Ten Rules for B2B Social Media Marketing Success

by Jenna Sindle

Using social media for marketing can enable businesses looking to further their reach to more customers. Your customers are interacting with brands through social media, therefore, having a strong social media presence on the web is the key to tap into their interest. If implemented correctly, social media marketing can bring remarkable success to your business and marketing efforts.

This month, we’ll be taking an in-depth look at tips and best practices for social media success. We’ll be tapping into industry experts and our partners to discover and discuss the challenges marketers are experiencing and how they’re overcoming those challenges.

Today’s post originally appeared on Digital Marketing Remix and takes a look at ten rules for B2B social media marketing success.

#1: BREAK THE RULES
As social media provides a new set of (partially untested) tools to marketers, there is still the possibility to try something for the first time and succeed. Follow your own instinct and experiment

#2: IT’S PERSONAL
No matter what anybody says, business on social media is very personal. More personal than ever, as on LinkedIn or Twitter, people interact 1:1 in real discussions. You’ll need a thick skin to participate.

#3: KNOW YOUR OBJECTIVES and #4: KNOW WHAT SUCCESS LOOKS LIKE
#3 and #4 are inextricably intertwined but getting there requires two separate actions: First, be clear about your goals. Why do you want to do social media marketing? And second, what will success look like? Describe it in quantitative and qualitative terms and figure out how to measure it.

#5: MARKETING IS STILL (Just) MARKETING
Social media provides us a new set of tools and allows us to get information that was previously hard to come by. But, it’s still only marketing. So, you’ll still need to clearly define your brand and (unique) value proposition before it’s time to go out and promote. And, whatever you do, don’t do it in a silo.

#6: EXPECTATIONS ARE HIGH(ER)
Social media and digital marketing mean pull marketing vs. push marketing. A large percentage of buyers researches your offering online way before they ever talk to one of your sales people. If you can’t be found, you don’t exist. And if the user experience you provide is not good (e.g. on your website), it reflects poorly on your brand.

#7: KNOW YOUR AUDIENCE
As always in marketing, the key to the kingdom is closely tied to knowing your audience really really well. What are their needs? What information do they want and when? Where do they go to get their information? Who influences them? Position yourself via outcomes not features.

#8: B2B SOCIAL MEDIA WORK
“85% of business decision-­‐makers said at least one social media channel is important when making technology purchase decisions”, according to Forrester Research.

#9: FOCUS
Ruthlessly prioritize your activities. There are so many channels and so many tactics you could apply, and they might all work well – but you probably don’t have the resources. So do your homework and focus on the areas that promise the highest ROI

#10: KNOW “Your Stuff”
It’s easy to talk a good game, use the buzzwords and pretend to know what you do. Reality is, to succeed, you need in-depth knowledge of the social channels you are focusing on, what strategies work and how to implement the tactics

Be sure to check out the SlideShare presentation, available below: