Social media marketing is usually considered B2C (e-commerce between the business company and the customer), but new research has proven that this type of business can also be done in the form of B2B social media marketing (e-commerce between the two business companies). This type of business is so efficient that it can be considered as the main way of marketing social media.
The Ombono website survey of 5 marketing experts on B2B marketing methods showed that 79% of experts considered social networks to be the most effective marketing method. 38% also announced that they would spend the extra year funding on social media marketing in the new year.
The question that arises here is why social networks are so effective in increasing B2B media marketing efficiency? In this article, we are going to examine the impact of social networks on B2B network marketing (or industrial marketing!) And tell you how social networks can be used in B2B marketing.
 

Why are Social Networks Important for B2B Marketers?

Man is a social being and he/she always tries to use the experience of socializing with others in his/her decisions. We ask ourselves every day Do I like this person? Can I work with so many people in one place? Is this person trustworthy? We communicate with many people every day. Trust, knowledge, and fulfillment of promises form the core of these relationships.
Social networks are precisely the equivalent of online communications. This way, B2B marketers can seize the opportunity to introduce their products and services through social networking.
Some experts believe that in the B2B marketing world, LinkedIn and Twitter have a huge impact on increasing site traffic. In B2B marketing, people first evaluate services and products online and then buy them. So the first place to evaluate one’s products and services is that company’s website. Therefore, the more traffic to your website, the better the chances of selling your products.
What is the greatest way to bring people to the website? Social Networks. While Linkedin and Twitter are great communication channels for selling products and services, they are not given enough credit in B2B marketing.
 
Why are Social Networks Important for B2B Marketers?
 

B2B social media Marketing is harder for products and services

 
B2B marketing is hard and it takes professionals to understand the difference between the products and the audience of those products. Also, this type of marketing usually works in the long term. So you can’t get a quick result from a marketing approach. Sometimes purchases made by other companies are not necessary.
Many companies use the services of other companies just to meet their needs, not because they think buying this product will make a difference in their business process! By buying the right product, they can meet their needs for a long time. As a result, they no longer need to invest in this. So producing content that can engage audiences and attract customers is a big challenge in B2B marketing.
 

The best way of applying B2B Social media marketing

The usage of social networks in B2B and B2C marketing is quite different. Communicating on a social network depends not only on the number of the audience but also on the type of content, quality, and depth of communication. In B2B marketing, like B2C marketing, the goal is to get the attention of the users, but in B2B marketing, users are looking at your company services a bit more carefully. Your target audience for B2B marketing is usually people with a lot of experience and knowledge. Your B2B customers are people who own businesses.
On one hand, in B2C marketing, the goal is to get customers involved with the brand and to recognize you as a brand, but in B2B marketing, the main goal is to provide solutions to problems.
Most companies usually prioritize B2C marketing, but B2B marketing is also important. The following tips will help you to drive more traffic to your website in B2B marketing.
 
 
The best way of applying B2B Social media marketing
  1. Concentrate on your business perspectives

 
B2B marketing is usually boring, so far as it’s called a BoringToBoring joke! Of course, business owners also know it and the fact affects their performance. Let us illustrate this with a more precise example.
Suppose a company sells aquarium steam production systems. Their clients are zoos and university research centers. At first glance, this may seem a bit boring. In such circumstances, B2B marketing must be creative in its advertising. B2B marketers first need to understand the concept of aquarium steam generators. These devices help reptiles as Snakes survive in an environment other than their own. As a result, researchers can study their behavior. Many people may not be interested in these devices, but surely many people are interested in python snakes and rainforest protection.
Only a certain group of people are interested in these products and the companies that produce them should have attractive and understandable advertising for their services. No one, of course, tweets about aquarium steam generators. Therefore, the company should target those interested in python snakes and rainforests. These are attractive topics for company products, and B2B marketers need to focus on them.
 
  1. Use real people for your advertising

 

One of the disadvantages of B2B marketing, especially in manufacturing and industry, is that they cannot communicate well with humans. Lack of communication gives the customer the feeling of talking to a robot. Therefore, all of these companies must drive their social media and content marketing activities towards becoming human. The following will help you do this:
• Using the singular first-person pronoun in writing articles and updates
• Use an expert to write articles and tweets
• Use real people names in customer support services
 
 
Use real people for your advertising

Employ an expert in B2B social media marketing

Most companies do not employ expert people to manage social networks, and this is why they do not get good results from their efforts. The common mistakes in B2B marketing on social networks are as follows:
 

Employing non-expert people to manage social networks

Many companies hire people who specialize in their business rather than social media. When it comes to social media, it needs to be aware of the performance of its social networks and its audience. B2B marketing via social media is very difficult and the employee must have good marketing experience.
 

