The use of social networking channels has been continually increasing, and this is expected to continue to grow further. As of 2017, 71% of all internet audiences use social networking channels. And by 2021, the total number of social network users is expected to reach 3.02 billion.
Most B2C companies have been successfully utilizing social networking platforms to grow their businesses for a long time. Given the popularity of online social networking, there’s huge scope for B2B companies to leverage social networks too.
B2B companies need to use social networking platforms to understand their potential customers. This can help them target the right people at right time. However, each social media platform is very different and serves different purposes. So you need to understand the best B2B social networks individually in order to grow and expand your business.
LinkedIn is one of the most popular and widely used B2B social networking platforms today. It provides professionals with an opportunity to connect with other professionals in their industry to learn and grow together. With features that allow sharing of content, engaging with audiences, and recruiting talent, it’s a handy platform for B2B companies.
According to a CMI report, more than 95% of B2B companies use LinkedIn for content marketing. As of 2017, there are over 500 million members on LinkedIn. This presents a huge opportunity and indicates the potential of this platform to positively impact your business.
What are the benefits of using LinkedIn as a B2B social network other than boosting brand awareness and leads? Let’s take a look.
1. Promoting Product Launches
If you are a B2B company, LinkedIn is the best social platform for launching new products. More than 90% of B2B companies prefer LinkedIn for their product marketing.
Since most of your targeted audiences are present on LinkedIn, you can easily reach them. All you need to do is engage with them by posting interesting articles or ideas related to your industry. Once they are invested in your business, it becomes easier on your part to launch and promote your new product.
2. Strengthening Relationships
LinkedIn is a great platform that allows you to interact with other proficient professionals. It allows you to share your content, views, and/or opinions on relevant topics. This triggers reactions from your audiences and is a great way to kick-start a relationship.
It also allows you to initiate one-to-one interactions with fellow professionals. Keep posting interesting and relevant stuff at regular intervals. This will help you strengthen your relationships with your followers.
3. Expanding Your Horizons
LinkedIn provides you the opportunity to connect with other companies and professionals from the same industry. You can gain knowledge and learn their unique experiences by simply following and interacting with them. This will also keep you updated about new trends in your industry.
4. Reaching Decision Makers Easily
B2B sales are way more complicated than B2C as they usually involve multiple stakeholders and decision makers. LinkedIn provides you with an easy way of connecting with such individuals directly. Such professionals are always looking for new, capable, and potential opportunities. So if you can engage them effectively, your job becomes a lot easier.
With more than 300 million monthly active users, Twitter is a place to “see what’s happening.” According to a CMI report, 87% of B2B marketers use Twitter for content marketing. And so, Twitter makes its way to the top B2B social networking platforms for implementing content marketing strategies.
The biggest obstacle with Twitter, however, is getting noticed by the right set of individuals or companies. By using relevant hashtags, you can combat this issue and increase your brand awareness. The more frequently you tweet, the greater are your chances of increasing your brand’s visibility and awareness.
1. Getting Noticed
Twitter is one of the best B2B social networks to start conversations with your potential customers or other industry experts. However, make sure that you’re reaching out to relevant people and are consistently creating positive first impressions. You can even send personalized messages to your potential customers for better communication.
2. Humanizing your Brand
You must humanize your brand in order to stand out among your competitors. Post tweets which trigger emotions and push your followers to start engaging with your content. Try to post attractive and appealing pictures, blog posts, or videos. Refrain from sending automated tweets as this will look spammy, and you don’t want that.
3. Increasing Engagement
Engaging with followers might seem like a tedious task but it is essential for your B2B company. It will help you gain the trust of your followers and encourage them to interact with you more often. And it will also help you position yourself as an expert and leader in your industry through relevant content sharing.
You can organize a Twitter poll to create engagement with your followers. You can even start a weekly hashtag campaign for your Twitter chat and ensure that you always reply to your followers. All such efforts can increase your follower engagement.