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How B2B marketers can launch effective social media campaigns

Some CEOs of B2B marketing agencies still believe social media may not be right for their company. Yet, the numbers show the vast majority of B2B marketers achieve success with social media campaigns.

A recent survey indicated 90 percent of all marketers – both B2B and B2C – indicated social media increased exposure for their business while 77 percent reported increased site traffic as a result of social media marketing (1).

As B2B marketing professionals aim to launch new campaigns and carve out their own place in the world of social media, they can keep the following tips in mind:

1. Put together a plan
Even the best intentions can go awry without a proper plan in place. For that reason, marketers should discuss and write down their business goals. Simultaneously, they should consider how they might pair their social media efforts with other outbound and inbound marketing campaigns.

2. Know the target audience
No matter what industry their company falls under, it's important for marketers to realize not every social media user is their customer. Consequently, they'll need to define who their customer is, what they do, where they spend their time on social media and what topics they're discussing. Doing so will enable companies to better engage with the target audience.

3. Take a step back from the typical sales approach
Promoters should recognize the differing goals of B2B and B2C marketing; while B2C marketers primarily aim to drive traffic to their site and make a sale, many B2B marketers take a softer approach, focusing their efforts on lead generation and nurturing. Instead of using standard sales language, B2B marketers should consider adjusting their language accordingly.

4. Aim for consistency with postings
B2B marketers should keep in mind that social media marketing revolves around more than simply creating accounts; those outlets need to be consistently updated in order to produce results (2). Regularly scheduled email and content marketing can provide great opportunities for social media sharing and demonstrating a company's value to potential customers.

(1). 2015 Social Media Marketing Industry Report
(2). How to Launch a B2B Social Media Marketing Campaign

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.