For a business-to-business (B2B) company, venturing into the fast-changing and ever-evolving world of social media marketing can be scary. Thoughts of “how can a B2B company be relevant on Facebook?” or “social media is for business to consumer (B2C) companies, not for B2B companies” often pop up. But the truth is, there’s a huge opportunity for social media success if you use the right marketing tactics to support your traditional strategies. Here are some tips for creating a winning B2B social media strategy.
THINK BEYOND LINKEDIN
When a B2B company ventures into social media marketing, LinkedIn is often the top choice. Although LinkedIn is where you can reach out to senior executives and top-level decision makers, it’s also important to bring other social media platforms such as Facebook, Twitter and YouTube into the mix. Besides being able to create buzz for brands, these platforms are also a way to engage with audiences and learn about their needs that your brand can fill.
FIND YOUR TARGET DEMOGRAPHICS
One of the most important steps in digital marketing is to figure out the audience you want to reach. While there are over a billion people on social media, you can never target them all. As such, zero in on your target demographics, build a precise picture of their persona and focus on this core group.
For IH Digital client WIX Filters, a motor vehicle company that sells filtration products for automotive applications, their social media strategy revolves around two core groups. These are car workshop owners and car owners. WIX Filters further tightens their target customer in the Asia Pacific region by setting up separate Facebook pages for their Philippines and Thailand markets.
FOCUS ON GREAT, BRANDED CONTENT
For B2B companies, credibility is everything. To do this, create quality content that highlights your offering and paves the way for potential customers to trust you.
For WIX Filters, much of their social media efforts are focused on introducing the brand, building preference and product education. As such, their content strategy is focused on sharing brand facts, customer experiences, endorsements and product features. Their local-global strategy also underscores having one message that is customized region-to-region. To do this, IH Digital localises their content for their audience in the Philippines and Thailand.
Moreover, remember that when it comes to social media marketing, selling comes later. Focus your effort on quality content that generates positive sentiments and recognition about your brand.
CONSIDER SOCIAL MEDIA ADVERTISING
Once you’ve defined your core audience and social media content strategy, go further by implementing an advertising budget. Through Facebook, you can easily target specific job titles, companies and industries.
DO YOU NEED HELP WITH YOUR B2B SOCIAL MEDIA MARKETING STRATEGY?
Are you a B2B company doubtful of the potential in social media marketing? Let IH Digital, a digital marketing agency in Singapore, help you devise a social media marketing strategy to work in tandem with your digital marketing efforts. Get in touch with us today.