marketers, and that if used properly, it may result in a cascade of good outcomes.
In most cases, you will not hear about an IT management business being a trending topic on Twitter or a plastic bottle maker making it to the Explore page of Instagram.
The B2B firms that are succeeding on social media applications are creating the types of content that their target audiences are interested in.
The graph below illustrates that, following an evaluation of the relative performance of various channels, social media received the top ratings in terms of metrics.
Why social media is proving beneficial for B2B marketers?
Social media experts have performed extensive research to better understand how people make purchasing decisions. We are social beings, and our decision-making process incorporates our social experiences in the same way that every other decision we make in our everyday lives does. Every day, we come into contact with a large number of people from a variety of various disciplines and different firms. When we use this information in a job-related environment, the company they work for and the businesses with whom they do business have developed a very strong bond based on trust, expertise, and the capacity to deliver.
- B2B companies may take advantage of this potential since social media is integrated into the sales and service processes.
- Consider this: People do not purchase online unless they have researched the firm on the internet first, and vice versa.
- Your website is the first place a buyer will go to consider, research, and check out your company.
- The challenge then becomes, how can you persuade visitors to come to your website?
The social media networks Twitter and LinkedIn are the most important for driving sales interest. Here are a few pointers that can assist any B2B firm in breaking free from the condition of social media stagnation and attracting new customers.
1.THINK OF AN INTERESTING ANGLE:
Instead of rejecting the label of “boring industry,” the business-to-business industry has accepted it. Because of their willingness to accept the notion of being a gloomy component of industry, they have become dreary to those who are not familiar with them. Their self-perception has turned into a self-fulfilling prophesy in their minds. As a result, they act and write in a dull manner, and their articles and posts are dull as well. B2B sellers are enthusiastic about raising awareness and growing levels of interaction in order to attract traffic to their websites and grow their businesses.
- Even when social media was not intended for companies, it was designed for the people who manage those firms.
- Customers are seeking for answers for their businesses on social media, thus the material for B2B social media postings must be detailed.
- Computer manufacturing company Lenovo, for example, has enlisted the help of famed Japanese digital artist Hideo Kojima, who is best known for his work on video games, to engage experts in the media and entertainment industries.
- That’s the non-boring view from a distance.
- Once you’ve identified a non-boring approach, you can begin implementing your social media plan in earnest.
2. FEATURE A REAL PERSON:
The B2B business is characterized by long-term modes of purchasing or purchasing that is intended to be repeated over an extended period of time. When it comes to business-to-business marketplaces, bulk purchasing is more typical in those where industrial machinery and components, as well as frequently used consumables, are prevalent. One of the most significant shortcomings of B2B enterprises in the industrial and manufacturing sectors is the absence of a human touch. As a result of the lack of a human face to support their posts, they come across as repetitious and dull.
It’s as if you’re conversing with a robot.
Tradewheel, a B2B organization, has hopped on board with this trend and has established key account managers for enterprises.
Here’s what you can do to help yourself attain your goal: When writing blog posts and articles, use the first-person tense.
Employees should be able to see where you work through photographs. Send holiday greetings that are unique to you. In customer service and account management, genuine individuals with real names should be used.
3. HIRE THE RIGHT PERSON TO MANAGE YOUR SOCIAL MEDIA:
When it comes to social media management, B2B companies have difficulties since they do not hire the suitable individual to oversee their social media initiatives. Instead of employing a skilled social media manager, B2B organizations should recruit someone who has prior experience working in the B2B industry. Although familiarity with the B2B niche is beneficial, it is not the only need for managing a B2B social media account. We want a social media whiz who can come up with smart and funny material to attract the attention of the audience for the uninteresting goods of the B2B market in order to keep them interested.
- B2B social media might be a difficult nut to crack.
- It is necessary to work on the material in order to make it appear engaging.
- Furthermore, B2B may leverage the power of social media to create a popular movement on social media, creating the brand’s voice and increasing their reach by providing material that parodies current trends, pop culture, and the newest business news, among other things.
- These individuals are effectively navigating the social media landscape while treading a tight line between self-promotion and maintaining an engaging online presence.
4. Align your social media with content marketing.
When it comes to marketing, content marketing is defined as the act of creating and sharing relevant, interesting, and entertaining material with a target audience with the objective of acquiring new consumers or boosting sales from existing ones. In order to achieve the following goals, your content and social media marketing must address them:
- Assisting your audience in comprehending the subject topic in which you specialize
- Changing the status quo in your field of expertise
- Providing your target audience with material that is relevant to them
- Making your audience aware of current trends and best practices
- Persuading your target audience to purchase your product or service in order to get better results
A good social media campaign is critical to the success of a content marketing strategy, and vice versa. They are two sides of the same coin; if one didn’t exist, the other would not exist either. According to a research by the Content Marketing Institute, the vast majority of B2B organizations are currently utilizing content marketing strategies. The fact is that not every B2B company employs the same sort of content marketing strategy, as has been seen. Business-to-business organizations that excel at content marketing are almost certain to excel at social media marketing as well.
5. Use LinkedIn
LinkedIn is the social networking site for business-to-business marketers. The content marketing institute did research and discovered that 91 percent of B2B organizations are utilizing it nowadays. LinkedIn is a professional networking site, a more sophisticated sibling to Facebook, where your news feed is devoid of photos of kittens and check-ins to coffee shops, among other things. A good explanation for this is that LinkedIn is quite successful at generating legitimate leads, which is why it is so popular.
In the B2B world, LinkedIn serves the same function as social media platforms such as Facebook, Twitter, Pinterest, and Instagram do for consumers.
