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