Why Social Media Makes Sense for B2B (And How to Get Started!)
You probably know by now that when it comes to social media marketing, “Content is King.” It’s a pretty simple concept: The audience doesn’t want to be sold; they want to be informed, and they want to be entertained. Your brand must provide them with whatever they perceive as valuable, asking for nothing in return.
But doesn’t this only work for consumer brands?
Absolutely not. Here’s why.
Above all, social media is a place for a brand to build credibility.
By even having an online presence (other than your website), someone is more likely to view you as a legitimate or trustworthy company. Then factor in all the valuable content you’re going to provide, and you’re miles ahead of the competition.
Your audience is there.
Keep in mind, there are billions of people across the globe on social media. Just because your customer’s company isn’t on social media, doesn’t mean the decision-maker isn’t.
Social media is an excellent customer service tool.
Not only can you quickly respond to customers’ questions, but prospects on your page can see the attention you give your customers, which can be a big selling point.
Shareable content is searchable content.
There is some debate among SEO experts on whether having a social presence increases your site’s search engine rankings, but there’s no doubt it can indirectly affect your rankings. The more shareable content you put out, the more likely someone else will link to your site.
Now for the fun part: How to get started! It’s true that B2B companies have to be a bit savvier when it comes to content strategy, but if it’s done right, your social media presence can be just as valuable for you as it is for B2C companies.
Start with LinkedIn.
An obvious first choice for B2B marketers, LinkedIn makes it easy to share your company with an audience you may have previously been neglecting. Employees, customers, and prospects can all connect via your company page. LinkedIn can be thought of as an extension to your Public Relations department, allowing you to update your network on changes within the company, your recent CSR (Corporate Social Responsibility) initiative, or new employee programs. It can also be an extension of your Human Resources department, allowing you to post job openings and recruit talent. A professional, consistent presence on LinkedIn is a great jumping-off point for any B2B company looking to enhance their overall marketing strategy.
Only do as much as you’re comfortable with.
More B2B marketers are gravitating toward other social platforms, like Facebook and Twitter. Like LinkedIn, they allow you to tap into an audience that you may not have been reaching before. Both of these platforms are great for starting a public dialogue with your customers or prospects. But to have a truly successful social media strategy, you have to be sure you have the manpower to keep up with it. Responding to comments, reviews, tweets, etc., in a timely manner is just as important as consistently posting relevant content. Remember, the purpose of being on social media is to provide value for customers and prospects. If you can’t comfortably maintain quality content on multiple platforms, stick to one. In the words of Ron Swanson, “Never half-ass two things. Whole-ass one thing.”