Social media marketing has come to play a critical role in ensuring business growth and success both in the B2C and B2B niches. Sadly, when it comes to developing the best marketing strategies for various social platforms, most professionals focus primarily on the B2C sector.
This article highlights some of the essential tips and tools that can help B2B marketers create better social-media campaigns to increase their B2B client base.
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Before we dive into the specifics of B2B social media marketing, let’s take a look at what it takes to be successful in B2B: Building and nurturing long-term relationships with B2B customers (which is very different from B2C) requires strong communication skills. You have to understand your audience on a deeper level and deliver content that is valuable to them. This will help you develop credible authority as an expert in your field by consistently providing unique, actionable advice. In short, you have to become THE trusted source for information related to the service or product being offered.
Use tools like Buzzsumo to research popular content related to your industry so you can provide your B2B audience with something that is more likely to resonate with them.
– B2B social media marketing does not focus primarily on product promotion (unlike B2C), rather, it helps promote a business as a whole and encourages company culture
– B2B social media marketing is very different from B2C in terms of engagement approach – long sales pitches do not work well on B2B social media channels
– B2B social media marketing should be focused on creating a community around an industry topic, rather than promoting specific products or services
In order to stay ahead of the competition these days companies have been focusing heavily on their online presence, and B2B social media marketing is a great way to provide value in the B2B space. With B2B social media marketing, you can also increase your B2C reach by driving more traffic from B2B sites onto your B2C site.
In general, B2B marketers have been slower to adopt social media when compared to their B2C counterparts, but that’s changing thanks to a number of factors
– The increase in sales opportunities resulting from active participation on LinkedIn
– Increased credibility thanks to Facebook
– Ability to engage with targeted audiences via Twitter
An opportunity to develop an online community through blogging (on BizSugar you can get 50% off for life when you sign up now!) The B2B Marketing Mindset
As mentioned earlier, B2B social media marketing is all about building relationships. However, depending on the type of B2B marketer you are there are different ways that this can be done. For instance, if you are focused on BtoB branding then your goal might to be increase your company’s brand awareness through engaging with influencers in your industry. On the other hand, if you are BtoC focused then BtoC branding might be the appropriate course of action for you since it allows you to develop a strong following via social media channels.
You can also use tools like MarketMuse for finding content ideas related to B2B on BizSugar.
BuzzSumo – BuzzSumo allows you to research popular content related to your B2B industry so you can provide your B2B audience with something that is more likely to resonate with them.
Hootsuite – Hootsuite helps you manage and measure social-media campaigns across multiple platforms.
LinkedIn Pulse – LinkedIn is an invaluable tool for B2B marketers since it has a large user base, and LinkedIn Pulse provides B2Bs with the opportunity to distribute their content on the site.
SlideShare – B2Bs looking for more exposure can use SlideShare as a third-party distribution channel via which they can upload and share their B2B related presentations.
Rapportive – Rapportive helps B2Bs find new prospects on LinkedIn with social selling.
Markerly – B2Bs looking to gain more exposure can use Markerly as another third-party distribution channel like SlideShare, where they can upload and share their B2B related content.
Vocus – B2B marketers looking for additional exposure should consider using Vocus PR software in order to improve online visibility.
HubSpot – Hubspot provides B2Bs with tools that help them manage leads, build strong relationships with prospects, and create brand ambassadors.
B2B companies need B2C style marketing tools, since B2B marketing requires more than just email campaigns. B2B marketers should focus on these areas when trying to improve B2B social media marketing.