1 October 2020
Social media is one of the most important yet overlooked aspects of B2B marketing. On one hand, companies feel pressured to use social networks because everyone else is doing it. On the other hand, they tend to ignore it because they don’t feel it’s relevant to their industry.
While it’s true that your B2B company’s Facebook page won’t get as many fans as a fashion brand, you can still use it to expand your professional network. A well-thought-out social media strategy can increase brand awareness and boost your revenue.
About 83% of B2B marketers share content on business platforms and other social networks. Only 80% are creating blog posts and 77% are sending out newsletters, according to the Content Marketing Institute.
Some channels are better for business than others. In 2016, 89% of B2B organizations distributed content on LinkedIn. Approximately 77% used Twitter and 76% were active on Facebook, reports the above source.
The online environment is constantly changing, so it’s important to not just keep up but stay ahead.
Let’s take a closer look at the best social business platforms to help you choose one that aligns with your goals.
Facebook isn’t just for personal communications. B2B marketers can use this platform to engage their target audience and generate leads.
In fact, business decision-makers spend 74% more time on Facebook compared to the average person. Some also use the platform to communicate with their coworkers.
Facebook Business Pages can be a powerful marketing tool. B2B organizations use their business pages to spark conversations and engage with other brands. They also share industry-related content to drive website traffic and build credibility.
Depending on your goals, you may create and share public events on your Facebook page or join business groups. Consider using Facebook Ads to expand your reach.
Furthermore, you can comment as a page on Facebook to lay the ground for authentic connections with other businesses.
Approximately 56% of B2B buyers have used LinkedIn to make purchase decisions. More than 60% of them were C-level/VP executives.
These findings show that social B2B buyers represent a more senior and influential segment than those who don’t use social networks.
As an organization, you can use LinkedIn to connect with decision-makers and get qualified leads. Time and location constraints are reduced for both parties.
What differentiates LinkedIn from other social networks is its appeal to the business community. Each day, thousands of companies post jobs and share industry-related content on this platform.
If, say, you’re active on LinkedIn and publish content related to a major breakthrough in your niche, your post could go viral and get massive traffic. Your inbox will be flooded with messages from companies and organizations interested in what you have to offer.
Even if your article doesn’t go viral, someone in your network may share it with their followers. One of those who see it might reach out to you to request more information. This may result in more sales and opportunities.
Nearly half of all B2B leads from LinkedIn. About 39% come from Facebook and one-third from Twitter.
Considering these facts, it makes sense to be proactive on the major social platforms and seek new, original ways to market your business.
Up to 77% of B2B marketers distribute content on Twitter, according to the Content Marketing Institute. Active business users rate it as the third most effective social network.
As a B2B organization, you can use Twitter to connect with other brands in your niche and stay on top of the latest industry trends.
Plus, Twitter ads during live events are 11% more effective than TV advertising. That’s something to consider if you’re trying to raise brand awareness.
Bank BRI, for example, has launched a virtual personal assistant on WhatsApp. KLM uses this platform to provide 24/7 support, flight information, and notifications.
B2B organizations can leverage WhatsApp to improve customer service and manage pre-sales queries. They may also offer additional information about their products or services. Think of it as a way to build and maintain customer relationships.
Users can even create groups and send product updates or notifications to members, make group video calls, and share personalized news.
Use the right tools for social selling success
When used properly, any of these platforms can drive social selling success and business growth.
Social selling is the art and science of using social networks to find prospects, build relationships, and increase sales.
First, you must focus on building on a strong professional brand. Share quality content, engage with power users, and be proactive on social media.
Second, connect with the right prospects and take the steps needed to turn them into buyers. Refrain from being overly promotional. Instead, spend time building relationships.
Engage in meaningful conversations to identify your audience’s pain points. Next, present your products or services as the solution to their problems.
Focus more on the needs of your prospective buyers and less on selling. The key is to cultivate one-on-one relationships and nurture your prospects before, during, and after you close the deal.
Use a sales intelligence tool, such as ByPath, to track the success of your efforts and sell more. ByPath can monitor over 200,000 social media sources and 200 million contacts, delivering the information you need when you need it.
Our sales intelligence tool will turn big data into smart data so that you can learn more about social media contacts, website visitors, and prospects.
Leverage business platforms to increase your reach
Your business website is a valuable marketing tool, but it’s not the only one. In this digital era, it’s more important than ever to be proactive on social media and build a strong presence for your brand.
The best business platforms can help increase your reach and raise brand awareness. Plus, you’ll find it easier to communicate with potential clients, suppliers, and distributors.
Our team can help you break down big data into actionable insights with ByPath, our sales intelligence solution.
Request a demo for ByPath to find out more and leverage the power of social selling!