Have you been ignoring your B2B social media marketing strategy? Don’t worry—it’s not too late to make things right between you.
Dear B2B Business,
We need to talk.
You see…I know you’ve had your doubts about me. You think that a B2B social media marketing strategy isn’t attractive or alluring enough for your business. After all, social media is what your kids use to send selfies to each other, right? So as a business in a B2B industry, how could social media possibly help you?
Oh, B2B, you’d be surprised. There is so much I could do for you. However, when you roll your eyes every time your in-house marketing manager hints that you should give me a chance—well, it’s hard not to feel ignored. And just a little unloved.
But I promise, if you’ll take just a moment to hear me out, I can give you three rock-solid reasons that You + Me = Meant 2 Be:
Reason #1: LinkedIn
Let’s just get the obvious one out of the way. Having a strong presence on LinkedIn is crucial for any business, but it’s especially crucial for a B2B social media marketing strategy.
Why? LinkedIn is the business world’s premier networking platform. Not only will you have the most direct path to engaging with decision-makers in prospective client companies, you’ll have the ability to research everything about them professionally.
Not convinced yet? All right, you bottom-line and ROI-minded B2Bs (see how well I know you?), let me throw some numbers at you:
- LinkedIn boasts the highest lead conversion of any social media platform. Their visitor-to-lead conversion rate is 2.74%. That’s three times higher than Facebook (0.69%) and Twitter (0.77%).
- 80% of B2B leads come from LinkedIn. Facebook B2B leads? A mere 7%.
- LinkedIn users are four times more likely to check out your website than Facebook users.
To experience the value of LinkedIn in your B2B social media marketing strategy, best practices suggest that you should set up a company page if you haven’t already. Next, bolster your LinkedIn profile, and then begin engaging and posting content in groups relevant to your industry.
Reason #2: Facebook
Yes, I know, I just kind of dissed Facebook in Reason One. But not really, because the real value of Facebook is in SEO, customer service and brand awareness (not everything is about the numbers, life lesson, you’re welcome).
That’s because Google’s algorithm gives more credit to social media as a ranking factor. High levels of engagement with your blogs, videos, white papers and any other owned content you post on your company Facebook page will make Google see you as a more relevant page to display in response to users’ queries. This provides a huge boost to your B2B social media marketing strategy.
The content posted can also redirect users to your website, driving traffic up—which again, Google sees as positive. In turn, it ranks you higher in searches.
Also, don’t overlook the recent phenomenon of “social search.” Growing numbers of users are searching for business pages on social media in the same capacity as they use Google and Bing. Customers expect to be able to find your page and get all the same information they would find on your website. So even if you can’t be convinced to invest in a robust content schedule, you certainly need to be present on Facebook and post up-to-date information about your company.
Reason #3: Twitter
“Oh, Twitter, my Twitter, I just can’t quit her.”
That’s more than just a really bad attempt at a poem. The fact is, Twitter has become the place for information and news on the internet, which makes it a vital component to your B2B social media marketing strategy. There are conversations happening at any given moment about every topic imaginable—including your industry—and I promise, you will be shocked at how much information you can get into a 280-character tweet.
As the best avenue for you to impress potential customers with your industry expertise, insight and knowledge, Twitter is an indispensable part of your B2B social media marketing strategy. So, as you would with LinkedIn, find out where the conversations are happening, track relevant hashtags and push your helpful content to customers.
By the way, Twitter is also the best medium to participate in local events and happenings—if, y’know, looking like an upstanding member of the community is something you’re into.
So, there you have it. Hopefully, B2B Business, I’ve helped you see that I have so much to offer you. I can help put your website on the front page of searches, I can improve the reach of your advertising at a fraction of the cost of traditional media and I can improve your brand awareness with the upcoming generation of management. I mean, really, what’s not to love?
Call me; I’ll be waiting by the phone.
Hugs, kisses, and ROI,