Sep 2, 2021
Should social media be a part of your B2B company’s internet marketing in Miami strategy?
Contrary to popular belief, social networks like Facebook, LinkedIn, Twitter, and Instagram are great platforms for B2B companies to generate leads.
Customer expectations for B2B have shifted. B2B buyers are empowered information seekers and they expect your business to be present on at least one or two social media channels.
Why? Because that’s where they are!
They use social media as a hub for getting the latest industry news, finding relevant content, and getting familiar with industry leaders.
In other words, it’s an integral part of the B2B customer journey. It’s where they explore and spend much time reading reviews, comparing products, evaluating a company’s customer service, and initiate contact with sales.
Check these statistics out:
The data above shows that social media is no longer a B2C-only strategy. This is a sign that you too should start getting more active on different social platforms.
However, social media marketing for B2Bs can be tricky, especially if you’re dealing with technical or what may seem like “boring” products.
Don’t worry, though, because we will help you overcome that. We will discuss the following:
For sure, you’re not the only B2B company in your space. There are probably hundreds of other manufacturers, wholesalers, and firms in your industry.
So, before anything else, you want to let the world know who you are, what you do differently, and what you value as a company.
Social media is the perfect platform to make this happen. It’s a great avenue to showcase who you are and promote what you do and what you have to offer in bite-sized pieces without overwhelming your audience. And, let’s be real, technical products and processes can come off as intimidating and overwhelming, and you don’t want to scare buyers off.
Here’s a fact: B2B buyers do their research and have usually arrived at the purchasing decision stage before even talking to you.
What does this mean?
It means that educating your audience by providing informational and highly engaging content is more crucial than ever. This is how you build your credibility and show your expertise to your ideal buyers.
When making content, you need to consider the B2B customer journey and answer questions or concerns your buyers might have at every stage. Examples of highly engaging forms of content you can share on social media are how-to videos, listicle blog posts, whitepapers, and infographics.
Aside from educating your audience, another way you can build trust is through positive reviews, testimonials, and awards.
Social media is a great place to share social proof, such as customer milestones, industry awards, and positive reviews.
People treat social media as a search engine. This means prospects might interact with your company on Facebook first, then becomes interested to know more, which drives them to click through to your website.
Did you know that 31.24% of total referral traffic comes from social media? That being said, make sure the content you share redirects users to your website or a useful link or other resources.
Just avoid making your posts seem sales-focused. Remember, you’re on social media to show the “social” side of your business.
The more active you are on social media, the better your position will be on Google’s organic search results.
Given that more than 3.96 billion people are on social media, there's not a single doubt that your ideal clients are on one of the top social platforms.
You just need to figure out which exact social channel they spend most of their time on, and build a robust presence there. It’s how you can get your name out and generate new leads.
Keep your existing customers close and engaged by showing up on their newsfeeds regularly, interacting with them, responding to their comments, answering their questions, and more.
Take advantage of social media’s “human element” by being authentic. You can show this through posts that are focused on displaying your values and making you seem relatable - such as quotes, motivational posts, or joining a trend, and maybe even memes!
We get why many B2B companies feel like social media isn’t a place for them to explore. They think that their products or services are too technical or boring and will never come off as “social”. They feel like social media is a mismatch of who they are and what they have to offer.
But, this isn’t true. You just need to have the right strategy to make your brand or company feel more “human” or relatable.
You want to approach social media with your customers in mind. In short, your social strategy should be customer-centric. You want your campaigns to focus on their needs, wants, and preferences.
Asking questions, responding to comments, and sharing quotes, and other forms of customer engagement can instantly make your B2B company feel more personable.
Take Twitter, for example. Many B2B companies use it to go back and forth with their customers about questions, concerns, and feedback. The platform provides a faster and timelier alternative to email. It’s also transparent so other prospects can see how prompt your customer service is and that you care.
Aside from using social media to provide prompt customer service, you also want to use it to highlight customer stories.
What better way to make your business more relatable than putting your customers as its face and featuring real-life testimonies?
This can definitely help promote your business without being too in-your-face about it.
Keep in mind that social media is only one part of your internet marketing strategy. Align your social goals with your overall marketing objectives to avoid confusing your audience.
If you want your business to feel more approachable and friendlier, then you need to work on your brand voice.
We're pretty sure you're familiar with Dr. Sheldon Cooper from the Big Bang Theory. Yeah, you don’t want your business to sound or talk like him, do you?
A professional voice doesn’t have to sound intimidating. You can be smart at the same time sociable. Using a conversational tone in your captions can highlight the human side of your business.
Your buyers don’t really have the time to read a 100-page report about a recent finding in your industry. Remember, the average human has an attention span that’s shorter than that of a goldfish.
So, if there’s a piece of content that you want to share and you think will be valuable for your audience, convert it into a format they can easily comprehend, like a summary or list of important points.
Here’s a list of social-friendly format ideas:
It’s also important to use relevant images that draw the attention of your buyers.
People may have a hard time imagining your business in human form, so aside from featuring your customers, why don’t you highlight your employees too and make them the face of your company?
This way, buyers can better visualize you using a friendly tone. Plus, it can boost employee morale.
Besides industry trends, you should also watch out for new ways you can promote your B2B company.
Right now, short-form videos are really hot. Take TikTok, for example. The platform allows your company to be seen in a different light. You can use it to engage your audience by joining dance challenges, sharing tips, tutorials, behind-the-scenes clips, and more.
Always stay in tune with what’s going on in social media and the latest internet marketing trends in Miami, so you can easily spot the latest craze and join in on relevant industry conversations.
Making your B2B company seem approachable and friendly on social media doesn’t have to be complicated. You just need to have the right tactics to be able to properly communicate the message you want to send your audience.
Digital Resource can help you build an internet marketing strategy in Miami that includes social tactics that are tailored for your business goals and needs! Contact us today to know how we can add value to your business!