Business-to-business marketers can derive phenomenal value from social media marketing. However, many B2B marketers still struggle with developing an effective social media plan. Which social media platforms do you choose? What content do you share? How do you create a social media plan that turns conversations into customers?
Fifty-four percent of B2B marketers have generated leads from their social media plan. On average, B2B marketers use six social media platforms – LinkedIn (91 percent), Twitter (85 percent), Facebook (81 percent), and YouTube (73 percent) ranking as most popular. Most B2B marketing budgets are only 2 percent of revenue, which means maximizing resources with a good social media plan is crucial.
Here are five considerations for developing a solid B2B social media plan?
- Choose your channels – Start by determining where you should engage. If you know your target market, then you will be able to ascertain where your prospects hang out online. LinkedIn has been ranked as the most effective B2B platform by 62 percent of B2B marketers so that’s a good place to start.
- Listen before you engage – Determine what are the topics of interest that are most closely related to your brand. Monitor forums and see who is leading the conversation? Set a goal to engage with social media leaders to build social media credibility.
- Join the conversation – Once you asses the topics, post comments and queries to promote visibility. Set a goal to post a specific number of comments each day. Remember, however, that the objective of social media is to be social. Don’t sabotage your social media strategy with a sales pitch.
- Be informative – All B2B marketers are hungry for meaningful content. That’s why every company should have a blog. A blog provides a focal point for content about your company and your market. Blog twice a week and share the blog through social media channels. Use keywords in the blog to support your SEO strategy.
- Measure the results – Measure the number of followers and the number of visitors to your blog, your website, and targeted landing page. Your social media plan should include metrics that tell you what is working and where you get the most social traction.
The rules of social media differ from advertising, and if you take the time to understand those differences and develop a social media plan, you will be able to convert conversation into customers.