Social Media Marketing
Social media marketing is more than just posting to a social media network at set times of day, for the recommended number of times a week.
It’s also not just a free platform for broadcasting your advertising or sales message.
Social media is about building an online footprint for your business. It’s more interactive than a website, and provides the personality for your brand in a way that a website can’t.
Your customers and prospects want to be able to find you on social media, and get a measure for what your business is like. They want to see how you handle customer service requests, what your business posts, and how helpful that content is. On top of that, you need to be active on the right networks at the right time.
And while social media isn’t just about posting at a set schedule, posting consistently is still important.
That’s where Tyrannosaurus Marketing comes in.
We don’t just create a schedule and fill it for you (although yes, we do that), we use social to build a brand identity for your business.
Social media becomes more than just a platform for you to shout at the world about your business: it turns into a lead generation tool.
Without Social Media, Your B2B Business Will Be Forgotten
There tends to be a divide between B2B businesses about whether or not they can see success with their social media marketing efforts.
Some businesses are all aboard the social media marketing train, with employees at all levels of the company active, as well as a robust presence on key networks.
Other businesses don’t see the point. They get enough business through traditional channels, such as trade shows, and they use their sales team to keep up with leads. It ain’t broke – so why fix it?
There’s a very compelling reason to get on the social media train, now, while it’s not crucially essential to driving more business.
B2B buyers are, more and more, in the millennial generation.
Forrester noted that B2B purchasing habits are fast on the heels of B2C buying habits – due, in no small part, because when a B2B buyer leaves work, they’re a B2C buyer.
The same expectations they have for their B2C purchases are bleeding into their B2B buying habits. Today’s B2B buyers, more and more, expect that they can research their purchases online the same way they can for their consumer goods.
A big driver of this is the fact that millennials are now the largest part of the workforce, and they are making up a larger portion of decision making roles than ever before.
If your industry has a large amount of Gen X or Baby Boomers in decision making roles, sure, you’ll continue to see success for the next few years with your traditional marketing methods.
But those decision makers won’t stay in those roles forever, and if you’ve been counting on Baby Boomers for business, you’ll be in trouble when they retire.
And if you haven’t established a way to attract and retain business from the younger generations by the time the older generations have retired, you’re going to be in a lot of trouble.
Creating Your Social Media Buyer Personas
Essential for marketing via any medium, you need to know who it is you’re marketing to.
But how, exactly, do you figure that out? Especially with social media – how does anyone know what works ahead of time?
Do you just guess at what your target audience is interested in, testing things until you get some sort of engagement to tell you that you’re on the right track? Or maybe, you could check out what your competitors do, and use that as a guide for what you should do.
While either (or both) of those things can sort of work, they’re not ideal for crafting a social media strategy that genuinely attracts and converts viable leads. Guesswork or copying a competitor really just gives you enough to post something, anything, not necessarily something that accomplishes your social media marketing goals.
What you need to effectively use social media marketing is to create personas to understand who you’re marketing to – and how you can best reach them.
Is your CEO as active on social as they should be?
I’ve talked about what a bad idea it can be to have your CEO post on social media channels without proper guidance, but it’s equally as foolhardy to not having them posting at all.
Why is that?
Because your CEO holds an immense amount of social clout on the channels that your leads care about most. In the B2B world, that is particularly relevant for LinkedIn. Utilizing your CEO to share your company’s blog content, as well as interact in groups, can reap some major rewards.
To discuss that in more detail – here’s the four major reasons your CEO needs to be active on social media:
- To establish thought leadership.
- To extend the reach of your company’s content marketing efforts.
- To open up more channels of communication with prospects.
- It’s just plain good PR.
Social Media Marketing for B2B Businesses
Social media isn’t just for the snazzy, sexy businesses that can easily generate pretty pictures and clever statuses.
Even the dry, “boring” businesses that work exclusively with other businesses can benefit from social media marketing.
The thing about social media is that everyone (just about) uses it. Whether or not they’re using it for businesses purposes, they’re using social for connecting with other people. It’s how they ask for advice, recommendations, and suggestions on their business problems.
Let Tyrannosaurus Marketing make your business available to answer the questions your prospects are asking.
For a free, one hour consultation to review your current social media strategy, click below: