Think Beyond LinkedIn When It Comes To B2B Social Media Marketing

When Facebook first came into the picture, it was nothing more than a platform where teenagers came together and interacted. Similarly, Twitter was a minuscule edition of a personal blog. As the world started to realize greater potential of social media, thousands of businesses started exploring marketing opportunities using the same. Many B2C companies have done it successfully, yet a large number of B2B companies are still sceptical if social media marketing would bring them the desired results.

We may say that B2C companies were the early adopters of social media marketing, but B2B companies too are catching up and are making social media an important ingredient of their marketing mix. They are making significant investments into promoting content and driving interactions on digital platforms. According to B2B Content Marketing: 2016 Benchmarks, Budgets and Trends report, 92 percent of B2B marketers in North America are using social media content as a tactic to drive sales. And the number is constantly rising worldwide.

Branding is Not a One Day Exercise

Today, business is all about building relationships. B2B Social Media Marketing may not help you garner immediate sales, but it will surely help you generate positive market sentiments and create a strong brand recall value. Producing quality content such as blogs, case studies, whitepapers, video blogs, tutorials and others, and promoting the same on popular B2B social media platforms such as LinkedIn, Twitter, YouTube, SlideShare, Vimeo, Facebook, Pinterest and more will help you construct positive opinions about your brand and eventually drive sales.

How to Make Social Media Work for You?

If Google, Microsoft can do it, so can you. Whether you are a multi-million dollar company or a start-up in the embryonic phase, do not hesitate to get your foothold right in the digital world. You simply cannot afford it unless you enjoy a monopoly. Social media is not reserved only for those who have fancy cosmetics, apparels or electronics to sell. Even if you think you operate in the most boring industry in the world, you must give social media marketing a shot. What you need is not hefty investments, but a well thought-out plan to create brand recognition that will give significant mileage to your marketing efforts.


Screenshot of a tweet posted by Microsoft to Educate Businesses about the future of Cloud Computing in Europe and Beyond

Give Your Brand a Personality

Having a good quality product isn’t enough in today’s time. Your brand must connect and communicate with your target market. It should make them aware, educated, and address their issues and concerns with a personal touch. You may think that you are addressing businesses and not general customers, but you should not forget that the decision makers in these businesses are humans. The marketers need to go beyond conventional marketing channels that bombard the audience with one way messages to an inclusive, two-way communication that builds stronger relationships for a longer term.

LinkedIn is Not the Limit

Most of you may think that LinkedIn is the only social media platform where business decision makers and senior executives can be reached. This is not true. Robert Duke, Marketing Manager at Blue Mail Media mentions, “A lot of organizations in the B2B space make LinkedIn a focal point in their social media outreach. They probably believe that other platforms are not good enough in reaching the kind of audiences they wish to connect with. While LinkedIn continues to be the most used B2B social media platform, Twitter, Vimeo, YouTube, Facebook amongst others too are being used cleverly by organizations to create the right amount of buzz around their brands.”

b2b social media platforms

Source: Content Marketing Institute

When it comes to promoting your B2B products/solutions/services on social media, you should adopt an all out strategy. You should look for alternate platforms that may help you achieve your branding objectives and ensure sustainable growth in the long run. If you still haven’t decided on your B2B Social Media marketing strategy, there could not be a better time than now!

Author: Robert Duke
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.
Arun Anto, Creative Director- Sales