Social media has become an integral part of B2B marketing strategies around the globe. With 3.6 billion users worldwide in 2020, and a predicted 4.41 billion users by 2025, B2B marketers are harnessing the platform to reach desired target audiences to promote their products and/or services through a diversified calendar of content. Further, marketers are using social media to learn more about their audiences and better understand potential customers. Despite social media’s reputation in the B2B space, many businesses are uncertain of where their efforts should be focused when it comes to identifying which platform best suits their brand and reaches the right audiences. We have identified the following steps you can take to get started with your social media strategy.
1. Define your goals
Leveraging social media has many benefits for B2B organisations. However, to maximise results, it is crucial to identify your business’ key goals and objectives. Identifying goals will determine the social platform you choose, but also the content you create and the people you target. Your goals may include brand awareness and educating your audience on your products or services or, you might harness social media to learn about the needs, wants and habits of your audience. Whatever it is – start by identifying what you want to achieve.
2. Identify your audience
Once you have established your goals, the next step is to identify your target audience. This process is much more complex in the B2B world versus B2C as there is more than one person who will be involved in the purchasing decision.
Start by addressing and understanding the following questions:
- What is your core offering? – what is the #1 thing your customers are using your products or services for?
- What are the primary pain points your organisation addresses?
- What is your competitive advantage?
- Why would a customer choose your business over your competitors?
- Who would most benefit from what your B2B organisation has to offer?
3. Understand B2B social media channels
Depending on the information you have acquired from your research, the next step is to research the potential B2B social channels that your organisation might consider engaging in. LinkedIn, Twitter and Facebook are generally the top platforms in B2B and, depending on your business, you might consider all three or only one. Understanding each of the social platforms is crucial in your underlying social media strategy. It is not worth your time or effort engaging in activity on a channel that does not serve your business.
4. Analyse where your audience spends time online
The entire point of B2B social media marketing is to put you in front of your best audience, so the last step is to pair your goals and audience with the right platform. How can you determine where your target audience spends their time online? One of the easiest ways you can establish this is to through a customer survey. Ask questions around where they spend their time online, where they get their information from etc. You may find that the majority of your audience are on LinkedIn and decide to focus your efforts there. Regardless of the results, the information you are able to obtain will inform your B2B social media strategy and give your business the direction it needs to be successful on social media. Don’t forget to assess how your efforts are performing and to optimise your activity accordingly. Knowledge is power!
Social media is a fantastic tool for B2B organisations that want to remain relevant to their customers and gain exposure online. It is a great platform for building brand awareness, generating more traffic to your B2B website and lead generation. Further, when used correctly, can be a great way to learn more about your audience and gain further insight into your customers. However, the key in reaping the benefits of social media platforms is ensuring you are choosing the right ones for your business.
If you have any questions on this article or looking for some direction on your B2B social media strategy, please contact one of our digital marketing specialists.