9 Things You Will Regret Not Knowing about B2B Social Media

B2B Social Media

Social media is just a buzzword until you come up with a plan.” – Unknown

Well, chances are that you have heard a lot about B2B social media and are convinced that it has moved beyond just a buzzword. You want to start adopting this new way of marketing and sales, but not sure what to expect and what mistakes to avoid.

Through this blog post, I have tried to capture 9 key points which every B2B company must know while planning their social media and content marketing initiatives –

B2B Social Media is different than B2C

The nature of B2B businesses is different – the sales cycles are complex, purchase decisions do not happen in seconds, there are multiple decision makers involved in the sales cycle, and fitment of the solution plays a more important role than emotional connect. Considering all such factors, don’t you agree that the social channel which you visit for connecting with your family and friends is probably not the best channel for educating the buyers about how they can solve a business problem?

As Erik Qualman has very rightly said, “Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.” Bombarding your message to hundreds of thousands of people is not going to help you close a deal.

Not only the distribution channels, but you need to think differently in every aspect when it comes B2B social media – does your audience prefer a serious language or humor can work with them, what is your choice of social channels, which type of content is used by decision markers vis-a-vis the influencers, and how can you integrate your marketing efforts with sales campaigns.

In a nutshell, while B2B social media is still about human-to-human interaction since the goals and intentions are different, the efforts need to be tweaked appropriately.

A team of interns would possibly not be able to pull off your B2B social media efforts

Many companies think that social media is about setting up accounts on popular social channels and posting updates on those. This, according to such companies, is a very simple task and can be done by virtually “anybody” – even as a side project. Don’t mistake it to be just an activity. You need to start looking at it as an investment of valuable time and resources. Don’t have a Twitter or Facebook strategy. Have a social media strategy. As Brian Solis has said, “Social media is about sociology and psychology more than technology.

B2B social media requires a strong strategy, the right choice of tools, right message, understanding of the customer needs, ability to listen to what they want and what are they looking for, and engagement with the target audience – I would say this is too much to expect from a team of interns without a business acumen.

You can measure the Social Media RoI

If anybody has told you that you cannot measure the RoI with B2B social media, don’t believe them. You definitely can measure the RoI as far as you remember that R stands for “Return” and not only “Revenue”. Social media and content marketing can help you achieve –

  • Increased awareness and visibility in front of your target audience
  • Greater engagement
  • A chance to be front of the digitally-driven, socially-connected, informed, mobile audience
  • Opportunity to engage with your buyers through relevant and authentic conversations
  • Stronger relationships with your target audience
  • Your thought leadership

And all these things will eventually lead to sales, which is your ultimate objective.

You can’t avoid content marketing – content is king

And by content marketing, I do not mean the brochures and corporate presentations. When today’s B2B buyers are looking for information, finding answers to their questions, and doing their research, you need to be in front of them through educative content which helps them in their research – this content can be in the form of blog articles, whitepapers, eBooks, webinars, podcasts, case studies, presentations, etc. Do note the word educative here, because if you try to constantly sell through your content or keep on talking about how great your product or service is, then you aren’t talking about content marketing.

Your website needs to be a strong one to capture the interest of the audience

Thousands of visits to the website are worthless if they don’t take any action. Of course, your products and services have to be relevant and useful for the visitors for them to take any concrete action. However, it is also important to showcase the information in the right format, through right visuals, and with the right CTA (Call-to-Action buttons).  Some of the ways you can capture the interest of the visitors are: having a CTA on popular blogs, a banner image on all pages for unique events like webinars/ podcasts, option to download a whitepaper on relevant pages of the website, links to case studies from the services pages, etc.

B2B social media is not a replacement for your sales engine

That’s right. Social media is the top of the funnel activity in your sales engine. It can create awareness, generate interest, get people interested in your content (blogs, whitepapers, webinars, etc.), and drive traffic to your website. But if you think people will fill out the contact form after reading the blog, then it’s little unlikely to happen – and that’s because B2B sales cycles are complex, there are multiple decision makers involved, the questions of every decision maker and influencer are different, and people don’t make decisions based on impulse. Having said that, based on my personal experience as well as our experience of working with several B2B companies with their social media initiatives, I can confidently say that these things play a huge role in your sales cycle and you must integrate these efforts with your sales efforts. Don’t run these two engines in silos.

