When you think of brands that express this on social media, you usually think of B2C brands rather than B2B brands. This may be why many B2B companies have not fully embraced the challenge of social marketing, but have embraced traditional marketing techniques such as unsolicited calls or print ads.
Here are the tips you need to ensure your business connects with potential customers and builds social media followers that become what you really want: sell!
Create a good strategy
What do you want to achieve with your social media marketing campaign? The answer is probably “lead generation” – the ultimate goal of B2B marketing and how it differs from B2C marketing, which has different goals.
Branding is the key to any social strategy, be it B2B or B2C. Without the trust this builds, you won’t turn leads into sales. So put this at the center of your strategy and think outside the box. You don’t have to limit yourself to the idea of keeping a professional distance from your customers; in fact, it’s impossible on social media. Now you have new ways to reach potential customers.
Target your target audience and create buyer personas
Once you have your goals in mind, you need to consider your target audience. To determine where your audience is and then determine their preferences, try the following:
- Conduct surveys on a platform where you are likely to find B2B customers. For example, you can search LinkedIn because it’s a professional platform with many people rooted in the B2B community.
- You can ask these people for their opinion about different social media platforms and how they use them. This will help you understand your preferences and design a suitable marketing approach.
- You can also study your competitors and determine where they operate. For example, if you notice that your competitors are targeting more on Twitter than on Facebook or other platforms, most of your target audience is likely active on Twitter.
Then create characters for your customers, including age, gender, location, industry, size, and size. All of this will help you gain a detailed understanding of your target audience so you can create content, paid ads, and even your brand based on their expectations and preferences, helping you generate coveted leads!
Decide which platforms to use
While it’s a good idea to appear on all social media platforms, you don’t need to be active on all platforms. Facebook, Twitter, and LinkedIn are the top three platforms that most B2B marketers target:
- Facebook is a great tool for customer engagement, support, and promotion, but generally works best for B2C
- Twitter is a public platform, which means anyone can see your tweets, so you need to focus on maximum visibility and the right audience.
- LinkedIn targets a B2B audience and discussion groups can be good at generating leads.
If you think you’re getting more results on Twitter and LinkedIn than on Facebook and Instagram, you should focus your campaigns on the former. These platforms can become the home of your top social media campaigns, while others can be used to easily interact with your target audience. If you run large-scale marketing campaigns across all available platforms, you expand and still don’t get the desired result.
Also remember that, depending on the nature of your business, there may be other platforms from which you can generate leads. Be open to other ideas!
Assemble a social media marketing team
Some small business owners and professionals prefer to run their own digital marketing campaigns to save money. This can be harmful in the long run. Campaigns on social media are only successful if they are consistent and of good quality. Having a good team will help you maintain consistency, generate good content, and keep your audience engaged at a steady pace. There are two ways to approach social media: You can either hire a professional external social media marketing agency or create an in-house team.
Smaller companies with tight budgets often outsource marketing to minimize costs. Gain professional experience and skills without straining your budget. Companies with larger budgets and extensive marketing campaigns often create in-house marketing teams to carry out various aspects of marketing.
An internal team of professionals has more experience and knowledge about your company’s ethics, products, services, and other factors. They will be able to create more personalized content and marketing campaigns. While you need to choose the option that works best, you need a team of professionals to run successful campaigns.
Create the right content
The golden rule of content creation is that no one cares about your business – they just want to know what it does for them. Therefore, the content you create must be useful in the first place. That way, you can ensure he gets the social media shares he wants, increases your brand’s authority, and generates leads.
Today, viral content is primarily visual and B2B marketers can capitalize on this trend through webinars, blogs, and YouTube videos, but white papers, while labor-intensive, can be a great tool to generate leads in a market.
Social media marketing offers enormous potential for B2B marketers; yes, it’s a little different way of doing things, but if there’s one thing marketers are good at, it’s adapting! Go there, create these leads and enjoy the journey!