Leveraging Social Media For B2b Marketing

Did you know that 90% of B2B companies actively participate in Facebook

, 53% in Twitter and 47% in LinkedIn? Social media can prove to be an ideal source of high quality leads if B2B marketers are able to invest a substantial amount of time and effort in designing a strategic campaign.

Social network responses

Links and updates posted on social sites find a large number of readers since they can be easily shared, liked or followed. Since there are frequent discussions held and online searches conducted by prospective customers, it is important for B2B marketers to respond to discussion comments, questions and responses in a timely and apt manner or, resolve issues and complaints in order to maintain their online reputation.

Share quality content

Social media is the best place for a B2B company to share its regular posts and updates. Sharing relevant content helps generate discussions and interactions which can be slowly and steadily expanded to garner higher readership and nurture prospective clients as well. Relevant content includes podcasts, videos, case studies, customer success stories, newsletters, webinars, info-graphics, etc.

SEO optimized links

Today, we can find search engines indexing social media profiles as well. Therefore, it is important to SEO optimize all shared content including company and employee profiles. Since it is the best place to generate inbound links, usage of the appropriate high ranking keywords in the shared content is imperative.

Engage with existing customers

The primary purpose of creating a social media campaign is to first engage the existing customers, because they are the best brand ambassadors for the company. So, all initial campaigns must foster existing relationships by providing them demo offers, help videos, new release updates, etc., so that there is ample opportunity for them to bond with the company and eventually, maintain brand loyalty. This effort goes a long way in attracting new clients, creating awareness of product/service and acquiring new business deals as well.

Personalize content when used in multiple social channels

Social media is a place where people from the same industry or work area meet. So, even if multiple social campaigns are executed, content shared in each channel must be personalized to suit the profile of the members. By doing so, B2B marketers can capture audience attention, start relevant conversations and engage them effectively.

Social media B2B marketing strategies can be executed using marketing automation software. This helps in increasing effectiveness of lead generation and lead nurturing efforts.

by: brianwarren

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