If you want a successful business to business (B2B) social media marketing campaign, you’ll need to follow these 5 steps. Without them, you’ll likely fall short of your goals. Of course, that assumes you even know what your goals are.
1. Set Goals
Image via Flickr by lululemon athletica
72 percent of companies don’t set specific goals for their social media marketing campaigns. That’s a huge mistake that will impede your business’s performance.
If you don’t set goals, then how will you even know if your campaign has been successful? You won’t.
Recommended for YouWebcast: Why, What, and How to Do Social Selling
You’ll need to sit down and establish a set of realistic goals before you start your campaign. You can realign your goals over time, but you still need to start from a baseline. Otherwise, you’re lost without a map or a compass to guide you.
2. Understand Social Media’s Abilities
Don’t get involved in social media marketing just because everyone else is doing it. You can’t just jump in without doing some research either.
Start by learning more about what social media can actually do for you.
Social media can:
- Help you connect with other people and businesses
- Give you a way to share videos, blog posts, and other content
- Show you how to connect with companies that aren’t using your services
Social media can’t:
- Increase your sales without hard work from you
- Magically introduce you to company executives
- Convert all of your leads into sales
In other words, social media marketing is another tool you should use, but it won’t do the job for you.
3. Appoint a Social Media Marketer
You have to put someone in charge of social media marketing. Making one person responsible for updates and reaching out to make new connections should create a cohesive strategy. If you let several people pass the reigns back and forth, your marketing campaign will lack cohesion.
If you’re really serious about using social media to expand B2B success, then you can let your head of social media marketing hire a small staff. Every member of that staff, though, should report to the social media manager. Without an authority figure, you’ll have chaotic content.
4. Remember That Branding Matters
Social media is a great way to increase your company’s brand awareness. Try to integrate social media as a part of your overall branding plan. Don’t treat it as something completely separate. Make it a natural extension of the marketing that you do in the real world. From your marketing materials, your email signatures, even your pop up displays at a trade show your presenting at, your social media links should be a part of them.
This should help create a coherent brand identity that potential clients can recognize.
5. Learn How to Convert Leads Into Sales
Getting leads is one thing. Converting them into sales is an entirely different beast. You should get a higher conversion rate from social media marketing when you have a plan for how you will turn leads into sales.
Your plan doesn’t have to be perfect; however, it does need quantifiable parameters so you can measure its success. Over time, you can tweak the plan for a better conversation rate.
Like any marketing strategy, the more time and resources you put into a campaign, the better the result. Do you have other steps that you use for B2B social media marketing success? Which have worked best for you? Share your thoughts in the comments below.