Social Media for B2B Market – Techno Infonet

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Social Media For B2B Market
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Nexus Of Social Media The B2B Business Model
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Take a close look at the nexus of B2B business
models and the primary function and benefits of
social media. By understanding where these two
most effectively connect, it becomes easier to
see where marketers can invest their time to get
the best results in B2B social campaigns.
The B2B buying process is a demanding one. When
purchases can run into hundreds of thousands of
dollars and peoples careers can be put on the
line when a bad purchase is made, its easy to
see why B2B transactions often require a complex
buying cycle.
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Relationship Between Social Media Inbound
Marketing
For many marketers, the relationship between
social media and inbound marketing is not 100
clear. (If youre still unclear on the benefits
of social media marketing, see What is Social
Media Marketing, And How Can It Help My
Business?) Most would say that the purpose
of inbound marketing is to create great content
and promote it through various channels. Social
media is one of those channels, but it also plays
a secondary role it amplifies the impact and
reach of content thats published in other
places. A common example of this would be
promoting a recent blog post via social media
channels in order to raise awareness of the blog
post.
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What Does Social Media Marketing Look Like At B2B
Firms?
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A recent Content Marketing Institute study gave a
clear picture of what a successful B2B social
media marketer would look like. The following
statistics highlight the findings

• 86 of B2B firms have a dedicated individual or
  agency to oversee their content marketing efforts
• They are active on an average of 7 platforms
• 91 use LinkedIn in their social marketing
  efforts (highest of all the social media
  channels)
• 85 use Twitter
• 81 use Facebook
• So, how does a B2B marketer go about structuring
  an inbound campaign?

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Step 1 Understand Your Audience
Conveying these factors through social media is
compounded by the reality that social channels
are highly personal venues. So, you have two
options for reaching these potential buyers
within your target market Communicate
with decision-makers as your brand
Communicate with decision-makers as yourself, on
behalf of your brand
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Step 2 Define Your Goals Micro Macro
The B2B buying cycle is lengthy and typically
involves multiple touch points. So for each
marketing effort, its important to have a series
of goals that take into account the potential
universe of conversions. In the barest of terms,
we tend to think of conversions as, Did we make
the sale?
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Step 2 Define Your Goals Micro Macro

• Better questions to ask to help understand
  conversions for B2B social media campaigns
  include
• Did we make a connection that made them aware of
  our brand?
• Did we make a connection that improved their
  perception of our brand?
• Are our offers encouraging them to sign up for
  more information and become part of our email
  subscriber base?
• Are they including us in their research process
  (and thereby building our brand authority) by
  downloading our white papers or reading case
  studies?
• Are they asking us questions or sharing our
  material?

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Step 3 Define Your Metrics By Value Volume

• Volume Volume metrics focus on engagement and
  growth. Theyre early signs of success and
  theyre very tangible. These include
• Growth in the number of followers or fans
• Likes or shares that your content gets
• Click-through rates
• Website traffic resulting from social channels

Value Value metrics are where you look for the
outcomes that impact your bottom line. If your
goals are lead generation and sales, these are
the ones that really matter. How many leads are
your campaigns generating? Are you scoring your
leads and looking at lead quality? What do the
conversion rates and lifetime customer values of
these leads look like?
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Step 4 Drive Your Tactical Choices Accordingly

• As the landscape becomes more crowded, social
  medias ability to amplify the reach of your
  content cant be overstated. Every content
  marketing strategy should include a secondary
  dissemination loop, and social media needs to
  play a key role in that.

• Some networks are a natural (and growing) fit for
  B2B companies. LinkedIn is the obvious choice,
  with Twitter a close second. Slideshare is also
  rapidly gaining market share. Niche networks that
  cater to your customers are also worth getting to
  know, as they can be a source of highly qualified
  leads.

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Step 4 Drive Your Tactical Choices Accordingly

• Google authorship will play an increasingly
  important role in getting eyes on your content.
  Even if theres not a direct sales benefit to
  participating in Google Plus for your business
  now, the indirect benefits, such as Authorship
  Markup, are powerful enough that Id advocate
  taking the network seriously.

• If you havent taken your social media marketing
  into the visual realm, its time to begin
  experimenting. Images (think Pinterest and
  Instagram), video, and the rise of micro video
  are opening whole new content avenues.

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Contact US
TECHNO INFONET
FF-107, Abhishree Adroit, Nr. Swaminarayan
Mandir, Mansi Circle, Vastrapur, Ahmedabad -
380015 Gujarat, India. Phone [phone]
Let's be Social
sales_at_technoinfonet.com
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