“Focus on how to be social, not how to do social.”– Jay Baer
B2B customers often require multiple interactions to move them from awareness to interest and finally to desire and action. With over three-quarters of B2B buyers active on social media, platforms like Twitter, Facebook, Instagram, and LinkedIn are no longer only for B2C companies.
B2B companies that actively employ a social strategy see better returns in the long run. It’s important to remember that creating an online presence is about more than short-term gains.
Here’s how successful B2B companies use social media:
They leverage social media to create brand awareness and get in front of their target audience.
If you want to connect with your customers you need to be where they are. Creating brand awareness is key in separating you from your competitors and getting customers to remember and use your name.
They create content that offers value to their audience.
Providing interesting and valuable content helps your audience identify you as a reliable source of information and authority in your business niche. Content that offers value is essential to driving engagement and generating interest in your offering.
They use social media as a listening tool.
By having a presence on social media, B2B companies can gather comments and feedback to understand what their ideal customers are looking for. It also provides insight into how they view your business and those of your competitors.
They use social platforms as a communication tool.
Using social media as a customer service channel provides B2B companies with a quick and effective way to answer queries and respond to questions raised about your brand.
They use social platforms as a way to generate leads.
Social media is an effective way to generate new leads, by providing valuable content that addresses customer pain points. Warming and nurturing leads by engaging with them regularly helps salespeople build trust and move prospects further down the marketing funnel quicker.
They use their social presence to help drive traffic.
Whether through paid or organic posts, B2B companies can connect with people interested in their service and drive traffic to landing pages, capture forms, or any other apps or websites.
They use social media to positively affect their SEO score.
While social media may not directly affect your SEO score, the links you share on social channels, which in turn may get reshared, and direct traffic to your website indirectly has a positive effect on your search rankings.
They use social media to show their human side.
People connect with people and social media makes it easier for B2B companies to showcase their human side. Being authentic on social platforms is the quickest way to start building trust with your target audience.
Is your business using social media’s full potential?
At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.
Our Moment of Bliss
Create some connections of your own with Rob Riccardo and ‘Deep Connections’. More to listen to on our Spotify Playlist.