18 Sep B2B Social Media and Social Marketing: Really an Effective Business Tool?
Many b2b marketers still perceive social media and social marketing as purely the domain of consumer marketing and dismiss them as (probably) an ineffective business communications channel.
And this is interesting, because in the b2b space, prospects and customers may be up to 57% of the way through their purchase decision process 1 before ever contacting your sales team. So where does that leave you?
Reaching out further, faster
This means that while reliance on a well search optimised website with skilful on-page key phrase placement is good practice and will certainly provide visibility, a huge inbound volume opportunity is being overlooked.
Let’s look at some hard statistics:
40% of B2B buyers say LinkedIn is important in researching technologies and services for purchase; 19% say the same for Twitter
45% of B2B marketers have gained customers through LinkedIn
43% of B2B companies acquired customers from Facebook
Don’t wait to be found
What social marketing will do is start creating awareness of your enterprises’ products or services long before these prospects and customers visit your website. Why? Because through the use of social media, you have reached out to them, rather than waiting for them to find you.
And this is where many B2B marketers lose the plot. There is for some reason, a perception that any social media presence must be light-hearted and fun. Well, it can be; but it really doesn’t have to be; and your social media presence can be as business-like as you wish…….
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