Now more than ever, businesses are competing for visitors, views and, most importantly, revenue. It’s a battlefield out there and marketing and sales organizations are under more pressure than ever to secure deals and crush the competition. It gets so tense that you may even find yourself sitting at your desk shouting, “THIS IS SPARTA!” Okay, maybe that’s a little over the top.
But before you prepare for a vicious battle, or start turning anyone to stone, take a deep breath. There’s an ally out there ready and willing to help you succeed and its name is Social Media.
Let’s face it, cold calling and organic website traffic are not going to bring in the leads your company requires or help you convert them. You must utilize additional marketing channels, including social, to surpass the competition. Before you can begin to reap significant rewards from paid social promotions, you must have a deep understanding of how both paid and organic social can contribute to your overall strategy.
According to Jay Baer of Convince & Convert, “Social media can be more transformative for a B2B company than a B2C company. This is because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.” In fact, Keith Tully of Real Business Rescue recently reported that 50% of B2B marketers reduced marketing expenses by utilizing social media, 65% said it generated leads and 51% say it improved their sales.
With stats like these, it’s hard to ignore the necessity of social. It’s also hard to keep up with an ever-changing rotation of trends and technology. In other posts, we’ve shared our advice on achieving the delicate balance between organic and paid social, as well as the reasons for reconsidering Facebook for B2B advertising. But to find success on social, B2B organizations need a fundamental understanding of how to establish a winning strategy and what it takes to be successful in the modern landscape. This is why we’ve focused the second instalment of our Data-Inspired Guides to Sales and Marketing series on the topic of B2B social media marketing (you can see the first installment on email marketing here). You will learn:
- The basic steps you need to take to establish a successful social strategy
- How firmographic audience segments can help improve your paid social promotions
- Why you need to push the boundaries and stay on trend with fun, engaging content
- How to reach the right customers and prospects on social media using quality data
Use this guide to optimize your strategy and secure a positive ROI on your social activities. Gather your gladiators and embrace the power of data-inspired social media marketing.