There is an ongoing debate about the use of social media by business-to-business (B2B) companies. However, according to B2B Magazine, 93% of B2B marketing are using some form of social media marketing. As expected, Linkedin, Facebook and Twitter are the most popular. However, tactics, resources and metrics are key challenges. These challenges are connected and reinforce the need for a comprehensive strategy, integrating your social media efforts with your overall marketing plan. However, it is first important to understand how you can best utilize each of these social networks.
Here are a few thoughts:
- LinkedIn: create a group for your brand, create a company page and promote products, encourage employees to provide links within their profile to the company webpage(s), share company presentations and videos, integrate twitter feeds and corporate blogs, recruit employees
- Facebook: share news and videos, , promote and share pictures and comments from events, highlight expert knowledge from both employees and customers, create community through customized product pages (invite Likes, discussion, links to more information on company website), recruit employees
- Twitter: listen to what others (customers, competitors, influencers) are saying, share content (provide links to articles, re-tweet influencer content, invite input from your followers to validate strategy
For additional insights and tips on using social media for B2B marketing check out Social Media B2B, Marketo, Hubspot, business.com.
Identify your goals. Consider how these platforms, or others, may augment your marketing, customer service, product development or sales efforts. Be brave and be patient. Social media is a broadcast channel enabling you to reach a very wide audience. It takes time to build a valuable following and to learn how to interact effectively with them.
What's your perspective?
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