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What Is B2B Social Media Marketing: Everything You Need to Know

This guide will teach you everything you need to know about B2B social media marketing. Why it’s important, how to do it, which platforms to use, and how to create an effective B2B strategy.

Blendrit Elezaj

Co-Founder

What Is B2B Social Media Marketing: Everything You Need to Know

B2B social media marketing is the process of promoting your brand, products, or services to clients using social platforms as marketing channels. B2B means business-to-business, and the clients mentioned are businesses, not consumers as such.

 

Globally, 4.48 billion people use social media, and that number is expected to grow. When you have such a large online audience and people are more connected than ever, a social media strategy is absolutely necessary for any business.

 

A social media strategy includes everything from which platforms to use to what types of posts to publish and how often.

 

This guide will teach you everything you need to know about B2B social media marketing. Why it’s important, how to do it, which platforms to use, and how to create an effective B2B strategy.

Why Is B2B Social Media Marketing Important?

B2B social media marketing is exactly what it sounds like: it’s where you market your B2B company on social networking sites like Facebook or LinkedIn. The goal is to attract users to your page, catch their interest in your content, and eventually bring them to your site.

 

Even if you’re selling to other businesses as a B2B, social media marketing is all about human relationships, which all of the social media channels succeed at.

 

Despite the fact that you’re targeting businesses, those businesses are still made up of individual users — and the majority of those users are on social media. In fact, 84% of B2B executives use social media to make purchasing decisions.

 

As a result, social media is still a viable strategy for B2B companies.

 

Having said that, businesses all over the world are increasing their investments in B2B social media. Because, social media is essential for B2B brands that want to:

  • Improve their reputation.
  • Increase sales.
  • Earn people’s trust.
  • Grow their market share.
  • Retain customers.
  • Enhance customer loyalty.

 

Let’s take a look at how B2B social media marketing addresses each of these objectives.

Building an Engaged Brand Community

Social media is where everyone is right now, which means it’s also where your customers are. They’re looking for market news and success stories, finding thought leaders and decision-makers, and exchanging ideas and pain points.

 

It’s also where they spend most of their time during the B2B customer journey’s exploration and evaluation phases; searching for relevant content, analyzing how you handle customer service, reading reviews, and more.

 

So, you should give them what they want. A genuine customer-brand interaction.

 

A strong B2B social media presence will not only provide a personalized customer experience to your audience, but it will also increase your social media engagement.

 

78% of customers believe that connecting with a brand via social media is the quickest and most direct way. These people are your customers. They are mostly Millennials who are digitally savvy and used to doing everything online. If your B2B social media presence is non-existent, customers will likely ignore you and move on to your competitors.

 

Being active on social media will help B2B customers find you. What’s more important than people finding your social media accounts is creating an engaged brand community.

Driving Traffic to Your Website

Social media is an important way to increase site traffic and direct users to specific pages. Landing pages, content downloads, and free demo sign-ups—social media plays an essential role in B2B marketing for getting users to where you want them to go.

 

Your B2B social media posts can be a much more effective way to increase traffic where it matters the most. By delivering value through information or entertainment in a format that your buyers are already familiar with and use on a regular basis. This, in turn, can result in increased sales and a greater number of new customers.

Improving Brand Awareness

It’s all about people knowing your name and, more importantly, who you are. There is no better way to raise brand awareness than to take over social media.

 

Potential B2B leads are always watching company accounts to see how they treat customers and other brands. Meanwhile, businesses are working hard to create high-quality original content and maintain a posting frequency in order to communicate their clear brand identity in visually appealing and easy-to-digest posts.

 

LinkedIn’s platform is used by 61 million “senior-level influencers”—people who influence business decisions at their organizations. Also, 4 out of 5 LinkedIn users influence business decisions in some way, and 33% of B2B decision-makers use the platform to research purchase decisions. You cannot afford to overlook this audience.

 

Consider B2B thought leadership content, insightful commentary on news stories, industry issues, or current events, and, of course, the content your brand is creating when deciding what to share on LinkedIn.

Personalized Customer Experience

Personalization is something that both B2C and B2B customers want, and social media can help your brand deliver in a variety of ways. For one thing, B2B social media marketing provides customers with a more human view of your brand, especially if you’ve been careful in developing your brand voice.

 

B2B buyers, like B2C consumers, expect to be able to communicate directly with the brands they’re working with. This includes receiving a personal, human response if they ask a question or share their experience with your brand.

 

Customer retention begins with connecting with them on this level, preparing for their needs, and responding quickly and empathetically. However, while your customers benefit from your B2B brand’s social media presence, your business stands to benefit even more.

 

Interacting with your customers on social media platforms allows you to gain a better understanding of what they value and engage with. When you share content on social media, the number of engagements can indicate the general level of interest that your customers and prospective consumers have in that type of content. You can even ask for their feedback directly and get their thoughts firsthand.

 

Social media for B2B allows your customers to see who is behind your brand, but it also enables you to see your customers for who they are online—their interests, wants, needs, and so on.

