Some marketers are still stuck in the mindset that social media is a B2C-exclusive playing field, but this couldn’t be further from the truth.
As far back as 2014, LinkedIn sponsored a survey that revealed that 75% of B2B buyers and 84% of C-level/VP executives used social media when making purchasing decisions.
Since then, the channel has only grown, and B2B social media campaigns are an incredibly powerful source of leads. Here’s a quick toolbox you can use to get your campaigns out the door.
Your Toolbox for B2B Social Media Campaigns
The B2B space as a whole has been slower to warm to social media as a marketing platform than B2C. The problem is that B2B marketing in general is rooted in an old-fashioned, traditional “we are professionals marketing to other professionals” mindset.
Except as time goes on, a new generation of decision-makers are gaining traction, with a very modern sense of what marketing should be. The days of someone knocking on your door and interrupting your dinner to try to sell you a new vacuum cleaner are over.
B2B marketing is evolving at an ever-increasing rate and those businesses that don’t keep pace will fall behind.
A successful modern B2B marketing strategy takes into account the humans behind the job title, and the fact that even key decision-makers are people too.
To reach your audience, you need to go where the people are – and they’re all on social media.
Fill Your Toolbox
Social media marketing thrives on great images. To really get the most out of it, it’s important to be able to create ones that match your message and resonate with your audience.
If you don’t have an in-house or contracted graphic designer, don’t worry – there are tools you can use to create your graphics yourself.
If you have it, Adobe Photoshop is the gold standard when it comes to image editing and compositing. If you aren’t looking for a paid solution, the free software GIMP (GNU Image Manipulation Program) is a great alternative.
For vector illustration, such as logos and icons, Adobe’s Illustrator software is top-tier. Once again, there’s an excellent free alternative called Inkscape that will also get the job done without cost.
There are also many tutorials on all of these programs available on YouTube, so you can quickly get up to speed and creating the graphics for your new campaigns.
The biggest of big names in social media, Facebook is a no-brainer as a marketing platform. It offers in-depth audience targeting so you can deep-dive into what types of personas work best for your ads.
The platform offers a range of different ad formats for you to experiment with. In particular, image, carousel and video ads are useful in the B2B space.
Images for ads are fairly easy to create and deploy, even if you don’t have immense resources. Start with a subscription to a stock photo website – you can find all kinds of great, commercial-use material that you can then edit in Photoshop.
The next step is to customize them. Every platform has particular sizes and requirements for their ads. You can find the specs for each ad format for Facebook here.
Although it may seem very B2C-oriented, Instagram is actually a potential goldmine for B2B marketing as well. It’s owned by Facebook, so you’ll be using Facebook’s infrastructure for your Instagram ads too.
A major factor in making Instagram marketing work is to properly set up your audience targeting. It’s crucial that your ads are getting served to people who really do need what you’re offering, otherwise you’re paying for impressions that will never convert.
Another major factor is audience fatigue, which is when your ads are being served to the same people repeatedly to the point that they aren’t clicking anymore. If your audience is set too narrow, eventually it’s just the same crowd seeing your ad over and over.
And if they didn’t click before, they probably won’t now either.
Image specs for Instagram Feed ads can be found here.
Although it does have a paid ad platform, Twitter is truly useful for building a brand voice and recognition. Many companies have had success with extremely witty posts – you need to develop the right kind of branding, and Twitter can be a great place to do so.
The strategy for success on Twitter is to effectively use hashtags in your tweets. There’s a fine balance there – you want to use tags that are relevant, trending enough to have high visibility, but not so much that your tweet gets instantly swamped by a flood of other posts.
Another approach to B2B Twitter strategy is to identify relevant hashtags and sift through posts yourself, looking for questions or comments you can answer. Spend a bit of time being helpful and you’ll soon build your authority.
Speaking of being helpful, question-answer forums like Quora and Yahoo Answers have huge potential.
Pick a problem your product solves, then go hunting for questions about how to solve that problem, and answer them. You’re helping someone out, but it’s bigger than that – when people Google that question, often Quora is one of the top results.
By spending time finding and answering all the relevant questions you can, you’re maximizing your exposure, bringing in leads, and building your brand authority at the same time.
Watch for Emerging Platforms
New social media platforms appear fairly often, and can have popularity booms suddenly and without warning.
Although many of them are less viable for B2B than B2C, it’s still worth keeping an eye on, as opportunities to get in on the ground floor can come along fast.
But with B2B and new platforms, you also need to gauge the user demographics compared to your typical buyer profiles.
For example, TikTok (formerly musical.ly) is a short-form video sharing platform (similar to the old platform Vine). It’s immensely popular right now, with over 500 million monthly users – but over 41% of them are between the ages of 16 and 24. Generally not the right age group for a B2B company.
Capitalize on that New Traffic
Social media is an effective method of generating more buzz around your brand – and more traffic to your website.
However, only around 2% of website visitors will ever actually convert. Sounds disheartening, right?
What if you could pull B2B leads from that traffic before they convert?
Clickback WEB identifies companies that visit your website. You get detailed information about those companies – valuable data like their industry, size and revenue.
You also get concrete, accurate contact information for leads at those companies, including key decision-makers.
Best of all, it’s very quick and easy to install and use.
It lets you maximize the impact of your social media campaigns, and you can try it for free with a 14-day trial.