Most of the discussion around social media is focused on consumer marketing and not about reaching other businesses. In a recent post on SocialMediaToday, Steve Minks, co-founder of IceSugarMedia (IceSugarMedia.com), an integrated solutions digital media consultant, offered his view on the value of the various social media outlets for B2B marketers.
The important thing is to have a social media marketing plan, Minks says. “It’s really important to find out where your target audience is, as this may not always be on a mainstream social platform. There is an abundance of less well-known social channels and business niche forums which you can participate in and contribute to.”
He advises B2B marketers to be wary of trying to maintain too many social media accounts. Identify two or three that are best for your purposes. By targeting the right platforms in the right way, you should see a significant return on investment.
Twitter
An excellent place for professionals to chat in short bursts and seek new business prospects. “If LinkedIn is more like a day at the office, Twitter is the work-sponsored cocktail party where a mix of professional and appropriate social exchanges can lead to connections and new business.”
Google+
One advantage is the extent to which its usage is tied into higher search engine rankings. Actions such as sharing content there can raise a business’s profile. Business pages give companies the opportunity to build relationships with one another.
LinkedIn
The first and sometimes the only social network that B2B companies think of. It drives a significant amount of traffic to corporate websites, its members tend to be decision makers within their companies and it offers an excellent way to connect through its groups and over personal email.
Facebook
Less effective than LinkedIn and Twitter, but it does offer opportunities to interact with other groups and organizations. Event announcements and online promotions can be carried out over Facebook, and business pages can get opt-ins from email marketing.
YouTube
Making friends on a YouTube comments page is highly unlikely, but the site’s video capabilities can be an excellent way to market some services and products. Keep in mind that videos can be uploaded to YouTube and then embedded in numerous sites including the company blog or website.
