If your business is a B2B business and you’re not yet using social media, here are some reasons you should be talking about B2B social networks.
Whenever we approach B2B business owners, some are reluctant to talk about or even consider using social media in their business.
They mistakenly believe that social media is only for B2C businesses. They tell us that their industry is boring, and they have nothing to post that interests people on social media.
However, this is not true. Regardless of your industry, your business can always participate in social media.
According to Omobono’s research into B2B Social media marketing, business-to-business (B2B) marketers can benefit from social media, which could be their most effective marketing channel.
The financial services industry’s average follower growth per brand is awe-inspiring, given the industry’s large median social following. Brands in the machinery sector see the highest social media audience growth, with average annual follower growth across all five major networks.
The article notes that software brands see tremendous social media growth, up 82% of total followers across 2015, but the worst content engagement with a 2.62% engagement ratio.
It all boils down to your strategy. You need to have a well-documented plan in place regarding your social media.
Unlike most B2C social media marketing, there is a limited mass-market appeal for a B2B organisation. So, implementing a social media strategy designed around your industry is critical yet delicate.
For B2B organisations, social media marketing has to focus on nurturing relationships to build loyalty and brand advocacy.
B2B social media marketing builds your individual or company reputation, PR opportunities, positive web mentions, SEO and brand loyalty.
Social media and social media marketing are just buzzwords until you devise a plan. Your strategy must stipulate the following:
- your ideal client’s personae
- type of content you will post,
- how you will generate your content
- the specific social networks you will use
- schedule for posting to these networks
- benchmarks you will use in measuring your performance
- Key Performance Indicators (KPIs) you will use to measure your returns
As a business owner, having a documented strategy for social media that highlights all the above will make it easier and more productive for you to engage in social media marketing.
Whenever we see B2B business owners who are sceptical about adopting social media in their marketing mix, we encourage them to consider the bigger picture.
For instance, all businesses deal with humans, whether business-to-consumer (B2C) or business-to-business (B2B).
Even when you say your business is B2B, your staff are human! Some social media sites, like Facebook and Instagram, have billions of users.
Therefore, there’s every possibility that your staff will belong to one.
So, it only makes sense for your business to be on social since that’s where most people spend their time.
Therefore, if your target audience is on social media, your business should be on it, too.
As Bryan Kramer rightly says, “there is no more B2B or B2C. It’s H2H: Human to Human”.
There is no more B2B or B2C. It's H2H: Human to Human. - Bryan Kramer Share on XYou must now wonder which social media sites best suit B2B organisations.
The following social networks are ideal for B2B business owners:
Table of Contents
For B2B networks, LinkedIn is the undisputed champion! With over 500 million users worldwide,
LinkedIn is the network of choice for professionals worldwide. You must be on LinkedIn if you’re serious about building a personal and business brand.
Gone are the days when LinkedIn was an online job board for job seekers. Today, reputable businesspeople like Bill Gates, Richard Branson, and Jack Welch have a profile on it.
This site is perfect for any B2B company with a solid organic marketing strategy.
It is typical for B2B brands to stick to sharing content from their company page or profiles.
Overall, B2B brands have the largest audiences on LinkedIn. So, as a business owner, it would help to position yourself as a thought leader on LinkedIn. Use your presence on it to build thought leadership and place yourself as an expert in your industry and for content marketing.
LinkedIn is the ideal platform for promoting your company news, blog posts, and product launches, growing and strengthening your professional online networking and reaching critical decision-makers in other B2B organisations.
You can create posts around quotes, user-generated content, or your company culture.
LinkedIn is also the online network of choice when you want to keep abreast of news and trends in your industry or follow professionals from other industries to expand your horizons and explore new business opportunities.
LinkedIn should be a core component of your B2B lead generation and content marketing strategies.
A great way to generate leads on this social media platform is to join active groups related to your business or industry. Be an active member of these groups and provide value by answering questions from other members of the groups and providing relevant content.
Would you like to learn how to use LinkedIn to grow your business?
