Building a Successful B2B Marketing Strategy Using Content and Social Media


Social media has emerged as a key marketing tool to market to consumers but it can also be successfully used for marketing to businesses. And serious businesses are using content to establish credibility, attract prospects, generate leads and make them aware of their brand. Here are some tips for building a successful B2B marketing strategy using content and social media:

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Gary Vaynerchuk, an American entrepreneur, has this to say about social media: “When I hear people debate the ROI of social media? It makes me remember why so many businesses fail. Most businesses are not playing the marathon. They’re playing the sprint. They’re not worried about lifetime value and retention. They’re worried about short-term goals”.

Culture is shifting at a rapid pace and social media is just one of the many things that are influencing this change.

Establish Your Demographic

Knowing who you are marketing to and delivering effective content can make or break your online presence. Just like marketing to a B2C audience, using social media to reach a B2B audience requires an understanding of what social media outlets they are using the most. Do some research and then use the results to help feed into your social media and content marketing strategy. Depending on the types of business decision makers you are trying to reach, you may find them on Facebook, LinkedIn, Twitter or even Instagram. But look at other channels like Medium and Quora to feed into your social strategy to reach businesses.

Recommended reading: Why Reputation Management Matters for Small Businesses

Create a Content Plan

Learning what content appeals to your audience and writing relevant topics is important. Creating a publishing schedule and staying regular is equally as important. Sticking to your schedule, tracking deadlines and tracking production milestones (such as draft copy, design, approval steps, and final scheduling) should be standard. Showing up online regularly builds trust and credibility. This can mean regular posts on social media and an online blog, with guest contributions to other blogs.

Your social media page will often be the first time a customer learns about your business. Before you have your LinkedIn, Twitter and other platforms up and running, you should already have a social media plan with a content plan and engagement set in place. Do it right, straight out of the gate. 

Building Credibility with Content and Social Media

Content marketing and distributing that over social media offers many B2B companies and organisations a unique opportunity to build trust with your target audience. Producing content for a vertical audience will also help your sales and marketing team, it can give them a stronger understanding of their buyers’ needs. It also gives them useful things to share with prospective clients or customers to help build loyalty and trust. 

Always Measure Your Social and Content Marketing

The reason for using social media and content marketing is to bring leads and prospective customers to your business. How are you tracking this? What metrics do you have in place for each stage of your funnel? 

Understand that content marketing, social media traffic and brand building takes time. Set reasonable expectations and look for small, measurable outcomes. Eventually, these small goals and outcomes will turn into big conversions.

Social media has delivered success for B2B marketers who have invested in content marketing and social media. Not only does social media build credibility for your brand, but it also helps keep your company relevant to your prospective customers. 

Over to you now. Have you used social media for your B2B marketing? Share your thoughts below.

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Tuesday, 19 November 2019
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