No matter what industry you are in or what the size of your company is, you can benefit from being active in social media. Despite the fact that social media has become increasingly popular and is essentially integrated into our daily lives, B2Bs are still hesitant to get involved. There is still that stigma that social media is a place to “play” and not do serious business. We hear it all the time, “I sell to businesses, not consumers, and my industry is extremely niche- what am I going to get out of social media?” The answer is, you could be getting a lot out of B2B social media. Social media can help to improve your exposure among target audience members, serve as an additional touchpoint online where target audience members can learn more about what you have to offer and also helps to improve your social signals which is an important part of the search engine algorithm. When content is shared in social media, it is viewed as more favorable by the search engines.
Here are 3 ways B2Bs can benefit from a social media campaign:
Enhances offline marketing efforts
B2B social media should be integrated into every other marketing strategy that is executed, both online and offline. It shouldn’t be operated in a separate silo because that will result in missed opportunities. B2Bs are traditionally active in trade show marketing. When attending a trade show or presenting at a trade show, a B2B organization can use trade show hashtags to provide information to attendees and live blog and tweet during the event. Direct mail marketing can be integrated with social media by encouraging mail recipients to go to your social pages to follow the company.
In business it’s often more about who you know than what you know. Social media isn’t just a way to connect with existing clients and customers, it can also be used to connect with others in the industry including industry leaders, influencers, decision makers, and even competitors. As your social network grows and you connect with more people, there are many more potential business opportunities. Connect with anybody that may in some way be able to help your business down the road.
Content is an essential component of online marketing today, especially in the B2B space. B2B decision makers are looking for as much information as possible before making a commitment. In order to be viewed as an industry leader it’s necessary to create informational content about everything from products and services to the industry as a whole. Social media is a valuable tool when it comes to promoting your content. After all, content is only valuable if people are seeing it and it could take a long time for it to generate visitors from the search engines organically. Whenever content gets published online in any format, it’s important to share a link to that content through your social accounts.
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