Description: Social media can be tough platform for B2B companies to get leads from. We discuss a few paid social marketing tips B2B companies should know.
B2BPaid Social Marketing Tips
It is normal to see B2B businesses trying to find new leads and prospects through consumer-driven platforms like Facebook. Given the sheer diversity of people of Facebook, there is something for everyone to find on major social media platforms.
E-commerce businesses, big and small, are known to use Facebook and Instagram ads to increase sales through their website. Some, in fact, depend upon traction from social ads alone to reach their target audience and make sales.
For B2B businesses though, the road to social media dominance can be a bit rocky. For one, finding other businesses on social media is a perilous task in itself. This is because major social media platforms are not traditionally rife with businesses looking for products. While paid search marketing is still an effective B2B outreach technique, social media requires a more creative approach.
In this article, we will discuss a few ways social marketing can be used effectively by B2B companies for accumulating new leads and prospects.
Being Creative with Ads
A typical consumer of today has quality content on his/her fingertips. From entertaining social media feeds to extensive OTT video platforms providing all the content a person may need.
Despite this overdrive of content, there is one thing a user still values – original and creative content.
B2B marketers have to create social media content that is likely to create massive traction with the target audience. There are many examples of how companies leverage content in different forms in order to generate greater engagement with an audience.
Whether this means including interactive videos and informative infographics or GIFs and podcasts, all such formats are important for bringing people towards a social media post.
Creating a Lookalike Audience
The ability to add lookalike audience data is amongst the most cutting-edge features of paid social marketing.
For a company, identifying an audience can be very difficult on social media. The only data a company has about an audience who may be interested in them is its existing base of customers.
Thus, people who resemble most to a company’s existing audience on social media channels like Facebook and LinkedIn can be considered the target audience. It is for these reasons social media platforms like Facebook and LinkedIn offer advertisers the chance to upload their customer data so that the internal social algorithms can construct a similar social audience for the company.
In order to make sure the lookalike audience data yields results, companies have to make sure the customer data they collect is relevant and takes into account different attributes of the customer.
Content Framing
Each social media post has to approach the audience in a way that the possibility of engagement and action increases. One part of a social media post is posting the right image or video, but another crucial part is writing relevant captions.
Captions are often ignored, but they can lift the quality of a social media post. B2B marketers have to write content keeping in mind the nature of their audience.
In Conclusion
In conclusion, this article covers three important social marketing tips for B2B companies. Companies interested in growing their base of leads and prospects should consider the aforementioned points.
About the Author – Hemant is a fresher in the field of digital marketing and content writing. He currently works as a content developer at DelhiCourses.in, an institute popular for its digital marketing training in Delhi.