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B2B Social Media Marketing Strategy

Social Media came onto the scene with a bang two decades ago and ever since people have jumped on the bandwagon

Now in 2019, there are 3.2 billion social media users worldwide and growing—equating to 42% of the current population (Emarsys, 2019).1 B2C companies have social media marketing taped—with content curation, posting, ads and analytics and even interaction, but B2B lags behind.

Even with our clients, many multi-million, even billon-dollar, corporations are barely dipping their toes in the water. It is the biggest illogical point in B2B companies’ marketing plans yet a wide-open canvas that can be explored and conquered before their competition gains footing and it becomes more saturated like with B2C.

“It may surprise you that the B2B market is much bigger than B2C. In fact, it is more than double the size of the B2C market, at $780 billion, according to Forrester Research. But B2B is not only more than double the size of B2C, it is outpacing B2C in year-over-year growth at 19% per year, according to Deloitte.”2

Social Media Marketing is a huge opportunity for B2B companies.

Why B2Bs are Lagging in Social Media

The reasons most executives don’t see how social media will help them are not based on statistics and hard facts—but really perception. Common objections I hear are:

  • “Isn’t it ‘too young’ for us?”
  • “I don’t think our clients are on social media.”
  • “Those that buy from us probably don’t make decisions based on social media.”
  • “I don’t see how social media would be able to affect our sales process.”

For the most part, Executives say they feel it is for “young people to have fun with” (not even looking how they themselves use it as a common business communication tool), but when I have dug deeper, every time, I have found out they just don’t know enough to know how it works, how it should work—and thereby not having understanding they cannot manage it and therefore see it as a waste. And from that viewpoint, it IS a waste. If you don’t know enough of something in order to manage it, you will waste funds—and no CEO I know likes to mismanage his/her marketing dollars.

However, social media IS a powerful PR and marketing tool for B2B—and those that are not utilizing it are leaving money on the table. And I have stats to prove it. Here are some general data about a few of the platforms that have proven to work well for B2B companies:

Facebook

“There are 2.375bn billion monthly active users and growing. Over 1bn of those are mobile-only users. There are 1.49 billion daily active users. Facebook adds 500,000 new users every day; 6 new profiles every second.

  • “There are over 60 million active business Pages.
  • “But only 6 million of those businesses pay to be ‘active advertisers.’
  • “49% of users like a Facebook page to support a brand they like.”3

Twitter

“There are 330 million monthly active users and 134 million daily active users on Twitter. 75 percent of B2B businesses market their products and/or services on Twitter. 500 million tweets are sent out per day.

  • “Approximately six of every 10 (63 percent) Twitter users worldwide are between 35 and 65 years old. This paints a pretty clear picture of Twitter’s appeal for an audience that’s more mature…

  • “Twitter demographics in the US show 56 percent are males, as opposed to 44 percent females.

  • “67 percent of all B2B businesses are using Twitter as a digital marketing tool.”4

LinkedIn

“LinkedIn currently has over 610 million members. The network has 303 million active monthly users, 40% of which visit the site daily. 90 million senior-level influencers and 63 million decision makers use LinkedIn. 92% of Fortune 500 companies use LinkedIn.

  • “LinkedIn currently has over 610 million members.

  • “The network has 303 million active monthly users, 40% of which visit the site daily.

  • “90 million senior-level influencers and 63 million decision makers use LinkedIn.
  • “92% of Fortune 500 companies use LinkedIn.
  • “46% percent of the social media traffic to B2B company sites is from LinkedIn.
  • “97% of B2B marketers use LinkedIn as a content distribution channel.
  • “LinkedIn is responsible for 80% of B2B leads from social media.”

B2B is a Blank Canvas with Many Opportunities

Quite frankly there are not enough B2B companies really on social media, USING IT, despite these impressive statistics. Those that are in the social media arena and are utilizing it within their marketing channels are increasing their market share—we see it every day when we do competitive analyses for our clients. Their competition, whom they are losing to in some way, are using social media to disrupt the marketplace positively with their message (cutting through the clutter), gain even more valuable exposure and consequently increase influence—eventually becoming the influencer.

