Most marketers often overlook social media as a key component of B2B advertising efforts. Dispelling the myth that Facebook (and others) cannot be a utility for B2B advertisers starts with understanding the role social plays. Facebook, Instagram Twitter, YouTube and LinkedIn all have their place and purpose in B2B brand building; after all, business decision-makers have social lives and social accounts, too. While users may not immediately be in a business mindset when using Facebook or Instagram, tailored content that serves as an introduction can unobtrusively spark interest.

Considerations for a Social B2B Push

Considerations for a social B2B advertising push include the usual aspects associated with almost any type of digital campaign: budget, overall strategy, the business’ industry, and platform limitations. But beyond those, here are social B2B advertising considerations that should remain front and center:

  1. Know your target consumer.Use Facebook Audience Insights to understand who your customers are and what kind of media they consume, and if there are any topics or interests that would interest them. This includes knowing what kind of business problems they have for which your product can solve. Consider targeting via industry, job title, interest in particular trade publications or affiliation with organizations closely related to your solution.
  1. Understand the platforms.Learn how to leverage the various social platforms to achieve your marketing objective and how to measure the results (clicks, downloads, etc.). Leverage Instagram, Facebook and Twitter to introduce your product/service to net new customers. Leverage LinkedIn for more in-depth content like white papers and thought leadership.
  1. Go native. Understand how content promotion varies by platform. The key is engaging the audience as natively as possible. Use visual-focused content for Instagram; link to strong content for Pinterest; making everything easily digestible for Facebook.
  2. Build the relationship:Use engagement metrics to hone, refine and qualify audiences. Present the refined audiences with different content that helps push them further down the funnel and builds upon the recently-established relationship.

Busting the B2B Social Media Myth

While social media may not seem like the most natural method for engaging business decision makers on the surface, it’s short-sighted to believe that social channels cannot be effective for B2B advertising. The desired consumer exists on these platforms — after all, most of them use social media just like the rest of the world; the key is determining the best way to engage them based on their platform of choice.

Instagram, Facebook and Twitter can be effective platforms to introduce business decision makers to your brand through content that discusses information they’d likely find useful, in a format that feels native to the platform. From there, re-targeting lists can be generated with users who engaged with the content to further build the relationship and move them down the purchase funnel.

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