Discover which social media platforms to use for B2B marketing.
- [Instructor] Social media marketing lies between advertising and sales. Treat it like advertising and you'll simply be broadcasting messages. Social media is more interactive than that. Treat it like sales and you'll be immersed in so many conversations that nothing will stick. You need to listen first and participate when it's relevant. The technology behind social media allows you to integrate the best parts of advertising and sales. Social media is only part of the marketing communications mix and it requires focus. When done well, you're jump-starting the most powerful marketing tool that is word-of-mouth recommendation.
Don't think that you need to have a presence on every platform. Select what's right for your business and most importantly the platform where you will find your target customers. B2C marketers tend to focus on Facebook and Instagram while LinkedIn and Twitter is usually deemed more effective for B2B. So which social media platforms should you use for your business? Should you be on LinkedIn? Yes, if you're a business professional. Should you be on Twitter? Yes, if you're sharing in-the-moment news and want to take part in fast-paced topical discussions.
Should you be on Facebook? Yes, if you're in a business-to-consumer industry such as leisure or retail or you wish take part in peer-to-peer conversations in an informal setting. Instagram, should you be on Instagram? Well yes, if your business is image-friendly and you can share the human side or behind-the-scenes information of your business. And Google+, yes you need to be there if you want to impact your SEO and if you are serving a business-to-business and/or technology-focused audience. When using social media for business, activities can be organic or paid.
Social media success doesn't happen overnight and it can take a while to build an audience. If you're not using the right platform and you don't have great content, then spending money on advertising won't generate any quick wins for you when it comes to engagement. All social media platforms have paid-for upgrade options as well as advertising opportunities. From boosting Facebook posts to sponsoring content on LinkedIn, it's there to help you extend the reach of your content and some great criteria for niche targeting. I recommend building your marketing plan and testing things out organically before investing in paid-for social media.
There are some great advertising videos in the lynda.com library if you want to find out more about the paid-for social media options.
- Social media marketing for B2B
- Marketing products vs. services
- The buying decision process
- Content marketing
- Social media platforms
- Social media policy
- Measuring success