Why Is B2B Social Media Marketing Important?

There are two types of social media marketing:

  • Organic – unpaid content shared by your brand
  • Paid content – sponsored content that is distributed to a specific audience.

 

You can choose to concentrate your efforts on one or both. But the most important thing is to track your results over time and make adjustments as needed. You don’t want to overspend on paid ads that aren’t producing results, and you don’t want to waste time on organic posts that aren’t generating any engagement.

 

A winning strategy is essential for the success of your social media marketing. You need to know who your audience is, what content they will most likely engage with, which platforms you can best reach them on, and when to post to generate the most engagement.

 

When it comes to social media marketing for businesses, there are a few best practices to keep in mind at all times. 

Decide Which Platforms to Use

The first step in using social media for marketing is deciding which platforms to use. You can use a variety of social platforms. You may only want to market on one platform, or you may want to work on several at once. It all depends on your abilities and the location of your target audience.

 

Spend some time researching which demographics are available on which platforms. Then, compare that to the demographics of your target audience to determine which platforms they prefer. Because LinkedIn is such a business-oriented platform, it is usually a valuable resource for B2B companies.

Engage With Your Followers

One thing you should never forget to do on social media is to interact with your audience. Similarly, interact with your social media followers. Make sure to respond when people tag you or ask you questions.

 

You should never stop searching for new, unique, and honest ways to build strong social media communities. When it comes to B2B, having a few followers who are highly engaged with your content is more important than the other way around.

Post Informational Content

Flashy graphics or catchy ads by themselves can often be enough to win over customers. But it’s not that simple in B2B marketing. Because business executives make much more calculated financial decisions, you need to provide factual information to win them over.

 

It’s fine to have a sales post every now and then, but the majority of your social media content should be informative. Inform users about your company, products, and industry by using infographics and videos. If you have a blog, you can also share blog posts from it.

 

Users will be more willing to buy from you as they find out more about you and what you do.

Utilize Paid Ads

As previously mentioned, in addition to organic traffic, you can also run ad campaigns on social media, which will show up directly in users’ news feeds. You can also target your ads to specific demographics such as gender, age, and location.

 

This means you won’t waste money on useless audiences. Instead, you can direct them to the people you want to convert. Because not everyone will find your page organically, paid social media ads are an excellent way to increase brand awareness and attract more users.

Post Consistently

Running a B2B social media strategy takes time. If you want to keep people’s attention, you need to publish new content on a regular basis. Consistency does not always imply a large number of posts on each channel on a daily basis. You will be the one to test and determine what rate works best for you.

 

One thing is certain. Doing it all manually draws time and energy away from other aspects of a brand’s B2B media image management. Social media scheduling tools will be your best friend when it comes to establishing successful and measurable posting consistency.

Which Social Media Platforms Should You Use?

There are several popular platforms to choose from. And while it may be tempting to have a presence on all of them, you’ll probably need to focus your efforts on just a couple to get started.

 

All social channels have a place in B2B marketing, but some are more popular with B2B audiences than others.

 

LinkedIn is one of the most popular platforms among B2B audiences because it allows businesses to connect with other businesses, engage with potential customers, and position themselves as industry thought leaders. LinkedIn’s tools and features, such as LinkedIn Newsletters, enable B2B brands to increase brand awareness, grow a regularly engaged audience, and funnel in new leads.

 

Twitter is another popular B2B social media platform because it allows brands to establish personal relationships with industry experts, influencers, and other people with similar interests. Executive thought leaders can use social listening to learn about their audience and use Twitter’s immediacy to spot trends, start two-way conversations by interacting with followers 1:1, and improve engagement.

 

Unlike other platforms, Twitter allows brands to be vulnerable, amplify diverse voices and perspectives, and build a loyal community of meaningful connections. Twitter allows businesses to implement a true customer-centric B2B social strategy.

 

Instagram can be used by B2Bs to increase brand awareness, generate leads, and increase sales. To use Instagram for B2B marketing, you must first create an Instagram account for your company. When your profile is complete, you should begin posting photos and videos.

 

You can share photos and videos of your products, team, office, and customers. You can also share industry-related quotes and infographics.

 

It is critical to post frequently and to use relevant hashtags. You can find relevant hashtags for your industry by using the hashtag search bar. You can also use the geotag feature to tag your photos and videos with your company’s location.

 

The goals you set and your target audience’s main demographics will influence which platforms you pick. You need to find your target audience on the platforms they already use, so creating a buyer profile will help you narrow down your options.

Final Thoughts

B2B social media marketing is a crucial strategy for businesses looking to build an engaged brand community, drive traffic to their website, improve brand awareness, and deliver a personalized customer experience.

 

With billions of users on social media platforms, businesses can target their audience and attract new leads. By creating valuable and engaging content, B2B companies can increase their social media engagement and build trust with their customers.

 

B2B social media marketing is a viable strategy that can help businesses improve their reputation, increase sales, and enhance customer loyalty, making it a necessary component of any comprehensive marketing strategy.

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