Social media is quickly becoming the most prominently used tool for people in B2B sales. You’ll find salespeople scrolling through Facebook and stalking LinkedIn groups. They are working because social media is the best tool you have for generating leads and converting those leads.
This guide is going to show you why social media has become such a powerful B2B tool and how mastering it can make your company succeed.
People Are Everywhere
Social media is the place to be if you want to reach your target audience. Despite the fact people come from different parts of the world and different backgrounds, most of them are still on social media. There are over two billion users on Facebook and over a billion of them are active at least once a month, for example.
The law of averages dictates that you are certain to find your target audience on social media. It just makes sense, through the numbers alone, that B2B firms should be directing most of their efforts to social media.
Targeting Options Are Getting Better
It used to be difficult to find your audience on social media. As technology has moved forward, the targeting options have become more sophisticated. Paid advertising options, in particular, have come on leaps and bounds in the last few years.
For example, Facebook organic reach was destroyed in an attempt to drive people towards "pay to play" advertising. In its place came the Power Editor. You can segment your audience down to just a few hundred people, based on interests, location, age groups, and gender. It has allowed B2B firms to use hard data, through the Moneyball method, to refine their targeting and get more potential leads.
And targeting is only going to improve as technology does. We have seen the same trend with Google search, so there’s no reason why social media won’t follow the same trend.
Crafting Relationships Like Never Before
B2B firms know they have to build relationships with their leads if they’re going to convince them to make a purchase. The only way they’re going to do that is through talking to them. And social media is the ideal tool to begin crafting relationships. It’s easily accessible and practically everyone uses it.
Social media makes it easy to bond based on common issues, such as current events and sharing the same interests. It’s also the channel where customers old and new will come to ask you questions and enquire about your latest products.
Don’t see social media as a way to reach your audience. See it as a way to engage your audience.
Become Relevant Through Real-Time Marketing
A new phenomenon in B2B sales has come into being. Real-time marketing is the act of marketing based on events that are happening within minutes of you posting a new piece of content. It works because you’re taking advantage of an emotional time, such as a major sporting or political event. You’re making yourself relevant.
Companies have been doing this for years, but only since the rise of social media happened did it become possible to be in touch with what’s happening within minutes.
Part of this is credited to the fact that more and more ordinary people are getting their news exclusively through social channels. Joining the conversation with your brand is an easy way to gain some important public recognition. It can generate interest and provide a boost to your brand.
How Do You Start Making Social Media Work For You?
Social media is far from a cash cow you can milk by virtue of having a presence there. Your exact tactics will differ depending on the industry you’re in, but the principles are always the same.
Find out what your target audience wants and give it to them. Study your customers and consult with investors, industry experts, and even customers that have departed from you previously. It’s important to get as many different perspectives as possible.
Conclusion – Social Media Is The Key To Growing Your Business
Social media is where you have access to the largest pool of people in the world. Through a combination of organic reach and paid advertising, you can maximize your exposure and encourage people to try out your B2B products.
But put social media into context. It’s only one part of your overall sales funnel. Social media will drive people to your landing page and then the hard work begins. You have to bring your sales team into the equation and persuade them to buy.
How will you grow your B2B firm with social media today?
