B2B Social Media Marketing Best Practices
This is a writing sample from Scripted writer Melissa Orozco
B2B social media marketing has, in recent years, emerged as a potential method for reaching out and advertising to potential clients. In fact, figures from Gartner indicate that an average of 40 percent of B2B buyers use social media to inform their purchasing decisions.
Gone are the days when cold calling and formal emails were how businesses would advertise their products and services. Sure, some businesses still do this, but as newer (and, dare we say, better) ways of marketing emerge, it has become increasingly important to explore these methods to ensure your business doesn’t miss out on their benefits.
But B2B social media marketing isn’t just about posting content on social media and expecting it to magically work. This article will explore some B2B social media marketing best practices you can incorporate into your marketing strategy for the best outcomes.
What is B2B Social Media Marketing, and How Does It Work?
Before we cover B2B social media best practices, let’s first understand how this strategy works.
B2B social media marketing leverages social channels like LinkedIn, Facebook, and X (formerly Twitter) to connect with other businesses that might be interested in their products or services. It involves creating high-value content targeted at relationship-building and generating leads for driving business growth.
B2B Social Media Marketing Best Practices
Here are some B2B social media marketing best practices you can adopt:
Select the Right Platforms
Not all social channels will work well and produce the results you want, especially for B2B marketing. That is why you must find where your audience is most likely active and engage them from there. For instance, Statista indicates that LinkedIn is the most preferred platform by B2B marketers at 80 percent, followed by YouTube at 63 percent and Facebook at 57 percent.
Optimize Your Social Media Profiles
It’s not enough to just have a social media profile. You must optimize it to make it discoverable by users who’ve yet to interact with it. Think of your profile as your business’ introduction to the world. Therefore, ensure that your profile clearly captures what your business is, what it does, and the products/services it provides. To do this, leverage hashtags, make your profile public, and ensure you have a profile picture.
Incorporate Visuals
Visuals—images, GIFs, and videos—are a must for social media marketing, especially for capturing the attention of your target audience. Studies indicate that users are 150 percent more likely to interact with a social media post if it contains image(s). Further, a LinkedIn post with an image will potentially increase its reach by five percent, while a video will receive thrice the engagement of a text-only post.
Respond to Comments Promptly
How fast you respond to comments and DMs is essential for converting your target audience. This is because some social media channels like Facebook have a feature that lets your audience know how fast you respond. Therefore, if you have low response rates, potential clients are less likely to engage with you, even if they have questions that could lead to a conversion.
Conclusion
If you haven’t implemented B2B social media marketing, it might be what your overall marketing strategy needs to gain an upper hand over your competitors. But just implementing it won’t cut it—you must incorporate B2B social media marketing best practices to ensure you get the best results.
Written by:
