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Can B2B Social Media Marketing Really Increase ROI?

Stacy Wells10/09/2017

It is no surprise that consumers, including individuals and businesses, are searching social media platforms and getting loads of information about brands, products, and services. These days, B2B social media marketing is an unavoidable part of any B2B marketing strategy. 

Don’t believe it? Here’s why you should:

93% of B2B marketers use social media  

    (Source: Content Marketing Institute)

81% of shoppers conduct online research before making big purchases  

    (Source: Hubspot)

72% of consumers who did a local search visited a store within five miles  

    (Source: Hubspot)

The stats are impressive but are companies following B2B social media marketing strategies happy?

Surprisingly, only 22% of businesses are satisfied with their B2B social media conversion rate. 

    (Source: Hubspot)

Companies complain about how organic social media marketing doesn’t bring the expected results. They also whine about the time-consuming process and the lack of immediate results.

On the other hand, we also cannot ignore the facts. 

87% of small-to-medium sized businesses say that social media has helped increase their ROI 

    (Source: New Breed Marketing)  

74% of marketers saw an increase in website traffic after investing just 6 hours per week in social networking  

    (Source: New Breed Marketing)  

What do these companies do differently to gain positive results? We studied these companies and their approaches to B2B social media marketing. In the end, we found a few key practices that determined success. Also, we learned that if they can do it, you can too.

Why is social media such an essential tool for B2B marketers?

It may be surprising that social media shape B2B buying decisions. Facebook isn’t just for keeping up to date with friends. Social media has clear and significant benefits. In fact, studies show that specific B2B social media:

  • Raises the lead conversion rate
  • Plays a vital role increasing brand awareness
  • Produces social media content for easy reference
  • Makes useful connections with prospects, clients, and industry influencers
  • Helps establish a business or its social media presence as a thought leader

Since it’s pretty clear businesses are obligated to be on social media, let’s focus on the silver lining rather than on the dark cloud. There are many successful B2B social media campaigns out there. They present excellent models of what works.

B2B social media marketing masters

As mentioned, some companies use social media so well that they set the standard. The following three companies prove that social media is both beneficial and profitable. Let’s look at three companies that are social media masters. Each has seen the above advantages from their B2B social media posts. And each has their own respective USP (unique selling proposition.

1)   Wendy’s social media success story

After witnessing the failure of big brand names from their industry at social media campaigns, Wendy’s executed the most thoughtful plan- they designed their social media posts such that viewers could laugh with them rather than laughing at them.

B2B social media marketing

2)   General Electric’s broad outlook

Along with creating engaging content for their tagline, Facebook tagline, mission and other company page contents, GE rarely focuses on the company or its products. Yes, you read it right. GE’s company page focuses less on the company itself and more on technology and innovation. GE rightly follows the thumb rule for B2B Social Media success:

Provide valuable information 80% of the time, and sell your product 20% of the time.

 

B2B social media marketing

3)  Cisco’s fusion of corporate and social communication

Cisco has tried and tested a variety of posts on every social media platform. They have maintained a perfect balance between being a corporate page and a social page. They avoid using advertising language. They also developed a unique relationship with their followers. Their pages are great examples of:

  • Posts with information on latest technologies
  • Posts for personal growth
  • Posts celebrating their successes
  • Engaging Contests
  • Social activities conducted at their various offices
  • Attractive promotions and discounts
  • GIFs
  • Videos
  • Infographics
  • Animations
  • Customer feedbacks
  • Incorporates influencer marketing methods (For example; Game of Thrones, Peter Dinklage, is featured on current social media)

B2B social media marketing

Everything on Cisco’s social media pages is top-notch. If you need inspiration, spend some time on Cisco’s social media. The company seems to improve its social media strategy all the time. They get higher engagement each day.

 

 

Previous post The Best Kept Secrets About Email Marketing Strategy Next post Ask for the Business Because Callers Convert 10x More

2 comments. Leave new

4 Pillars of B2B Social Media Strategy • Convirza
01/29/2018 12:29 PM

[…] It’s almost impossible to talk about marketing and not mention social media marketing. Every firm, big or small, feels pressure to have a social media presence. In a recent blog, we pinpointed a few companies doing outstanding jobs with their social media, Can B2B Social Media Marketing Really Increase ROI?  […]

Social Media Tracking: Don’t Get Overwhelmed • Convirza
01/31/2018 12:33 AM

[…] There are many examples of B2B social media posts that increased their ROIs by implementing the things mentioned below. If you’d like to learn more about B2B social media marketing and see some great samples, click here.  […]



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