While social media may be a tool more closely associated with B2C marketing strategies, it also provides plenty of value for B2B companies; 54% of B2B marketers have seen social media increase lead generation.
With the innumerable amount of social media networks out there, it’s important not to spread yourself too thin by joining them all, and instead focus on a select few. These social media sites have proven particularly effective for B2B companies:
Built with professionals in mind, LinkedIn is arguably the most efficient social media platform for B2B companies. The site’s goal is to help you network and make connections, so it should come as no surprise that it’s a great place to gain visibility.
Paid members of LinkedIn are able to see who has viewed their profile, so increasing exposure could be as simple as having your company page click through on others’ profiles. Another way to get your company name out there is to join specific groups and engage in conversations with people who care about your industry; just be careful not to be too self-promotional. Focus on providing answers to establish authority instead.
LinkedIn also is a great place to gain intel on prospective clients and what industries are most interested in your company, as vast amounts of professional details are available on people’s profiles.
One of the best things about Twitter is how easy it makes instantly connecting with customers and others in your industry. Not only can users reach out to you directly via mentions, but you also are able to search for your company name and see what people are saying about you.
Twitter’s interactive nature makes it an excellent platform for customer service and PR. Don’t only be on the lookout for comments about your company, though; also follow keywords related to your business and start building relationships with others in your industry by following and engaging with them and helping to answer questions.
Facebook boasts 2.13 billion monthly active users, making it the most popular social network of all. With such a large user base, opting out is a missed opportunity.
Visibility aside, Facebook is a fantastic way to advertise; the site lets you target specific audiences with categories like interests, purchases, demographics, and location. It’s worth mentioning that Facebook advertisements are also very affordable; you could spend $10 a day on ads and still reach more than one million Facebook users. Use their ‘Boost a Post’ feature to reach a wider audience without appearing as an ad.
Another great Facebook tool for marketers is their groups. Very similar to LinkedIn’s groups, Facebook has a myriad of groups on specific topics. Facebook groups may serve you even better concerning visibility because people scroll through in their free time and not just when they’re in a business state of mind as they do with LinkedIn.
Google+ may not be one of the most commonly used social networks out there, but it’s worth utilizing for its SEO benefits alone. Google+ helps Google verify content authorship, which moves you up in search engine results.
As a bonus, if your Google+ profile is connect with Google My Business, it integrates with other Google features like Maps, which helps locals find your business quickly. Publishing content on Google+ also helps it rank higher in your Google+ circles and the Google Communities function which allows users to discuss specific topics with one another, helping you establish authority.
So what is the absolute best social media network for B2B businesses? Well, that depends on your brand. While the above platforms all have useful features for B2B companies, the most critical part in choosing which social media channels to join is determining which ones your target market actively uses.