Traditionally, B2B companies have found it difficult to deploy and analyze social media campaigns. Many of these businesses don’t feel that this sort of marketing is valuable or relevant to their business. Despite these feelings, however, social media marketing is an effective way to reach both B2C and B2B customers online.
The fourth annual “B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America” report from MarketingProfs’ and the Content Marketing Institute showed that the confidence of B2B content marketers is increasing, with 42% of respondents saying they consider themselves effective, up from 36% the previous year. The report noted that the reason for this increase is that now 44% of B2B content marketers have a defined and documented content strategy while 73% have a person to oversee the content marketing strategy.
B2B marketers with a strategy are more effective on social media. But how else can they position themselves for success? Here are some tips that B2B companies can use to fine-tune their marketing strategies:
Know the audience.
The foundation of any good social media campaign is knowing who your audience is and the best way to reach them with messaging. The more a marketer knows about his audience, the better able he is to tailor campaigns for them and increase his ROI. A B2B company should know their audience on both the broader organizational level as well as an individual/buyer level. What problems is the organization facing, and how is the purchasing decision maker going to solve those problems? B2B marketers should be able to articulately and effectively demonstrate the benefits of their product or service to these consumers.
Pick the right networks.
The success of a social media campaign depends on many things. While the quality of posts and the correct frequency of those posts is important, it’s vital to first decide exactly where a business should be posting. Every social network is different in its own way, including the user demographics that visit each one. Before launching a social marketing campaign, B2B marketers need to determine what network is right for their message. For example, a 2012 survey from the Pew Research Center’s Internet & American Life Project showed that women and adults ages 18-29 are most likely to use… click here to read the rest of this article