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B2B companies should utilize social media as a marketing channel when looking to acquire leads and referrals. Social media also helps improve SEO – one of Google’s 200 ranking factors is the number of social shares your site generates. If your main customers are other businesses, it’s imperative that you utilize social media.
Of B2B companies participating in social media have generated leads from social media.
Slapping posts up on Facebook or LinkedIn won’t get you any qualified leads. It’s important, like with the rest of your content marketing, to be focused and provide value to those searching.
Social media works on a cyclical foundation.
When you reach out to an audience on social media, you are engaging in the social cycle from the early stages of your inbound marketing strategy to measuring the return on your efforts.
The cyclic component comes in after your results have been measured and make needed adjustments to refine your strategy and tactics and begin the implementation, observation and testing process once again.
Producing meaningful content is only part of the cycle.
It’s also important to remember to find a way to influence followers and customers to read and share your content with others.
When social listening, you’re tuning into five key bits of information
So how do you put your social listening to work? You utilize a feedback loop – a process you create for your teams to use when addressing issues that arise during social listening. This will map out how to handle any feedback and the people / departments that should resolve any issues.
For social media marketing to be successful, it needs to be authentic. Always be provide a compassionate, human touch even when dealing with a challenges or complaints.
Social media moves quickly. Make sure you prioritize any issues within 12 hours and work to resolve them within 24 hours.
Be empathetic. Trying using phrases like: “I’m sorry this happened to you,” “I know this is frustrating,” or “I understand this is very important to you.”
Private channels are best for handling most issues. Utilize private messaging, email or a phone call to talk in detail without the rest of your followers jumping into the conversation.
What are the signs that your influence in growing? At this stage, your aim is to lead and direct your followers’ opinions, attitudes, and behaviors. And since you’ve been listening, it’s relatively easy. You already know the trending topics and conversations taking place, so adding your authority voice is the natural next step. So what are the signs of your social influencing is growing?
You Get More Engagement: people retweeting or sharing your posts, and people responding to your posts.
Your Traffic Numbers Increase: people click on your links.
You Develop Greater Mindshare: people share their questions, thoughts, and opinions with you, and they eagerly seek interaction with you.
Recognized Brand: You become a recognized authority and a brand people watch.
And during this stage of the social cycle you are trying to:
It’s at this stage of the social cycle that you connect with other influencers and authorities and begin to move the needle. Social networking is important for all businesses, whether you’re just getting started, scaling, or expanding into new markets. It may help to think of social networking as a live event—except your interactions are online rather than face-to-face. After all, networking is networking, no matter where (or how) it happens. And it can lead to deep and lasting relationships, both with your followers and potential partners.
The fourth and final stage of the social success cycle is social selling. This is where social media marketing gets interesting. Finally, after listening to your prospects, building authority in your space, and establishing a strong network, you can start putting your offers in front of people—and converting them.
Most companies don’t believe that social media can help them convert qualified leads or build their reputation. A good social media marketing strategy with a strong content marketing strategy should help you succeed in gathering those important leads. So, you’re probably wondering how to build a social media strategy. Here are some recommended steps:
Concept is a unique sales development and marketing agency. We specialize in helping our clients track all leads through any portion of the sales funnel. We develop a custom reporting dashboard for each client, so they have complete visibility into how their leads and campaigns are performing. With our partnerships with Salesforce and HubSpot CRM platforms, our clients are also able track their conversions from various media buying platforms. At Concept, we connect all sales and marketing efforts back to actual closed deals and prove true ROI.