When planning a social media campaign, often the goal of the campaign is lead generation utilizing a B2B Marketing Strategy. With so many different social media networks to choose from, and the limited available time that most of us are working with, it is important to identify which networks are the best to launch a B2B Marketing Strategy that works. I think this information will be helpful.
Using Social Media to Create A Basic B2B Marketing Strategy
With the majority of the social media user base sharing personal updates, photos, and content, many brands sell themselves short when considering social media platforms for B2B business development. B2B marketing strategies on social media can be similar to B2C strategies, which have an end goal of qualified lead generation and expert branding as thought leaders. In addition, goals for B2B social media campaigns can include attracting top talent, finding investors, or receiving press and media coverage.
Just like with B2C strategies, brands that utilize social media for B2B marketing purposes must have a solid game plan, paying attention to important factors; target audience types, content types by audience, purpose of social network and general user engagement.
In order to breakdown which social network is the best for B2B marketing, we will take a look at some of the major established platforms.
Facebook is currently the number one B2C social media network and is used by brands of all sizes and reputations. As a B2B social media tool, Facebook’s best practices lie in client services, online promotions and event announcements Applications and integrations with email marketing tools give it a huge advantage for developing a list for email blast and special promotions.
B2B marketers who are looking to work with local business owners in real world locations should use Facebook as a lead generation tool, and platform to gauge a locations popularity and interest amongst fans.
For business professionals, marketers and CEOs, Twitter is the easiest way to send out a clear statement to thousands of contacts. By creating specific segments and lists of press contacts, influential users, and thought leaders, brands can build community with the followers of THOSE members, just by bringing value to the conversation.
Event marketing of conferences, workshops and seminars are crucial to the success of any B2B organization these days. Twitter’s search algorithm and use of hashtags makes it easy for reporters to find interview subjects and speakers.
The value of Twitter followers shouldn’t be measured in numbers, but in value that they bring to the organization. Twitter relationships should serve short term goals (traffic, direct sales) as well as long term benefits that happen offline and in the real world.
LinkedIn was built from the ground up to develop business relationships, and has grown to have 225 million active users in more than 200 countries. The benefits of using LinkedIn as a marketing tool include personal branding for executives, sales development for business development professionals and marketing opportunities via LinkedIn targeted, real-time lead gen advertising. The most compelling feature of LinkedIn for anyone in B2B sales is the ability to learn everything, on a professional level, about a target prospect AND see mutual contacts, which lead to a higher chance for closing sales through an introduction and endorsement.
The key to winning on LinkedIn is to bring value to groups where likeminded professionals are also members. Marketing on LinkedIn is sophisticated. A marketer can run a targeted ad by location, industry, title, company and other specific demographics. Further, those ads can capture leads on the fly (a great feature).