Does Social Media Marketing Work for B2B Businesses?


There’s a common misconception that social media can’t work for B2B businesses. The reality of marketing in 2017 is that 55% of B2B buyers search for information on social media.

But, I’d like to let you in on a little secret: social media marketing doesn’t actually start with social media.

Any marketing strategy, social media included, should start with your buyers. Regardless of what your company sells, you should start by identifying your ideal customers and building out buyer personas to keep your customers’ needs and challenges at the center of your marketing.

 If you’re marketing to everyone, you’re reaching no one.

We didn’t coin the phrase, but we take it to heart. Without buyer personas you run the risk of creating content for social media without strategy. Buyer personas ensure that you know who you’re talking to and clearly understand their challenges. Without tailoring content to their goals, you may not resonate with your audience.

Social media without strategy results in wasted time, effort, and ultimately, money.

If you’re looking to get the most out of your social media investment, start with a marketing strategy.

We know there is not a one size fits all social media solution for B2B businesses.

However, for most B2B companies, your social media marketing efforts are likely to be centered around online lead generation. The role of your marketing strategy is should be to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels. If the goal is to connect your most profitable prospects, one of the best tools for doing so is unequivocally LinkedIn, where your demographic is spending their time online.

If you’re looking to connect with your ideal prospects, generate leads, and establish thought leadership, then a social media marketing strategy can help you stand out amongst competition in the coming year. Ask us how we can help you achieve your marketing goals this year with our proven Playbook process.

Tagged: B2B, Social Media, Buyer Personas

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