Even if you sell to other businesses, social media IS still important to your digital marketing efforts. Should social media be 25-50% of your digital marketing efforts? Maybe not. Maybe yes. Let me explain.
First things first, if you’re B2B, make sure you’re doing Google AdWords at the very least. Consider doing Bing Ads, LinkedIn Ads, and retargeting everywhere you can.
Organic / non-paid social media posting for B2Bs will almost always have less impact than organic posting for consumer businesses. Still do it though, but don’t over-obsess over organic social media. Tip: the best way to get the most from your organic posts is to encourage your staff to share and interact.
Paid social media… that’s a different story. Why? You can single out the target audience to show your content only to other business owners or industry insiders.
Example: there’s a client you really want to woo. If this client bites, it’ll be a huge sale, so you’re willing to put some marketing dollars to get her to bite. Consider showing an ad specifically made for her, ONLY to her. Yes– an ad that shows just to one person. You can do that.
You can also retarget on more than a few social media platforms. If you’re traffic is low or you can break down your retargeting audiences, this doesn’t have to be a huge investment.
In short, don’t sleep on social media if you’re B2B. The targeting is just too good to pass up. Don’t make it the main focus of your marketing efforts, but make sure it’s not ignored.
Now watch the Short Answer video…