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X (Twitter)
With over 300 million daily users worldwide, X (Twitter) is the social network of choice for any business owner who wants to “see what’s happening in the world right now”.
X (Twitter) is one of my favourite networks because it’s a micro-blogging network where you can share your thoughts in less than 280 characters! Previously, the character limit was 140, but they have since increased it.
Its users cut across various industries and socio-economic segments. You have world leaders, politicians, celebrities, journalists and business executives.
What makes it unique is that while other networks try to cage you in, X (Twitter) encourages users to follow the links shared by other users!
The best way to describe X (Twitter) is like a stream. You can step in at any point during the day and be sure you’ll catch up on the latest news and updates from the people and brands you follow with no endless scrolling down your news feed.
It is the ideal platform to create awareness for your brand, humanise your brand, promote your content, and increase your followers’ engagement with your content or brand.
Are you interested in learning tips on using your X (Twitter) account to grow your business?
With over a billion daily users, Facebook is the place to be if you want to find your potential clients and explore new opportunities.
However, it is now a pay-to-play platform! So, as a business brand, if you want your fans to see your post, you must pay to boost it.
If your fans on it are actual humans and not bots, you’re reaching real humans whenever you boost your post.
However, if you’re one of those who bought fake fans over the years, then that’s too bad!
To combat all the negative publicity surrounding it recently, it is creating many measures to fight fake news and bots. So, these are exciting times for professionals and marketers on this network.
B2B organisations can also use it and Facebook Messenger as tools to boost their client service.
Adverts here can also drive targeted traffic to your website at reasonable costs.
However, advertising on it is not a walk in the park. It would help if you were sure of what you’re doing. Otherwise, you’ll throw money down the drain and get frustrated.
B2B organisations can also use it to showcase their company culture.
Use the live video feature on it to connect live with your fans during critical events and product launches.
Facebook Stories is another feature you can use to engage with fans of your page.
You need to pay attention when crafting your posts because its algorithm punishes any content it deems too forceful.
Your posts must be crafted to provide value for your fans, not the hard sell.
It makes changes often. B2B businesses must be creative in getting the best out of their presence on this platform.
Though it may seem like marketing on this site is getting complicated, we can also look on the bright side.
It forces professionals and marketers to be more creative and strategic in marketing their businesses.
Want to learn how to use this social media site best?
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YouTube
YouTube is the second-largest search engine in the world after Google! Users watch billions of hours of videos on YouTube.
In recent times, video content has gained much prominence on social media.
The importance placed on video content has driven us to increase our content.
When using video for your B2B marketing, the critical thing to note is that your videos need to be valuable and informative.
You need not spend a tonne of money creating videos.
Just make sure that the videos you create are helpful and informative.
Then, they will rank high on search engine result pages and help drive targeted traffic and engagement to your website.
You can create videos to showcase product demonstrations and testimonials, show your expertise, highlight your brand’s personality, leverage trending events, and solve customer problems.
There is no more B2B or B2C. It’s H2H: Human to HumanBryan Kramer
Are you short of ideas on what topics to cover in your videos? Then, repurpose your existing content into video format and upload these videos directly to your social media sites.
Uploading your videos directly to your account rather than linking to your video from your website or YouTube will improve its organic reach to your audience.
Remember to track and analyse the performance of your videos using analytics tools such as YouTube Insights and Google Analytics.
Use the data you derive from your analytics to create a strategy for your video marketing.
Using data from your analytics will ensure that you’re not just creating video content for content’s sake but also creating videos that provide value to your target audience.
Helping your brand rank high in search engine results will drive targeted traffic and potential clients to your website.
Want to learn how to make the best use of YouTube?
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Instagram is another social network that B2B organisations use to humanise their brand.
B2B brands can use their accounts to create awareness for their brand and the people behind it, i.e., their team.
Post-behind-the-scenes photos and videos. Highlight company news and product launches.
With a billion users, it is a platform that entrepreneurs need to consider using to grow their business online.
Be creative in creating content that humanises your brand.