Influencer marketing works – even in b2B

People listen to people. People value opinions of the experts in the field. A thought leader talking about the latest trends in the industry holds more weightage than an advertorial. Therefore, it makes a perfect sense to connect with the right thought leaders in your industry, share their thoughts, ask them questions, seek feedback, invite them for guest blogging, or run a webinar series with them. Of course, this is a long shot and it has to be a subtle and consistent effort. The thought leaders need to get convinced that your offerings and ideologies resonate with them.

You need the involvement of your employees

In today’s digital age, the whole company is your marketing department. Marketing departments cannot run in silos. You need involvement of various department stakeholders to make your B2B social media initiatives successful – for example: you need to involve the subject matter experts in your content creation efforts, your need the sales teams to leverage the content created by the marketing teams, you need the external facing employees to amplify the impact of the social promotions, and you need your HR teams to leverage the content and social properties to connect with the right talent.

Executive branding is important

Companies need to ensure that their leadership team is highly visible on social media. Especially for companies where the top leadership is involved in large value sales deals or is the face of the company for talent acquisition, it is important that the leaders depict the right image of themselves in the online world. Publishing thought leading content, being active on B2B focused social channels like LinkedIn and Twitter are some of the ways to be in the eyeline of the right audience. I agree that the CXOs may not be able to spend a humongous amount of time in this activity, but trust me, if you can, it is totally worth it. Have a concrete personal branding strategy (define what you want to be known for), choose the right channels, engage with the right people (don’t forget to respond to the comments), and ensure that you are consistent with your efforts.

Some of these things might appear to be very obvious and basic – the key lies in following these consistently and diligently. Good luck with your efforts!

B2B Social Media – Making a Case for Content Marketing

B2B Social Media – Making a Case for Content Marketing

Content marketing is all the marketing that’s left.” – Seth Godin

Well, when it comes from one of the most prominent names in marketing, you cannot ignore it. I am sure you have heard a lot about the importance and relevance of content marketing. Let us look at some holistic stats on content marketing –

  • If you create more customized content, 78% of consumers will trust your brand
  • According to DemandMetric, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
  • As per the Content Marketing Institute, 70% of B2B marketers plan to create more content in 2017 compared to 2016.
  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. –Stratabeat

While all these stats look amazing and enough to convince any B2B business to adopt content marketing, more often than not, there is a bit of hesitance, ignorance, and skepticism – possibly because of the lack of understanding on how exactly to proceed on that. However, when done right, it can result in more traffic to your website, more conversions, and improved search rankings for your site.

In this blog post, I try to cover the why and how of B2B content marketing and also share some tips to help you make your B2B content marketing program more successful.

What is Content Marketing?

Content Marketing Institute gives a very nice definition of Content marketing –

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

To understand content marketing better – let us understand the role it plays in the buying cycle. A typical buying cycle includes Awareness (Making the customers aware that a solution to their need exists), Consideration (Customer does the research and starts comparing different solutions), and Purchase (Customer makes the decision and the transaction happens).

Traditionally, all the stages were heavily driven by sales. Today, the buyer is more informed than before. The buyers do their own research, find the content that answers their questions, and if they find value in the content, they approach the vendor directly. Now, two things have changed here: one, the buyers are not engaging in any sales tactics since the beginning and two, they have already made up their mind before they even contact the vendor.

Content marketing, thus, plays a vital role in the awareness and consideration stages of the buying cycle.

How is B2B Content Marketing Different than B2C Content Marketing?

Now that we understand that content marketing is important and critical, let us understand how content marketing is different for B2B businesses –

  • B2B sales cycle is complex and involves multiple decision makers. Therefore, it becomes very important to create the content which talks to specific category of decision makers and answers their questions. This also means that you need to create various different types of content to address the questions of various decision makers.
  • B2B content requires understanding of the specific product and service. Therefore, the B2B content writers need to closely interact and work with the subject matter experts to create the valuable content.
  • The content you create cannot be about your product or service – it needs to provide answers to the questions of your target audience. Before writing the content, it, therefore, is important that you know their questions and needs.
  • One of the prime objectives of the B2B content is to build value and trust – hence, it cannot be promotional.
  • B2B content should help in building the thought leadership of the brand –therefore, the content needs to have a lot of maturity and depth.
  • B2B content marketing also requires a closer alignment with the sales and should help in generating leads for the sales teams.

