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Let’s help you find the best social media platform for business-to-business (B2B) by weighing the pros and cons of each social media network! In this post, we’ll look at popular B2B platforms, including LinkedIn, Facebook, and Twitter to keep in mind when planning your content marketing strategy!
Why is having a social media presence crucial for B2B brands?
If you’re marketing for B2B, you need to ask yourself the following questions:
What are the best ways for potential buyers to find your business?If my clients cannot find information and comments about my services online, would they have the confidence to make a purchase?How do I stop negative comments about my brand from spreading online?
There are many advantages of having a social media presence, including the following:
Building more brand awarenessGenerating new leads Building a communityRemarketing to your existing customers
How to decide which social media platform to use?
Everyone has heard something like this before: “You need to be on TikTok because it’s trending”. But being on every social media platform takes a lot of time. So how do you decide which platform is best for your B2B business?
Before you choose a social platform, you need to consider a few things:
Goals: Are you looking to increase sales or engagement?Target Audience: What type of content would resonate best with your audience?Time: How much time do you have to spend on social media marketing?Budget: Will you hire a marketing team or outsource social media management? Do you have a budget for paid ad campaigns? Or you’ll focus on organic content?
Which social media platform is best for B2B marketers?
Let’s look at the pros and cons of each social network.
#1: LinkedIn – Best platform for Professional and Large Company B2B leads
Want to attract larger B2B clients? Then LinkedIn has the target audience you’re looking for: professionals, corporate executives and decision-makers.
51% of Americans with a college degree use LinkedIn71% of LinkedIn users have incomes of USD 50,000 or more80% of social media-related leads for B2B come from LinkedIn
Advantages of using LinkedIn:
Build brand awareness Network with senior professionalsGenerate new leads and close salesMove people down your marketing funnelAdvertising features available
However, even with all these benefits, making LinkedIn the central part of your marketing may not be effective. LinkedIn is best used as part of a larger, multi-channel content strategy.
Disadvantages of LinkedIn:
Smaller user base (compared to Facebook and Instagram)It’s more difficult to grow a large audience for your brandRequires a long-term commitment and resourcesLots of spam-like messages
How to use LinkedIn for B2B marketing
Keep in mind that networking, lead generation and building brand awareness are the best ways you can use LinkedIn for B2B marketing. If these are your goals, then you’ll find LinkedIn is the best platform to help you reach them. Once you’ve built a network, start exploring LinkedIn message ads to reach more people and generate new leads.
What to post on LinkedIn?
“Images are the most popular post format on LinkedIn (50.96%), followed by links (30.94%).” – Social Insider
Native content: Post branded videos, infographics, statistics, quotes, polls and testimonials to grow brand awarenessExternal content: Share links from your blog posts to start conversationsLinkedIn events: Organize online events to connect with your audienceLinkedIn ads: Use Message ads and Lead generation forms to generate new leads
Publishing articles on LinkedIn vs your blog
Since LinkedIn-hosted content generally does not add much SEO value, you should keep your best articles on your website. Then share your links to LinkedIn to start discussions with your network. This will help you maximise your reach and direct more leads to your website, and drive them down your marketing funnel.
#2: Facebook – Best platform for B2B ads
Users: 2.9 B people
Best for: paid ads, lead generation, organic content
Facebook (owned by Meta) is the largest and most well-established marketing platform. Their Business Suite has a range of tools to help you reach your B2B marketing goals with paid ads. The main advantages of using Meta are its global audience, a large number of business accounts and advanced advertising tools.
Advantages of Facebook:
Large, global user-base (including 200 M businesses)Vast advertising and targeting capabilities New B2B audience segment to help you reach decision makersReach people who have interacted with your business Capture new leads with Lead generation ads
Disadvantages of Facebook:
The Business Suite is complex for beginnersFacebook Ads management requires professional knowledgeFacebook has strict advertising policies, which means they can restrict/ suspend your ad account for non-compliance – resulting in loss of ad creditMany younger people (Gen Z) are not on Facebook
How to use Facebook for B2B marketing?
Start with a goal: What would you like to achieve from marketing on Facebook? Then, find the best content to share for your goals:
Brand Awareness: Attract new people to your page with targeted ads and inspire them with educational video content, tips and tutorials.Community Engagement: Start conversations with your existing audience by using storytelling, educational and entertaining posts. Lead Generation: Create classes, and workshops and host paid events to promote your business with lead generation ads.
#3: Twitter – Best Emerging Platform for B2B marketers in 2022
Users: 237 million users worldwideBest for: Community building, Customer service, Live events70% of marketers plan to increase investment in Twitter
Social media marketers are often looking for new platforms and features to invest in. In 2022, Twitter tops the list of platforms where B2B marketers are planning to increase their investment with 70% of marketers planning to increase their spending. Twitter has also added new content formats and features, including Twitter Notes, Twitter Spaces (audio tool) and Twitter Communities so you can find more ways to interact with your B2B audience.
The post Which social media platform is best for attracting B2B clients? appeared first on Ayrshare.
