Ultimate Guide to B2B Social Media Marketing in 2017

By Yasmin Purnell

Social media has entirely reshaped the way the world communicates. Instead of relying on celebrities, large news corporations and the television for world news and information, people are able to freely share, communicate and engage amongst themselves. And B2B social media marketing is part of that.

We’ve already seen huge success amongst B2C marketers, with brands consolidating a name for themselves in their target audience. However, B2B social media marketing can feel a lot more difficult to get right. When you’re targeting other businesses, negotiating a world of engagement, followers and likes can feel impossible.

Sure — B2B social media marketing does differ to marketing directly to consumers, but it nevertheless can be an extremely effective tool for your business. Effective social media marketing for B2B companies can:

  • Establish your company as an authority
  • Grow a dedicated, engage audience (remember, those companies you are targeting are made up of real people)
  • Drive traffic and conversions.

Getting Started With B2B Social Media Marketing

First things first: you need to get onto the right social networks.

The rule of thumb here is to find a balance between establishing your business on more than one platform, but not spreading yourself so thin that you can’t really focus.

While LinkedIn remains the most popular platform for B2B marketers according to Content Marketing’s 2016 statistics, it is by no means the only platform you should be using.

B2B companies are consistently showing the impact they can have on a range of social media platforms provided they’re sharing content that resonates with their audience. A great example here is Novartis, a pharmaceutical company that has generated a large following on Instagram by sharing posts on the humane side of their work. It’s creating a genuine connection with its audience that has massively boosted the relatability of the brand.

To establish the best platforms for your company to use, take a look at your competitors’ social media accounts. As you’re in the same industry, what works for them is often what will also work for you. If you see that your competitors have managed to grow a huge audience via YouTube or Twitter, these platforms may be the best places for you to target first, because you know there’s an interested audience waiting.

Your Profiles

Your profile needs to instantly reflect your company’s brand on every social media network, and needs to be immediately recognisable.

That means using the same profile picture — ideally your logo — across all platforms, and using a consistent tone of voice. Remember: social media is where businesses can show their less corporate side, and provide content users can relate to. Keep your profile descriptions professional, but remember you’re writing to connect with people, not to sell them your CV.

Know Your Audience

Your profiles need to be created with the your target audience in mind. By this point, your company should know its values, mission statement, and the type of customers it wants to attract.

Build your profile around this aim. If you are going for a target audience of, for example, entrepreneurial-minded men in Go to the full article.

Source:: Business 2 Community

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