Selling With Social: Go Where Your Target Audience Is
Social media plays a huge role in creating brand awareness, boosting conversion rates and generating website traffic. Unfortunately, a lot of companies don’t utilize social media to its fullest potential. As a B2B marketer, you probably have read articles and blogs on how to take advantage of popular social media sites (with an emphasis on LinkedIn), but there are a few things to consider when trying to sell to a niche audience.
Before we get started, here is a simple overview of each popular social forum: LinkedIn is great for increasing brand awareness, but not necessarily selling goods. According to LinkedIn’s website, “91% of marketing executives list LinkedIn as the top place to find quality content, while only 29% said Twitter and 27% said Facebook.” LinkedIn is the most beneficial site when it comes to posting valuable content, which helps target decision makers.
Instagram is a more visual medium; it can help showcase your brand through images. Instagram is helpful when it comes to showing off your company “behind the scenes.” It’s a place you can show your audience that your company works hard and plays hard.
Twitter allows you to directly interact with potential customers, and Facebook is somewhere in the middle of Instagram and Twitter. Twitter and Facebook are great for responding to your client’s questions and engaging with them on more of a personal level. But remember, “80% of B2B leads come from LinkedIn vs. 13% on Twitter and 7% on Facebook,” according to LinkedIn’s website.
With that background info, we can talk about tips that may help dig a little deeper into increasing your media traffic, which could bring in more leads. Foremost, being in the B2B world can be a little trickier than consumer marketing. You want to avoid unnecessary or wasted impressions because it does nothing beneficial for your business. This leads into the most important tip: quality of engagement.
Go where your target audience is. In B2B, LinkedIn is likely the preferred tool for increasing brand awareness, so curate your content to members who will perk from the service or product your company provides. Show your potential clients how that product or service is the solution to their current problems. B2B companies commonly sell to highly skilled people, meaning you need a more professional approach when creating content for LinkedIn.
According to LinkedIn Sales Solutions, “Companies that sell through social media attract 45% more leads and outsell their non-social competition as much as 78% of the time.” Furthermore, LinkedIn makes up more than 50% of all social traffic to B2B websites and blogs. Gain an edge over your competition by taking advantage of social media to bring in new customers through useful content.
Here are a few ideas to help your LinkedIn page stand out:
Post videos: Demonstrate how your product or service works. You can be fun and creative with this one, like using animation.
Share your presentations and blogs: This helps present to customers current industry trends, your product updates, research and case studies.
Answer questions: Potential buyers may use social media to ask questions they have regarding your products and services. Be sure to respond to questions to show enthusiasm about the product or service you are selling.
Show off your culture: Last, but not least, show that your company is more than just a business. Displaying some personality can prove that being in the B2B world can be just as creative as B2C!
Prospective buyers like to see that your company is passionate in what they do and that you believe in the product you are selling. Posting compelling content on LinkedIn and other media will drive clients to want to know more about what your business has to offer. By being “social” on social media, you will ultimately gain increased brand awareness and a higher volume of leads and conversions by accurately targeting prospects.