Social Media for B2B Businesses

As the social network space expands, there is increasing opportunity for B2B marketers to reach and engage with their potential customers. Social media channels offer the perfect platform for B2B marketers looking for brand building, lead generation and developing a professional rapport with existing and potential customers.

Trending channels like Facebook, Twitter, LinkedIn and YouTube allow marketers to promote brands and generate leads using tools like PPC, sponsored posts, traffic, likes and views. Tools, however, support or build on the base of any marketing campaign. An absolute must is clear, concise and relevant content for any social media campaign to succeed.

Here are some tips for using social media to achieve B2B marketing objectives:

  • Publish relevant and targeted content: Clichéd as it may be, content is indeed king! Clear concise and relevant content is the essential foundation of any communication with the audience. As a B2B marketer, social media content needs be to the point and effective as it reaches your audience directly and helps build an image of your company in the minds of your audience. This ultimately contributes to building a brand. Outsourcing your content development and marketing projects would be the safest and best thing to do as the specialized agencies have what it takes in terms of resources, ideation, knowledge and tenure.
  • Select the right social media or networking channels: Yes, it does matter! Choosing a social media channel is like choosing a particular classified set of people. For example, Pinterest is a social platform where majority of people’s interest go into different set of verticals like art, photography, fashion and collectibles.  Here each picture speaks more than a 1000 words. LinkedIn, on the other hand, is about professionals, business, employment, corporate and industry. For a B2B marketing company, social media channels like LinkedIn and Twitter are proven the best to bet your money on. Being selective and concentrating on the most efficient channel brings you the best results.

Did you know that:

    • More than 50% of respondents say Facebook has been more than effective for B2B marketing? Source:
    • 69% of B2B marketers are shifting their budgets to social media? Source: MarketingSherpa, October 2010
    • 41% of B2B companies are acquiring customers through Facebook? Source: Hubspot, State of Inbound Marketing Report, 2011
    • 86% of B2B companies are using social media, compared to 82% of B2C companies? Source: White Horse, March 2010
  • Keep Your Audience Engaged: Building a fan base is a challenge but retaining them is equally difficult. The key is to keep the audience engaged with interesting and relevant content. Use visual aids like images and videos as much as possible (2.7 million photographs are uploaded every 20 minutes (Source: Mashable). Make use of polls and ask questions to keep your audience engaged. Always respond to your interactions with your customer – the quicker, the better. This builds a rapport with your customer about your company and leads to more networking opportunities.