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Social Media and Its Importance in B2B Marketing

February 10th, 2016 by | No Comments

Image by David Paul Ohmer

 

Most business owners incorrectly assume that social media marketing is only beneficial to those that need to engage directly with end consumers, but it can be helpful to B2B companies as well. Social media allows marketers to reach audiences who matter and distribute content that is informative and relevant in order to enhance business relationships.

Relevant content distributed through digital channels can be as effective in eliciting a positive reaction from target markets as face-to-face selling—and this is true whether the customer is an individual or part of a company.

As a marketing strategy, social media is an obvious fit in the B2C world, as it can help increase visibility and establish or enhance relationships between companies and their individual customers. The same goes for B2B; it’s vital to understand that the companies that your business sells to are also made up of individuals who work there. These people are the ones making decisions and those who will ultimately determine what the relationship between your company and theirs will look like.

So why should your B2B company get into social media marketing? Here are three great reasons:

First, it’s where your customers are. According to the Pew Research Center, 71% of Internet users are on Facebook and over 50% of adults online use two or more social media sites.

Social media is also the perfect place to share content. Not only is it a venue where you can publish posts, images, and videos, it’s also a great way for others to share and re-share your content and keep your audience informed about new or updated products and services.

Finally, social media can also help improve your search results. Links to your company website from social media are considered inbound links, which are an important contributor to improved search engine rankings.

The most important thing to keep in mind with using social media for B2B is that it’s about building and nurturing relationships. Moreover, B2B companies will have to be very focused on ensuring that the content they publish on social media is relevant and useful to their target audience.
 
 

About the author:
Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.


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