Guide to Defining the Content Strategy

Your content marketing strategy should include the following steps

  • Define the target audiences, goals, and buying stages – your content needs to address all these points.
  • Identify the SEO keywords and phrases – if you want your content marketing strategy to help in your site ranking, it is advisable that you identify a list of keywords and phrases which are used by your buyers and use those judiciously within your content pieces. Of course, be careful about not stuffing your content pieces with keywords – that does not work anymore.
  • Define and stick to editorial calendars outlining the content pieces, objectives of those pieces, target audience, timelines, formats etc. This will help you streamline your efforts for maximum results. It will also help you in content reuse.

Traits of B2B Content Writer

Considering the fact that B2B content marketing is quite different than B2C content marketing, when you build your B2B content writing team, you need to look for specific traits. Apart from their writing talents, you need to also check their storytelling skills, they ability to connect and capture information from the subject matter experts, and their understanding of social media and various tools and technologies. I have written more in detail on this topic in a separate blog post.

Types of B2B Content

Here is a quick list of various types of content which you can create –

  •  Blog articles – Blog articles are the most common form of content which you can create. The articles reside on your website and help in enhancing the search ranking of the site. Typically, the articles should be in the range of 800-1000 words, should include images and provide answer to specific questions of your target audience. Blogs which provide educational content are excellent for establishing thought leadership.
  •  Whitepapers and eBooks – Whitepapers and eBooks are more in-depth form of content and more authoritative reports than blogs. Typically, whitepapers and eBooks address specific business issues in more depth. These are excellent resources for demonstrating technical or business knowledge. You can make these available on request and use these as weapons for your specific lead generation campaigns.
  •  Infographics – Since infographics are highly visual in nature and need to be very well researched, these form a good resource for establishing your thought leadership. You can use these to create awareness and drive traffic to your website.
  •  Webinar and Podcasts – I would term these as secret weapons of your marketing. Since webinars and podcasts offer a great opportunity to learn from experts, these are preferred a lot by various buyers during their research phase. You can use webinars to share your expertise and experiences. These are brilliant avenues to generate qualified leads and move the prospects up in the interest ladder.

I will soon write a more detailed post on various types of content to be used in B2B.

Closing Thoughts

Content marketing is a commitment, not a campaign” – Jon Buscall

I think this quote summarizes the essence of content marketing. You need to have a long-term strategy, meticulous planning, flawless execution, and continuous monitoring to make sure that your content marketing efforts are successful.

B2B Social Media – Answers to 10 Most Fundamental Questions

B2B Social Media - Answers to 10 Most Fundamental Questions

Midas Touch, the company I run, is a B2B Specialist, digital and social media marketing agency. Through that, over the past few years, we have got an opportunity to interact with hundreds of businesses offering products and services to other businesses – also called as B2B services. A few years ago, businesses were almost convinced that social media does not work for B2B. However, things have radically changed now. Several studies, stats, research, and experiences have convinced organizations that if they have to survive in today’s competitive marketplace, they have no option but to adopt social media optimally.

The challenge, however, occurs when the team handling their social media does not understand the intricacies of B2B social media – one needs to understand that it is very different than B2C social media and needs some special expertise.

As a starting point, I am sharing answers to some of the most fundamental questions about B2B Social media –

What is the importance of a blog for a B2B business?

In our experience, we have seen that the blog section is typically one of the top three most viewed sections on the website. The blog offers you a great opportunity to create fresh content for your website (Google loves fresh content), it allows you to answer the latest questions of your target audience, it helps you establish your thought leadership, and it helps you appear as a knowledge expert in your industry. I would highly recommend having an active blog section on your website.

Can the in-house subject matter experts write the blogs?

Before I answer this question, let us first understand what is a relevant and appropriate blog article. A relevant blog article should answer the questions of your target audience, it should educate your audience (and not sell), it should talk about the solutions to the buyer’s problems (and not the features of your product/ service), and it should make the reader the hero (your product should not take the center stage). B2B content writing is a specific skill. I have earlier written about the traits of successful B2B content writers. If you have subject matter experts who are skillful writers and understand all these aspects, they can absolutely write the blogs for your business.

What all types of content can I create?

B2B businesses think that blog posts are the only form of content which they can create. However, that’s not true. There are multiple other options such as infographics, eBooks or whitepapers. Infographics are highly visual and extremely useful for establishing thought leadership. You can use these to create awareness and start conversations with your target audience. Whitepapers and eBooks are very good authoritative reports and more in-depth than a blog. They can be used to address specific business issues in detail with in-depth research and original point of view. These are excellent sources to demonstrate technical knowledge or business information. These can be your very good weapons for specific targeted campaigns and lead generation. You can also use other forms of content such as webinars or podcasts.