Even if you feel you don’t have any newsworthy in-house information or cannot create content for this site in-house, you can always rely on user-generated content. You can also encourage the use of branded hashtags in your user-generated content.
Ask your clients to share photos and videos of how they use your product or service.
You can get your clients’ permission to post this content on your business account. You can also ask your clients to make short video testimonials of how they benefit from using your brand.
As mentioned above, your account is an excellent place for B2B brands to showcase their employees and brand culture.
Your employees and brand culture are vital ingredients that make you stand out from your competitors.
Use it as a tool to attract new talent to your organisation.
You can showcase your team’s benefits and perks by working for your company.
It helps attract new skills, clients, and unique partnership opportunities from brands with similar values and ideals.
With Instagram, your focus should be on storytelling instead of marketing.
Use your account as a tool to build an active community around your B2B brand.
On this site, hashtags are invaluable in helping to increase your brand awareness and build a community around your brand.
However, as a B2B, we should approach social media to acquire leads first instead of brand awareness.
Get a hashtag unique to your brand and encourage your team, clients and followers to use that hashtag about your brand.
Your hashtags connect posts from users unrelated to your brand into a single feed. So, anyone searching for the hashtags you used can see your post.
We hope you have not set your account to private! Otherwise, you will miss out on tons of potential engagement with your brand by interested persons.
Setting your account to private ultimately defeats the purpose of being on social media.
You can also use your Instagram account to tap into employee advocacy.
Encouraging your employees to share photos and videos of themselves at work or your company event using your hashtag is a fantastic way of engaging in employee advocacy.
It’s a win-win situation for your brand and your employees.
However, with Instagram, avoid being consumed by vanity metrics!
Yes, getting hundreds of likes on your content might seem impressive. Instead, focus on metrics that showcase proper engagement, such as comments on your posts and an organic increase in followers to your account.
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SlideShare
As a business owner, you create many presentations for your team, board members, and other stakeholders. Sharing and storing these presentations on SlideShare is a wise decision.
With about 80 million professional users, SlideShare is the most extensive presentation-sharing community on the Internet.
Owned by LinkedIn, it is the premier place for sharing your business infographic, presentations, and PDFs.
However, as a bonus, you can also upload and share videos and music files publicly or privately.
Besides sharing your content, B2B organisations can also discover great content on SlideShare on niche topics that will prove valuable in growing your organisation.
SlideShare is an excellent network where B2B organisations can gain targeted traffic to their website.
Your brand’s presence on SlideShare will help improve your ranking on search engines.
SlideShare is also a great place to get new followers and potential customers.
However, providing educational rather than promotional content is critical to your SlideShare success.
Do you want to learn more about using Slideshare to grow your business?
Key Takeaways
In today’s fast-paced digital landscape, B2B networking platforms have become a powerful tool for businesses looking to expand their professional connections and industry relationships. With a wide range of social networking sites available, like-minded professionals can easily connect with industry leaders and potential partners, thus increasing customer loyalty and business connections.
Mauco Enterprises recognises the importance of a solid social media presence and its impact on its marketing strategy. By actively engaging with the user base on these platforms, we create meaningful connections beyond just advertising our solutions.
Through virtual events and industry events, Mauco Enterprises stays informed about current market trends and establishes itself as a digital marketing agency that provides compelling content to its audience. By participating in online networking platforms with other active users, we list our business among future solutions providers, thus increasing our online presence and effectively reaching our marketing goal. Do you need help in harnessing B2B social platforms to grow your business? Contact us today. We would be glad to help.
Why Talk About B2B Social Networks?
There you have it! As you’ve seen above, you should discuss B2B social media for several reasons.
There is no credible reason to be reluctant about using social media in your business. B2B social media channels are indispensable for brand development and lead generation.
Solid engagement on the sites mentioned above is one key to a successful digital marketing strategy.
By incorporating these B2B networks into your existing marketing strategy, you add another channel for users to find your business and visit your website.
Since your existing and potential customers are on social media, your business must be on these B2B social networks. Advertising on these pay-per-click sites is a great way to drive targeted traffic to your website.
