B2B Social Media
Creating a B2B social media campaign can be daunting, especially for people unfamiliar with this interactive approach. Most everyone has personal social media accounts that link to family and friends. But B2B social media obviously requires a level of professionalism and a new set of rules.
Our comfort in these friendly apps can be deceiving and leave us casually managing our followers. On the flip side, we may use social media to push our company and products. Be careful; social media is not the place for hard selling.
After researching the best expert advice, we compiled the Top 5 Things To Do for a great B2B social media presence.
B2C companies must focus on generating sales, but B2B companies concentrate more on leads because the purchasing pattern is different.
B2B customers need detailed information, nurturing, and trust building throughout the purchase process. A good B2B media strategy will structure social media campaigns with this purpose in mind.
The easiest way to do this is sharing content you find useful, informative, interesting, or just worth sharing. So hold back those fired up sales pitches.
A good rule of thumb is:
Provide valuable information 80% of the time,
and sell your product 20% of the time.
Post after post of self-promotion will not bring results. Visitors will come back if they read interesting posts and not just marketing material.
There is no set rule for which social media platform works the best for your company. Businesses must test campaigns on various social media platforms ranging from Facebook to LinkedIn to Twitter and analyze which works best. In some cases, a combination of two or three social media platforms may work better rather than focusing on just one platform.
If you are a beginner, you may dedicate your efforts and resources to just one social media platform at a time. Once you get a better idea of what works best for you, branch into other platforms. We see many of our clients use call tracking to test their social media campaigns.
This step includes not only what you do, but also who will do it. Many companies get excited about running a social media campaign but fail to include the right people.
Your social media marketing team needs to include a graphic designer, a blogger, and an SEO expert. Sometimes this will just be one person with the proper tools.
Graphic design – We use Canva for quick and easy graphics.
Blogger – Blog ideas can range from company-specific topics to current events. Often the best content comes from account managers and software developers. They are in-tune with your customers and can write insightful blog drafts. You can also use freelance writers.
If you want to hit the bullseye, the team must understand your target audience, the customers’ needs, and plan accordingly. Get this team right, and you’ll get the campaign right.
A content library supports the most impressive social media campaigns with blogs, videos, infographics, and webinars. Content is an investment, so don’t expect immediate results. Marketers and companies may be frustrated with the long-term endeavor of content marketing.
At Convirza, we are believers because we tested content marketing and saw the profitable results.
Here are some amazing company statistics to support the importance of content.
Several years ago, Convirza published 3 blogs each weekday for 50 days.
Results From Day 1 to Day 50
The campaign was so successful; we doubled our efforts and continued to produce 3 blogs each day for another 50 days.
Based on data from Day 1 to Day 100
Just in case you’re not convinced yet, these additional facts are for you:
Great content advances purchasing decisions (Nielsen 2014, Forrester 2015):
Your time, energy, and money are wasted if you don’t measure the effectiveness of your social media campaigns.
You need to understand the whole customer journey.
This analysis helps improve your marketing strategies, which in turn, generate leads. And eventual your efforts will influence the leads to make purchases.
This may sound complicated but not with Convirza! This is what we do. We provide you the complete picture of the customer journey, so you understand what generates sales.
With Convirza, you can be the marketing hero. This information helps you know where to invest more and where to cut back. If you wish to make the most of your B2B social media campaigns we have experts ready to help you get started with call tracking.
Give us a call at 888-88CALLS and connect with us on social media.