What is B2B Social Media?
B2B social media is using websites and applications that enable users to create and share content or participate in social networking to achieve specific business goals. Beyond brand awareness, the main goals of B2B social media are to generate leads and establish thought leadership. To reach these goals, B2B marketers commonly focus their strategy on:
- Creating professional and valuable content types (e.g. ebooks, case studies, webinars).
- Distributing content across LinkedIn, Twitter, and Facebook.
- Measuring engagement and conversions from social media.
Check out this article to learn more about the differences between B2C and B2B social media.
B2B Social Media Strategy
To fully maximize the potential of social media you need to have a planned-out strategy by following these steps:
- Step 1: Identify your goals and metrics.
- Step 2: Understand your target audience.
- Step 3: Create and curate content that provides value to the reader.
- Step 4: Focus on the right social media channels to engage your audience (Facebook, LinkedIn, Twitter).
- Step 5: Categorize content by campaigns and promote it organically through your social channels.
- Step 6: Constantly measure and improve your campaigns’ performance.
- Step 7: Leverage the power of social media through employee advocacy.
B2B Social Media Listening
B2B social media listening is about creating a two-way communication channel between you and your audience. This is done by tracking specific keywords, mentions, and competitor pages to understand what your audience is saying about your company, product or brand. You can then leverage this information to create better content.
You’ll find more information on how to become a powerful social listener in this article.
How to Measure B2B Social Media?
Among clicks and engagement, the most valuable social media KPI that B2B marketers should be focusing on is the number of leads the generate. This is the only way for them to understand how their social content, networks, and campaigns are performing and translating into real business value.
For more information on this, check out this article.
B2B Social Media Analytics
To understand how specific posts, networks, and campaigns are performing on social media, B2B marketers need in-depth analytics that focus on measuring clicks, engagement, and most importantly, conversions. With Oktopost’s B2B social media analytics, marketers are able to attribute leads to their social media activities.
How to Measure B2B Social Media ROI?
To measure social media ROI, B2B marketers first need to understand how much money they are investing into social media marketing (i.e. training, tools, business overhead). Then, they need to measure the number of leads they are bringing in from social media and understand how much those leads are potentially worth. With a B2B social media management platform like Oktopost, marketers can easily track leads from social and establish their true ROI of social media.
Here are the exact steps for measuring your social media ROI.
B2B Content Distribution
One of the main content distribution channels that B2B marketers focus on is social media. Using a B2B social media management platform, marketers can easily schedule large amounts of content across Facebook, LinkedIn, and Twitter to expand their reach, increase engagement and conversions. Besides social media, there are free content distribution tools like Medium, GrowthHackers, and Inbound.org, which are designed to help B2B marketers reach their target audience.