What is the role of webinars and podcasts?

Webinars and podcasts are great mediums to generate awareness about your brand and also to get qualified leads. These are brilliant tools to move the prospects up in the interest ladder. You can conduct webinars with your customers or industry experts. Product webinars are also very effective for keeping the prospects engaged.

Which are the most relevant social channels for B2B content promotion?

LinkedIn is the most active and vibrant social channel for professionals. People use LinkedIn not only for job search but also for professional connections, social selling, thought leadership (through LinkedIn Pulse) and group participation. So you definitely have to consider LinkedIn, LinkedIn Company Page, and LinkedIn Groups as your prominent social channels. Next, I would recommend Twitter. Twitter is extremely effective for sharing your content, easily connecting with industry experts and influencers, and joining the ongoing conversations. SlideShare is an another good channel for lead capture if you have very high quality, educational presentations. The tight integration of SlideShare with LinkedIn makes the promotion of those presentations easy. If you have very good quality videos, you should consider using YouTube because that’s the second most used search engine. In the B2B context, you can upload your conference speaker videos or product videos on YouTube. There are many other channels as well and the choice depends on where your target audience is. However, these four would top my list in most of the scenarios.

Is Facebook relevant for B2B?

It’s very tempting to say “It depends”. But let me elaborate more on this. Facebook is a great channel to reach out to the audience outside your sphere of influence. However, remember that people are on Facebook to connect with their families and friends. When they are on Facebook, they usually have no intent of doing any research or study for their business needs. Therefore, while Facebook makes it a great channel if you are running a restaurant, eCommerce site, or a salon, it is not a great medium if you want to reach out to serious buyers when they are looking for solutions to their problems. Having said that, Facebook is a great platform for talent acquisition and talent branding for B2B businesses.

Within how much time can I start getting leads from social media?

Let’s understand this – Social media and content marketing are (crucial) parts of your overall sales funnel. These are not the ONLY channels for your sales. B2B sale is a complex process where multiple stakeholders are involved and they are evaluating the vendors at multiple stages for various things. You, as the vendor, need to ensure that you are in front of the buyer when she is doing her research, you are helping her in her decision making, appearing as a knowledge partner, and creating a positive impression about your company. Let’s be honest here – It is quite unlikely that someone will read a piece of content written by you and immediately fill out the contact form on your site (aka convert into a lead).

How should I measure the RoI?

Almost everything about social media is highly trackable and measurable – which, of course, is good. I would highly recommend you measure both the qualitative as well as quantitative RoI. By qualitative RoI, I mean things like who is engaging with you, what are the questions people are asking you, which hashtags are working for you etc. By quantitative RoI, I mean you can track things like impressions (which is a great measure of visibility), overall engagement with your content, visits to your site, time spent on your site by the people who are coming from social channels, downloads for specific items like eBook and whitepaper etc.

What is the best way to integrate the offline events with social media?

Social is a great way to leverage the offline events like conferences and events. For starters, you can always create online buzz about your event through social platforms by creating specific event hashtags. If you are attending a conference, you can engage with other people who are talking about the conference. You can also engage with specific speakers or exhibitors since almost everyone is on social these days. Twitter works very well for all such things. The other way is to do live promotion of the event – as the easiest option, you can do the live tweeting. Post the conference, you can share your experience and learnings through blog posts.

What is the role of personal branding of the founder?

People connect with people and not with companies. In the B2B context, therefore, it is very important to remember that your company brand also needs a face. People want to know who are the people behind the company, their backgrounds, and their expertise. Having a well-developed LinkedIn profile is just the starting point. The founders of the companies should focus on building their personal brand through blog articles, active online presence through LinkedIn and Twitter. I have shared more detailed views on the importance and how to of personal branding, here.

I hope this article helped you in getting answers to your common questions. If you have any more questions, I will be happy to answer those. Just post those in the comments below!

10 Mind-blowing B2B Social Media Stats and What Those Mean for B2B Companies

10 Mind-blowing B2B Social Media Stats and What Those Mean for B2B Companies

A few years ago, when I started Midas Touch, I found myself explaining to companies and business leaders what social media is and what is its relevance for businesses. Fast forward a few years, today, businesses come to us saying that they want to do social media but not really sure how to do it and what exactly to expectfrom it.