Catch you later!
Frequently Asked Questions (FAQs)
Why Is B2B Social Media Important?
B2B social media is essential because it provides a platform for businesses to connect with other businesses, potential clients, and industry influencers. It allows companies to showcase their products or services, share industry news and updates, and engage with their target audience more personalised and interactively.
Social media also helps build credibility and trust in the business, increases brand awareness, and can ultimately drive leads and conversions. Additionally, it allows businesses to stay updated with industry trends and monitor their competitors.
Overall, B2B social media is a valuable tool for networking, marketing, and building relationships in the business world.
How Are Social Networks Being Used in B2B eCommerce?
Social networks build brand awareness and engage with potential customers in the B2B eCommerce space. Businesses leverage social networks to showcase products and services and share industry insights and thought leadership content.
Social networks are used to identify and connect with key decision-makers and stakeholders in other businesses. B2B eCommerce companies use social networks for customer service and support, providing quick responses and personalised client assistance.
How Do You Promote B2B Content on Social Media?
- Share content across social media platforms where your B2B audience is active.
- Use hashtags and targeted keywords to increase visibility and reach.
- Engage with followers by responding to comments and messages and initiating conversations about the content.
- Collaborate with industry influencers or partners to amplify the reach of your B2B content.
How Is Social Media Marketing Beneficial for B2B Marketing to Acquire Potential Customers Through Advertising?
- Social media marketing allows B2B companies to target specific demographics and industries precisely.
- It creates opportunities for B2B companies to engage with potential customers in real-time and build relationships.
- Social media advertising can drive traffic to B2B websites, increasing lead generation and conversions.
- It provides valuable data and insights on customer behaviour and preferences, helping B2B companies refine their marketing strategies.
Why Is Social Media Important for B2B Marketing?
Social media allows B2B companies to reach a wider audience and build brand awareness. It provides a platform for sharing industry insights, thought leadership and valuable content to attract potential business partners. Social media offers a way to engage with current and potential customers, building relationships and trust. It allows for targeted advertising and lead generation, helping to drive business growth and sales.
How Has Social Media Changed B2B Marketing?
- Social media has allowed B2B marketers to reach a larger and more targeted audience.
- B2B marketers can now engage directly with customers and prospects in real time through social media platforms.
- Social media has made it easier for B2B marketers to track and analyse the effectiveness of their campaigns through metrics and analytics.
- B2B marketers can now more cost-effectively use social media to build brand awareness, establish thought leadership, and generate leads.
Why Are B2B Brands Investing More Resources in Social Media?
Social media allows B2B brands to humanise their company and connect with their audience more personally. Social media platforms provide valuable data and insights about target customers, allowing brands to understand their needs and preferences better.
B2B decision-makers spend more time on social media platforms, making it a crucial channel for brands to reach and engage with their target audience. Social media offers a cost-effective and measurable way for B2B brands to build brand awareness, generate leads, and drive website traffic.
Is Social Media Transforming Your B2B Business into Customers?
Social media helps to increase brand awareness and reach a larger audience of potential customers. It allows for direct customer interaction, providing a platform for engagement and relationship-building.
Social media can be valuable for showcasing products or services and generating leads. The analytics and data provided by social media platforms help businesses better understand their audience and tailor their marketing strategies accordingly.
What Is B2B Communication?
B2B communication refers to business-to-business communication between companies or organisations. It involves exchanging information, products, services, or transactions between businesses. B2B communication often focuses on building relationships, negotiating contracts, and collaborating on projects. It can occur through various channels such as email, phone calls, video conferencing, or in-person meetings.
Is B2B eCommerce Profitable?
- B2B eCommerce allows for increased efficiency and cost savings through streamlined processes.
- B2B eCommerce platforms provide a wider reach and access to global markets, expanding the customer base.
- B2B eCommerce offers the opportunity for increased sales and revenue growth through online platforms.
- B2B eCommerce allows for better customer relationships and experiences through personalised online interactions.
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Source: CMI
