As we have learned, digitalization has truly changed the way we market services/products through social media. Usually, when we are talking about these changes we tend to focus on the way we market to consumers in a B2C setting and not so much about how the B2B has changed as well. I think it is important to highlight that the social channels used in a marketing strategy that is targeting consumers vary quite dramatically from those that are more business-focused as channels such as LinkedIn and Twitter are used the most. The B2B social media strategy we have in place has to be very strategic in order to reach decision makers and ultimately nurture the existing relationships already in place that can lead to larger business impacts in the future.
I found it interesting that 80% of all B2B sales interactions will occur on digital platforms by 2025, that is a staggeringly high percentage for such an important market. As we know it is imperative to have a content marketing campaign as “60% of the most successful B2B content marketers have a content marketing strategy.” So, what makes a B2B social media strategy successful? First of all, it is important to define its overall objectives. To the surprise of many, generating sales or revenue is not as important as creating brand awareness, building credibility/trust, and educating audiences. Content marketing is key in nurturing the target market of businesses. In class, we talked about the importance of social listening and it is truly the key to understanding the needs/wants of your audience.
Below are some important points to consider when creating a plan:
- Get personal – buyer personas are extremely helpful in order to connect, account-based marketing and social listening.
- Use the correct social media platforms – Linked is key to B2B marketing and is considered to be one of the top-performing organic platforms. As far as paid social posts, Facebook is next.
- Find the right approach – find ways to help your followers work life more enjoyable or easier. Help them learn about their competition or trends in the market. Any helpful tips they may need for strategy or how-to information.
- Measure your efforts correctly – set benchmarks and achievable goals in order to be able to quantify your efforts.