The Impact of Social Media on B2B Marketing
Social media is considered one of the major components of B2B marketing. For some reason most of the B2B companies have lagged behind B2Cs in the adoption and effective use of social media. It remains a surprise to see that a lot of the companies still underestimate this important marketing component. Social media marketing is more than adding Twitter and Facebook buttons to your website, but a planned comprehensive social media marketing strategy can boost your business better than any other marketing technique.
How Can B2Bs Benefit From Social Media?
Social media marketing may not exactly be for converting leads into sales or to demonstrate the ROI per post. Rather, it focuses on how B2Bs can utilise the social media platform to inform the content it creates, and deliver content that is relevant to its market needs, and the latest trends. Also to utilise its own employees to boost its media exposure, and the way it is perceived by the market at a more personal level.
Here are some ways social media presence benefit a B2B brand:
Brand Awareness and Loyalty
Social media is an effective way to get your brand name out in front of people who are your potential target. Companies that are not using social media to popularize their brands are missing out on a valuable opportunity to connect with the mass. Social media strategies for B2Bs are slightly different from that for a B2C. Hence content sharing and interactions should be catered based on the targeted business industry you are serving.
Search Engine Traffic
Search Engine Optimization is the best way you could drive more traffic to your website, but social media sure plays its role. SEO requirements always change and it needs more than regular update of blogs, optimizing title tags and meta-descriptions. Google and other search engines also take into account the social presence of a brand. The rankings are influenced by strong social media presence as most of the top brands use social media. A good brand identity in the social media will give your brand a legitimate and trustworthy face among the target, also bringing good traffic to your website.
Social media help in better conversion of leads. It is mainly because of the humanisation effect. Brands are more humanized by social media interactions, which make other users to interact with the company and share their thoughts, suggestions, complaints and business proposals. Social media also has higher lead-to-close ratio than outbound marketing. A high number of social media followers improve your brand value and trust.
Social media also has other benefits. Social media is a far cost effective marketing method. It also enriches customer experiences and insight. The Power of Social Media is evident from the recent news ‘How Elon Musk’s Tweet Made Panasonic $800 mn. Richer’. A simple tweet from the Tesla CEO has earned share values of Panasonic Corp to rise by 6.4% making it richer by $800 million and a subsequent loss of $580 million to rivals Samsung.
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