Creating non-professional content in social networks

 
Many companies are unaware of the complexity of social networking and are looking for people who do typical tasks in social media for B2B marketing. Working on social networks is not just about tweeting and posting on Facebook. Companies should be looking for people who can create moving content and highlight the brand.
Creating non-professional content in social networks
 

Not knowing how to engage the audience

 
B2B marketing on social networks does not mean attracting those interested in a particular industry. As we said earlier, many businesses produce products that cannot reach a large audience on social media. For this reason, marketers need to think about developing something beyond their products.
Social networks of these businesses do not need to be directly related to the services of the company. They can work on more interesting topics and indirectly market their products and services to the company.

Using content marketing in B2B social network marketing

 
Social media campaigns will not succeed without the use of content marketing. These two are interconnected and essential for success. Statistics provided by the Content Marketing Institute show that most B2B marketers also use content marketing for their campaign success.
Statistics show that most B2B marketers use content marketing.
However, statistics show that not all of them are using content marketing properly.
 
Based on our research and work on social networks, we have found that the stronger a content marketing company is, the more successful it is in social network marketing.
Using content marketing in B2B social network marketing
 

Which social network should we use in B2B marketing?

 
These days, many social networks are used by people all over the world. Focusing on all social networks is by no means recommended in B2B marketing because it makes you miss a point. As a result, you don’t get good feedback from your ads.
B2B marketing does not need to use all of these social networks at once. The following are some of the best we will consider:

LinkedIn

If you want to use only one social network, prioritize LinkedIn. We’ve been attracting great customers through LinkedIn since the launch of the website until today. The rising trend of LinkedIn is evidence of the fact.
This social network has over 450 million members worldwide. The biggest advantage of using LinkedIn is getting to know and interact with new people. The key to success in this social network is to provide first-hand, useful information to users and groups. LinkedIn also helps companies build and market their own brand.
Using content marketing in B2B social network marketing
 
LinkedIn groups are very important. There are currently over 1 million groups in this social network operating in a particular industry. Most customer-to-brand conflicts also occur through comments.
You can set up your company business page and introduce it to others. By clicking on the company link, users will come to your website and as a result, the site traffic will increase. The most important thing about using LinkedIn as a B2B marketing tool is that it can target business users in any field. As a result, you can reach out to these people and arrange a face-to-face meeting with them.

Instagram

While this social network is by no means B2B in nature, almost everyone and every business have turned to Instagram. Of course, Instagram itself has taken done well by adding features such as building business pages (by linking the Instagram page to Facebook).
When you convert your Instagram page to a business page, Instagram will give you accurate statistics of your Engagement users and the number of your fans. These statistics will help your marketing process a lot so that you can even see the hours and days most users interact with your website page.
One problem with Instagram is that it only allows you to put a link in the Bio section of your page and you can’t use the link in your posts. For this reason, it is a little difficult to send the user to the page you want. Instagram can be a good place for B2B marketing.
 
When you convert your Instagram page to a business page, Instagram will give you accurate statistics of your Engagement users and the number of your fans. These statistics will help your marketing process a lot so that you can even see the hours and days most users interact with your website page.
One of the problems with Instagram is that it only allows you to put a link in the Bio section of your page and you can’t use the link in your posts. For this reason, it is a little difficult to move the user to the page you want. However, as we have mentioned, we are Iranian and have our own habits. Certainly, now that almost all Iranian businesses are operating on Instagram, Instagram can be a good place for B2B marketing.
 

Telegram

Well, Telegram no longer needs to be introduced. Today Telegram is one of the most popular communication tools. The ability to build a Telegram channel has provided businesses with a good information tool. Telegram is not B2B in nature, but because of the presence of many users and businesses, it offers great potential to B2B marketers.
Which social network should we use in B2B marketing?
 To gain more information on Telegram marketing click here.

Twitter

Twitter is another popular social network around the world that allows users to post 140-characters length tweets. All tweets are read by everyone and nothing is filtered. This social network provides users with a link to your website and thus increases site traffic. Currently, most Internet users use this social network to publish news.
Think of Twitter as a great party where you can talk to great people like famous leaders in a business or even competitors. You can listen to their news and stay up to date with the latest news. Twitter also enables the creation of public and private listings. Lists allow you to filter your news and focus on just one particular topic. For example, you can create a list of reporters covering news related to your industry. If they have questions or need help with the topic, you can answer them and thereby strengthen your relationship.
Which social network should we use in B2B marketing?
You can also search for words related to your industry on Twitter and contribute to other people’s conversations. Other social networks are also used for B2B marketing, but these will have a greater impact on improving your marketing result.
 

Conclusion

As we explained in this article, the impact of social networks on B2B marketing is very strong. Since the market is your target for this type of business marketing and not ordinary people, then certain ways should be used. For example, focusing on the more interesting aspects of a product should be a priority.
Also, B2B marketers should keep in mind that not all social networks are suitable for this purpose. LinkedIn, Twitter and Instagram are the social networks that need to get the most attention. Since it does not interact with the average customer in B2B marketing, it should, therefore, focus on ways to target audiences.
Finally, don’t forget that there is a lot of competition in the job market. As a result, people who want to market through social networks need to know the best way to use them. Content marketing requires extensive social networking and customer engagement.
B2B social media marketing in 2020
 
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