B2B Social Media Marketing: 5 Tips to Get it Right
By John Stevens
According to a recent CMO survey, overall social media marketing spend by B2B product marketers will increase from 8 percent to 18 percent within the next five years, while social media marketing spend by B2B services marketers will increase from 12 percent to 25 percent.
Interestingly, however, only a measly 6 percent of B2B product marketers and 17 percent of B2B services marketers can quantitatively prove the impact of social media on their business. B2B businesses are increasing their social media marketing budgets, but very few are getting measurable results.
For many B2B businesses, social media is just another budget drain. It shouldn’t be. In fact, by implementing a few research-backed tips, you can significantly boost your social media marketing results.
1. Don’t “Sell”, Connect on an Emotional Level
According to a study conducted by The Corporate Executive Board (CEB) in partnership with Google, which surveyed more than 3,000 B2B buyers, B2B brands that connect with buyers on a personal, emotional level are twice as likely to convert, compared to brands that only try to sell “business or functional value.”
The importance of selling emotion instead of features or functional value is Sales 101, and research shows that it isn’t different in the social media landscape. This is the reason why Apple can get away with selling a phone that has similar features to its competitors for thrice what its competitors are charging. Apple users connect with the Apple brand on an emotional level; they aren’t just buying a phone, they are buying the luxury and coolness that comes with using an Apple device. The same goes with Nike customers. They aren’t just buying footwear, they are buying Nike – “the cool footwear.”
You will notice great results if you can leverage this principle with your B2B brand, too. Find out the emotion that is more important to your users, and regularly speak to this emotion on your social media channels.
2. Embrace a Multi-Platform Approach to Social Media
Interestingly, many businesses approach social media as a one-dimensional thing. For example, it isn’t unusual to see a brand focus on Facebook alone and ignore all other channels, or for a brand to work on mastery of Twitter and ignore other social channels. Unfortunately, this approach to social media doesn’t work. The real key to getting results from social media marketing, especially for B2B brands, is to approach social media marketing from a multi-platform angle. Try to be active on as many channels you know your audience is on. Here are some stats that show why:
- 80 percent of all B2B social media sales come from LinkedIn
- Nearly 13 percent of all B2B social media leads come from Twitter
- SlideShare receives 500 percent more traffic from business owners than Facebook, Twitter, LinkedIn and YouTube
- Google+ gets an average of 1.2 billion visits per month, compared to just 809 million visits per month for Facebook
As you can see from the above statistics, every major social network is useful in some way. The key to getting results then isn’t just to focus …read more
Source:: Social Media Explorer