For years, social media wasn't thought to be the most effective marketing strategy for B2B companies, but this could be changing soon. A report from IDG Connect found IT buyers are placing more value in social media content during the decision-making process, Business Insider stated. Currently, buyers place a great deal of stock in white papers and other forms of content. However, opinions from colleagues in the industry are expected to gain more attention, and this is why social media will become essential for B2B marketing.
However, brands shouldn't drive straight into social media without forming a strategy first. You need to determine why you are pursuing this strategy and what you hope to gain, whether it's increased lead generation or thought leadership, according to Business 2 Community. Marketing teams need executive buy-in for a social strategy, and senior managers should maintain an active presence on these networks, even if it's just to share the occasional article.
Selecting the right social media platforms matters for B2B marketers. You may want to conduct some research to determine which networks your target audience uses the most. However, your choice also needs to be compatible for employees.