Match social media networks to your target audience

One of the most important aspects of a social media campaign is choosing the right network for your target audience. This selection is crucial because B2B buyer relationships are complex, according to Search Engine Land. When done correctly, a social presence can boost brand awareness and help you connect with a niche audience. Decision-makers are unique across different segments of the B2B sector, meaning certain platforms may be more relevant than others. 

One way to determine which channel is the most effective is to measure engagement on your current profiles. It isn't about the size of your follower base – likes, retweets and shares can provide a more relevant indicator of how people are interacting with content.

To use social media as a lead nurturing tool, it may be a good idea to map out the buying cycle in advance, ClickZ stated. However, you need to be aware that social leads often take longer to nurture. To make the most of these campaigns, you need to be proactive about engaging prospects through social channels.

In addition to customer preferences, how different types of content marketing perform on various networks can be an indication of the best choice. For example, if you frequently create videos, these may get more attention through certain social channels.