Combining social media efforts with content has many benefits for B2B marketing campaigns: It generates leads, engages the followers of a business, and promotes brand loyalty.
According to an infographic by Marketo, B2B Social Marketing Universe: The Vast Anatomy of a Successful Campaign, there are a few basic aspects to a solid campaign:
- The blog,
- social networks,
- visual content platforms,
- social news and message boards,
- post-campaign marketing analytics, and
- sharing buttons.
The blog should be the “bread and butter” and answer the “who,” “how,” and “what” of the campaign. The “who” should be who the target audience is on social media, the “how” should attempt to figure out how to flesh out the social media tactics, and the “what” must focus on the goals and objectives the campaign hopes to accomplish.
Among social networks, Facebook is the most popular with B2B social marketing, followed by Twitter, and then LinkedIn. While all three should be used to promote the blog content, Facebook can keep fans up to date on company news, Twitter can help establish a business as experts in the industry, and LinkedIn can increase brand visibility and increase SEO.
On YouTube, businesses should be posting “promo videos and prompt user-generated content, customer testimonials, an video blog entries,” and share company presentations on Slideshare. Social news sites and message boards are helpful in promoting blog content. The infographic suggests learning “what each community prefers and tailor[ing] content for them,” pointing to sites like Reddit, StumbleUpon, and Pinterest.
According to the 2012 Social Media Marketing Industry Report, as reported by Social Media Examiner, ”56% of B2B marketers acquired new business partnerships through social media (compared to 45% of B2C marketers)” and “nearly 60% of B2B marketers saw improved search rankings from their social efforts (compared to 50% of B2C marketers).”