Social media strategy is the first step to the successful implementation of demand generation marketing campaigns. Whether it’s LinkedIn Advertising, Twitter, Facebook for Business, YouTube and many others, you must first understand your own goals with B2B social media.
Most companies know they should have a company profile page, but that’s just the start.
Here are the common stages of implementation of B2B social marketing:
Traditional “broadcasting” marketing where research is mostly done via focus groups, surveys, and phone interviews. No social listening and a high level of skepticism to invest resources in social media.
Isolated efforts to get an initial understanding of the social media space, but with a limited effort to create a social presence. Social media disconnected from the actual business with no follow-up measures.
Dabbling in social listening and the identification of key players/responders within the organization. Sharing information within the organization and setting a social media strategy that has definite goals and ROI measurement. At this point receiving management support and resources.
A dedicated team is allocated to react to social media discussions that reference the company. Cross-functional targets and integration with traditional data are focused, and the company not only responds in a timely manner, but also acknowledges the direct link between social media activity and business results. ROI measurements are tracked and reported.
All employees are trained to use the social media channel to respond to clients/prospects. Social listening, engagement, and crisis avoidance are fully implemented as part of the business operation. Additionally, upper management is notified in real-time about events and progress.
There are four main reasons companies choose to implement social media marketing:
Social marketing has created a completely new way to interact with your clients. With an effective B2B social media strategy, it’s never been easier to quickly and efficiently gauge the mood of your clientele through listening to their feedback, identifying ways to improve, and also communicating new developments and offers. It’s also a way to effectively nurture leads from your existing client base.
Alternatively, you can focus your strategy on building new client leads. Social media channels can play an important role with nurturing prospects and removing objections.
Many established companies feel that well-crafted social media campaigns will lend credibility to their brand. Which brand seems more legitimate: a LinkedIn company page with 4 “followers”, or one with 4,000? Your first impression will likely take you to the brand with 4,000 followers.
Social channels can drive an enormous amount of traffic, leveraging word-of-mouth power and value-added content.
Without clear objectives in the form of a cohesive social strategy, you’re bound to fail. Even though it’s free of cost to join any major social channel, it’s never free in resources and one can spend a lot of resources with very few returns. The time and energy spent crafting and implementing a successful social media campaign is significant and, without a payoff, your resources are better spent elsewhere. When crafting a social media marketing, you should determine:
Social marketing strategy will serve as a guiding document to measure and ensure that your implementation throughout different stages will be successful in delivering your desired ROI results.
“Always looking to create more creative and efficient campaigns, Direct Objective measures everything and works with us step-by-step to reach our marketing goals. They increased our Web presence, which gave the company a prominent profile and secured new leads for us.”Jaspal S. Rangi, Owner & Chief Designer at Monsoon Corporate Gifts