Is your social media management team growing your revenue or eating your budget?

B2B social media management needs to adopt outside-the-box strategies to reach hidden audiences.

The problem with most cookie-cutter approaches to social media marketing is that the purpose of these platforms is not primarily content distribution. Your chief goal on any social media platform is to engage with your audience. Content is merely a means to that end, and it’s not even the best option for many companies. Spending a great deal of time and money on your own social media content only makes sense if you have a strategy for effectively engaging your audience through that content.

Many B2B marketers face the especially difficult challenge of trying to reach extremely specific and unique audiences. It can feel like you’re throwing a message in a bottle into the waves. What strategies do you have in place for targeting a specialized audience in a vast and noisy crowd of people?

These challenges are real, but as the saying goes, “Don’t throw the baby out with the bathwater!”

2018 B2B Social Media Trends*

Video Adoption: 63%

Nearly two-thirds of B2B marketers use video content in their social media marketing, and 77% plan to increase video content in 2019.

Influencer Adoption: 39%

82% of Americans seek recommendations when making purchases of any kind. Recruiting brand ambassadors is one of the fastest growing B2B social tactics.

Messenger Bot Strategy: 70%

While Messenger Bot adoption still sits at 15%, its future is bright. 70% of B2B marketers are including Messenger Bot in their upcoming social strategies.

*The 2018 Social Media Marketing Industry Report is a survey of more than 5700 B2B marketers.

How should B2B approach social media?

Focus on paid advertising strategies over organic strategies.

Successful organic social strategies (i.e. “going viral) are about as predictable as lightning strikes. You’ll spend far less money and reach far more people by developing a targeted ad campaign around a meaningful value proposition.

Adopt video as your primary form of content.

Investing in social media before you invest in video marketing is putting the cart before the horse. These two tactics go hand-in-hand, but while video can be successful without social media, social media will never be successful without video.

Recruit influencer marketers in your industry.

Influencer marketing is the biggest untapped opportunity for most businesses. Regular people with large audiences that match your market who are willing to advertise your product in exchange for some form of compensation — that’s influencer marketing in a nutshell. Finding these influencers and making the right deals comes down to creativity and experimentation.

Build a conversational marketing strategy that connects prospects and sales more efficiently.

Your Facebook page may be a terrible platform for reaching new prospects in your market, but it can be a great platform for nurturing them. With social chat and conversational tools, you can remove barriers between the customer and the sales team that are currently causing a percentage of your sales conversations to stall.

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