Social media plays a central role in the growth of businesses. There are many benefits of using social media to grow your business. Regardless of your business model, social media is a must to get desirable results. This is especially true knowing that more than 42% of the world’s population is actively using various social networks.
When promoting your business online, you will want to present your brand professionally, and, most importantly, make sales or generate leads. The secret to achieving these goals lies in engaging your audience on social media. You have to give them a reason to trust your brand and build confidence before they can decide to do business with you.
As a B2B marketer, it is essential to note that targeting your audience is necessary to gain engagement and conversions for your brand. Not everybody will be interested in your business. But with the right targeting, you get the engagements from the audience you need so that you can build your brand on social media.
Here are 7 tips to help you do your targeting for B2B audience right for effective marketing on social media.
Social media networks offer you an opportunity to find and join various groups around your business industry. There are so many, but you want to stay relevant and useful in those groups if you want to make anything out of them.
The groups you join on Facebook and LinkedIn or any other network that supports social communities should be focused on serving B2B consumers. In this way, you will be around the right audience you need for growing your brand. Post and comment on the stories that matter to consumers, providing tips, recommendations, and answers.
Stay relevant in the communities to avoid ruining your business image. When you get an opportunity, you can mention your product in a post or comment as a solution to prospects. But do not post blatantly showing that you are promoting your business or product - unless on various occasions your group admin set apart a day for members to talk about their business.
Events organized on social media help interested parties to plan and attend the various functions related to their business models. People can also attend the events in an attempt to meet prospects from various industries.
But as a B2B marketer on social media, the events give you an opportunity to reach out to people who matter to your business. When organizing events on Facebook, decision-makers are more active in their business accounts.
All your website visitors, whether from organic search, guest blogging services, or Facebook ads, make decisions based on your landing page design and content. You can post comments on the event calendars and use the opportunity to let your prospects know that you have some of the gear they may require for their event. Sound as natural as you can. People do not like the idea that posts are targeting them.
Do you know why people click away from your content on social media? You are posting as though you are not a person. The content that addresses your audience can seem as though coming from a bot. Let people know that they are talking to real people when engaging with your content.
The first step is to post in the first person. And use the singular form for personalized conversations. This should be true when posting on social media business handles. Another thing is to use the real name of a person (maybe in charge of marketing) to post on the business accounts. The same case applies to customer care representatives.
You want your content to reach the decision-makers in business setups. When creating content for promoting your products on Facebook, the “Job Title” targeting option allows you to identify your ideal audience and push relevant content for them.
Other target options include the employers (to target people working in various companies), page admins, level of education, and field of study. You will want to reach people who work in your business target industry for more conversions.
Facebook Ads gives businesses the awesome retargeting option so that the content you publish may remain relevant to people who are already interested in your business. You can retarget people who have already visited your website, watched your custom elearning video, or consumers of your products. Facebook will find the audience and feed them with your content.
Twitter’s marketing strengths lie in the ability to target your competitor’s audience. It is easy to identify your competitors in various business industries. The only thing you should know is that you should choose competitors with many followers (who are actively engaged and share relevant content) because you are limiting your reach to the followers.
Twitter follower targeting helps you to avoid spending lots on an irrelevant audience. The follower targeting finds people with interests similar to those of the handlers you choose and their followers. You can choose up to 30 competitors for optimal ad performance.
Apart from the location and demographic targeting, you can narrow down your B2B audience on LinkedIn to reach the people that matter most for your business. Under the “Audience” option on your LinkedIn ads creation page, click on the “Audience Attributes” tab and choose from the audience job experience, companies they worked or work for, their education, and interests.
Whether you are publishing your content for organic reach or creating ads on social media to promote your B2B products, your aim is to reach the people that will engage in your business. The tips you have read here will help you to find the right prospects and feed them with relevant content that will help them make the right decision in doing business with you.
Kimberly Clark is a content marketing specialist in IT & SEO, who helps clients increase their revenues by improving their organic traffic and building a powerful campaign through Google Adwords. Guest blogging services can be a great source of valuable content for a blogger's audience. She can be reached via email at [email protected].
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