I know that all of us keep on reading a lot of stats and quotes around social media and get impressed, confused, overwhelmed, or worried by those – because sometimes, we don’t understand what those mean to us or to our business.

At Midas Touch, we specialize in B2B social media. We work with B2B companies to help them with their social media, digital and content marketing strategy and execution. I, therefore, very curiously and enthusiastically read various stats and quotes around #B2BSocialMedia.

Here I have picked up 10 such stats and let me take this opportunity to talk through each of these and what these mean for B2B businesses.

  1. 80% of all B2B social media leads come from LinkedIn (Source)

Well, this does not surprise me. LinkedIn is one of the largest professional social media networks. Most of the business decision makers at least have a presence on LinkedIn and they use it for professional networking. LinkedIn offers interesting options in the form on LinkedIn Pulse and LinkedIn Groups, which, when used properly, can immensely help in building thought leadership, connecting with the relevant audience, forming a positive impression about you/ your company in front of your target audience, and also driving traffic to your website. We have ourselves seen some phenomenal results through interactions in LinkedIn groups for our clients. As a B2B company, LinkedIn is a must-have for your B2B social media strategy – and mind you, it is not limited to creating a LinkedIn company page.

  1. 94 percent of B2B buyers conduct some form of online research before purchasing a business product (Source)

Surprised? Don’t be. Think about it. As B2C buyers, we all do a lot of online research before any product purchase. Why should it be any different for B2B? Today, the B2B buyers are very clear about their requirements and what they are looking for. They are doing research online to find answers to their questions. If during their research, you appear in front of them and are able to create a positive impression, then your chances of appearing in their shortlist are much higher. This can very well be achieved through a strong content strategy and social media marketing on the platforms which are relevant for B2B companies.

  1. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source)

A lot has been written about why and how of content marketing. Adopting content marketing is no more optional. It has become almost mandatory for B2B businesses to have a strong content marketing strategy and a solid execution in place. You need to, however, remember that B2B content writing is fundamentally different that B2C content writing. Therefore, look for B2B content writer specific traits in the writers whom you hire for writing the content. More about the traits, here.

  1. 55% of B2B buyers say they search for product/vendor information on social media (Source)

Yes, social media is no more a channel just for networking or fun. People are doing some serious research and connections on social media. As a B2B business, therefore, it is not only important for you to have an active presence on social media (on channels like Twitter, LinkedIn or SlideShare) but it is also important that you create the right impression and connect with the right people through the social channels. The theme, tone, quality and quantity of social updates need to be carefully defined and executed.

  1. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (Source)

As the old saying goes “No one likes to be sold; everyone likes to buy.” Today, B2B buyers want to make an informed decision. So rather than going by what is simply “told” to them, they like to read up and get “convinced” before making the decision. This further reinforces the need for content marketing for B2B enterprises. A note of caution here, though – writing a blog about your product features and benefits is also a form of advertising J You need to focus on answering the questions of your buyers rather than focusing on selling your products and services.

  1. 75% of B2B buyers and 84% of C-level or vice-president level executives use social media to make purchasing decisions (Source)

Another myth is busted! If you thought that the top level executives are not on social media, you are wrong. They are extremely active on social platforms, seeking information, connecting with the relevant people and engaging in interesting conversations. You just need to find them and engage with them in a right way.

  1. 57% of purchase decisions are made before a customer ever talks to a supplier, and (Source)

Yes, gone are the days when the sales person could drive the conversation and the decision making. Today, the B2B buyers want to be well-informed even before they contact the vendor. As a B2B vendor, it is, therefore, your responsibility to appear as a knowledge partner to the buyer, be available and active on social platforms, listen to the needs and problems of the potential buyers, and connect with them in a non-intrusive way.

  1. By 2020, 80% of the buying process is expected to occur without any direct human-to-human interaction. (Source)

This means that the buyer is going to expect all the touch-points to be online. In a way, it is a good news and challenging as well. Good news because you get a level playing field. Your chances of being in front of the buyer are as good as any other vendor. Challenging because the onus lies completely on you to create the right online impression in front of the buyers and be able to connect with them through online medium.

