One of the most misunderstood avenues that numerous businesses overlook is social media. Despite countless blogs, innumerable articles, and established entrepreneurs singing the praises of social media and its impact on the business market since its inception, many businesses still disregard it. They cling to traditional methods and wait indefinitely for fish to take the bait. I’m not saying traditional approaches don’t work, but social media propels your business like nothing else. Nowadays, virtually all brands have a presence on social media. It’s a fact. So, for companies to make the most of each other, they need to devise strategies that can secure a victory for them. We shed light on some of these strategies for you.
Content. Content. Content
It might sound cliché, but content truly is king! To establish your presence on social media and position yourself as an expert in your field, you need to convey your ideas through the content you produce. It’s crucial that you select social media marketing platforms and create content that will drive traffic towards your business. Want to create a buzz? Craft high-quality videos or ads for Facebook, pen blog posts for the LinkedIn community, and discuss relevant topics on Twitter using trending or popular hashtags. This way, you establish a presence for both B2C and B2B channels. You can also utilise Google Plus for marketing through SEO. This is what’s happening out there; you need to step up and maximise your reach to potential consumers through your B2B social media content or your content’s impact. And following this on Facebook ads is essential, as stated by Gary Vaynerchuk.
“My No. 1 piece of advice for B2B companies is to think about social media the way they think about the B2B magazines they read,” he said. “If you’re a SaaS product targeting CIOs, you need to figure out what magazines the CIOs are still reading in the trade and then become the business that creates content that looks similar to that.” – Gary Vaynerchuk
Targeting for B2B
While you may devise a strategy for Facebook that successfully attracts potential traffic, the most suitable and potent platform for B2B engagement is LinkedIn. You can showcase your best content, and the platform itself is designed for potential businesses to expand their networks. This is a crucial step, particularly if you’re operating on a tight budget. LinkedIn’s capacity to deliver a higher visitor-to-lead conversion rate is exceptional, making it the ideal choice for finding more clients in the B2B realm.
59% of B2B marketers claim that LinkedIn is the perfect platform for generating leads.
The Email Will Work Alongside
If your B2B marketing strategy is supported by a robust email communication service, you’ve hit the bullseye. Although being on social media is perceived as trendy and can generate positive brand sentiment, people still prefer formal communication via email. Emails carry a subconscious weight, making recipients question why and when you are emailing them and the relevance of the message. By identifying your potential customers through social media, you can offer them tailored incentives or promotions. Sending newsletters with your best content will also help establish your brand identity.
In a survey, 77% of respondents chose email as a reliable and robust form of communication over any other method.
Let Them Talk About Your Brand
Social media is widely utilised for generating buzz and raising brand awareness. It is now the primary platform where one brand encounters another. The era of brands or companies browsing client directories is over; social media is the driving force. This enables companies to become thought leaders, engage in community discussions, and ultimately achieve a higher level of brand recognition. Don’t get me wrong, but some businesses need to curb excessive self-promotion, which is often perceived as spam by many people. Analysing and measuring the appropriate level of promotion is also a significant part of the process.
Optimising your brand through SEO and social media in the B2B realm will help outperform low-cost competitors.
Re-Optimising and Re-targeting
You know how it goes: countless brands, myriad content plans, and a plethora of content can make it easy for potential customers to forget about you. To remain in the forefront of potential consumers’ minds, you must continuously develop top-notch social media marketing strategies for your brand.
Make the most of The Facebook Exchange, a dynamic marketplace that allows you to interact with and target individuals who have previously engaged with your brand through your content or expressed interest in you. This platform enables you to re-target your B2B audience based on prior site visits. You can also utilise traditional Facebook or Facebook Marketplace ads for this purpose.
After introducing retargeting, the Facebook Exchange saw news feed ads result in a 19.73% increase in ROI for brands.
B2B strategies, often overlooked by many, have been thriving alongside the growth of social media. It is absolutely vital for brands and companies to strategise their B2B campaigns using social media.
