Google advertising and optimizing your website for search engines (SEO) can be important tools to drive traffic to your websites. They will definitely result in new leads, assuming that your website is informative, easy to navigate and includes certain calls to action. So why should you bother with social media?
There are many reasons to integrate social media in your b2b marketing strategy.
1. You can build personal relationships on social media
Generating (new) business is about building relationships. On social media you can easily engage in a conversation with connections and followers. While doing so your social reach will become bigger as their network will see the conversation too. Social media can easily be the start of a relationship, e.g. you connect with someone on LinkedIn whose profile matches your interest, but it can also be the place where you continue a conversation after you have met someone in real life.
2. Social media enable you to stay top-of-mind
I often compare social media with a train passing by on a regular basis. Imagine that you live close to a train station and hear the train passing by 5 times per day. You know it is there, but you don’t need to take this train every day. But then there comes the day that you decide to visit a friend. The train will probably be the first mean of transport you will be thinking of. The same will happen when you have a consistent presence on social media. Your customer or potential customer might not need your services every day. However, when he sees your posts coming by on a regular basis, you will be top-of-mind the moment he is looking for someone like you.
3. Social media afford you the opportunity to target
Several social media platforms make targeting people relatively easy. If you are a b2b company then I would definitely use LinkedIn to get in touch with potential customers. You can search on key words, location, position, etc. But also platforms like Facebook and Twitter should not be ignored. Through Facebook ads you can target people amongst others on interest, demographics and location, but you can also target people that are part of your mailing list. Twitter enables you to get in touch with relevant people by searching on key words or by checking out followers of people who offer services that are similar to yours.
4. Through social media you can show the human side of your brand
Whereas your website is a great platform to offer to-the-point information supported by a look-and-feel that fits your brand, social media enables you to show your brand in action. Through pictures, short updates, interview and videos, etc. you can show what’s going on in your company on a daily or weekly basis. It keeps your followers up-to-date and gives your brand a human face.
5. Social media enable you to build expert status
Have you ever thought about the expertise you have built over the years? What if you would start sharing your expertise online? You will not only create content that stays relevant for a long time, it will also show what your scope of business is and what people could hire you for. You will not only be an expert, but you will also be seen as an expert.
Some people say that they can’t write or don’t have time for it. Then I would like to suggest to find someone who can do the writing for you. You will probably be able to fill half a page or one page with relevant information on a specific topic (a so-called brain dump). Then let someone else do the writing and editing.
Not simple and easy
It would be a misconception to think that social media marketing is cheap and easy. Being successful on social media requires patience; You don’t build success overnight. In addition, it requires resources. You need people to build a content strategy, create good quality content and keep the conversation going online. And if you want to grow fast, you might need a budget for advertising too.
Successful companies have always been investing time and money to build and execute their marketing strategy, also before the social media era. It can be a pitfall to think that social media marketing does not need resources. It does! But once you decide to go for it and have the patience to build a following, it will drive meaningful results to your business.
Are social media already part of your business strategy?