Social

5 best practices for B2B social media marketing

by Nimish Vohra, Regalix, May 9, 2014

Here are some best practices for B2B marketers, which should be kept in mind while carrying out social media marketing

As the saying goes, nothing travels faster than light and the same goes for social media. It is essential for marketers to capitalize on their social media presence in order to yield the best possible results.

Today, 72 percent of Internet users are active on social media. This clearly signifies that social media has now become widespread, mainstream and much more influential than ever. In a survey conducted by Regalix some time back, it was found that over 99 percent of marketers are now using social media marketing to acquire, build and retain their customer base. But despite that, they report that they are not reaping the kind of returns they expected.

Here are some best practices for B2B marketers, which should be kept in mind while carrying out social media marketing.

1. Timing is crucial

It is important to test your copy for different times of the day and different days of the week to find out which days and times work well for you. This process should be repeated for different social networks that you have presence on. Generally it is found that Sunday is the best day for B2B LinkedIn posts, with the best time to post being between 7 a.m. to 9 a.m. ET or 5 p.m. to 6 p.m. ET (Source: Ripley PR).

2. Listen first

The best conversationalists always listen first. Listen to what your audience is talking with regards to you and your industry before deciding on the topics and tone of conversation you want to have with them.

3. Use video

Video is becoming an indispensable tactic for B2B marketers to attract and retain prospects and customers. A study from eMarketer shows that 72 percent of marketers researched a product after watching a video; 54 percent visited a vendor website and 46 percent purchased a product post-viewing a video. B2B marketers must use videos on social media sites to engage customers and advance them along their purchase journey.

4. Focus on content

With the advent of content marketing, marketers now acknowledge that content is the core behind which every other marketing tactic revolves. Marketers must focus on enriching, valuable and highly shareable content which will pull people towards the brand.

5. Measure and refine

It is crucial that you measure the performance of your social media strategy on a timely basis by looking at social media analytics. Parameters such as increase in volume of conversations, positive sentiment, number of new leads acquired etc. are crucial to understanding whether your current strategy is working for you or not. A continuous refinement is necessary for arriving at the optimum social media strategy.

Social Media in today’s era continues to be a major part of every business strategy. Numerous social networking platforms available in the present day allow businesses to interact in real-time with target audiences around the globe.

About Author

Nimish Vohra is Senior Vice President, Marketing, Regalix

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