You rarely see B2B companies killing it in social media. Many of us are aware how B2C companies are leveraging social media to create effective marketing campaigns and successfully make more sale online. Generally, many B2B businesses are struggling to figure out how to use social media or worst some are ignoring it completely. Even though we’ve seen many B2C companies succeed in social media, many B2B companies are still relying on traditional tactics like network meetups and cold calling. Don’t get me wrong, these traditional tactics are still working, however, we should also integrate social media strategies for a far more better results.
Many B2B business owners don’t know how to use Twitter, Facebook, Instagram or LinkedIn to serve other businesses, and that’s a huge opportunity to miss. Fret no more, I will share with you here some of the social media strategies you can do.
Social Media Doesn’t Work with Boring Industries (Myth)
You might think that social media are best used for clothing, electronics, beauty products, and or real estate companies. There are some who also assume that they will only get little to no interests around their business. That mindset is wrong, the truth is everybody has a chance to build interest around their products, services or the business itself. There are billions of people using social media nowadays and that’s very unlikely that you will not find those people or businesses who will either be your customers or your followers.
The key here is to think of the content that your target audience will like. It could be your mission or the activities of your business. Furthermore, publish content that will engage your target business owners, posts that educate not sell. Check out Sprout Social’s Facebook page. They share data from their studies and share tips regarding how you can effectively use social media effectively in your business.
Make your social media strategies more about your audience, not about your business. No matter how “boring” you think your business is if you know what your audience wants, serve them a share-worthy content to continue building your audience.
Don’t Be Afraid to Use Other Social Media Channels
Some B2B companies limit themselves with just one social media channel, primarily LinkedIn. First, they thought that Facebook, for example, is only best for B2C companies since many people who are using Facebook are only considered as consumers. Same goes with Instagram, Google Plus, Pinterest, Twitter, and Youtube. It is true that you may not be able to use all of the social media platforms, but heck, don’t just limit yourself with just one social media channel.
As per Incentric Digital Marketing’s Case Study for B2B Companies, 64% of B2B marketers generated leads via LinkedIn, 49% via Facebook and 36% via Twitter (Pinpoint Market Research and Anderson Jones PR). This only means that Facebook and Twitter can also be used by B2B companies to acquire leads. It is also true that many B2B companies only use LinkedIn because they only focus strictly on lead generation, ignoring the fact that you should use social media to build your brand before users start giving away their personal information.
Social media is best used to increase brand awareness, that’s the very first thing you should keep in mind. If you put branding first, you can see how powerful social media can be and it will give you a different perspective on how to use other social media platforms. According to Social Media Examiner more B2B companies are recognizing this and are starting to expand beyond LinkedIn.
- 89% of B2B marketers use LinkedIn
- 88% use Facebook
- 83% use Twitter
- 61% use Google+
- 55% use YouTube
- 39% use Pinterest
- 26% use Instagram
“The companies using Instagram, Google+ and other platforms that aren’t traditionally used for B2B marketing realize the importance of using social media for branding instead of just looking for leads.
~ Sprout Social
One good example of B2B company that is making a huge impact on Instagram is CBRE.
Shinjuku in Tokyo, Japan. Shinjuku is one of the 23 city wards of Tokyo and is home to Shinjuku Station, one of the busiest railway stations in the world. To the west of the station, you will find Shinjuku’s commercial district which features some of the city’s tallest skyscrapers. Photo credit: @thatguy_dennis #Shinjuku #Tokyo #Japan #CitiesWeLiveIn #Cityscape #CBRE #BuildOnAdvantage
Another way to find out what other social platforms to use is to check what your competitors are using to build an audience. Most businesses have social media profile links on their site. Check out what platforms they are using and gather some ideas and best practices from there. This social media demographics may also help you find out where your target audience hangs out.
Create Your Brand’s Personality
Posting dull or boring content in social media is a sure way to fail. Since many B2B companies treat social media as another option or way to spend money rather than leveraging it to gain more followers (and eventually leads and sales), they tend to lose personality and human touch on their brand. Try to develop your social media voice without being too inappropriate, offensive or robot-like. Here are some tips to become more creative in your approach:
- Be conversational
- Engage with other users
- Have sense of humor
Don’t be a faceless corporation in social media. Humanize your brand to connect with your audience. Don’t be afraid to talk to your audience, anyway, social media is all about being able to have real time conversation with your audience.
Are You Ready to Try this B2B Social Media Strategies for Your Company?
No need to debate if these strategies work, let’s face it, they are all proven. Now you just have to figure out how to start and how to make it work for your business. In you are still not using social media marketing for your business, you are already behind. Don’t let another day or month or year to pass without you applying these social media strategies to grow your brand, get more leads and eventually close more sales.
What Your B2B Social Media Strategy Needs by Sprout Social