Facebook, Twitter, LinkedIn, Instagram, Google+...do I need to go on? In this technological day and age, social media platforms exist in abundance and checking in constantly has become the norm. Every step you take, every move you make seems to require documentation as an image, a video or an update. The masses are flocking to social media; even my neighbor’s dog has a Facebook.
You may be sharing photos of your every meal on Instagram, but what does nonstop social media activity mean from a professional standpoint? How should you be presenting yourself on social media? What are the benefits of employing an active social strategy? And is getting your brand seen on social media even worth the time and effort?
Is B2B social media worth the effort?
To this last question, we answer with a firm and resounding “yes.” Updating multiple social accounts on a weekly, or even daily, basis may seem like a daunting task, but it’s definitely worth it. Sure, you can optimize your content for search engine optimization (SEO) purposes, send out marketing emails and so on, but you’re missing a massive opportunity if you neglect your social media efforts. Here are a few ways to capitalize on social for your business:
1) Build brand awareness
According to AdWeek, nine out of ten B2B marketers said that increased exposure is the number one perk of using social media. Social media platforms get you noticed by industry experts and customers that may never have come across your brand otherwise. Posting to social media opens up lines of communication between you and potential buyers and keeps your brand on their mind.
2) Maximize website traffic and conversions
Along with increasing brand awareness, a consistent and engaging social media strategy drives website traffic and increases conversion rates. Social media gives B2B marketers the opportunity to promote everything from products and services to content offers and job openings. Sharing visually appealing graphics is a quick and proven way to draw the eyes of consumers, often generating website traffic and leads that might otherwise have never noticed you.
3) Amplify content reach
If you have great content, whether it's your company blog, current news and events or downloadable lead generation offers, why not share it? You may have optimized the pages, but leveraging the reach of social media increases the chances of it getting your content noticed and attracts more visitors to your site.
4) Position yourself as an industry authority
Social media can also help companies emerge as an authority on relevant topics. Regularly sharing blog posts, press releases, tutorials, product launches, and company announcements can keep customers informed and hungry for more information in the future. These updates position your brand as a thought leader and establish strong, enduring relationships between your business and consumers.
5) Stretch your online marketing spend
Traditional forms of marketing, such as print ads and marketing emails, can deliver a hard hit to your budget. However, with social media, you can quickly and effectively promote your business at a fraction of the cost of traditional media. Social media platforms offer unique advertising options to meet your company’s specific requirements. Social media allows you to target a narrower audience based on age, industry, job title, locations, interests, income, etc. You can then evaluate the results of your marketing campaign and make adjustments as necessary.
Ready to Start Your B2B Social Media Plan?
How often you share updates on social media and which platforms you use depends on your company objectives, your target audience and your industry. For B2B marketers, the most popular choices are Facebook, Twitter and LinkedIn. LinkedIn is almost 3 times more effective than Facebook and Twitter for lead generation, but 49% of B2B companies are not active on LinkedIn. That presents a major opportunity and differentiator for businesses who are willing to dive in and harness the power of social media.
When done well, social media advertising can increase brand exposure, generate leads and facilitate communication with your clients. It takes dedication and a focused plan, but social media will significantly contribute to your B2B marketing efforts.
Ready to go social, but have no idea where to start? Consider bringing in an expert... or a whole team of experts. Partnering with a marketing agency might be the right next step to become a social powerhouse. If you want to find the agency that’s right for you, consider these 7 Tips for Selecting the Right Marketing Agency.
Editor's Note: This post was originally published in February, 2016 and has been updated for accuracy and relevancy.
