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How to Choose the Best Social Media Platforms for B2B Marketing

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Introduction

Digital marketing has grown tremendously over the last few years. In our B2B landscape, the significance of digital marketing has become paramount.

The reason? It has become a lot easier to communicate with prospects. There are also several channels that have come into existence, and B2B companies are now spoilt for choice. Be it SEO or email, there are plenty to choose from. However, social media seems to have won the race when it comes to popularity.

Want to write effective content for social media and generate more leads?

If you’re considering social media platforms for business, you’d be making the right choice as the numbers don’t lie. But where do you start? With so many social media platforms to choose from, the task to find the right one may become a daunting task!

Fret-not! That’s why we’re here to help. Identifying the right social media platform for your business can be easy if you know exactly what and who to search for. Before learning about which social media platforms for business work best for you, there are three things you should keep in mind:

1. Know your audience

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Without a clear definition of who your target audience is, your business is going nowhere.Not knowing your audience will prove to be a massive hindrance.

How you prepare content and develop your social media campaigns will be greatly affected by this. When you have a clear idea of who your target audience is, it is easier to deduce where they are and what they are looking for.

There are various ways by which you can find out who your target audience is.
You can conduct a Google keyword search to assess which network they are most likely to be active on. You could even watch your competitors closely to gather that information.

2. Define your objectives (for being on social media)

Before you figure out which social media platforms for business are right for you, analyze your objectives.

Ask yourself – what’s the purpose for you to run a social media marketing campaign?
Is it to grow your audience or to keep your customers informed about a new product/service?
Are you looking to boost traffic to your website or conduct market research before
developing your product?

By defining your objectives clearly, it becomes easy to find the right channel for your business. When you align your business objectives with your social media marketing strategy, positive results are usually the outcome.

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3. Assess your resources

What resources do you need to invest in if you’re looking to execute a successful social media marketing campaign?
Each social media platform is unique, and as such, employs different tactics to engage their audience. Each of these platforms requires the implementation of a specific set of skills and resources to execute a superior campaign.
Your aim should be not only to assess the right platform for your business but also find out the right resources needed.
Now, with appropriate allocation of resources and an extensive idea of your target audience, how do you determine which social media platforms for business are the best fit for you?

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Kick Start Social Media Marketing for your business

Here is an overview of the most popular social
media platforms for business, namely -

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Facebook

Overview

Demographics

How Facebook works for your business

What works for Facebook

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Has 2 billion active users

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70% of marketers choose Facebook to feature their ads

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The platform has 65+ million listed local business pages

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Most Facebook users are 25-34 years old

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It connects you with prospects from all around the globe

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The platform includes live streaming

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Facebook is the most targeted digital advertising platform

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Long-form content in the news feed

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Videos get more views than any other form of content

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Live streaming is prevalent and generates a lot of engagement

Overview

  • Has 2 billion active users
  • 70% of marketers choose Facebook to feature their ads
  • The platform has 65+ million listed local business pages

Demographics

  • Most Facebook users are 25-34 years old

How Facebook
works for your
business

  • It connects you with prospects from all around the globe
  • The platform includes live streaming
  • Facebook is the most targeted digital advertising platform

What works
for Facebook

  • Long-form content in the news feed
  • Videos get more views than any other form of content
  • Live streaming is prevalent and generates a lot of engagement

Recommended Reading

The B2B Sales Rep’s Guide to Facebook

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LinkedIn

Overview

Demographics

How LinkedIn works for your business

What works for LinkedIn

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Has a total of 590 million users out of which 290 million are active every month

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This platform performs 277% better compared to Facebook and Twitter when it comes to generating and converting B2B leads

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80% of B2B leads on social media come from LinkedIn

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73% of B2B companies use this platform to connect with clients and prospects

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61% of users on LinkedIn are 30 to 64 years old

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It connects you with decision-makers

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LinkedIn is the best place to be active for businesses

