Social media has proven its worth within the marketing realm beyond a doubt. Yet, many B2B companies hesitate to utilize -- or optimize -- this vital resource. Are you among this number? Find out why and how to implement 5 B2B social media best practices that will put you in the vanguard!
Set any reservations about social media marketing aside for a moment and hear me out. According to one study, 78% of marketers said they saw increased traffic with as little as 6 hours a week invested in social media marketing. Can you afford not to tap into this success?
(Click here to discover 5 shrewd ways to promote your B2B press release on social media.)
In the past, many businesses have assumed that B2B and B2C are two different animals where social media is concerned. In reality, though, B2B social media best practices require a B2C approach. With this in mind, let's look at how it's done.
1. Set Objectives
In the B2B industry, it's imperative to measure the results of your efforts. It's no different when you work with social media. Yet, this is impossible if you can't define your objectives in the first place.
Break this process down by answering three simple questions:
- How can social media affect my bottom line?
- How does social media fit into my business strategy?
- How does social-speak (likes, shares, etc.) relate to my business objectives?
Think of it like this: Each component of social media has business value. You need to decide what value you want to achieve. Did you get a like? That’s a potential client who just took notice of you. Did you get a retweet? That’s a client who’s going to remember you. Did you get a click-through to your landing page? That’s a serious client who’s checking you out.
2. Cast Your Line Where Potential Clients Are Biting
Let’s face it -- just because it’s a social network does not mean that it’s going to up your B2B social media game. Focus on social networks where your potential clients may look for a product or service. Research has shown that LinkedIn and Twitter are the most influential B2B social media platforms for B2B marketing. Here’s why:
According to one study, 80% of all social media leads came from LinkedIn, and B2B marketers ranked this social network as the most effective B2B social media platform. A whopping 50% of LinkedIn users reported that they are more likely to buy from a company that they engage with on LinkedIn!
What about Twitter? Research shows that B2B marketers who use Twitter generate twice as many leads as those who don’t. That's a motivating statistic, to say the least.
These are just two examples of how social networks can grow your business. At the same time, these are great places to showcase your B2B case studies.
Bottom line: If you're not utilizing these key social platforms in your B2B marketing strategy, you're missing out!
(Click here to see how you can more advantageously use these social media platforms to grow your B2B company.)
3. Add a Human Touch
Stop being just another B2B brand on social media -- add some personality! Successful B2C companies have already begun to understand the importance of this, but it’s high time B2B companies jumped on board as well.
People don't want to engage with a faceless robot. While automatic post schedulers do take some of the heat off of your schedule, they prevent your clients from seeing the human side of your company. One of the fundamentals of B2B social media best practices is engagement.
Every marketer communicates, yet few truly connect. Be the latter. - Kathy Klotz-Guest
Develop a warm and appproachable tone for when you engage with potential buyers and influencers. Don't be a stuffed shirt. Be witty, engaging, and even funny when the occasion calls for it. Your B2B clients are people, and you need to connect with them on a human level.
4. Be Responsive
Your presence on social media is an absolute must. This goes way beyond simply having an account. It's about being available to your present and potential clients. Stay on top of comments and questions your company receives on social media, and be quick to respond.
One study showed that 53% of Twitter users expected a response to their tweet within one hour. Timely and courteous responses on social media can win you a larger following, customer loyalty, and valuable relationships with industry influencers -- the pinnacle of B2B social media success.
5. Measure Your Success
Now comes the pay-off. You’ve put the time and energy into your B2B social media strategy -- now it’s time to see your ROI.
Set up an an analytics tool, such as Google Analytics, to measure CTRs on any of your B2B social media platforms. Include links within your social media posts that will take prospective clients to landing pages where they can then act on your CTAs. This will tell you whether you're meeting those social media objectives you set earlier.
(To see examples of how B2B companies have implemented social media effectively, click here.)
Don't shy away from using social media as a powerful part of your B2B marketing strategy. With these 5 B2B social media best practices, you can generate leads that will grow your business.