B2B: Making the Most of Social Marketing

Whether operating a B2C or a B2B company, there is a definite argument to be made for socializing online. However, when it comes to social marketing, the online dynamic shifts a bit. It is important to find your niche and hit them in the right ways, and at the right times to make the most of your efforts. Where Are They? The short answer is that they are on LinkedIn, Twitter, and Facebook. There are, of course, other networking sites with growing audiences, but the focus remains with these top three. Are you considering expanding beyond these three hot spots? If so, you will want to think about hitting up Google Plus next. In recent surveys, approximately seven out of every ten executives admitted an interest in Google’s answer to social media.

What about YouTube? If you aren’t using it, you should be. This can be considered an extension of the social media realm, but an important one. Create great videos, share them on the networks mentioned above, promote them if you must, and you can drive major traffic to your site. More than sixty percent of business owners admit that they are likely to visit a website if they like the company’s YouTube video.

When Should You Post? A steady stream is most important, but there are definite peak times for the various networks. While Twitter users tend to sign in during their off hours (lunch breaks and for an hour or so after work), Facebook users can be found procrastinating after lunch. YouTube videos also see a surge during those same early-afternoon hours.

Ads or Promoted Posts? According to the research, promoted posts will always win the war. This is likely because of customer psychology. People don’t want to feel as though a product is being forced on them, and they often read ads in that manner. Promoted posts, on the other hand, integrate so well with the rest of the feed, that they are less intrusive.


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