How B2B Companies (like us) use Social Media
You: I want to invest in a B2B SaaS product to handle invoicing
Me: I saw a Tweet by XYZ brand last night about their experience with an invoicing software. You should probably them check out on Twitter.
You: That’s a great idea.
*BANG* Finds your company because you are active on social media.
But, this is not such a common scenario. B2B brands stink at handling social media accounts. In this saturated and competitive market today, B2B businesses cannot afford to leave the potential of social media untapped.
78% of companies now say they have dedicated social media teams (Source)
Now, that’s a lot! While B2C businesses are at the forefront of using social media actively and effectively, B2B still relies on traditional methods. Even if they do spend time on social media, they have mismanaged accounts because they are unaware of how to best use social media.
And, this is the driving force behind having this post. In this article, we will share 7 effective ways to get your social media activity rolling in the right direction and gain more traction.
1. Schedule Social Media posts regularly
To begin with, there is no shortcut to keeping your social media profiles alive and kicking. You need to allocate time and budget for this.
There are immense benefits of keeping social media profile active.
First, according to a Searchmetrics’ study, higher the number of social signals you gain from the below networks the better the position of your website in SERPs:
- Google +1
- Facebook Shares
- Facebook Comments
- Facebook Likes
- Facebook Total
Secondly, posting regularly helps you build brand awareness. Not only this, it will also establish your brand as an industry authority and help gain online authority.
Thirdly, it can help you with increased traffic. According to Social Media Examiner study, 75% of marketers stated increased traffic as the second best benefit they managed to gain from Social Media marketing.
Fourth, and most importantly, a managed social media account gains quality leads. After all, 43% B2B companies have acquired clients from Facebook. (Source: HubSpot)
2. Use selective hashtags
Yes, the #hashtags!
We know what you are wondering! How is this relevant? or how selective hashtagging benefits B2B industry?
Research shows that 2-3 hashtags is adequate. Think about it logically. #posts #with #too #many #sentences #look #like #spam and #noone #reads #it.
Get our point?
2-3 relevant hashtags show what the post is about and draw higher engagement. Also, keep up with the trending hashtags. Relating your content or post with ongoing trends is the best way to utilize the potential of social media and drive more traffic.
3. Focus on Twitter and Linkedin
B2B marketers love LinkedIn and Twitter. Nine out of every ten B2B companies are using it.
LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, more than 3x higher than Twitter (.69%) and Facebook (.77%) (Source)
71% of B2B technology marketers said Twitter is their top social media platform for product launch(Source)
LinkedIn and Twitter are known to generate leads for B2B businesses. It does the exact same things that Facebook, Instagram, and Pinterest achieve for B2C businesses. Take a look at this study –
4. Influencer Marketing
Influencer marketing is when a brand (B2B or B2C) teams up with social media influencers – people with large amounts of following on any (one or more) social media platforms – to promote a product/service.
Influencer Marketing is gathering momentum for B2B businesses because
- It is not affected by any ad blockers, because, promotions happen in the form of content, picture, videos etc.
- You can reach your target audience directly
- According to Marketing Land, the influencer’s positive relationship with the brand in the eyes of the consumer raises the consumer’s awareness and opinion of the brand simultaneously.
5. Use multimedia
Not every target buyer has the same taste. People are different and their preferences differ.
Some buyers like to read articles to get information while others prefer infographic. Few buyers do not prefer reading at all and search for video/audio content.
According to social media marketing and scheduling tool, Social Pilot, more than 65 million businesses have a Facebook business page; 6,000 Tweets are sent every second, and there are 4.2 billion Instagram likes per day.
That is a lot of competition and you want to capture as many leads as possible. Hence, it is important to use multiple forms of multimedia.
Besides this, it also
- Keep things fresh and not bore your audience
- Provides you the right platform to share the right form of content. For example, Twitter may be a good place to share a blog post and LinkedIn is a preferred place to share an event.
6. Optimize CTAs
Solid CTAs have an impressive impact on revenue and expanding the customer base. While many marketers think that social posts do not have a CTA, we know they do.
According to Lexie Lu, one could convey a brilliant marketing pitch and be faultless in their delivery and content delivery, yet still fail to capture business if they don’t finish well.
Some of the Call to Actions (CTAs) that work well are
- Tweet this
- Retweet this
- Share if you like
- Like us on Facebook
- Share with friends
- Hurry up
- Watch this to know more etc
There you go.
We have shared 6 social media practices that have helped us grow a following and gather quality leads from different platforms.
Have you started using social media for your B2B business? Are you planning to start? What has been your experience with B2B social media marketing? Let’s talk about it in the comments section