If you’re using social media simply to broadcast events or news about your company, you’re missing out on important B2B marketing strategies that could help you reach your business goals. B2B marketers have named social media as their number-one content B2B marketing tactic for 2016, and they plan to use an average of seven social media platforms to achieve their digital marketing goals.
4 B2B Marketing Goals for Social Media Platforms
Generate and nurture leads
Social media can help you build relationships by not only exposing your business to millions of potential customers but also giving you the platform to meet, inform, and influence them. Start by joining groups on LinkedIn, following influencers, and liking pages related to your business. Ask questions, offer solutions, show your expertise, and you’ll build relationships. Once you start connecting and making references, people will reciprocate and you’ll generate new leads. Keep a close eye on the messages you receive on your social media pages and get back to these prospective customers as soon as possible.
Engage with customers
Once a B2B buyer gets beyond the basic research stage (product specs, prices, etc.), their next step is deciding who they actually want to work with on a regular basis. Putting a face to your business is extremely important in the relatively impersonal world of B2B. If you handle your own social media strategy, make sure you talk to your customers in the first person. If your employees are running the company’s social media channels, make sure they use their names as well. It’s all about creating a personalized experience. Be sure to use visual content as well, such as pictures of yourself in the field or videos of you teaching a seminar.
Get a brand boost
The more your content and your business name appear in social media, the better for your SEO—true or false? The answer is sort of. According to the Google Gods, each tweet or post is treated like a Web page, and the more pages found by search spiders, the better your ranking. However, the best advice is to be active on social media not to build up search rankings but to build your brand and drive qualified traffic to your website.
Advertise your business
As I mentioned earlier, millions of customers are engaged on social media, but the trick is getting their attention by somehow cutting through all the noise on their social feeds. According to Salesforce’s 2015 State of Marketing report, a big emerging trend in B2B marketing is the use of paid social media advertising. In fact, 70 percent of B2B marketers plan to increase their spending on social media advertising. All social media platforms provide paid advertising services that can get your message to your target market (and friends of your target market, and so on, and so on). Plus, with paid social media you can target users based on values such as location, interests, and behavior.