B2B Social Media

Consumer brands understand the value of social media and its role in shaping trends, generating sales and increasing brand awareness. But how many business leaders realise the importance of social media in business-to-business communications and marketing?

As businesses grow accustomed to using social media as part of their marketing strategies, they become aware of its many benefits. More important, they are receptive to the idea that they can benefit commercially from what is often perceived to be a consumer-centric platform.

B2B social media describes the many ways in which business channel companies can interact online. Social media enables B2B firms to generate leads, increase brand awareness and engage with others as part of a far wider marketing strategy. Successful businesses, however, tend to focus on three more oblique aspects of B2B social media.

Content created and shared tends be that which would generate lead information like whitepapers and ebooks. With a focus on more educational pieces which helps position them as industry experts with a more authoritative tone of voice.

A more human approach to business-to-business commerce builds relationships that extend far beyond traditional B2B interactions. A human voice can also communicate ideas, concepts and services in a way that business leaders are able to understand and appreciate.

According to eMarketer, CEO activity on social networks specifically influences employees’ faith in their companies. The study indicates that 82% of employees trust a company more when the CEO and leadership team communicate via social media. It's important to embrace this then from the top down.

Social media is also an important element of any natural search strategy. Interactions on social media can build an ever-increasing network of organic links and strategic affiliations that increase the profile, importance and exposure of B2B companies. Infact according to SearchMetrics latest report, social signals like the reach on Facebook, number of likes, shares and comments now all impact natural rankings.

The majority of B2B businesses aim to establish themselves as leaders in their field. Social media enables such companies to communicate ideas or techniques that can change the way in which other firms do business. B2B social media can be utilised to educate businesses and revolutionise entire industries.