Brilliant B2B Social Media Success Strategies!

Social media is extremely effective for B2B brands. These days people expect to see familiar brand on the social platforms they use and often spend time researching new brands there too. Here are some useful tips on how to maximize your social media presence as a B2B brand.

Content distribution

Content is essential for building brand awareness and getting you noticed in the SEO rankings. It’s just not an option to have a site without a blog these days and social media can be really useful in your sharing and engagement strategy. That said; not all content fits all channels and you need to customise your messaging and content to make sure it’s relevant to each channel’s unique audience.

Brand awareness

Social media gets your brand name out there in front of potential customers; bottom line. It’s also where your potential customers hang out to chat and by posting what your customers and prospects want and need to see about your brand you have the opportunity to establish yourself as a thought leader, increase brand recognition and awareness and engage in self-promotion. Get involved in discussions too; it’s a great way to integrate with your prospects and customers; remember that people love the personal touch.

Social advertising

Social advertising provides a great opportunity to place your brand in front of a qualified and relevant audience and each platform offers multiple methods of promoting your brand and products. Twitter, for example offers Promoted Tweets, Promoted Trends, Promoted Accounts and Keyword Targeting in Timelines. Facebook and LinkedIn also have robust targeting options available so you can focus your messaging across the most relevant audience thus giving you the best value for your marketing spend.

Supplement social with email

An important statistic for marketers is that 77% of internet users prefer email over all other forms of communication. Take advantage of this trend by sending out monthly newsletters and emails informing existing customers of new upcoming products or promotions. Encourage your customers to ‘like’ your company on Facebook to receive exclusive offers; make it clear that they will be rewarded by following you on social media.

Retargeting on social networks

Placing a simple retargeting code on your blog and any landing pages you have can help to convert your social audience to paying customers. Even if your readers aren’t actually ready to make a purchase yet, retargeting can help to keep your brand ‘top of mind’ so that yours will be the product they purchase when they are in-market.

The Facebook Exchange (FBX) platform is a great retargeting service. It allows you to keep your brand in front of users who have expressed an interest in your product previously. Users are targeted based on their previous site visits, making sure you have the right audience or you can also use Facebook’s old style demographic data with Facebook Marketplace ads.

To start with, FBX ads were only on the right rail but recently they began testing ad placements in the News Feed and this has yielded very high performance. Following Facebook’s lead, Twitter now offers retargeting allowing users to serve promoted tweets to customers in their database. There’s no ad exchange yet but this is still a useful way for marketers to reach their target audience directly via the Twitter feed.

In conclusion

The percentage of B2B marketers leveraging social media’s popularity is escalating and spending on social ads and retargeting is increasing all the time. Quality content is still essential and this coupled with the relevance and robust targeting provided by social advertising will maximise your B2B brand presence across the social media platforms.

Image courtesy Shutterstock

Alison Page

About Alison Page

Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk

Alison Page

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