The B2B social media marketing industry has been growing exponentially over the past few years. As per a study by Content Marketing Institute, as many as 93% of B2B companies embrace social media marketing as a potential tactic to generate leads and build positive narratives around their brand and products. In fact, 54% of B2B companies said they successfully generated leads from their social media campaigns. However, there are still many B2B companies that are unable to see any impressive ROI from their social media efforts. Are you one of them? Chances are you have been following ineffective and outdated social media tactics. It’s time to learn from your mistakes and start anew.
But, first, let’s take a look at what’s hurting your B2B social media strategies.
Underestimate Social Media Reach
B2B marketers tend to overlook the marketing potential of their social media outreach. This perception is more prevalent across B2B companies who have a high average sale price, and are only interested in social media followers with the intent to buy their products. However, that’s a wrong presumption - the truth is higher social media outreach means your followers are likely to share your content far and wide. A higher social media presence also amplifies your organic presence across search engines, which eventually translates into high-quality leads.
Using Wrong Metrics to Measure Social Media ROI
While your followers and engagement across social media platforms are important to your B2B marketing, they are not the only metrics to measure the success of your B2B social media marketing strategy. At the end of the day, what really counts is how many qualified leads your social media campaign generates for your company, and how many leads ultimately convert into paying customers.
Don’t let your focus on your social media metrics deviate you from your main goal, i.e, generating the right traction and interaction that contribute to high-quality lead generation and conversion. Better still, meet your finance department periodically to determine the actual social media ROI and measure how your efforts are paying off. This will help you revamp your social media strategy with regards to the B2B marketing goals of your company.
Sharing Boring Content with Your Followers
One of the common mistakes B2B social media marketers make is blabber about their products and share dry content on their social media channels. The social media is an interesting place for many users, and if your followers found your content too boring to engage with, they will not interact with it. In other words, you will not able to generate the traction required to expand your social media outreach.
Successful B2B social media strategies often boil down to being less focused on your product itself and more interested in what your potential buyers are thinking and interested in listening. For example, if you ask your sales team to cite five most common challenges they hear from your leads and customers, it will give you ample insight into the kind of content you can create to make it interesting enough for your social media followers. Remember, social media interaction is just a part of the entire journey of your customer. So, your first and forest responsibility is to generate valuable content for your followers.
Failing to Understand the Nuances of Social Media Platforms
No matter how big are your resources, you won’t be able to generate decent ROI unless you are able to differentiate the nuances of various social media channels. As a matter of fact, this is what holds a lot of B2B marketers back from generating traction and leads from their social media marketing efforts. You can’t create similar content for all your social media channels and still believe they will work equally effectively.
Courtesy: Marketing Profs
While Facebook and Instagram are visual-oriented platforms, Twitter is more specific to news and information. These platforms also offer unique features to broadcast content in different formats. For example, Facebook has introduced Live Streaming which presents an opportunity to take your relationship with your social media followers to a whole new level. Using this new feature, for example, Brian Gardner, the founder of StudioPress, gets an opportunity to get up close and personal with his customers on Facebook Live and answers questions from their followers.
This is a great way to generate both interest and interaction from your followers for your B2B social media marketing campaign.
Similarly, Twitter and Instagram allow you to share stories in brand-new formats making it easy for your users to engage with them. The bottom line is to understand how each of the new features works and learning how your competitors and other brands use them successfully.
Not Investing in Social Ads and Remarketing
The B2B social media dynamics have evolved dramatically since Facebook, LinkedIn, and Twitter were in their childhood. Everything has changed since then including the social platforms, the technology your prospects use, and even the consumer behavioral patterns. Therefore, the B2B social media strategies that were effective until a few years ago are unlikely to work today. This is an important lesson for many B2B marketers who employ outdated tactics and shy away from investing in the right areas such as social ads and remarketing. Investing in social ads and remarketing complement your organic social media efforts and help you generate qualified leads.
When it comes to spending on social ads, according to Neil Patel from QuickSprout, LinkedIn offers great returns on B2B ads while Google’s PPC is still the king for B2B ads. Similarly, a research by Adroll revealed that B2B companies were spending more on Facebook Marketing and 49% of its customers were running remarketing advertisements. The combined effect of your organic and paid social media efforts are more likely to help you achieve your lead generation goals.
B2B marketing budgets may vary from one company to another, affecting their social media marketing efforts. However, regardless of the size of your social marketing budget, you still can make the most of it and maximize the returns by eliminating these common mistakes.
What have you learned from your social media marketing strategies?