5 reasons B2B organisations can’t live without social
When you think about the businesses that thrive on social media, which ones come to mind? Most people start rattling off B2C brands that do a great job of creating compelling content and engaging consumers. And while social media is certainly a key component of B2C success, B2B organizations shouldn’t write it off as a worthless investment. In fact, you could argue that B2B organizations can’t live without social media.
5 Reasons to Believe in Social Media
Identifying the value of social media for B2B organizations isn’t as challenging as you may think. It’s actually pretty straightforward. While B2C businesses are frequently lauded for their commitment to social, the reality is that a B2B business may have more to gain more from an investment in social networking. Here are a few reasons why:
- Lead Generation
Social networking provides new lead generation opportunities, which serve as the lifeblood for any B2B company. “Without them, a sales team has no database to work with,” writes Daniel Kushner, an experienced digital marketer. Social media hasn’t always been directly tied to lead generation, but over the past few years, things have changed. “While in the early days of social media this was true, new social media management platforms have emerged that allow a marketer to track a lead from social click to conversion.”
If you aren’t an active participant in social media, then you’re likely missing out on a considerable number of leads and opportunities. While you obviously have to make the right choices and pursue the correct social strategies, simply being present is half the battle.
- Brand Awareness
“From leads to new business, LinkedIn can be one of the most important marketing choices that your company can make to increase its growth,” writes Eileen McGovern, an SEO specialist.
In today’s marketplace, most brand exposure happens over the internet. Businesses are always connected, so it makes sense that they would gravitate towards brands they’re exposed to on a regular basis. If you’re alienating LinkedIn and other social platforms, you’re missing out on opportunities to enhance awareness with the targets that matter most.
- SEO Value
A recent study by Accenture found that 94 percent of B2B buyers conduct some degree of online research prior to purchasing a product. This means your ability to rank on page one of Google for key search terms is very important. And while most businesses don’t realize it, there’s actually a healthy amount of SEO value in social media.
Aside from your company website, your branded social profiles are most likely to rank in organic results. In others words, if you aren’t investing in social, you’re essentially forgoing this valuable SERP real estate.
- Thought Leadership
Over time, a commitment to social media allows brands to establish themselves as thought leaders in their industries. This takes time and patience, but the benefits are immeasurable. Furthermore, as you publish more content and share more ideas, you’re more likely to attract the attention of industry bloggers and journalists looking for a story. As a result, you’re able to spread awareness more quickly across multiple channels and platforms.
- Ability to Listen
Finally, an involvement in social media gives B2B organizations another tool for listening. By tracking leads and engaging with customers, you can gain valuable insights into their interests and preferences. This can further help you drive future leads and increase conversions.
Social Media: A Must-Have
As you can see, social media isn’t an optional strategy for B2B organizations. It isn’t something you can sit back and patiently consider. If you want to be relevant in today’s marketplace, you need to invest in social media. It’s no longer an optional aspect of marketing and lead generation.