For companies, organizations and institutions, both B2B and B2C, having a presence on social media has become a necessity to improve their visibility and positioning. In this post, we will focus on B2B marketing and how to apply it on social media. Let's go!
Why should B2B companies be on social media?
It is important for B2B companies to have a presence on social media, as they provide numerous benefits that we present below.
Notoriety
How do your customers/consumers/users see your brand? If they see your logo, do they recognise it? Do they speak positively about it? What is it remembered for? All of this is what brand cio and cto email lists awareness includes. It is about the level of knowledge about a product or brand by the determined target audience.
Let's use a very basic example, but one that makes it very clear how important brand awareness is: Apple. Apple's brand awareness is incredible. A user can quickly identify it just by seeing its logo. In addition, they know all of its products and its history and founder.
This is undoubtedly what any brand would like to achieve and one way to do it is by using social media, since it helps us with the visibility of our brand. This article from PuroMarketing states that “80% of companies use Twitter to increase the awareness of their brand.”
Corporate branding
Content marketing is certainly a very old practice, but one that has always worked very well. Generating content related to the brand or the sector that talks about trends, news and topics of interest is a good way to position yourself as an expert or reference in the sector.
Content generates consumer confidence and security regarding the brand. This is why it is advisable to share all the content that is generated on social networks. In this way, we will ensure that it reaches a large number of consumers.
Web traffic
Why do I have so few visitors to my website? Unless you are a very well-known brand, where users are already going directly to you, if you do not give it visibility, your website traffic will continue to decrease instead of increasing. For this reason, social networks play a fundamental role when it comes to increasing traffic to your site. Sharing direct links to your website through social networks will undoubtedly help you increase traffic to it. Below is an example.
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Brand humanization
It is true that the Internet allows us to connect with people from all over the world, at any time of the day. But how? Ghost users, chatbots, robotic assistants like Google Duplex … are some examples of communication that many companies use and that users do not usually like. One way to show that there are real people behind the company is by posting on social networks, where you can demonstrate your creativity and that you are aware of the trends that occur in your sector.
SEO positioning
The war for positions has begun. Failing to be in the top positions in search engines can mean that your company is destined to end in failure, since its visibility and notoriety are not sufficient. This is why a series of SEO strategies are currently being carried out to help position a brand and increase its positioning in the market.
Within these strategies, social networks play an important role, since the more mentions and direct links to the company's website, the more likely it is to be in the top positions of search engines like Google.
Locate your competition
They say that the farther away the competition, the better, and we believe the opposite. The closer your competition is, the better. Observe, study, analyse, feel... only in this way will you be able to compete with it, get ahead of its moves, but above all, learn from it. Try not to make the same mistakes as it and take advantage of its strengths. Social networks are undoubtedly a good source of information about the competition.
Are you already convinced of why you should use social media in your strategy? If so, below we explain how to do it.
How to carry out a social media strategy
Do you want to start using social media in your business to give visibility to your brand but you don't know how? Before you start posting haphazardly and without any criteria, keep in mind the following tips that we give you. You are sure to succeed!
Choose the most appropriate social networks
There are many social networks nowadays, but the most popular are undoubtedly Facebook, Twitter, LinkedIn and Instagram, although there are also Google+, Pinterest, YouTube, Badoo… and many others. Many companies believe that to increase their visibility they need to be present on all of them. But do you know how much it costs to manage just one network? Imagine being on hundreds of them!
It is important that you choose one or the other depending on the sector you work in or your customer profile. For example, if your company is an e-commerce that sells online, it will be important for you to be visible on the most popular networks.
Without a doubt, nowadays, a safe bet is to make posts on Facebook, Twitter, LinkedIn, and if your company is very visual, on Instagram.
We recommend that you make a calendar of the different networks you are going to use and take into account the hours of publication. In this post by Begoña Rodríguez you will find the best times to publish on each of the networks.
Ask your employees for support
Involving your employees in your social media strategy is a great idea, not only because it gives your posts more visibility, but also because users can find out who is behind the company.
Take advantage of trends
Everything has always revolved around trends; objects that become fashionable, people who become influencers, videos that go viral... we could translate a trend as a fashion, which can last for a long time or can last just one day. On social networks, these trends are written in the form of Hashtags that can become Trending Topics. Make the most of TT to give visibility to your brand, but only if they are related to your sector. Otherwise, it can be considered spam and your company's reputation can be affected.
Differentiated content
Infographics, videos, text, images, GIFs… are some of the content that can be shared through social networks. As we have mentioned before, it is advisable to create a publication calendar, since this way you will ensure that you do not repeat content and that your publications are varied. Always showing the same thing to the user can end up tiring them and causing them to stop following you.
Linking your website
Putting your website link in your posts will help you not only increase visibility but also traffic and help with SEO positioning in search engines.
Quality over quantity
Making “a thousand” posts in a single day is not the best idea in the world, since you probably won’t have spent enough time on each one. Each post must have been carefully thought out, knowing what its purpose is, finding the right words to attract your users, and giving the most relevant and interesting information. It is better to have little content with a lot of research behind it than not a lot of content that doesn’t contribute anything.
Social media is a great advantage, but also a challenge, since the competition is so high that it is important to have a strategy and not just post for the sake of posting. Do you have any questions? Contact us and we will answer them for you.
