It’s been a little over a decade since the inception, but using social media for business has had a huge impact on how we sell services and products. Social media platforms are integrated into every part of our daily lives for most people, with users spending an average of two hours and 25 minutes a day on social media platforms.
Using social media for business should be part of your everyday tactics to engage with your audience. It allows you to
Talk directly to your audience.
The best part of social media is the conversations you can have with your followers. Talk to them, share useful information, and establish a relationship with your audience. They are the ones who will purchase from you.
Build brand trust.
Trust is essential to encourage followers to buy from you. Great content and engagement will help create trust signals.
Build brand awareness.
People need to know you exist before they can buy from you. Social media can help you get in front of potential audiences.
Generate sales of products and services.
Platforms such as Facebook and Pinterest can facilitate sales.
Demonstrate thought leadership.
Show your audiences that you know your stuff! Talk about it, show them your knowledge and why you are an expert.
Reputation will make or break a brand. A good reputation will encourage trust and purchases and needs to be built over time.
Reach a targeted audience.
Meet with those who are interested in you and what you offer. Social media can be highly targeted so you can reach those who are most likely to be your audiences.
Our online habits have changed in the last year with the pandemic with people spending more time online than ever before. Life has switched to a digital one and it’s expected to continue even after the pandemic. Using social media for business is no longer an add-on to your B2B PR and marketing strategy. It should be a central part of your plan.
Choosing the right social media platforms
Before you start posting on social media platforms, decide what the ultimate goal is. Each platform is used slightly differently and people have different intentions when they visit.
A quick overview of the main platforms used:
This is the main platform for B2B business building your network, generating leads, finding new employees, and creating connections with potential partners.
People use this platform to catch up on news and content from their connections, and they’ll also source news and information from the groups they follow. It’s the biggest social media platform in the world. While it doesn’t seem a likely place for B2B content, it’s good to have a presence here as your audience will be active on this platform.
It’s generally used as a place to source and communicate directly with brands. This platform is often used as a customer service channel by your audience – for B2B and B2C companies. Have a presence here and monitor for feedback as your audience will expect quick responses to their queries.
A platform that is great for companies to inspire and engage with their audiences directly. It also has the option to sell services and products, which can work well for B2C brands in particular.
Creating targeted campaigns
Start by deciding what the ultimate goal is for your business, such as more brand awareness or increased leads. Your ultimate goal will impact how you use and the content you create per platform. Using social media for business can be successful with careful planning ahead of posting.
Decide which platform(s) will be your focus, and start by reviewing your Google Analytics to understand which platforms are driving traffic to your website. Then check the social media platforms’ analytics to understand engagement, including what content is getting more likes and views? Which posts are being shared?
Most importantly, which ones are driving the most traffic to your site?
For increasing views and engagements, you will need to create content that resonates with your audience. It should reflect your values, brand, and ideally, show off your services/products. Consider:
- their pain points
- their needs and wants
- what they expect to see and hear from you.
Don’t forget to add relevant hashtags as hashtags will help your content be found.
Using social media ads for business
A targeted social media ad campaign will place your content directly in front of your target audience. It’s a great way to secure leads. Social media platforms can get very granular with audience details, perfect for businesses.
Using social media ads for business means you can also get granular when it comes to analysing the results.
They will need something of value to capture their interest and be useful to them. Use social media to direct them to useful resources such as white papers and videos. Offer them a snippet of the insight they can get from the content in the posts
Your next steps
Turn your social media into a powerhouse that works hard for you.