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5 Reasons B2B Marketers Need A Social Media Marketing Strategy

Article

Think social media marketing is just for B2C companies? Not true. Here are 5 reasons a social media marketing strategy is a powerful part of digital marketing for any B2B company.

Patty Parobek, Director of Integrated Marketing Strategy
January 26, 2018

Today, more B2B companies embrace social media marketing. Top platforms they use to market their business are: Facebook 89%, LinkedIn 81% and Twitter 75%. (Source)

So why is a social media marketing strategy a smart move for B2B companies? Here are 5 reasons.

1. Reach the Right People

Social media channels offer advanced targeting. This makes it easy to reach the people most likely to buy your product or service. LinkedIn has the best targeting options for B2B businesses and professionals. However, social media channels like Facebook and Twitter offer great targeting options too.

Social media marketing offers the perfect opportunity to execute a test-and-learn approach. Simply start with a small, highly targeted audience. Not enough clicks? No problem. You can always expand the audience until you get the ideal clicks and conversions.

2. Use Existing Creative

You can make the most of your creative assets with social media ads. Unlike print or programmatic display ads, there’s no need to size and resize ads for different social media channels. Creative can be reused. You target different audiences with the same creative in a single campaign.

3. Save Money

Social media ads are not only super easy to create, they’re affordable. You pay for only the people who click on your ad. The key is to start small. With a highly targeted audience, you may get only five clicks a day with three conversions. That’s okay. You’ll spend way less than 100 clicks a day with 3 conversions from targeting a broad audience.

A social media marketing strategy also makes it simple to pause and scale, or adjust bids and timing. This is extra important for B2B businesses with limited budgets. Social media marketing provides budget flexibility you won’t see on other print and digital marketing channels.

4. Lead Generation

Lead generation is key to business growth. Especially for B2B businesses. At Tenlo, we have B2B clients actively advertising on Facebook. They typically capture multiple leads a day. Because of the narrow targeting, the leads are generated from highly interested prospects.

We’ve found that B2B social media marketing campaigns usually outperform other digital marketing. With our clients, social media ads usually get more than 2x the engagement as similar online display ads on publisher sites. Best of all? They cost less.

5. Trust the Source

There’s growing concern over fraud in digital advertising. “Spoofing” tricks ad buyers into paying for ad space they’re not getting. It’s affecting major media and publisher sites.

Digital marketing experts run social media platforms. They constantly improve site security and advertiser usability. This protects privacy and eliminates fake bot traffic. That way, you can feel confident that the social media ads you purchase are real.

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So there you have it. 5 reasons a social media marketing strategy makes sense for B2B marketers. When you’re ready to improve lead generation with social media marketing, contact us. We’re always here to help.

With 10+ years of experience in marketing, Patty specializes in search, lead generation, and a customer-first strategy across the holistic buyer journey.

Patty Parobek, Director of Integrated Marketing Strategy

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