Foundation for a Successful Social Media Program

The initial goal at the outset is to give a social media client the building blocks to be successful when beginning their social media programs. Often this phase is overlooked by agencies and the beginning of the program is content building and posting. An un-educated client does not have the correct expectations, isn’t equipped to supply the organization with appropriate content, doesn’t understand the angles and storylines that are attractive on social media, and doesn’t have tools in place to handle client real-time interactions. With a successful completion of these following set-up steps, clients can choose to run their own programsequipped with a knowledge base and tools to be successfulor they can choose to have it done for them. Either way, every client is empowered with a proper set up and knowledge of how all the pieces fit together and work for tangible ROI.

Here are the 13 points that if not established properly at the outset and set up for foundational success, a social campaign will be a waste.

  1. Website Preparation
  2. Customer Service Planning
  3. Image Library Creation/Recommendation
  4. Video Library Creation/ Recommendation
  5. Competitor Analysis
  6. Social Set-up
  7. Social Etiquette Training
  8. Social Planning and Engagement Best Practices
  9. Platform Recommendations
  10. Social Content Calendar
  11. Hashtag Worksheet
  12. Influencer Contact Sheet
  13. Budget analysis and recommendation

After these 13 items are researched, set up, trained and established (it doesn’t take long), then and only then is a company ready to post, marketing and utilize PR within their social media channels successfully. After this phase, there are three other major sectors of Social Media that when done in order, and step by step, take you from being in non-existence in social media to expertly applying proven tactics to expand your reach and strengthen your brand.

How JOTO PR does Social Media Differently

With JOTO PR Social you must be prepared to disrupt your industry, expose your businesses virtue, and influence your industry while strengthening your community and providing intangible results for those you serve.

The JOTO PR Social model is different than most agencies. Our approach is rooted in our discovery mythology and aptitude for laying a strong foundation for continued future successes. An effective social strategy involves authenticity, transparency, and your ability to tap into the mindset of your consumers. Our proven methodology in our structured social programs provides clients with a step by step program to ensure social media success from first campaign to last.

Our strength in publicity sets the stage to expand your messaging and brand identity seamlessly to your social networks furthering your reach and brand voice. As a pioneer of the disruption, exposure, and influence approach our client’s stories are built and shared upon the same ideology as we run our business.

Social Media is a Bonus to Your Marketing Plans

The benefits of a well-established and well-run Social Media PR & Marketing strategy is three-fold, by market research of our clients:

  • “More people interested and comfortable in doing business with us.”

  • “More overall business [due to larger exposure].”

  • “More abilities to tell our story in the best possible light—reaching more prospective clientele, decision makers and their gatekeepers and researchers.”

What a successful JOTO PR client has to say

“A big thank you and high five to the entire JOTO PR team. Through the content you have created we are showcasing our expertise and building trust with our followers. By sharing our thought leadership through media placements, email, website, SEO, events and social media we have a successful, working marketing engine.

“You have made sure the world knows about InfoBionic and now we are telling the world that we are indeed the very best choice for remote cardiac monitoring. We are so grateful for everything you have done to create and curate our social media presence.

“Just looking at our media page on our website show the power of everything the JOTO PR team has accomplished to date. Thank you!

K. Jimenez, Senior Director of Marketing, InfoBionic

What a JOTO PR Social Media Strategy Entails

JOTO PR will provide market research and social media strategy to build strong organic and/or paid social presence for YOUR COMPANY. This will allow you to save time, outline goals, target audiences effectively, and allow YOUR COMPANY to set, measure, implement and track results while being creative and stay above competitors.

Implementation

Strategy

  • Document Ideal Target Audience
  • Set social media goals that align with your overall company goals
  • Matching the right social media platforms to the brand
  • Create A Social Media Mission Statement(s) for each platform
  • Identify Key Success Metric(s)
  • The 13 steps customized for your brand to be a Social Media Success

It’s easy to get started!

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Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.