  1. 90% of B2B buyers say when they are ready they will find you. (Source

It has become extremely important for B2B companies to understand the buyers’ journey and align their marketing and sales efforts on those lines. Today, the buyers’ journey is digital. They are already aware and in some cases, they are already in the consideration phase and ready to make the purchase decision. They are developing their vendor list, doing a social media analysis, engaging with possible vendors, and exactly know what questions to ask. Are you ready to be found?

  1. There may be 7-20 people involved in any given B2B purchasing decision. (Source

Not surprising, right? B2B purchase decisions are more complex, affect a larger set of individuals, and have a bigger business impact. It is obvious that multiple people will be involved in the overall decision-making. What the vendors need to know is that they should be able to talk to all these people – of course, online. They should be able to provide answers to the questions of all the decision makers and should be able to connect and engage with all of them. This means that you will need to rely on a variety of content types such as blog articles, whitepapers, case studies and also depend on a wider variety of channels such as social media, emails for connection and engagement.

 

Have you come across any such compelling stats? Do share as comments and I will include all the relevant ones in the article – of course, with due credits to you!

B2B Social Media Marketing 101

B2B Social Media Marketing 101

Of course branding and awareness are also roles that can be played effectively by B2B marketing, but from my point of view these are only supporting roles—secondary to the primary objective of helping drive sales.” — Mac Macintosh

If you ask how is B2B social media different from B2C social media, I believe this quote summarizes it all. In B2B social media, influence matters over popularity. Relevance matters over numbers. More than the features and functions of the products, businesses want to do business with trusted advisors.

Gone are the days when the sales person of the vendor could dictate and decide the flow of information for the potential buyer. Today, buyers have become much more informed and aware of what they want. They are doing their own research online, searching for the answers to their questions – it is important for you, as the vendor, to ensure that through your content marketing and social media, you are found and are in front of them when they are looking for the information. As per SiriusDecisions, 70% of the buying process in a complex sale is already complete before the prospects even engage with a salesperson.

Let’s understand the various aspects of B2B social media – any B2B business wanting to start with their social media initiatives should consider all these factors

Objectives

The first and foremost thing, like all strategic initiatives, is to identify and finalize the goals and objectives. “Getting more leads” is a good and obvious objective but remember that it is a long-term objective. Do note that social media offers many great opportunities and you should not miss on those – aim for things like “establishing thought leadership”, “getting in front of more audience”, “engaging with prospects and customers”, “driving more traffic to the website”. As Chris Brogan has very aptly said: “Marketers need to build digital relationships and REPUTATION before closing a sale.”

Content Marketing

Yes, any conversation about B2B social media is incomplete with the mention of content marketing. You have heard stats like “88% of B2B marketers currently use content marketing as part of their marketing strategy”. But content marketing is a lethal weapon and needs to be used accurately. B2B content marketing is a different ball game altogether. It is about telling stories. It is about not about you or your products. It is about your buyers, their problems, and solutions to their problems. It is about telling stories where the potential buyer is the hero. B2B content marketers need to have specific traits. Apart from being skillful writers, they are process oriented, they are storytellers, they understand social media, and much more. (You can read more on this here).

The importance of choosing a right channel

You might be very comfortable using Facebook, but does it make it the best social channel for your business? You don’t know of many success stories with Twitter, does it make it an irrelevant channel? How can you leverage LinkedIn? There are 700+ social channels and putting your energy in leveraging the right channel is very important. Our experience at Midas Touch has been that Twitter and LinkedIn are very effective channels for B2B social media. Twitter is a great medium to connect with prospects, customers, and influencers. It is a wonderful medium to share the content which is relevant to your industry, show your interest areas and also share your own content. LinkedIn, of course, is undoubtedly the number one professional network and, therefore, very relevant when it comes to B2B social media. LinkedIn company page and LinkedIn groups can be very well leveraged for engaging with the prospects and opinion makers in the industry.

What to expect?

Of course, the end objective is to get more leads to the business and that’s where social media is going to help. But if you expect that people are going to read your content and are going to fill out the contact form on your website immediately, then, that’s not how it works in the B2B space. Social media and quality content will help you establish your thought leadership, be in front of the right audience when they are looking for answers to their questions, and help the vendors form a positive opinion about you. The key is being patient with the efforts. At the same time, constantly measure and monitor the results and the impact in terms of visits to your website, engagement with your content, social connection etc. Remember, social media is a strategy and not a campaign.

Keep your customer at the center of the social media strategy is – leverage the best channels, have a strong content strategy and use an integrated approach. You are sure to benefit from it!