Why it is more important for businesses to actively implement an effective social media marketing strategy?
More and more people are using some sort of social media everyday which is why it is important to develop a social media marketing strategy, whether it is a campaign shared through Facebook, Twitter, Instagram, Whatsapp, YouTube or even Snapchat.
Social media has evolved into an ever growing platform for B2B businesses to promote their products and reach out to potential consumers. More and more people are using some sort of social media everyday which is why it is important to develop a social media marketing strategy, whether it is a campaign shared through Facebook, Twitter, Instagram or even Snapchat. This is a prime opportunity for companies to engage with their customers seeing that Facebook has 1.71 billion active users and Twitter has 313 million active users (Zephoria) (Twitter). You may ask yourself, “why are companies having a hard time using social media as a marketing platform?”. Here are five examples and tips of what B2B companies and marketing professionals should be doing to make social media marketing more of a success.
Facebook? Instagram? LinkedIn? Twitter? Somewhere else? You need not to be everywhere, but you do need to know who your target audience is and they spend their time. Just because a platform works best for one industry doesn’t mean it is best for your company too, so be sure to do your research before jumping in (if you haven’t already).
A decent B2B social media marketing strategy requires a great organic presence in google. And that takes time and effort. There’s nothing worse than clicking through to a brand’s social media presence looking for helpful information and seeing that they haven’t posted since 2010. Make sure you’re posting at least thrice a week, actively responding to questions, inviting conversation, and adding value.
Paid social media ( aka PPC Marketing ) can be an effective way to grow your following and elevate your content to a wider audience. All platforms nowadays have paid social media offerings of some type. LinkedIn has some of the most pointed and accurate targeting features. This can be especially helpful for B2B marketers. Only want to reach to a small subset of decision-makers? Target them by location, industry, seniority, job title, salary range and more!
It can be tempting to push out a steady stream of promotional and product-focused posts but remember, it’s not all about you. It’s important to maintain a mix of self-promotional content and soft-sell content to position yourself as a helpful resource (rather than a sales pitch) & guide your B2B prospects down the path to a conversion. Think about what would resonate with you and answer their questions before they have to ask them (without coming across as pushy) and you’ll be well on your way to building relationships that last.
As they say, what you don't measure youdon't do. One of the great things about social media is the ability to optimize as you go. Decide which KPIs to track and establish a baseline once you get started so you can follow your progress and see what success looks like for your brand. Regularly check-up on the platform analytics both paid and organic, gate the content you post to capture user information and use UTM codes to track any links you post on your social media properties in Google Analytics. See some room for improvement? Optimize!
There are many ways to integrate social media into your B2B marketing strategy as a touchpoint in the journey from prospect to customer. B2B social media is important. Sharing content that resonates with (and educates) the people who matter most can be a great way to build trust in your brand and spark new relationships with prospects.