Whenever we talk social media marketing, the question of whether it is an effective tool for B2B businesses always comes up. That’s because many B2B businesses are sceptical of the benefits of social media, often because they once tried and failed to reap rewards through this medium.
And so, in the minds of these business owners, social media marketing is not an effective B2B marketing tool.
We’re here to tell you that this is simply not true. Social media marketing can be a great asset to any B2B marketing plan; the key is in simply understanding how to use these platforms to your advantage and how your social media strategy differs from B2C businesses.
Using social media platforms for these three reasons is how to get the most out of it.
1) Gauge customer service. Use social media platforms, such as Facebook or Twitter, to ask questions, conduct surveys and request feedback. They’re both great places for communicating directly – and quickly – with customers and clients.
2) Networking. Being active on your company LinkedIn page is all about virtual networking. It is an excellent way to expand your network and connectivity from the comfort of your computer. (Although you still need to put in face-to-face time too.) Rather than finding new customers, you’re more likely to find good strategic partners and referrals on LinkedIn.
3) Boost SEO. As far as we’re concerned, this is the most important reason to engage in social media. Because for B2B businesses, it’s not about Twitter followers or Facebook likes, rather than the SEO benefits those social media updates give your website. Search engines want to see dynamic home pages – and although a blog provides dynamic content to a website, it doesn’t necessarily provide it to the home page. Or at least not necessarily often enough. A frequently updated Twitter box, for example, on your home page gives you that prized dynamic content. Google also gives websites credit simply for having social media widgets on the home page.
With these three great business benefits, where does the persistent myth that social media isn’t for B2B come from? From the idea that social media must be used for business development and brand awareness. These are B2C social media tactics and any B2B business that goes this route is likely to end up frustrated and convinced that social media is not for them.