As B2B businesses face increasing competition with larger operations like Amazon, it’s essential that they identify and connect with their target audience. One of the key tools B2B organizations must utilize wisely is social media. What was once optional is now a requirement to build a solid brand.
According to this report by IDC, “75% of B2B buyers and 84% of C-level/vice president (VP) executives surveyed use social media to make purchasing decisions.” In addition, the IDC report confirmed that B2B buyers use social media to gain greater confidence in and comfort with their decisions.
In a previous blog, I talked about how to create content that showcases your industry expertise and how to get that content in front of an audience via social media. Today, I want to look at how to select the right social media platform and generate leads for your B2B business.
Because social media marketing has such a powerful influence at every stage of a buyer’s journey, be sure to leverage that power in the right channels. There is no one-size-fits-all approach to social media strategy. The right social media strategy for your company requires two key elements:
1. Find Your Where. Not all social media sites are right for B2B. Identify where your buyers are engaging on social media. Generally speaking, Twitter, LinkedIn and Facebook are the best platforms for B2B networking, but it also depends on your audience. Pinterest or Instagram might be useful if you’re selling wood flooring or other home improvement goods, for example. Not sure where to find your audience? MavSocial offers some specific ways to research and find your audience in this article, including searching for existing or potential clients on social media sites, and “stalking” your competitors to see where they’ve had success. If you want to start small, choose the most relevant platform for your customers (for most that would be LinkedIn) and build from there.
2. Know Your Why. The quickest way to turn customers away is to simply advertise to them. Social media marketing is about engaging, not selling. After you’ve selected your preferred platforms, determine the type of content that works best with that platform. Remember: You don’t have to post the same content on each. Consider posting relevant content that will showcase your expertise and engage your audience. Do you have a big event coming up? Try posting a live video via Facebook’s Live feature to provide real-time insights from an industry event that will hold value for others. Share photos of your latest commercial construction project on Pinterest. Publish an article via LinkedIn’s platform filled with best practices that your customers can use to run their businesses better.
Social media marketing presents a critical opportunity for B2B marketers to generate leads and grow their brand. It’s also just one of many channels that marketers must use to get noticed in an increasingly noisy market.
Today’s B2B buyer is more in control than ever before of the shopping process. They’re looking you up, even on social media, before they even reach out to you. By selecting the right social media platforms and posting informative content for your industry, you will stand a far better chance of getting the deal.
Are you looking for a B2B social media marketing company to help you produce quality content that engages your audience? Contact 3 Aspens Media today, and we’ll help you communicate the right message to the right audience on the right platform.