Now that social media is no longer the new kid on the block, myths have begun to grow up around it. Indeed, it's easy to be taken in by the tales to the detriment of your business. Yet, if you want to succeed at B2B PR, it's necessary to explode the myths.
Today, let’s address these myths and look at the reality of what social media marketing can truly do for your B2B company.
Let's Obliterate the Myths Surrounding B2B PR and Social Media
Myth #1: You Can't Measure Results on Social Media
This may have been true in the past when social media was in its infancy, but not anymore! There are social media management tools that give you incredibly accurate and insightful metrics -- including number of likes and shares, mentions and comments, as well as click throughs. Some popular tools are HootSuite, Sprout Social and Buffer not to mention Google Analytics.
The tools show you what works, and what doesn’t -- so you can fine tune your B2B content marketing strategy on social media. You'll also get insight into where your leads are coming from and how you can nurture them effectively.
Myth #2: B2B Social Media Is About Selling to Businesses, Not People
Since B2B is about businesses selling to other businesses, it’s easy to lose sight of the people behind the shiny logo. Remember, though, that no matter how large a business is, buying power is still in the hands of individuals. Social media is in the perfect position to reach these individuals with a convincing B2B content marketing strategy.
Social media also helps you to reach people further down the purchasing ladder. Don’t underestimate the power that these lower level employees may have in the workplace The more employees that request your product, the more likely their requests will pique the interest of the purchase decision makers within a company.
(Click here to learn how to spice up your social media presence.)
Myth #3: Old School Tactics Are Antiquated and Don't Fit Into Social Media
In the digital age, traditional B2B PR tactics may not get a hearing. Does this mean, though, that former PR tactics no longer hold sway? Not at all! These methods have been perfected over many years, and it’s impossible to deny the weight they carry. Don’t make the mistake of throwing these tactics to the side while chasing after a more trendy approach.
(Click here to learn about shrewd ways that you can promote your press release on social media.)
Instead of abandoning some tactics in favor of more high-tech techniques, merge the two. For example, showcase your case studies and white papers on social media, where they can gain traction and attract a wider audience. Such tactics have a valuable place within social media marketing.
Myth #4: You Need to Be On Every Social Network
That’s just overkill. Don’t do all the social networks “sorta well” when you can really kill it on a select few. Find out where your customers are interacting and searching, and invest your time in these. Hit them where it counts.
Among B2B marketers, LinkedIn is ranked as the most effective social media network, with Twitter trailing close behind. Do your own recon work, discover which networks would be most worth your time, and commit to a solid social media strategy.
(To learn how to use Twitter and LinkedIn to effectively grow your business, click here.)
Myth #5: People Use Social Media For Play, Not Business
This myth was probably born out of the beginning stages of social media, when it was just starting to be utilized in the B2C sector. Since that time, it has blossomed into an essential part of business for many companies. Social media is no longer the “next best thing” in B2B marketing -- it is the thing.
A motivating 78% of B2B marketers said they saw increased traffic with as little as 6 hours per week invested in social media marketing. Social media has proven itself on the B2B marketing field. It’s time to get in the mix and see where social media can take your B2B company.
Myth #6: "I have a social media page - I'm fine."
Don’t be satisfied with doing the bare minimum when it comes to social media. A page on social media doesn’t hold water as a viable strategy. Don’t miss out on all the valuable benefits that social media brings to the B2B table.
It’s not a simple billboard page to advertise your business. Social media is an incredibly versatile tool that helps you show off the human side of your company, build relationships, and boost brand awareness. But only if you utilize it -- which means more than just a page.
Don't think social - BE social. --Jay Baer
Myth #7: Social Media Would Not Work For My Business
Many B2B businesses believe that their companies would not fit into the social media space -- as if they’re a square peg and social media is a round hole. Let’s get this straight: there are no pegs, no holes, just great marketing opportunities. The success of any business - B2B or B2C -- lies in building strong relationships. This includes relationships with current customers, potential customers, the media, potential partners, and even employees.
(To look at B2B companies who are killing it on social media, click here.)
Let’s reflect for a moment about the many benefits social media would bring to your business. Social media has the power to help you:
- Gain insight into what is on your audience’s mind.
- Raise awareness for your brand.
- Demonstrate thought leadership
- Get feedback on your products or services.
- Connect with potential customers and business partners.
- Interact with media.
Myth #8: You Don't Need a Social Media Strategy
Are you of the spray and pray social media variety? If anything, this is damaging your social media marketing. Gone are the days when you could spam people’s feeds and be seen. Now social networks require you to develop real relationships with followers.
As with your other marketing efforts, you need a dedicated social media strategy to be successful. Who is your target audience? What are they interested in? What do they read? What are they commenting on? How do you want people to perceive your brand? All these questions can help you form an effective and targeted strategy that gets results.
It’s easy to shrug off social media as a primarily B2C marketing resource. Yet, if you do, you’re missing out on all it has to offer in the B2B sector.