For years, the popular assumption has been that social media advertising is predominantly a Business-to-Consumer (B2C) game. Its power to drive brand popularity and conversions among individual consumers is unmistakable. However, the myth that social media advertising isn’t suitable or effective for Business-to-Business (B2B) companies, needs debunking.
That’s what we’re here for; consider us your myth-busters. Let’s delve into the world of B2B social media advertising and discover its untapped potential.
Myth Debunked: Social Media Isn’t Just for B2C
The evolution of social media has created a fertile ground for B2B marketing. LinkedIn, for instance, has grown into a robust platform for industry professionals, creating invaluable networking and advertising opportunities for B2B companies. Twitter, Facebook, and Instagram have followed suit, enhancing their B2B targeting capabilities. According to a Statista study, global advertising expenditure on social networks is forecast to reach nearly 110 billion U.S. dollars by 2022, reflecting its growing importance as a B2B marketing tool.
The B2B Social Media Landscape
While exploring social media for B2B, it’s key to consider platforms that align with your company profile and target audience. LinkedIn, renowned for its professional user base, is ideal for promoting thought leadership content. Twitter is effective for real-time updates on events or product launches. Facebook, with its advanced demographic targeting, can aid in reaching specific job titles and industries.
B2B companies are increasingly employing these platforms not just for brand visibility, but also lead generation, customer service, and thought leadership.
Case Studies: B2B Winning on Social Media
Dozens of B2B companies are defying the odds and making a big splash on social media. MailChimp has built an Instagram feed that combines brand storytelling with product features and customer testimonials. Software giant Adobe leverages LinkedIn’s robust targeting options to deliver tailored content to specific industry professionals.
Even outside the tech sector, companies like General Electric (GE) are harnessing social media to engage their B2B audience. GE’s ‘Under the Microscope’ campaign combined stunning visuals with educational content, held together by the cohesive theme of blending science with art, duly resonating with their scientifically inclined audience.
Social Media Strategies for B2B
Creating a winning B2B social media strategy requires three key steps: identifying your target audience, formulating a content strategy, and leveraging analytics. It’s essential to understand which social media platforms your target audience frequents and the type of content they engage with. This knowledge shapes your content strategy.
Finally, analyzing key metrics allows you to continually refine and optimize your social media strategy.
In the B2B landscape, social media advertising is no longer an outlier. It can bring considerable value in terms of brand visibility, relationship building, thought leadership, and lead generation when leveraged wisely.
If you’re a marketing manager who is still skeptical, think of it this way: your decision-makers are people, and people use social media. It’s high time to seize the advantages that social media advertising offers for B2B marketing.
Ready to start your journey into B2B Social Media advertising or want to learn more about other marketing strategies?