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Using Social Media in B2B Marketing

As a B2B business, do you feel left out of most social media marketing conversations? Without flashy new products to showcase or mass-market appeal, it can seem like social media just doesn’t make sense in the B2B world.

Social Media Marketing in the B2B Space

We have news for you: social media has matured, and it’s absolutely worth the investment for B2B companies! In the B2B world, there are three ways to strategically use social media:

  1. Expand your brand’s reach
  2. Engage your existing customers
  3. Offer relevant expertise

Focusing on these three goals to leverage social media to your advantage means bolstering your business’ appeal to potential clients—even if your prospects aren’t directly active themselves on social platforms!

Expand Your Brand Reach

Social media can accomplish many things, but presumably you’re hoping to create more qualified leads. Social can be a great tool for lead generation, but only if you treat it as a long game and invest resources to create robust, regular, and relevant content.

Analyze where your current customers are spending time and seeking information. You may already be interacting with them on social media without a formal strategy, and that’s a great place to start! Beef up your interactions and content creation on those platforms, and focus on the quality of engagement over the quantity of social tools you’re using.

Engage Your Existing Customers

A big difference between B2B and B2C is the length and complexity of sales cycles. Converting a lead to a sale often requires multiple touches over time, rather than motivating an impulse purchase. This means keeping current on your social media campaigns and working to develop them over the long term.

For this reason, we recommend not thinking about your social media engagement as a series of specific campaigns. Rather, think about using social platforms to build on existing conversations. How can social media tools make that relationship management easier and more robust?

Offer Relevant Expertise

Since the sales cycle in B2B is longer than in B2C, you need to keep your potential customers coming back for more. Social media is an ideal medium to establish yourself as an industry thought-leader or a highly responsive resource.

To showcase your expertise, establish a content management plan that makes sense for your brand. If you’re already publishing resources like whitepapers or writing a blog, social tools can expand your readership. Consider offering premium content to email subscribers or your social media followers.

As you use these strategies, don’t overlook the importance of collecting data about your potential customers. Invest in a CRM tool that can sync with your social media efforts to track engagement and secure valuable contact information.

While you build your social media strategy, identify what metrics you will measure. A good CRM database can document your interactions and tell you about the effectiveness of your social tactics. Does a LinkedIn follower have more value than someone who likes your Facebook page? Are your Twitter conversations leading to qualified leads? Understanding your ROI will help keep you focused in a crowded social media world. The end result to a more sophisticated social approach is a better lead pipeline.

Want to get started with social media for your business? Work with your local AlphaGraphics marketing team to start succeeding on social media today!

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