Are You Using Social Media Effectively for your B2B Business?
Every social media platform has its pros and cons, and your business needs to familiarize itself with the tools available to reap the most benefits. Regardless of which platforms you opt for, know that their online authority is indispensable as it helps to deliver domain authority to your website when you’re connected to them. (Don’t know how to connect? It’s as easy as having a social media account, linking that account to your website, and having an icon of the given social platform on your website linking back to the account.)
What You Need to Know About Each Platform and Its Benefits for Your Business
Here’s the run-down on the most common platforms used by B2B businesses:
- Facebook: with a user database of over 2 billion people, Facebook is great for a wide variety of industries. Their ads platform is up there with Google in terms of sophistication as well, so you can rest assured that your clients will be fulfilled with answers to their inquiries.
- Instagram: works hand in hand with Facebook, meaning that Facebook’s ad platform will also deliver ads into Instagram; almost everything your business does on Facebook will reach the vast, slightly younger demographic that Instagram has to offer. What’s more, Instagram is particularly useful for retail, e-commerce, and other product-based businesses because of its ‘Shop’ feature.
- LinkedIn: a fantastic tool for recruiting people to work with your team and is also excellent for B2B-oriented services (for example, people in the HR industry looking to offer services, headhunting agencies, placement industries, life coaches, consultants, financial advisors, and insurance brokers). Since LinkedIn’s goal is to help people connect and network on a professional level, it’s great to connect to as it has a significant domain authority.
- Twitter: great for messaging and getting news out, but it doesn’t have many features that make it a necessity for B2B businesses.
- TikTok and Snapchat: both target a younger demographic and are good platforms for video entertainment and awareness, but their ads platforms offer limited abilities.
Now that we’ve covered the social media platform basics, let’s talk about what matters most:
What Does Effective Social Media Use Look Like?
Your B2B business can use any or all of the above platforms as your business requires them, but if you’re not using them effectively, you may be doing more harm for your business than good. Effective social media use essentially means making the most of the tools (a.k.a. social media platforms and their distinct features) at your disposal in the way that makes the most sense for your B2B business and the services it offers. If you’re using social media well, it can help you:
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
- Increase your business’ exposure – it’s becoming easier and easier to create promotions geared towards your business’ target demographic, and elaborate algorithms allow for those interested in your services to see your posts easily and frequently.
- Activate your community – being active and engaging with others can get you more exposure and sometimes even feedback from your audience.
- Get helpful insights at the click of a button – Instagram, Facebook, and LinkedIn are fantastic for this; their platforms allow users to easily find insights (including audience demographic breakdowns, content interactions, and more) that can, in turn, help them create content and promotions that are posted at key times and have your most loyal followers in mind.
- Form strategic partnerships – if you engage with and support other brands’ content, it’s far more likely that they’ll do the same for you, which can help create loyalty between businesses and possibly help you reach more potential clients.
- Learn from other businesses and their online presence – is there a certain kind of content you’ve learned to love (or avoid) by seeing it consistently pop up on your feed? This could be a funny, yet educational reel on Instagram or an insightful poll on LinkedIn, for instance, but remember to take notes; odds are, the kind of content you enjoy seeing from other B2B businesses will help you engage your audience as well.
- Open the floodgates and make people see your posts – it should be noted that posting on social media differs significantly from simply having a website where content is uploaded on a needs basis; consistently posting high-quality content on social media shows that you’re utilizing every feature that these platforms offer and not leaving any stone unturned, and your audience will appreciate it!
Pro Tip: only post high-quality content! (Consistently posting mediocre content will mess with the given platform’s algorithm and make it less likely that people will see your posts).
- Humanize your brand – creating a personality for your brand will not only help to engage your audience but also set your business apart from competitors.
If it wasn’t clear before, it should be clear now: effective social media use is easy and necessary for your B2B business. It’s never a bad time to get your B2B businesses connected and active on social media.