Here are some quick reasons why social media for B2B is valuable to your business
If you’re like other business-to-business (B2B) leaders, you probably question if your company should spend any time or money on social media. It’s a good question! After all, it’s pretty obvious that social media is used by business-to-consumer (B2C) companies since they’re advertising directly to customers. But B2B’s aren’t normally selling to typical users of LinkedIn, Twitter and Facebook. So is social media for B2B?
Connect with Influencers
In fact, there’s a lot of value for B2B companies. Social media marketing elevates awareness of your brand. It increases traffic to your website. It develops important relationships with everyone who has an interest in or concern for your organization. This includes prospects and your current customers, but also others like community and trade association members, media personnel, employees, investors, and suppliers. These influencers are people with many followers, friends, and connections. Even if they’re not prospects, they can direct their audience’s attention to your brand. This expands the reach of your brand’s visibility.
Direct Interaction
Although B2Bs like equipment manufacturers typically have fewer customers than B2C, their products are usually more expensive with longer lead times. B2B prospects often need more trust signals, data, education, and support before doing business with such companies. Social media allows you to connect with these potential customers and address their elevated needs in a prompt manner. Further, being able to directly interact with your customers and followers through social media is a huge advantage over long-established forms of media such as advertising. Customer service and reputation management are important benefits of this two-way communication.
Educate and Attract
On social media sites, you can expand your audience and demonstrate your expertise in a non-selling way. Promote your educational content in digital formats like white papers, articles, case studies, blog posts, webinars, videos, and more. This is content marketing. Ask your followers what new content they want to get new ideas. Then create it and give it to them, knowing that it will very likely be consumed and then shared by others. Building rapport and trust with your audience will eventually be rewarded with their business and loyalty.
Pulse on Competition
Learn more about your competition on social platforms! You can search for your competitors by name and read what people are saying about them. You may find new opportunities by identifying any issues or needs that are not being addressed or fulfilled. Further, you’ll keep up with competitor activities like product launches and other company news.
So yes…
Social media is definitely for B2B and your company must have a presence in it. It’s no longer optional. Your prospects are looking for and connecting with relevant brands that will serve them. Your marketing plan should include an effective strategy to create a social media identity. This will establish brand awareness and serve your customers better. It will also assist the progress of your other digital marketing tactics, and help you grow your business.
Contact me to learn more about why social media is crucial for business-to-business marketing!