B2B Social media: How it can work for your company

B2B social media

Stephen O'Toole

Posted on May 26, 2015

Most businesses with a B2B focus are engaging in some type of marketing through social media these days. But in our experience – and, believe us, it tends to show – it’s seen vaguely as ‘something you should do’ and not utilised with any real strategy or enthusiasm.

Why is that? Maybe we assume social media is consumer-dominated and more about leisure than work, and so tend to focus our B2B energies on more obvious work-time outlets such as email. Even if we do consider its potential to help us connect with our business clients, we all know social media can be hit and miss. Maybe we inadvertently treat it that way too. Perhaps, at its heart, we simply feel it’s not worth pouring resources into something that may not have a tangible return.

We believe B2B social media marketing, in line with the FCA social media and customer communications regulations, has more value than you think. At Talisman, we use social media as part of fully-integrated inbound marketing campaigns to make sure social is always worth the investment, time and energy.

It’s worth the effort, and here’s why:

Social media lets you focus, divide and conquer

Just because social media covers multiple channels, it doesn’t mean you should expect to, or need to, perform highly on all of them. Here’s a quick overview of the 3 popular channels available at our fingertips and how they may be integrated into your B2B marketing strategy:

  • LinkedIn is a great place to market your financial services company, gain work connections and keep up to date with industry trends.
  • Twitter offers a platform for news, promotion, and conversations, ensuring information is delivered to people in real-time. Where else can you view worldwide trends with a simple #Hashtag?
  • Besides improving your SEO, Google+ can aid in day to day operations with demonstations, Q & A sessions and testimonials.

Using social as part of an inbound marketing strategy means you can start thinking about how social media might work best for the clients you want, rather than just how you can plough it for any kind of attention. A tool like HubSpot, for example, lets you analyse your business audience and likely ROI, work out what social channels they use, and prioritise your engagement.

We use HubSpot to create targeted approaches through social media, as we did in our recent project to integrate social media into a direct mail campaign. Using social media this way leads to what matters: conversion, traffic, and interaction that rewards.

Social media doesn’t need to be about a resource-draining scattergun approach. It can be a calm, cool strategy that helps you attract the attention of the business you want and drive it exactly where you want it to go.

Social media lets you lead

When you’ve found a channel that’s going to be worth your time, social activity helps you set yourself apart.

Here at Talisman, we’re making use of the fact that LinkedIn now has over 360 million registered business users, partly thanks to its improved usability and mobile-friendly features. A big pool to jump in, perhaps. But with LinkedIn made up of thousands of individual, industry and issue-specific groups, our team can find the places where their voices will be most valuable and take a strong lead.

Social media, when done well, can be a way of showing your business audience what you know and what you’re good at. By joining in and leading relevant discussions, posting content that is useful and timely, team members can act as advocates for your brand and your services, and start increasing that brand’s visibility where it matters.

Social media rewards its users

Social platforms tend to build rewards into their usability. It makes sense: if it isn’t rewarding to use, it would never grow. Take LinkedIn again, for example – the better your contributions, the bigger your following and the more engagement you attract, the more the platform will help in getting your posts seen by the right people.

Our team are well on the way to achieving ‘Top Contributor’ status on LinkedIn, which means their contributions will be prioritised and highlighted within the large, specialist groups we belong to. And deservedly so: by posting helpful, quality content we’re helping to create stronger groups and increase active use.

Investing in a platform is win/win: great content and more active users for them, and increased visibility and growing identities as industry leaders for you and your team.

Social media is great for SEO

Lastly, it’s always worth remembering that social media postings show up in search listings and are crawled by search engines for ranking. If you want to increase your brand’s SEO, your website isn’t the only place to focus on. By posting content, updates and information about industry or specialism-specific keywords, when business users are searching for expertise, your social postings could be what appear in their search results.

What’s more, inbound links and their boost to your page-ranking have value even if posted through your own social media profiles. The links you post to your blog posts and web pages will help increase their page ranking on Google and make users more likely to find your content even when they’re not social media business users.

We have helped many clients boost up their SEO, feel free to contact us for a free consultation to discuss the SEO optimization opportunities for your website.