Social media is a surprisingly effective channel for B2B marketing -- if you know how to play your cards right. Here are some effective strategies to create new sales opportunities and get connected with your target audience.
Send private messages
There's a reason why the salesmen of the past used to go door-to-door instead of setting up shop at the end of the street. People are more likely to respond when they're addressed directly.
Same principle, different medium applies to social media direct messaging. Businesses can bring this strategy back by sending private messages on social media. Marketing guru Gary Vaynerchuk goes as far to say that Instagram DM is the biggest networking opportunity of this decade:
"Instagram DM (Direct Message) is the single biggest networking or business development opportunity of this decade. Eventually users will have greater privacy permissions, allowing them to block direct messages from occurring on the platform. As of right now, this does not exist, with Instagram allowing you to DM any user on the service."
DMs are personal and private, and you can send them to anyone. It's the same as the door-to-door strategy except you can send multiple messages per minute.
Prioritize shares for your original content
The way to do this is to create truly excellent original content that deserves to be shared. However, this is a little more difficult than it sounds -- and you will need to promote that content effectively on social media platforms.
Retargeting is one of the most important digital sales tactics. The philosophy behind it is that leads are more likely to convert after they've already visited your site once, so naturally, those are the people you should target.
"You should also set up blog retargeting across social media.... For most websites, only 2 percent of web traffic converts on the first visit. What every business does with retargeting is have one piece of boring creative that serves for the entire quarter. Why not promote a new blog post every other week in the form of retargeting? This will mean after people visit your site, they will see a blog that allows prospects to learn more about your expertise and your personality."
At the very least, the content will bring them back to your site, where they have the opportunity to convert. Even if you just choose to send a basic marketing reminder that your business exists, don't let these users go to waste.
Research your competitors
Every industry is different when it comes to B2B marketing -- find something that works and stick with it until you find something even better.
Sometimes you'll learn through trial-and-error, and sometimes you'll learn tips from marketing experts. Collect more data and research your competitors to see how users respond to their campaigns. You might find, for example, that your audience craves visual content. You can then apply any valuable findings to your campaign.
Use ads to supplement your campaign
Social media sites make money through advertising, and most businesses will need to buy ads to effectively reach their audiences -- that's just how the game works. And that's why Facebook's organic reach has been on the decline for the better part of the past decade.
There's no use in swimming against the stream. Ads are good for giving more exposure to your original content and supplementing your organic reach. Use them as needed.
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