by Editorial Staff - July 31, 2023
Why is it important to use social media in b2b: all the data
What are the most used channels in b2b and what marketing objectives can be achieved?
The “best practices” to follow to achieve the objectives
Very often, companies operating in the b2b world underestimate the importance of communication, including that of industrial social marketing, mistakenly believing that their interlocutors do not use these channels or that they are not functional for the business . Instead, the use of social networks among b2b companies is growing (even that of platforms considered more consumer, such as Instagram or TikTok) and knowing how to use them correctly makes the difference in the relationship with your interlocutors, for the brand reputation and business objectives .
The value of social media in b2b
According to the 2022 State of b2b Social Media Marketing Industry report , 100% of b2b marketers create content on LinkedIn. In second place among the most used platforms is Twitter with 85%, but what is surprising is the growth of the more typically “ consumer ” channels, such as Facebook, Instagram and TikTok. In fact, 56% of b2b marketers create content on Facebook, and 44% on Instagram. Only 10% of them are on TikTok, but the data is “legitimate”, considering that it is a younger platform and that many professionals are still trying to understand how to include it in their business strategies.
Analyzing the most used social network, LinkedIn, its efficiency in the b2b field appears indisputable. According to further research , 80% of b2b leads are generated by LinkedIn, as well as 46% of traffic on company websites.
Best Practices for Industrial Social Marketing on LinkedIn
Given the high use of LinkedIn among professionals, let's try to understand the reasons why the platform is really useful and which paths to follow to use it in the best way. Let's start with a consideration. Including LinkedIn within an industrial social marketing strategy is functional for several reasons: to improve the company's reputation, create trust in the brand, generate contacts, recruit and update. How to pursue these goals and what to do in practice to achieve them? Here are some tips.
Brand awareness
Building trust in the brand is one of the main reasons why france whatsapp number data 5 million LinkedIn is used. In order for customers to trust the brand and have an immediate “good impression” it is necessary to build a solid, continuous presence and publish content capable of creating engagement . One possible path to follow is that of the 4-1-1 rule which consists of creating content that gives readers interesting information, such as data, reports, case studies or infographics, alternating them with completely original content of the brand and promotional content, with the aim of generating sales.
For creativity, it is preferable to use original graphics and not photos from image banks to personalize each post as much as possible.
CEO Branding
LinkedIn is a very useful communication channel at a corporate level, but it can and should also be used by CEOs. After all, even at work, relationships are based on human relationships. The LinkedIn profile is a real business card, a first way to let interlocutors know your role, specializations, the services that the company offers and how these can be useful to solve problems or achieve certain goals.
The first step to take is to optimize your profile , with a headline that explains what you do and how you can be useful to those who come across your profile. Then, of course, as with the company page, to make a difference you need to share valuable content (reports, videos, analyses, presentations, articles), ideas that stimulate new ways of thinking, debate, and inspire action . In two words: Thought Leadership . This is the strategy to follow to become a point of reference for customers and companies and build CEO branding, or the consolidation of the company's mission and positioning through the identity, values, and personality of those who lead it.
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