Best B2B Social Media Platforms for 2022
While B2B and B2C take different approaches to achieve their business goals, one thing they have in common is that whether it's businesses or end customers, they are both communicating with people. People socialize, and online social media platforms allow them to get connected without time and geography constraints. As is known to all, 2 years of the pandemic has entirely changed the world, more specifically, the way we live, and how things function have gone more digital. Statistics show, by 2025 the number of American online shoppers is expected to reach 291.2 million, which translates into about 88% of the U.S. population.
B2B social media marketing in this case sees no exception. B2B's buying journey doesn’t end after visiting the website and checking the price. Moreover, 84% of B2B executives claim that they use social media to make their purchase decisions while 72% of B2B buyers research products on social media. In 2022, the demand for B2B companies to craft their social media marketing is growing higher than ever. Putting your brands out there and propelling the transitions can promise your businesses a more recognized and engaged future.
In the following section, we will introduce the platforms that are more essential and effective when executing your customer-centric B2B social media strategy.
In modern marketing, there emerge all sorts of fresh technologies and platforms. However, only a selected of them should be on the list to avoid unnecessary resource excess and prompt conversations and advocacy.
LinkedIn:
As a networking shrine for job seekers, LinkedIn serves as a platform for business owners to gain talents to join the company by advertising their recruiting updates. Due to its business and employment-oriented nature, LinkedIn is also a platform where you can attract business-minded stakeholders by amping up your business’s credibility. In fact, 89% of B2B marketers use LinkedIn for social media B2B lead generation. To present your company’s professional profile, gain third-party endorsements and drive engagements, there are features that can be used to can distribute your content. Regularly posting updates such as publications, business events, company achievements, can draw organic search and attention to your brand.
Twitter:
Twitter sometimes can be left out of the spotlight for most business owners. Yet, it still has its timely reputation when people want to search for the latest news and information. Research shows that 53% of Twitter users are more likely to be the first to buy new products. This presents a valuable search engine tool where your target can find you easily. A company should showcase itself as an ideal leader on Twitter and take advantage of related hashtags to expand customer reach.
Facebook:
Unlike LinkedIn and Twitter, Facebook can be seen as doubtful for B2B marketers for its formerly focus on personal usage. Throughout the year's Facebook has improved its e-commerce function and simplified the purchasing process. New features such as Facebook Live are essentially powerful because they merged the megatrend of video content which can later be republished as a shareable post across channels. Another engaging tool is Facebook Messenger. This communication feature allows marketers to smartly reach out to potential business partners and effectively create a personalized message to increase customer conversion rates.
Instagram:
Instagram optimization is one of the crucial tasks marketers should focus on. If used wisely, it can attract traffic to your website. According to the Instagram Statistics Report, 80% of active users on Instagram find the platform helpful when deciding whether to buy a product/service. As compared to Facebook, Instagram created over 4 times more interactions. One reason for the high engagement rate is the visual-based characteristic of the app. By means of generating aesthetic content, business owners can drive emotional appeal from the users. A good variety of content creation such as videos, stories, live streaming, IGTV, and reels are available for marketers to convert creativity into more comments, likes, and shares. The increase of getting tagged in user-generated content is an important form of e-WOM.
YouTube:
YouTube has become a huge platform now. When customers are interested in purchasing a product/service, most likely they will go on YouTube to find related videos as research or justification for their purchase. Brand story videos are of great importance when a company wants to inform its potential customers of the philosophy and values behind a mere image. Some other forms of informative and educative videos such as product demos are helpful for explaining the offering more entertainingly and engagingly.
Conclusion:
After learning the benefits different platforms can bring to businesses, social media marketing should be a crucial method for companies to target customers and grow their audience in the new age. One other thing marketers should be mindful of is to always holistically plan and distribute the information on your chosen channels. Only when the message is tailored specifically to the right platform, can the power of integrated marketing communications shine through.
This article is a part of our digital marketing strategy series, to find out more about how to grow your businesses online, reach out now and find more helpful articles below.
Thanks to Adem AY on Unsplash for the image!
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