In today’s society, social media has become a necessity in all aspects of our lives—including business. Harvard Business Review even states in an article from January 2021 that having social media strategy is critical, especially in a post-pandemic world.
Since there are significantly fewer in-person events, B2B marketing is primarily done online. Getting the formula right can be challenging, but social media marketing is a valuable and powerful tool for B2B transactions.
On social media platforms, you can do the following:
- Establish your branding and increase awareness – Tell your brand’s story, what you stand for, what products and services you offer, and more on every platform you choose.
- Build brand credibility alongside customer trust – Customers will start recognizing your brand as credible and trustworthy with engagement, reviews, and customer service over time.
- Build a community and grow your audience – Every online engagement brings your customer closer to your branch, building loyalty. Every engagement is also an opportunity for sales conversion.
- Generate and nurture leads – Social media allows you to tap into potential customers and solve their problems, building trust and credibility along the way.
- Optimize social listening and customer engagement – Your platforms are a great way to hear feedback from your customers and find out what they’d like to see next from your brand. Use this tool, too, as a way to pinpoint and improve the weaker points of your brand.
- Measure marketing efforts – Social media has insightful management tools that enable you to view, track, and analyze key performance metrics (KPIs). These figures will guide you in what works and what doesn’t in your social media marketing strategy.
Here are the best social media platforms for B2B marketing.
LinkedIn isn’t the biggest social media platform, but it’s the oldest social networking platform still used today. It’s also one of the most trusted since 73% of users agreed that LinkedIn values and protects their privacy.
This platform is now primarily used for networking for work and career since everything about the platform was designed to showcase people’s professional lives.
Because of its nature, LinkedIn is the best avenue for businesses to reach other companies. You can also use LinkedIn to start conversations with industry leaders looking for recommendations.
It’s also worthy to note that 97% of B2B marketers utilize LinkedIn to market content customers, making it the number one choice among all platforms for content distribution in B2B marketing.
If you’re planning on focusing on LinkedIn, the best-performing posts are industry news, thought leadership articles, polls, and career advice.
This photo-sharing social app has one billion monthly active users, with over 200 million people visiting at least one business page daily. These figures are one of the reasons why Instagram is one of the top platforms for B2B marketing.
In Instagram, you need to post your most aesthetically pleasing and visually stunning content, such as high-quality photos, illustrated infographics, and videos. Simply put, Instagram is where you curate your best visual content, whether it’s static or dynamic. Think of it as an online magazine for your brand.
The more successful B2B brands also optimize user-generated content to make their platform more credible, authentic, and customer-centric. These posts may be feedback and customers using your products.
Note that the algorithm favors pages that optimize its latest features, so create content for Instagram Stories, Reels, and Photo Carousel to reach new users and increase brand awareness.
Twitter has more than 330 million active users per month and 500 million tweets sent per day. It’s the most accessible platform to start and engage in conversations with potential customers. This platform is also the fastest way to deliver and receive news.
In just 280 characters, B2B brands can find out their customers’ needs and pain points. They also use hashtags and trending topics to instigate active, personalized conversations.
You can also use Twitter to provide stellar customer service since you can send a tweet or reply to a direct message in just seconds. This fast response time allows you to build and fortify relationships with customers, winning them over and gaining their loyalty to the brand.
On the other hand, Twitter is an excellent avenue for social listening. You can find out what your market is saying about your brand by checking your mentions or searching the brand name. You can create new content based on the tweets you’ll find.
It’s no surprise that Facebook is the most used networking platform globally, with 1.84 billion active users per day. You’ll find the most opportunity to reach a broad audience on this platform.
Facebook also has an edge since the networking platform revealed that business decision-makers spend 74% more time on the site than other people.
Growing your Facebook page organically is challenging these days. Still, they’re a good avenue for you to build a community and set your business as an authority through branding, engagement, and credibility.
TikTok
TikTok is one of the platforms used least for B2B marketing, but it has great potential and is quickly growing, especially since it had 1.2 billion active users in 2021.
This platform went viral back in 2020, often being compared to its predecessor Vine due to both platforms having similar video formats. It’s the perfect avenue for your brand if you want more experimental content.
Tiktok has a lot of trending challenges, too. If you get involved and create great content during the peak, your post has the potential to go viral, ensuring that your brand voice remains fun and engaging.
When your TikTok content goes viral, there is also a big chance that users will share your post to other platforms.
Level Up Your Social Media Marketing Today
Choosing the right social media platform for B2B marketing can be tricky. Luckily, the digital marketing experts from RSM Connect are here. With our help, you can improve your online presence and strategy and minimize online marketing mistakes while focusing on your business operations.
RSM Connect has the fastest and easiest way to achieve marketing-driven growth, using only the latest marketing technology and strategy. Contact us today for more information about our digital marketing services.
