Some quick B2B Social Media stats:
- 83% of B2B companies now post on social media!
- 77% of B2B companies expect to increase the time spent on social in the next year.
- 35% of B2B companies now subscribe to a social media monitoring platform.
As a B2B marketer myself, I'm always surprised that marketing companies see B2B lagging behind B2B. Social media was a centerpiece of our inception and growth over the years. We have an amazing following on Twitter, moderate interaction on organic Facebook posts, fantastic targeting on paid Facebook posts, and continued attention on LinkedIn.
Social media provides us several opportunities:
- Interaction with our audience to identify news and opportunities to write about.
- Monitoring social media to find and curate great content for our audience.
- Monitoring social media for mentions and promotion of our content.
- Promotion of our content – both organic and paid.
- Targeted influencer opportunities to engage, share and promote one another.
And, indirectly, the promotion of our brands and services via social media ultimately helps us to rank better in social media for terms that our audience promotes throughout their web presence. Chances are, if you're not on social media and you're a B2B sales person or marketer – your competitor is eating your lunch. I'd recommend a few things to start:
- Auto-publish your blog posts to your Twitter, Facebook and LinkedIn accounts.
- Join Facebook and LinkedIn groups specific to your industry to begin participating in relevant networks where prospects can be found.
- Begin to follow industry leaders and sharing their content to your audience to connect with them.
- Eventually, invite them to write a guest post, participate in a podcast interview, a webinar, or even just a tweetup.
Your ultimate goal should be increasing both your network reach and your authority within that network. When you're identified as a trusted resource, more and more people will reach out to do business with you. Create value through helping them, not through selling to them, though!