Accompanying B2B marketing success is a dangerous temptation to become complacent. However, as in virtually every industry, change is the only constant. As a result, customers can develop new habits as technology evolves, meaning the buyer personas that were consistently accurate for a period of time may not fit as well in just a few months. Companies are forced to adjust their lead generation tactics to try to drive more traffic.
In particular, social media can be a source of pain for many B2B marketers because of fluctuations in user engagement and changes in each network's posting policies that can force businesses to quickly alter their strategies. Here's a look at the big three social sites as they impact B2B marketing:
Facebook: One of the biggest reasons why this social network remains attractive for business owners is the vast number of users, with roughly 1.3 billion people checking their news feeds on a daily basis (1). Another big plus for businesses on Facebook is the fact that users can search within the platform for a specific type of company that offers solutions to issues they may be facing. While Google remains the top-of-mind search engine, customers aren't able to share content, which is something that Facebook is able to facilitate easily.
Twitter: Among small and midsized-businesses specializing in software, Twitter is one of the top social platforms to get noticed by potential buyers (2). In fact, nearly half of 400 SMBs post content to the site on at least a weekly basis, and 29 percent publish more than once per day. The organizations with larger revenues tend to post more frequently, which is like due to having a budget that allows for an individual dedicated to monitoring social channels. In large part, B2B companies tend to tweet a mixture of owned and third-party content. Just 13 percent is completely owned content, which reflects the difficulty that many B2B organizations have in creating their own content marketing collateral. However, these statistics show how important it is for businesses to post frequently on Twitter.
LinkedIn: Geared more strictly toward a B2B audience, LinkedIn boasts a significant number of users: 332 million globally (3). Among these individuals, nearly 4 in 10 log in on a daily basis. LinkedIn has increasingly become a place where content marketing flourishes, with many users looking for insights into their particular industry through their home page. This can help companies build their brand awareness and develop thought-leadership through engaging content, including blog posts, analytical news stories and infographics.