Three top reasons tech B2B companies should use social media
2020 demonstrated how important it was for tech B2B businesses to communicate with their customers as people rather than just potential leads. Our recent report found out that empathy helped many marketers break through the clutter to engage and retain their audiences more effectively.
One of the easiest ways to do this is by humanising your company through social media channels. However, which channel you use will depend on your overall company objectives. If your goal is to showcase your employer brand and company’s culture to prospective employees, you might want to use Instagram, Facebook and LinkedIn, where you can showcase how you run your business, office (or home-office), routines and the people behind the achievements. Instagram reports that more than 200 million users visit at least one business profile a day. It’s a great way to attract talent to your company.
Social media can drive traffic to your website too. It allows your audience to express their engagement with your brand, and this can be as simple as liking, commenting on or resharing one of your posts. Considering that 92% of all Twitter interaction is users clicking on links, we can all agree that a retweet in an app with 330 million monthly active users won’t do your website traffic any harm. But remember to think about the content you’re sharing – ask yourself three key questions here:
- Who is my audience?
- What is my objective?
- What key messages do I want to share?
Once you have the answer to these three questions, you’ll be well on your way to steering traffic to your website – just ensure that the content your share is hosted there.
But did you know that social media is great for lead generation too? Last year, WPromote announced that that 80% of B2B marketers considered social media their most successful lead generation channel. LinkedIn, a platform that counts 63 million decision-makers among its users, is ideal for engaging with possible B2B buyers. 79% of B2B marketers view LinkedIn as an effective source for generating B2B leads. Sponsored LinkedIn campaigns are a great way to target particular regions, job titles, industries and even specific companies. The platform really lets you drill down into the nitty gritty details of who you’re targeting – all you need to do is start the conversation. Or even continue it! Remember, social media is a two-way communication platform.
Olivia of IoT BoomBoom was excited by the possibilities that social media presented – read our comic to see how she convinced her management to get on board.
If you would like to learn more about how social media can help your social media campaign, contact: [email protected]
- Global social media stats: https://datareportal.com/social-media-users
- Social Media Best Practices for B2B Businesses: https://www.gartner.com/en/digital-markets/insights/social-media-best-practices-for-b2b-businesses-
- The Top 10 B2B Marketing Strategy Trends Of 2020: https://www.wpromote.com/blog/digital-marketing/top-10-b2b-marketing-trends-2020
- Millennial B2B report: https://madewithmerit.com/reports/Millennial_B2B-Report-Merit.pdf
- New IDC Study Reveals That the Most Senior and Influential B2B Buyers Use Online Social Networks in Their Purchase Process: businesswire.com/news/home/20140915006303/en/New-IDC-Study-Reveals-Senior-Influential-B2B
- The top tech content marketing trends: https://www.isolinecomms.com/tech-b2b-buyer-survey/