From Clicks to Conversions: How to Master B2B Social Media Marketing?

On a daily basis, more and more brands are seen taking part in building an online presence and also spending lakhs in order to do that effectively. 

But why is it the case? 

All of us are very well aware of the fact that social media marketing is an indispensable reality of our generation. 

But often, we lack the tools and the knowledge necessary, to be able to make the best use of it. 

Worry not, I have curated all the information out there on the topic of social media marketing, in order for you to be able to make a strong presence on these platforms.

Importance of using Social Media Marketing for B2B brands

1. Helps drives customers to your website 

Posting regularly on social media platforms has not only proven to drive more traffic to your website but doing so also leads to improved customer satisfaction levels.

Around 78% of customers are willing to purchase from a business, after a positive encounter with them on social media[1]. 

Hence, if you are not posting on social media platforms regularly, you are certainly losing out on a lot of opportunities to convert hot leads into clients. 

2. Helps to make the experience more personalized    

A good social media presence establishes a strong connection with your customers thereby making the experience more personalized for them. 

It boosts customer loyalty too by adding the flavor of human touch to the overall experience.

For example, companies like Salesforce and TripAdvisor actively engage with their customers on Twitter and try to resolve their doubts on a real-time basis. 

3. Helps builds connections 

Having a good social media presence can help you form great industry connections and networks. 

These professional connections are important for you to keep up with the latest market trends and help identify any potential threats early on. 

4. Helps in effective cost-cutting 

Compared to traditional marketing methods, social media marketing can be very cost-effective. 

It helps a brand reach potential customers without burning a hole in your pocket on advertising. 

5. Helps in corporate branding 

It allows your company to increase its visibility and reach a wider set of people. This helps to signal your brand identity to a large set of audience.

Also, it provides your brand a platform to share your story and showcase your values, culture, and achievements. 

B2B Social Media Strategies for any Industry

1. Develop your brand personality 

As the saying goes,

A product can be quickly outdated, but a successful brand is timeless.

Scott Cook, Co-founder of Intuit

Before creating or posting any kind of content you must think well about what kind of brand image you want to build in the minds of your audience. 

It is this image your customers are going to identify you with, ensuring commitment to your brand. 

A good example of a company that has nailed this aspect would be Adobe. 

2. Create educational and informative content 

Creating for your customers has proven to be a really effective strategy in order to generate leads or convert existing leads.

Also, it has been found that, 80% of consumers appreciate the custom content that helps them learn about a product and 60% find themselves inspired to learn more about a product[2].

3. Focus on building relationships

This is the most important thing for your brand to indulge in to build that connection with your audience. 

Brands like Zomato and Notion engage with their Twitter audience on a regular basis which as a result has built a solid reputation for brands like these. 

In order to learn more about customer retention strategies do check out our blog on this topic.

4. Use multimedia

52% of B2B buyers say they are “definitely” more likely to buy from a brand once they’ve read their content beforehand on social media^[3].

Hence using various multimedia channels is definitely a good option to go for and helps your brand flourish in the long run.

Which Platforms are Best to Practice Social Media Marketing?

1. LinkedIn 

With more than 830 million users (and counting), LinkedIn stands out as one of the best choices among B2B markets to market their brand.

Marketers in the B2B space reported that more than 80% of their online leads come from LinkedIn[4].

Not only that, 40% of them reported LinkedIn to be the most effective lead generation online platform. 

Hence, choosing to regularly post content on platforms like LinkedIn is a sure-shot way of finding hot leads and then converting them too. 

2. Facebook 

Currently, 46% of B2B marketers are making use of platforms like Facebook in order to generate leads as a part of their social media strategy^[5].

Also, the average conversion rate of Facebook is between 9-10% which is higher than most paid platforms out there^[6]. 

Therefore, working on a solid presence on this platform is a guaranteed way of growing your brand. 

3. Instagram 

According to a Hootsuite survey, 60% of businesses increased their ad spend on Instagram in the year 2021^[7].

Capitalizing on the opportunity to advertise on this platform is a sure-shot way of growth. 

4. Twitter

Posting 1-5 tweets a day on a regular basis is a useful activity to help engage with the audience. 

Twitter is a platform used by various startup founders on a regular basis hence it is one of the best places to work on your marketing campaign.

5. TikTok 

TikTok is home to highly creative content that has the potential to go viral, and there’s a new one popping up every day. 

This provides B2B brands with a steady supply of inspiration for new content. 

Not only that, short-form videos have proved to be the most engaging type of social content.

Consequently, creating content here is a very useful strategy for any B2B brand. 

Best B2B Social Media Examples to Inspire Your Strategy  

1. Dropbox

This file-hosting service achieved an ROI of 375% using its personalized approach to get marketers onboard.

They not only did that but also incorporated psychometric research, infographics, blog posts, and e-books to blow the competition away.

2. Slack 

This team collaboration platform also had huge success in gaining a good user base because of the effective marketing campaigns. 

Slack was able to make great use of video marketing to gauge attention and gain traction to its brand.

In order to learn more about it, check out our blog on “How a Timely Pivot gave us Slack, the Most Successful Messaging platform Today?

3. Adobe 

Also known as one of the finest marketing hubs in the industry, Adobe was able to achieve a level of 100K visits per month because of an effective marketing strategy.

Adobe continues to be a leader in its industry with its annual revenue crossing 9 billion dollars on a consistent basis. 

4. Phillips 

Philips established a set of keywords that allowed it to track down the most relevant accounts within three groups of social users:

• Media
• Influencers 
• Advocates 

This gave the company an active list of social users to reach out to for engagement and content-sharing opportunities.

5. Microsoft 

Microsoft uses social media to promote its products and services, share industry insights, and showcase their company culture.

This company was able to achieve success by being everywhere where its audience is and producing high-quality engaging videos for its customers regularly. 

What Should B2B Brands Share on Social Media?

1. Interactive content 

You can keep up with the trend by using interactive content on social media, such as asking questions, polls, quizzes, videos, and more. 

When people interact with your content, you’ll drive engagement with your brand, which is always a good thing. 

2. Blog Posts

If you think your website needs more SEO score or traffic, blog posts can be a great deal of help.

You can create memes or different bits of content pieces out of these blogs in order to gain more traction toward your blogs. 

3. Infographics

Infographics are visual images that quickly and clearly display data and information on a topic.

It’s difficult to convey your brand’s messages through long-block text since it will overwhelm your audience in receiving information. 

Therefore, combining visual elements and data into one image through an infographic maker can help people understand the information better. 

4. Case Studies

A B2B case study presents a detailed story that builds trust or credibility in your business.

For example, you can create content that shows how your past and current clients successfully use your product or services.

5. ‘How-to’ Content 

Tips and tricks are short bits of information that help readers discover new ideas without too much effort or time spent reading long texts within an article.

You should consider writing one tip every week or month to attract new audiences into becoming your clients in your business.

6. Testimonials

One of the easiest ways to get new clients is to write testimonials on your blog or website and share them on social media platforms.

When people read about the experience of others with your product or service, they are more willing to give it a try.

Conclusion 

In order to conclude this blog, I would like to leave you with useful insight in regard to Social media marketing for your brand. 

Always focus on providing value and building a relationship with your target audience.

Just bookmark this, to get back to it because I have shared useful insight in order to help your business grow.