Social networking is a large part of most people’s lives. But we don’t always know how to make it a part of our lives as B2B marketers. If you are not on social media or if you are not having strong results, you may have fallen prey to one of these common social media myths.
- Social media marketing isn’t for B2B.
There are social networks that are expressly for B2B communication, such as LinkedIn, SlideShare and, to a lesser extent, Quora. There are also social networks that you should consider just because they are a huge part of most people’s day-to-day lives, such as Facebook and Twitter. Remember that businesses are made up of people; go to the networks your people are most likely to be on and you will find a way to connect.
- You need to be on every network.
Joining every social network that comes up will lead to burnt out employees, too much money spent networking and not a lot to show for it. Every network is different and has a different audience. LinkedIn is a place where professionals gather. Quora is a good place to hang out if you have a lot of knowledge to share about your industry. YouTube and Instagram are great for sharing visual content. There are many customers for building materials on Pinterest. Pick two or three networks and work on building out robust presences there. Don’t worry about the rest.
- It’s never okay to automate.
Automation can give you a chance to connect with people who you might not otherwise reach. If you have an international customer base, automating a few posts to show up while you are in bed and your prospects are up and at the office or job site can mean access to people you might otherwise miss. Automation can also allow you to keep posting consistent even when you are away from the office or otherwise tied up with other tasks.
- Automate everything!
It’s easy to go too far in the other direction. Have you ever posted on Twitter and immediately been hit by an @ message from a Twitter bot triggered by a phrase you used? No one else likes this any more than you do.
- Social media marketing doesn’t work.
Every year, hundreds of think pieces come out claiming that social media just isn’t the place for business. The figures prove these people wrong. According to HubSpot, two out of three companies with a presence on LinkedIn have gotten a customer from there. Businesses that use Twitter have twice as many leads as those that don’t. The benefits of a social media presence are measurable and powerful.
Social media marketing success does not come overnight. It can take a while to find your niche and your audience on social media. When you have gotten into the groove, you will find that you have better relationships with customers, a better-known brand and more business by using social media well.