B2B sales is becoming more and more competitive. The fact is that more people than ever before are trying to get people to buy from them using social media marketing.
Making social media work for B2B sales should be considered a top priority for every business. It's that effective.
But social media works differently for everyone. So if you want to generate more B2B leads, you need to look into how you’re going to make social media work for you.
This blog post introduces you to how your B2B firm can use social media to pump up sales and claim a market leadership position.
It’s All in the Targeting
Social media networks have more ways for B2Bs to hit their target audiences than ever before. With 90% of young people owning a social media account, you need to segregate this huge group. To get more B2B sales, you have to be able to drill down into your target audience.
Targeting is the key to making social media work for you. The B2B sales industry relies on effective targeting for success. Without a high level of targeting, it’s impossible to make social media work.
It’s exactly why Facebook has invested so much in advanced targeting options over the last few years.
Spend the Time to Get It Right
What a lot of B2B sellers don’t understand about social media is they have to give it time to make it work. Forget spending minutes every week and expecting to see a return.
It's takes more time than that. Spend the time on social media you need to build relationships with your potential leads.Spending time on social media will lead to better results.
But for social media to be truly effective, you have to plan for the time you’re going to spend on it. It might even be worth setting up a dedicated team.
Exploit Various Content for Different Audiences
B2B selling is about engaging with your target audience. Unfortunately, most B2B sellers have no real diversity when it comes to content. That’s a problem because the average B2B firm is only hitting a small portion of their target market. They’re not looking into how they can appeal to everyone.
People prefer different types of content. You need to include various types of content as part of your content marketing strategy. B2B content can come in many forms including written, visual, and audio.
Right now the popularity of video marketing has risen exponentially. You need to make sure you’re using a variety of B2B content to hit as much of your target audience as you can.
Focus on Relationship Building
Social media looks and feels like a sales platform. It’s actually much more than that. You need to concentrate on building relationships with your prospects before you ever get to the buying stage.
The best B2B companies are not thinking about how they can sell on social media. They’re thinking about how they can build relationships on social media.
Building up relationships is how you get more B2B leads in this day and age. B2B buyers want to believe that the person they’re buying from cares about how their company is doing.
You have to bear in mind that it can take more than 10 brand touches to actually secure a sale. Most companies don’t take the time necessary to build these relationships. They quickly give up and leave.
Consider Paid Options
What a lot of people don’t consider is the paid options social media offers. It’s easy to take advantage of free social media marketing options. But you also have to think about the paid options presented by networks like Facebook.
There’s a learning curve involved with Facebook. You have to remember that this medium is a type of network with millions of competitors. Your paid ads won’t necessarily yield results in the beginning.
So testing is helpful. Set aside a budget so you can test this approach's effectiveness.
You’ll find yourself spending a long time on split testing, at least in the beginning. Finding out what your audience responds to and what your audience wants in the first place, will be an endeavor that takes up most of your time in the beginning. It will pay down the road.
Conclusion – Social Media Can Work for You
Selling to another business is challenge. No doubt about it. But you can make social media work for you if you commit to it. It requires a lot of testing and you’re going to have to work at it.
But if get it right, you'll have access to one of the biggest audiences in the world. Practically everyone has at least one social media account. No other advertising option provides an opportunity like this.
How will you market your B2B products today?