In the past five years, social media has become a key tool in any B2B (Business-to-Business) advertising or marketing strategy, with more and more marketers using it as one of their main forms of content distribution along with email marketing.
In the Content Marketing Institute’s 2018 report on B2B Content Marketing in the UK, it showed 84% of marketers use social media to distribute content and 57% say it is one of the most effective platform tools to engage with their audience. What does the increased use of social media marketing mean for your business? For starters, if you are not on or using social media, you should be! To maximise your social media efforts, use social advertising – a cost-effective tool to increase traffic, maximise conversions & provide ROI.
What are the key benefits?
Social advertising will help you increase your reach by getting you more impressions, as more people see and interact with your post. It’s important to have clear and consistent branding as well as tone of voice throughout your social channels.
Knowing your audience is critical for a successful marketing campaign. Using detailed audience targeting tools you can target the people who are right for your business. Starting with what you know about your customers, such as demographic, interests and behaviours, you can connect with a similar audience, making sure the right people are seeing the right posts. This prevents you wasting precious time and money on people that will not be interested in your business.
Objective Based Campaigns
Objective based ad campaigns are designed to help you achieve results that drive action and add value to your business. Create tailored ad campaigns for a variety of business goals, from driving website traffic to increasing followers and maximising engagement with posts.
Nearly all social media platforms provide in-depth analytics, this includes detailed information about your ads, showing you how best to optimise them. This information can help your business maximise its efforts cost-effectively.
Best practice for social advertising
Firstly, find the best social platform for your business. Different platforms work best for different businesses, so it’s important to find the ones that fit your business model. Try picking two that make the most sense for your company and focus all your efforts on getting those right, rather than stretching yourself thin across all platforms. Whichever you choose, the most import thing is that you are getting involved.
Unlike B2C marketing that is consumer lead, B2B digital marketing is about providing potential clients with a solution, helping them to solve a specific problem. Remember to put yourself in the clients’ shoes, so you are confident in what is it that you are providing them help with.
Have clear goals that you are able to measure your success on, so you can optimise your efforts. Don’t get sidetracked by the number of fans or followers, the quality of your followers is more important in B2B than the quantity.
Creating a social media strategy is worth spending time on, including a plan to execute that strategy. There is no point having a great strategy if it is delivered poorly. When social advertising is done well it can add real value to your business.
Looking for support…
Don’t have enough time in the day or unsure of where to start? With insight and years of experience, we can provide social media support for your business, whether that is working with your team to develop a strategy that suits your business or support generating content, we are here to help. Discover our full range of social media marketing services that could help your business, think of us as your extended marketing team.