Integrating Social Media Into Your B2B Marketing

Most B2B firms don’t focus a great deal on social media. Often, they’re just confined to having a presence. As a result, they struggle to build a loyal following and engage social media audiences, which creates a perception among decision makers that social media is more relevant and useful to B2C firms. Which is a mistake, of course.

The core of social media is interaction with the right people, and that doesn’t happen on its own. B2B companies are supposed to find a way to target the right people and develop a unique voice to share information about their offerings.

Therefore, you need to integrate social media into your B2B marketing strategy. Below are some tips to help you do that effectively:

Use Social Media Ads to Reach the Right People

It is a bad etiquette to deliver irrelevant updates to social media users. Imprecise targeting will not only make your engagement endeavors ineffective but could tarnish your brand reputation, too. That’s where social media advertising can be a blessing in disguise.

Options like Power Digital marketing services are available to B2B firms that want to leverage funnel strategy, A/B testing, custom targeting, and interest targeting to discover the right audiences to target. Companies that are experienced in paid social will ensure your B2B firm meets its KPIs and your brand messaging reaches the right people at the lowest CPC (cost-per-click).

Produce Enticing Content

It’s more challenging than ever before to engage social media audiences with text-based content. They expect companies to create enticing content, which is why you should work with your content marketing team to deliver content that grabs people’s attention.

For instance, videos can be great as a content medium for B2B social media marketing. Some reports also support this claim, revealing that videos are quite effective for B2B marketing. Software Advice’s benchmark report stated that video was the most-leveraged content type for generating leads for B2B marketers. With improved functions like looping videos on Instagram and auto-playing videos on Facebook, you can get more creative.

Leverage Influencer Marketing

Word of mouth can significantly increase your authority and brand engagement. Look for influencers that enable you to position yourself as an authority in your niche. Influencers can also be used to broadcast interesting product news, as well as provide an insight into why your company is better than others.

Normally, B2B influencers will be the subject matter experts in your industry; people who have deep knowledge about your offering and a great influence over their followers. But companies can save the hassle of manually searching for influencers through automation tools like Buzzoole.

Spark Real Conversations

As mentioned before, social media is just a medium for conversation at its core. Don’t just use it for broadcasting your ideas and thought-leadership. Spend time in having real conversations with your social media audiences, even one on one.

Sending casual messages privately to know what consumers think about your offerings or engaging with them by replying to their comments is a great way to start. You can even include influencers in these conversations to improve reach and credibility.

Take these measures to ensure that integrating social media into your overall marketing strategy is justified. 

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Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati.

He covers emerging trends and news in social, mobile, cloud, and related technologies.

Based in San Francisco, he can be contacted via his social channels and at: andrefbourque@gmail.com

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