Social media marketing at the heart of the customer
Many people know the quote ‘If you’re not on social media, you don’t exist’. But nobody knows where it comes from. We feel the same way. What is much more exciting, however, is whether this provocative statement – in the context of B2B online marketing and lead generation – is true. The answer here is clearly ‘no’.
As an agency that also specialises in social media marketing, we have clients who manage perfectly well without social media activities. We support these customers in acquiring leads and new customers via their website and Google Ads, without there being an urgent need for social media marketing.
As a general rule: Make yourself noticed!
Other companies, on the other hand, do not even realise the growth potential they are missing out on if they continually neglect social media activities. It is therefore absolutely necessary to assess each case individually. In most cases, our recommendation is: utilise the power of social media to increase your brand awareness and gain reach and leads ‘on the side’.
In addition to LinkedIn, social media platforms such as Facebook, Instagram and Pinterest also offer many B2B companies the opportunity to get in touch with their target group in a targeted manner. We work with you to develop the best strategies for acquiring new customers, expanding and interacting with the network and managing traffic.
Social Media activities: Posts, tags and reels ...
Do you offer added value with your social media content and create informative, target group-specific and solution-orientated content? Is your social media presence authentic, consistent & interactive? Get on the road to success with the right formats.
Social media posts and stories
Social media posts and stories help companies in the B2B sector to build visibility, brand trust and customer proximity. Regular presence and an open demeanour are two of the principles for success.
Platforms such as LinkedIn and Instagram make it possible
- to show expertise,
- share specialised knowledge and
- to make targeted contact.
Content, reels and video
Compared to other media, social media marketing is based on very specific standards. Visual content such as graphics, reels and videos are particularly eye-catching and often make ideal use of the generally short attention span.
Which formats are best suited to present complex topics
- attention-grabbing,
- understandable and
- comprehensible and appealing.
Social media ads
With social media ads, you can reach your target persons in a particularly targeted manner. LinkedIn and Meta (FB + INSTA) offer precise targeting options according to industry, job title and company size, which minimises losses.
Success factors for target group-specific targeting include
- maximum relevance,
- high-quality content and
- clear CTAs (call-to-actions).
Social media tagging
Strategic social media tagging increases the reach, interaction and visibility of posts. Tagging companies, partners or relevant people in posts increases the likelihood that they will share or react to posts.
For this type of network maintenance, you should take care to
- only use relevant tags,
- use them sparingly and
- evaluate reactions.
“Why social media? Marketing is no longer about what you produce, but about the stories you tell."
Seth Godin, Online Marketing Experte
Quelle: www.welovecontent.de
Social Media KPI: How to correctly evaluate measurable success
Regular posts offer insights into your company. Direct communication with contacts and followers is also ensured. Storytelling and a little humour should not be missing …. Then you’ve done everything right! And what do the figures say?
Likes, shares and tags
Likes, shares and tags are the ‘currency’ of social media, as they determine the value and reach of content. They are metrics for engagement and prove how relevant a post actually is.
Really important and easily analysable KPIs are
- likes (recognition & positive feedback)
- shares (basis for organic reach & virality) and
- tags (network and visibility boost).
Brand Awareness
Social media marketing is essential for B2B brand awareness. Companies can not only make their expertise and solutions visible, but also make their own brand more tangible.
Success in expanding the brand awareness can be measured, for example, in
- reach, impressions and CTR (click-through rate),
- engagement rate, follower growth and
- hashtag performance, mentions and tags.
Brand Trust
In addition to brand awareness, trust in your brand is at the centre of all social media activities. Building brand trust should therefore be high on your agenda.
Success can be measured through metrics such as
- Engagement quality, mentions and recommendations,
- dwell time & direct customer feedback and
- user-generated content.
Followers, contacts and subscribers
In the B2B sector, the quantity of followers is less important than the quality of the community. For example, a company may have many followers who do not interact or do not belong to the target group.
Followers only bring real added value if they are
- are decision-makers and potential customers,
- provide reach as industry experts and
- interactions generate leads in the long term.