Social media is often seen as a tool that B2C companies excel with and B2B companies struggle with. But, to think B2B companies can’t also enjoy success from social media is a major misconception. When done right, successful B2B social media marketing initiatives provide significant benefits to your business.
Increasing your B2B company’s exposure online helps to further develop brand awareness and establish trust with your customers. Social media platforms allow your business to establish a dialogue with current and potential clients. How you respond, interact and share on social media sends a clear message about the type of business you are.
Here are a few ways that you can successfully increase exposure through social media:
When you post content that is considered valuable, your audience may share it with their audience, who, in turn, may share it with theirs, thus increasing your online exposure exponentially.
As mentioned earlier, social media helps increase exposure. In fact, social media is the top source of referral traffic, accounting for 31.24% of total referral traffic. People might interact with your company on social media first, then become curious to find out more – ultimately leading them to visit your website.
Make it easy for the reader to click through to your website by intriguing them with useful links, resources, offers and more. It’s also important to remember that promotional content should be shared in a way that doesn’t overwhelm your audience or appear overly sales-y, as this could steer them away.
Social media is an important factor for SEO. By actively using social networks, your B2B company can improve positioning in Google’s organic search results. While Google is still unclear as to whether or not social signals effect their search ranking algorithms, there is no denying that social media can indirectly impact your ranking. For example, backlinks have been proven to carry a lot of power in increasing domain authority, which then leads to a higher ranking. The more you create and share high-quality, valuable content on social media – the higher you will rank.
As traffic to your website increases through social media, an increase in new leads is very likely to follow. Utilizing social media platforms to raise exposure and establish industry trust will guide the right customers to your website.
When it comes to the success of each platform, LinkedIn is proven to be the most effective lead generator, followed by Facebook then Twitter. LinkedIn is used by professionals and businesses, therefore it provides the perfect opportunity to target your ideal audience and spread the word about your business. Leverage your company’s LinkedIn profile to provide useful information about what your B2B company has to offer.
Social media is a platform designed to connect people, making it a powerful tool in strengthening relationships with your B2B customers. Take advantage of the human element that social media offers by interacting with your audience whenever possible. Answer questions your audience may have, solve their problems, converse and let them know that you are paying attention to them. In order to be more approachable and “human” in the eyes of your audience, authenticity is key.
In some instances, customers may review your products and services on social media. Be sure to pay attention to these reviews and express thanks when customers leave a positive review. In cases where a review is negative, make sure it is handled appropriately. If you need tips on handling a bad review, check out this post!
Providing marketplace insights can significantly increase the trustworthiness of your B2B company. Social media serves as an ideal platform to showcase your industry expertise and gain the trust of your peers and customers. Leverage platforms like LinkedIn, Facebook, and Twitter to share thought-provoking and industry relevant news, articles, and more, with your audience. Being a thought-leader in your industry will benefit your company tremendously when potential customers are seeking a qualified partner.
When you dedicate time and effort to social media marketing initiatives, the benefits have the power to take your business to the next level. Using social media platforms often enables you to expand the reach of your content to existing and potential customers while keeping them both informed and entertained. What are you waiting for? It’s time for your B2B company to get social!
Looking to dig in deeper? Check out our ebook, The Essential Guide to B2B Social Media Marketing.
If you need help kicking your B2B social media marketing initiatives into high-gear, contact us!