Endless social media platforms exist for B2B social media marketing. Still, many businesses still remain wary of engaging in these marketing strategies. While implementing social media marketing for the first time may seem daunting, many users will discover that this strategy encompasses classic and innovative marketing techniques. This article will serve as a beginner’s social media guide to B2B marketing. It will also erase any lingering fears over social media platform usage, curating content for online markets, and digitally building clientele.
What Does Social Media for B2B Involve?
A B2B company focuses on business-to-business transactions. The model creates products and services which may benefit other businesses. Unlike the B2C model, the B2B model strictly seeks to target other companies and develop an interest in their services. Traditional marketing strategies include advertising, door-to-door campaigning, and face-to-face sales tactics. In contrast, social media marketing for B2B revamps the classic marketing model and engages in growing business’ models digitally.
Did you know that over four billion people actively use social media across all platforms? This number consists of various demographics, including individuals seeking business connections, influencers, start-ups needing marketing products and services, and larger corporations. Given our society’s heavy reliance on technology, businesses are experiencing a potential clientele and monetary deficit if they choose not to pursue multimedia marketing channels.
Businesses should experience a seamless transition when integrating B2B social media into their current marketing strategies. Ideally, companies should contact a local and trustworthy marketing firm to ensure their business implements the most reliable and profitable B2B marketing strategies. However, most companies can begin to execute B2B marketing campaigns by focusing on several key steps. These steps include: identifying and fully utilizing targeted social media platforms, establishing an online brand voice that appeals to the target audience, considering all social media angles, and curating content.
Target Platforms for B2B Marketing on Social Media
Social media has become an essential tool for B2B marketing. The undeniable truth is that most of our exposure to advertising and networking occurs through digital interfaces. Roughly 27% of B2B businesses using social media marketing believe it has contributed to their marketing campaigns. They also claim that social media influences 75% of B2B buyers. Moreover, 91% of B2B marketers use Facebook, 79% use LinkedIn, and 70% use Twitter as a basis for their marketing campaigns. Therefore, the obvious first step for creating a successful campaign involves choosing which platform to invest your time, energy, and expenses. Once you identify that platform, you can then begin to customize your marketing efforts.
While all social channels have merit, some are better than others for B2B marketing. To target a specific channel means investing your marketing efforts towards one platform. When choosing to target a specific channel, you should consider how effectively the channel will allow you to portray your brand voice, reach your target audience, and promote the value of your business.
Objectively, the top five social media channels for B2B include LinkedIn, Twitter, Instagram, Facebook, and YouTube. LinkedIn promotes itself as a platform fostering connections while simultaneously promoting businesses seeking employees and fellow industry partnerships. With over 850 million members, LinkedIn is a frontrunner for social media marketing. Facebook allows for a more personalized approach, suitable for small or family businesses. It emphasizes shared interests and using paid ads to target specific audience groups. Instagram and Twitter are best for short-form content and visuals, focusing on a younger demographic. However, this presents the opportunity for traditional B2B companies to interact with others who use more modern, digitally-focused marketing strategies. YouTube has become the second largest search engine, and you can take advantage of the platform’s vast array of advertising opportunities through YouTube Shorts, YouTube Discovery Ads, or paid ads.
Tips for Success on Social Media
To achieve stellar B2B social media marketing, businesses should strive to create a credible foundation in their brand voice, develop a trustworthy reputation with audience interactions, use effective social media strategies, and curate targeted content.
Establishing Brand Voice
Establishing a clear brand voice remains one of the most vital aspects of marketing for B2B. Authentic branding, tailored to your company’s goals, motto, and image, provides transparency for the target audience. A consistent brand identity with constant social media advertising conveys a reliable company and generates further B2B transactions.
Building Target Audience
Once you have established an authentic brand identity, you must refine and develop your target clientele. Newcomers to B2B social media marketing often overlook the importance of audience research. Remember, the audience consists of the people – the valued decision-makers – inside the companies you intend to target. Therefore, social listening becomes a valued skill during this B2B marketing plan stage.
Social listening, also known as social media listening, involves monitoring social media platforms created by or related to your business. Information gathered, such as customer reviews, suggestions, or conversations, will inform your marketing strategy. Social media listening has several positive attributes for B2B business models. Through social listening, you can identify the successful aspects of your current campaign. It will also allow you to generate additional content of a similar focus, which continues to engage your audience’s interest. On the flip side, social listening allows you to act proactively. You will have ample resources such as time and analytics to evaluate the success of your B2B social media, gather knowledge to assess the overall health of your business model, and perhaps avoid a marketing crisis.
Social Media Strategies
The most promising B2B social media marketing strategies focus on setting delineated goals, curating valuable content, organizing systems based on social channels, and sourcing measurable information.
While generating revenue may seem like a priority goal for B2B marketing, the primary goal should be establishing trust with the audience through an authentic brand voice and educating the audience on your services. Once again, all social media platforms are unique and require diverse marketing strategies. Using multiple channels is often ideal for creating varied content that still shares a corresponding brand voice, further reinforcing a credible B2B relationship. Lastly, use and interpret all material at your disposal which may inform your marketing decisions. Some ways to source this measurable data include Google Analytics, Facebook, and Instagram advertisements.
Critical key tips to remember when curating content are consistency over frequency and quality over quantity. Prioritize consistency and quality depending on your strategic content marketing plan for B2B social media. Consistent high-quality content communicates authority in your industry’s field. Similarly, quality content creation increases digital traffic to your business, engages the B2B social media user and eliminates distractors, and continues to foster renewed interest in your company.
Benefits of B2B Social Media Marketing
Not many, if any, arguments exist as to why you should not pursue B2B social media marketing. Yes, your business may be doing fine with its classic B2B marketing model, but why would you choose to survive if you could thrive instead?
Social media marketing only enhances your pre-existing business models. It seeks to reach those previously unreachable target audiences through diverse techniques. When surveyed, findings support that social media has had a positive relationship on B2B sales performance, relationship management between businesses, and creating new opportunities for connecting with clientele. Indeed, about 45% of B2B marketers have chosen to boost their social media marketing through targeted platform content creation and social media listening.
Social media acts as a tool to provide individuals and businesses with opportunities to share ideas, connect, and network. Notably, companies can credit the success of B2B social media marketing to relationship building. Since quality social media marketing starts in-house before it can successfully persuade other audiences, it remains vital that your business emphasizes building a positive internal community. Thought leadership and its emphasis on professionalism, decisiveness, and social listening all contribute towards producing the very business leaders and B2B consumers your company may partner with in the future.
Thrive With B2B Social Media Marketing
An elegant and refined twist on classic B2B marketing, B2B social media marketing aims to elevate your existing business model. This marketing does not seek to undervalue the efforts of traditional marketing but instead seeks to expand the influential scope of your company’s networking, products, and services. Social media marketing for B2B businesses gives your business the chance to share its authenticity and relatability with other companies.
- What is B2B social media?
- Does your B2B business need a social media strategy?
- What is the best way to market B2B products?
- What social media platforms do B2B marketers use for lead generation?
- Why is thought leadership important?