As a marketer, you may consider social media to be a key aspect of business to consumer marketing, especially when taking into account various data that suggests consumers are likely to buy from companies they’ve liked or followed.
However, social media platforms may also play an important role in B2B marketing. Modern marketers are developing their B2B campaigns to include social media, but what exactly are the benefits?
How to run a B2B social media campaign that works
Integrating social media with your existing B2B marketing campaign doesn’t have to be a headache.
Step one: Understanding your demographic
As with any effective marketing campaign, you’ll need to have a relative understanding of your audience before making any decisions.
An in-depth customer profile will help you reach out to consumers in ways they’ll respond to.
When taking B2B into account, you’ll need to assess two potential audiences:
Step two: Determine your goals
To determine your goals, you’ll need to ask yourself a number of questions relating to your campaign. For example:
Your overall goal will be to convert potential consumers and make sales, so it’s important to understand how social media could help your business achieve that.
Step three: Examine your metrics
As with any campaign, you’ll need to take note of the impact your efforts are having on your demographic. The simplest ways to measure effects are by value and volume.
This information can be used to establish your current position, for instance how many leads are being generated by your campaign. By establishing your current situation, you’ll have the data to determine exactly what needs to be changed.
Step four: Take your situation into account
Despite solid advice being readily available, content strategies don’t work on a ‘one size fits all’ basis.
Prior to setting up a campaign, analyse your goals, industry, resources and demographic. Understanding these dynamics can help you create a measure of your campaign’s success, in addition to showing how and where to use B2B social media marketing.
Whether you’re looking to boost the effects of your existing campaign or starting out from scratch, understanding how a strategic B2B social media initiative could improve your campaign will ensure you create positive, lasting effects on your networks.
Have you considered the benefits of a B2B social media campaign? We’d love to hear your ideas and success stories!