B2B Social Media Advertising Insights

It is no secret that the World Wide Web and social media have changed the way businesses work. It is also a fact that the internet has especially affected B2B companies. The increasing presence of organizations on platforms like LinkedIn, Facebook, Twitter, G+ and Pinterest is an avenue of opportunity.

However, even though the ultimate goal is to generate sales to businesses, PR and marketing’s job is still to engage the individual. Building relationships with industry professionals and capturing the decision-maker’s attention is crucial when building a social media advertising strategy.

Getting started

Effectively reaching your target audience is fundamental for the health of any business. To do that, a B2B company must be in the same channels their clients are. That is why having a social media presence is mandatory today.

Before taking that step, however, it is important to know the audience and choose the appropriate social media channels. If the business has already moved into the social media world, check out our white paper on managing a B2B social media presence.

Knowing the target

Once an organization has established a social media presence, a continuous flow of content is important to engage followers. As the community grows, so too will the amount of information about people engaging with the brand.

In a B2B environment, it is important that the majority of the company’s followers be the people who will make the buying decision, or those who inform and influence managers and superiors during that process.

Advertising
According to the B2B Content Marketing 2015 Benchmarks report, LinkedIn is still the most efficient platform to reach B2B customers. An Eccolo Media study came to a similar conclusion, showing that 32 percent of respondents found useful vendor content on the social platform.

The ability to reach the right prospects (LinkedIn allows for detailed targeting by job role, age, region, industry etc.) is probably why B2B marketers believe LinkedIn to be the most effective social media platform.

At the end of the day, the best option for social media advertising will be selecting the social channel where the customers are. As a first step into the world of social media advertising, LinkedIn is a safe and effective way to start.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.