Where B2B Marketers are Succeeding in Social Media


Let’s be honest: If you own a computer, tablet or smartphone, you are the quintessential Bigfoot, leprechaun, unicorn or Loch Ness Monster if you’re not using social media in some capacity. In these days, those people simply don’t exist — and they surely don’t exist to marketers trained to work with those fixated on a world revolving around social media.

Gone are the days where Facebook is the only means of social media transportation for B2B marketers proverbially behind the wheel. While Facebook is still a major contributor as a social platform, LinkedIn has become a reliable platform. And with the value of video on the rise, YouTube, Twitter and Instagram also are being used more by marketers.

Here are three quick points that we will focus on:

Facebook is still king

Many B2B marketers are knowledgeable of all social media platforms, but one thing hasn’t changed: Contrary to what the younger audience may say, Facebook is still relevant — very relevant — in marketing. In fact, in a report generated by the Weidert Group, Facebook’s use increased from 43 percent in 2017 to 54 percent in 2018.

Natalie Athanasiadis, owner and head of growth at Ormi Media, discussed the importance of Facebook to B2B marketing. Facebook, particularly to startup business owners, has been the leader in building brand recognition in digital marketing, and it will remain a leader primarily because of its incomparable numbers. Facebook has more than 2.3 billion — billion, with a B — monthly active users.

“Facebook groups specifically have been an incredible platform for us,” Athanasiadis said in a CMSWire report, “and we generate great relationships, partnerships and customer referrals through our efforts there.”

LinkedIn: Go for the professionals

Why do B2B marketers use social media? Quick answer: Brand awareness can result in getting your product in front of those who will buy. That’s the goal of business, and LinkedIn is considered by many to be the business version of Facebook. You can use LinkedIn as a tool for focusing on specialized industries.

Neil Patel, co-founder of Neil Patel Digital, spoke about the importance of LinkedIn and gave seven tips that will assist in making LinkedIn a strong and reliable B2B marketing tool.

“Sure, you might accidentally catch a few falling leads, but in order to really win you need to do your own prospecting, LinkedIn style,” Patel said. “How do you cut through the gaggle of job seekers and find qualified people to do business with?”

LinkedIn offers multiple chances for B2B marketing success, and it’s a strategy that seems to be on the rise each day. In pursuing professional business, it’s a smart choice for marketers of all ages.

And what about Instagram?

In the past couple of years, Instagram has ascended the social media charts. It is a popular platform primarily with B2C marketers in their late 20s and early 30s, and it’s becoming a go-to for older audiences, as well.

The opportunity for B2B marketers to spread their brands is there with Instagram. Social Media Today touched on several value tips that will assist with the rise of Instagram in marketers reaching their B2B goals.

“Brand awareness is a huge one. If this is all you are using Instagram for, ROI might be difficult to easure but a strong content and engagement strategy on Instagram can go a long way in reaching this goal,” the article says. “Not only can Instagram help with brand awareness, but also relatability through the humanization of the brand.”

Look for Instagram to continue to rise, because of its ability to build community engagement. It may not get bigger than Facebook, but it will serve as a solid alternative in social media marketing.

It’s very easy to see how much of an impact social media has made in marketing. And as the concepts of generating leads and community engagement heighten, look for social media to play even more of a role among B2B marketers.

The best is yet to come.

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