In addition to these factors, corporate communication plays a decisive role, especially the choice of marketing tools. The Internet is an indispensable means of communication. However, a mere web presence is no longer enough. Today, a presence on social platforms is crucial to success in the B2B sector. In this blog post, ONELINE lists seven convincing reasons why social media is indispensable in the B2B sector.
The use of social media in the B2B sector has risen sharply in Switzerland in recent years. Nine out of ten Swiss companies are already active on social media (Statista). Most companies hope that this will increase the visibility and reach of their brand. In addition to the established platforms LinkedIn and Facebook, Swiss companies are also increasingly using video portals such as YouTube and visual platforms such as Instagram for their B2B marketing. LinkedIn, as the leading platform for business contacts, is used most frequently.
7 reasons for social media in the B2B sector
In recent years, social media has become an indispensable tool for companies of all sizes. This also applies to B2B companies, which can use social media to achieve a variety of goals. The seven most important reasons for using social media in the B2B sector in 2024 are explained in more detail below:
1. Customer Acquisition:
Social media offers B2B companies the opportunity to reach a large audience of potential customers and target them with relevant content and messages. In contrast to traditional marketing channels such as print or TV advertising, which are often impersonal and expensive, social media enables direct and cost-effective interaction with potential customers.
Strategies for customer acquisition on social media:
- Create informative and engaging content: Provide potential customers with valuable information that can help them solve their problems. This includes blog posts, infographics, white papers and case studies.
- Use of social media ads: Targeted ads can help you reach the right audience and spread your brand message.
- Participate in industry forums and discussions: Position yourself as an expert in your industry and connect with potential customers.
- Organize online events: Webinars and livestreams are a great way to inform and engage potential customers.
2. Strengthen Brand Awareness:
Social media is an effective way to strengthen brand awareness and build a positive brand image.By having an active presence on social media, companies can present their brand and values to a broad target group and stand out from the competition.
Strategies to strengthen brand awareness on social media:
- Develop a consistent brand identity: use a consistent logo, profile pictures and colors on all social media channels.
- Create engaging and creative content: Share content that captures the attention of your target audience and reflects your brand’s values.
- Engage with your community: Reply to comments, questions and messages and participate in conversationsCollaborate with influencers: Influencers can help you promote your brand to new audiences.
3. Build Customer Loyalty:
Social media allows companies to engage with their customers and build relationships with them. By answering questions, participating in discussions and offering customer service, companies can strengthen customer loyalty and improve customer satisfaction.
Strategies for customer engagement on social media:
- Provide excellent customer service: respond quickly and professionally to inquiries and complaints.
- Create exclusive content for your followers: Offer your followers access to exclusive content, offers and discounts.
- Organize competitions and prize draws: Create fun and excitement for your community.
- Follow your customers on social media: See what your customers are saying about you and your products and respond to them.
4. Lead Generation:
Social media can be used as an effective source of lead generation. By using social media ads, landing pages and forms, companies can capture relevant contact information from potential customers and funnel them into the sales process.
Strategies for lead generation on social media:
- Create landing pages with relevant offers: Offer potential customers valuable content in exchange for their contact information.
- Use social media forms to capture leads: Simplify lead generation for potential customers.
- Organize webinars and live events: Provide potential customers with valuable information and the opportunity to ask questions.
- Use a strong call-to-action: tell your followers what you want them to do next.
5. Market Research:
Social media allows companies to gain valuable insights into the needs, interests and opinions of their target audience. By monitoring social media conversations and analyzing social media data, companies can better tailor their marketing strategies to the needs of their customers.
Strategies for market research on social media:
- Monitor relevant hashtags and keywords: see what your target audience is talking about you, your industry and your competitors.
- Analyze social media data with tools: Use social media analytics tools to collect and analyze data.
- Conduct surveys and polls on social media: Ask your followers directly about their opinions and needs.
- Join industry forums and discussions: Learn more about the challenges and interests of your target group.
6. Employee Recruitment:
Social media can be used as a platform for recruiting talent. By creating career pages on social media and participating in job boards, companies can reach potential applicants and strengthen their employer brand.
Strategies for recruiting employees on social media:
- Create engaging career pages on social media: showcase your company culture and job openings.
- Participate in job boards: Reach potential applicants on relevant platforms.
- Share job vacancies on your social media channels: Make your vacancies known to a wide audience.
- Use social media ads to target talent: Reach potential applicants with relevant ads.
7. Competitive Analysis:
Social media allows companies to monitor the activities of their competitors and adjust their own marketing strategies accordingly. By analyzing social media profiles and content, companies can identify trends and gain a competitive advantage.
Strategies for competitive analysis on social media:
- Identify your key competitors: Create a list of companies that are competing with you for the same customers.
- Analyze your competitors’ social media profiles: See what content they post, how they interact with their community and what kind of ads they run.
- Compare your social media activities with those of your competitors: Identify areas where you can improve your performance.
- Use the insights gained to adjust your social media strategy: Develop a strategy that will help you stand out from your competitors.
Social media offers B2B companies a variety of opportunities to achieve their marketing goals. Companies that use social media effectively can improve their customer acquisition, strengthen their brand awareness, build customer relationships, generate leads, conduct market research, attract employees and optimize their competitive analysis.
It is important to note that social media is not a panacea. To be successful, it is important to develop a clear social media strategy that is aligned with the company’s specific goals. In addition, it is important to create high-quality content that is relevant and engaging for the target audience.
Trends and Developments
The social media landscape is constantly evolving and new platforms and trends are also gaining importance in the B2B sector. TikTok, originally known as a platform for creative short videos, is increasingly being used by companies to share innovative content and reach a younger target group. Instagram, with its visual possibilities, is ideal for presenting products and services as well as for employer branding.
New developments such as live videos allow companies to interact with their target group in real time and provide authentic insights into their work. Influencer marketing is also gaining in importance: B2B influencers can serve as credible advocates and significantly expand the reach of companies. Social listening, i.e. monitoring and analyzing conversations and mentions on social media, helps companies to better understand customer needs and react more quickly to trends. These developments underline the fact that a dynamic and innovative social media strategy is essential for B2B companies to remain competitive and operate successfully.
Updated: 30.05.2024