In the next few years, we will witness an increase in the number of B2B businesses from the industry that are quite proficient in social media. Take these five things into consideration and you will be able to take your social media marketing to the next level.
The 5 “Must-Do’s” For A Profitable B2B Social Media Strategy
Despite social media’s widespread use and widespread acceptance by the general public, there are many B2B enterprises that have done nothing to capitalize on its potential. While the vast majority of those businesses would like to do more, they either lack the resources or are unsure of the best way to get started using social media to generate traffic, convert leads, nurture those leads into a sale, and please their clients.
Avoiding “Ready, Fire, Aim”
Actually, such hesitance is not a terrible thing in this case. A lot of businesses wish to avoid the “ready, fire, aim” approach to social media that many others have taken. Actually, what’s worse is when organizations use the “ready, fire, aim” strategy and receive poor results (if any at all), they get disillusioned with social media and its ability to help them develop their business. The question then becomes, what is the best method to avoid taking a “spray and pray” strategy to social media that upsets people, makes your firm look stupid and unprofessional while also failing to deliver results?
You Do Have Content, Right?
First and foremost, let’s get this over with. Before you can develop a social media strategy, you must first create compelling content for your website. Helpful and interesting content that your ideal clients will find useful and interesting at the exact moment they need it along their increasingly non-linear buyer’s journey A blog, videos, ebooks, webinars, and other forms of content are examples of content. In the absence of original content as the cornerstone of your social media strategy, you will be slinging bait to the fish without tying it into the rest of your fishing net.
Your social media plan, on the other hand, will be far more likely to be successful if you include relevant material.
“Content is fire,” as marketing strategist and author Jay Baer is famous for saying.
1. Research Your Buyer Persona
The following description of a customer persona is provided by Adele Revella in her book “The Buyer Persona Manifesto”: “It’s an archetype, a composite picture of the real individuals who purchase, or may buy, items like the ones you sell.” Consider your ideal customers, who are those who are unfamiliar with your brand. What kind of information would you be able to supply that would be beneficial to them? Keep in mind that people are far more concerned with themselves and their issues or goals than they are with your organization and its products.
Consider the sport of fishing.
Take advantage of the social media networks where your prospective consumers are already congregating to establish a presence.
It’s possible that you don’t need to be on as many social media networks as you believe. Whether for work or pleasure, people make advantage of the social media sites that they do utilize. Who are they and what kind of material do they want to consume and share?
2. Optimize Your Profiles
You should treat each social media site you use as a brand embassy, and you should strive to represent your home nation (and its website) to the greatest extent possible. Create an image using your company’s logo and ensure all the associated images and proportions are accurate for each platform. In the same way that you use keywords to obtain traffic to your main website, you can use keywords to get traffic to your social media profiles. The majority of social media networks are crawled by search engines.
3. Build Reach
According to Kissmetrics, “reach is a measure of the size of a possible audience.” It is not just about how many followers you have, but also how many followers your followers have, that matters. You should start following and interacting with prospects, customers, and thought leaders as soon as possible. Always remember, though, that your social media presence is only as good as your ability to communicate with others and provide engaging material. Let’s speak about the concept of “engagement.” You’ve probably gone to a cocktail party where you’ve met a guy who just spoke about himself and didn’t seem to be interested in you at all.
Instead, adhere to the 80/20 rule: share useful, fascinating material at least 80 percent of the time, and share it frequently.
The remaining 20% of your social media postings might drive users to deals and other more promotional content on your website or blog.
4. Customize Your Content For Each Social Media Platform
No matter how good your material is, when it is shared on social media, it is only significant in the context of the platform on which it is shared (and vice versa). Have you ever seen a Twitter tweet with hashtags that has been put on LinkedIn? Another example might be a tweet that was chopped short because it was automatically sent from Facebook. It displays carelessness, a deaf ear for social media (and customers?) and has the feel of a foreign film with really poor voiceover dubbing. For each social media site,present your message in the context of the platform on which you’re interacting.
- Twitter- Consider Twitter to be a discourse that is both alive and breathing.
- While you have 140 characters to work with, your posts should be no more than 115-120 characters in length.
- Also, avoid starting a tweet with the @ sign because it will only be seen by the mutual followers of the sender and recipient, limiting the reach of your message to a smaller audience.
- Tweets with images have a 50% greater click-through rate than tweets without images.
- Visitors to Facebook are typically looking to have a good time and be amused, regardless of their age or gender.
- And, while there is no restriction on the amount of characters you may use, keep your posts to less than 250 characters in length.
- LinkedIn- Are you looking to discover and share high-quality content?
- Think of someone sitting back in their chair and leaning back in their chair when you think about their body language on Facebook.
- It is OK to offer additional in-depth material in this section.
- However, while posting to groups, it is advisable to first listen to the queries and conversations that are taking place before contributing your own information.
- Google+- Google Plus is a fantastic platform for sharing photographs, videos, and instructional information.
The +1 buttons that appear next to search results can help you increase the number of times people click on your results.
5. Analyze To Refine
Even the things that are measurable may be improved! The only way to know if your content and social media strategy is on the correct track in support of your company objectives is to measure its success. Some fundamental metrics to keep track of are as follows:
- Do you know how many visitors you are getting from social media? I’m curious how many leads you’re generating from social networking. Which of the leads turned up to be clients
The amount of involvement you have with your social media followers is more essential than the quantity of followers you have:
- What is the shareability of your content? Consider shares to be votes
- Which posts are receiving the most hits
- Which posts are producing the most interactions
- And so on. Take note of shares and comments in particular.
Do you have material that’s easy to share? Assume that shares are equivalent to votes. Which posts are receiving the most clicks? Which articles are producing the most interactions? Examine shares and comments in particular.