B2B brands active on social media saw their highest engagement rates (number of interactions per post per 1,000 followers) last year on Instagram, though that may change as interaction rates are declining on the platform and an algorithm change is pending.
I’m convinced those of us guiding social media strategy at B2B brands have to be even more creative than our B2C counterparts in many respects.
No offense to my awesome B2C colleagues - many of whom are creating great social experiences for their fans - but B2B brands have to work harder because they generally don't have the same broad appeal and brand affinity built in that B2Cs typically come with.
Simply put: We’re niche. Moreover, our brand voice is often less playful than our B2C counterparts and, thus, less of a natural fit for the lively, snarky, cacophonous conversations happening on most social networks.
A social media framework for B2B companies
There isn't a company today that isn't "doing social media." This clause means different things to different companies. While some companies, especially SaaS ones, are doing a great job at leveraging social media to grow their business, many companies are still in denial. To some, it is to have a Facebook page. To other, more sophisticated ones, it is to have Facebook, LinkedIn and Twitter pages. Reality check – if your social media pages have only a handful of followers, and if more than half of them are just your employees, then you are not “doing social media.”
While there are differences between Business to Business (B2B) and Business to Consumer (B2C) companies’ marketing strategies, these days there's one significant commonality - both are benefitting greatly from social media techniques.
But that said, each requires a very different approach - B2B brands tend to do better on LinkedIn, for example, which makes sense given the business focus of the platform. B2C brands are seeing more success on Facebook, and increasingly Instagram.
Facebook's new Reactions buttons could provide business-to-business marketers with an opportunity to gauge the emotional impact of their content and stand out in a more traditional market, Jeffrey Cohen writes. Inspire customers to use the "love" button by delivering a seamless customer experience, and create humorous or witty content that makes customers press "haha."
Nearly three-quarters of millennials now have purchasing responsibilities within their companies, Sacunas reports. The study showed that millennials prefer to look online and at social media to select products, and 82% use mobile in their research.
Data-driven content marketing strategies generates five times more marketing revenue than standard content marketing strategies, according to new research by Aberdeen Group. Those companies driving the most revenue have a focused strategy, aligning content to their target personas across the entire buyer’s journey.
Blame it on Google. Its AdWords program is the primary reason marketers put so much emphasis on click-through rates; so much so we believe that anything over 0.06 percent translates to great success. But what if your CTR is less than 0.06 percent? Have you failed? You have if CTR is the only metric you're using.
And for B2B marketers running display campaigns, it most certainly shouldn't be.
As early as 2012, a ComScore report revealed that CTR has "nearly zero" correlation with conversion. Prior to that, they reported that 16 percent of internet users were responsible for 80 percent of clicks. So why haven't we moved on? Why do we put so much emphasis on CTR, and where should we be focusing instead?
CMO Council Study Finds Marketers Are Finally Cracking 'Campaign Brain'
Outreach to business-to-business buyers on social media can be highly effective for your bottom line. Reach the right audiences by targeting professional groups and job titles, pushing sponsored content to your ideal audience, determining audience interests and running YouTube ads.
Are you looking to give your social media marketing strategy a push for the last stretch of 2017?
If you're in the B2B sector, this infographic from Bubblegum Search is for you - it covers a range of key digital marketing stats for B2B brands, highlighting opportunities, trends and ideas worthy of your attention.
A quarter of business-to-business marketers say that a majority of their company's sales happen online, and 40% say just 10% or less of their sales come from digital sales, per Accenture Interactive. The rise in mobile use is increasing digital purchases.
Virtual reality isn't just a channel for consumer marketing; it can be a fun and engaging way to explain complex business-to-business products and services. Digital marketing company Bluetext is creating 360-degree videos for clients such as software supplier Varonis Systems.
Tips for getting more from your B2B digital efforts.