If you’re not on Facebook, Instagram, Twitter, or LinkedIn these days, it’s almost like you don’t exist. Nowadays, social media is just as crucial for B2B companies, including industrial manufacturers, as it is for B2C companies. Sure, social media marketing seems more intuitive for B2Cs, but the truth is that nearly everyone is using social media, which means that your customers, and the decision-makers at those companies, are using social media.
And just having a profile for your business isn’t going to cut it. If a page exists on the internet and no one reads it, does your company get more leads? No, it doesn’t. That’s why you need to invest in your social media presence and attract followers on the platforms you use. Your social media presence will create the network where you can share and promote your company and your digital content, attracting and converting leads.
LinkedIn: A Great Place to Start
If you read our blog regularly, you know how we feel about LinkedIn. For B2B manufacturers, it’s the social media platform you should be using to reach your potential clients, for a variety of reasons; most importantly, it’s where your target audience is networking and researching suppliers. Getting more followers on your company LinkedIn page requires that you regularly post relevant, insightful content specific to your industry and your potential customers’ pain points. You can even target each of your different types of client with specially tailored showcase pages (read more about how showcase pages work for B2B marketing here).
On your personal LinkedIn account, you can search for specific people in specific positions at the companies you’re looking to make clients out of, and then connect with those people. Joining discussion groups relevant to your industry and sharing your knowledge and expertise is also a great way to establish your credibility and gain new followers. For more on LinkedIn, read our 6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy.
Social Media Campaigns
Another critical aspect of gaining, retaining, and making leads out of your social media followers is by executing targeted social media campaigns. Just like other advertising campaigns, strategy is necessary to make your efforts successful. Well-planned social media campaigns will help you accomplish goals such as increasing brand awareness and promoting your digital content. To do this, you’ll need to determine the exact type of client you want to attract, and target them specifically with content matching their place in the buyer’s journey and their needs and pain points, through indirect (social sharing) and direct (PPC ad promotion) means.
Don’t fall behind the competition by neglecting your social media presence, either by failing to have one at all or by not investing time into engaging with your followers and working to attract new ones. If you’d like to learn more about social media marketing for B2Bs, or digital marketing in general, you should talk with the team at Evenbound.
Be sure to check out our other posts on how to make social media work for your B2B, such as this one on LinkedIn Ads and B2B Marketing, as well as the free case study below, that shows how paid search and social worked wonders for one B2B: