Enabling Social Conversations for B2B Marketing
Social media platforms have today made themselves indispensable because of their contribution in
enabling marketers to reach out effectively to their prospects and customers. These platforms have helped
create trust and build rapport by aiding marketers to run customized marketing programs to the
communities they want to reach out.
Social media platforms can be used to share insights, industry trends, and leverage upon responses
received and the online interactions to further build their brand loyalty and eventually, drive warm leads
to their websites.
Social media marketing enables B2B marketers to not only build brands, boost brand image and customer
loyalty; it also helps to monitor online conversations (responses, likes, tweets, follows, digs, etc.) so that
marketers can pick up the changing trends and needs of their prospective customers and, in the process
identify companies with which they can establish long term business partnerships. Today, Facebook,
LinkedIn and Twitter are the best known and widely accepted forums for social media marketing.
One of the highly efficient social media marketing strategies is blogging. Corporate blogs can have
multiple content contributors and this helps to create awareness about new releases, offers, etc., as well.
Blogs also aid in customer retention, brand building and above all, demand generation. By using blogs for
social media campaigns marketers can engage and participate in conversations with future prospects as
Twitter is a good example for a popular micro blogging site. Micro blogging helps to express prospect
intent in an innovative and interesting way. Twitter has been able to provide marketers with a place to
engage and interact with prospects and, constantly update company information and offers to prospective
Although SEO is not a social media marketing technique, it deserves mention here because marketers can
expect an increase in website traffic only through Search Engine Optimization (SEO). By building content
based on SEO researches (keywords and phrases), social media campaigns can be fine tuned to bring out
the maximum reach out to the prospect base.
Advertisements, in B2B marketing can help to target users on social media channels. Marketers can post
new company pages and the latest company updates using advertisements. Social media pages can be
made user friendly and informative as well, and putting up advertising in these pages can generate high
traffic for company offerings, demos, trial offers, etc.
Social media marketing can become successful when used in tandem with marketing automation
services. Using leadtracker, social media links can be tracked back, which can help identify prospect
interest levels and in turn aid in lead generation. Social media marketing combined with marketing
automation services can help to improve brand image of a company and reflect the value for which the
company stands for.
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