Social media is increasingly important as a B2B marketing tool. LinkedIn and Twitter are valuable sources for lead generation, but some marketers are still struggling to make the most out of these platforms.
Companies shouldn't neglect the importance of other Internet marketing channels. While buyers enjoy engaging in discussions with brands on social media, they still prefer emails to communicate with sales representatives (1). But social media is invaluable during the research process.
Here are some tips for how marketers can make the most of social media to connect with buyers:
- Context is really important: Marketers need to consider which social network they are publishing content on to take the right approach. It may be beneficial to tailor content for each platform (2).
- Don't forget mobile: Social media easily lends itself to mobile marketing. Since buyers often interact with these platforms on the go, marketers need to ensure content is easy to consume.
- Remember content marketing best practices: While social media engagement is a little different from a traditional content marketing strategy, it's more important than ever to make a connection with buyers. Social media content should be free of industry jargon to avoid alienating readers.