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It helps create brand awareness

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It is effective to conduct digital advertising on LinkedIn

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A range of content including whitepapers, eBooks, case studies and videos

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Sharing other people’s content that already has a fan base

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Any written content linked to your profile

Overview

  • Has a total of 590 million users out of which 290 million are active every month
  • This platform performs 277% better compared to Facebook and Twitter when it comes to generating and converting B2B leads
  • 80% of B2B leads on social media come from LinkedIn
  • 73% of B2B companies use this platform to connect with clients and prospects

Demographics

  • 61% of users on LinkedIn are 30 to 64 years old

How LinkedIn
works for your
business

  • It connects you with decision-makers
  • LinkedIn is the best place to be active for businesses
  • It helps create brand awareness
  • It is effective to conduct digital advertising on LinkedIn

What works for
LinkedIn

  • A range of content including whitepapers, eBooks, case studies and videos
  • Sharing other people’s content that already has a fan base
  • Any written content linked to your profile
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Twitter

Overview

Demographics

How Twitter works for your business

What works for Twitter

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Gary Vaynerchuk refers to Twitter as the “water cooler of our society.”

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There are 326 million active users

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Everyday more than 500 million tweets are tweeted

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It provides businesses a real-time channel for communication

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32% of Twitter users are 18 to 29 years old

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It is easy to connect with other businesses and decision-makers from all over the globe based on trending topics

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Twitter provides features for real-time customer service

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Each post’s time span is short, so experts recommend to put up multiple posts throughout the day

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Tweets with videos and images have higher levels of engagement

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Tweets that have two hashtags perform better compared to posts with none or multiple hashtags

Overview

  • Gary Vaynerchuk refers to Twitter as the “water cooler of our society.”
  • There are 326 million active users
  • Everyday more than 500 million tweets are tweeted
  • It provides businesses a real-time channel for communication

Demographics

  • 32% of Twitter users are 18 to 29 years old

How Twitter
works for your
business

  • It is easy to connect with other businesses and decision-makers from all over the globe based on trending topics
  • Twitter provides features for real-time customer service

What works for
Twitter

  • Each post’s time span is short, so experts recommend to put up multiple posts throughout the day
  • Tweets with videos and images have higher levels of engagement
  • Tweets that have two hashtags perform better compared to posts with none or multiple hashtags
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Instagram

Overview

Demographics

How Instagram works for your business

What works for Instagram

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Has 1 billion active monthly users

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2 billion likes occur on the platform daily

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Thursday is the most suitable day to post on Instagram for all B2B brands

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Follower growth for Instagram grew at a rate of 33% by the end of 2018

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55% of users on Instagram are 18 to 29 years old

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You can showcase your product/service using visually appealing images and videos

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Direct messaging allows you to connect with businesses from all over the globe with ease

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High-quality images are the USP of Instagram

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Motivational quotes related to business witness high levels of engagement

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Using hashtags increases engagement levels

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You can give a more detailed description of product/service with Instagram stories

Overview

  • Has 1 billion active monthly users
  • 2 billion likes occur on the platform daily
  • Thursday is the most suitable day to post on Instagram for all B2B brands
  • Follower growth for Instagram grew at a rate of 33% by the end of 2018

Demographics

  • 55% of users on Instagram are 18 to 29 years old

How Instagram
works for your
business

  • You can showcase your product/service using visually appealing images and videos
  • Direct messaging allows you to connect with businesses from all over the globe with ease

What works for
Instagram

  • High-quality images are the USP of Instagram
  • Motivational quotes related to business witness high levels of engagement
  • Using hashtags increases engagement levels
  • You can give a more detailed description of product/service with Instagram stories

Grow your
Business on Instagram

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YouTube

Overview

Demographics

How YouTube works for your business

What works for YouTube

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Has 1.9 billion users.

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2nd most popular search engine after Google.

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Businesses upload more than 100 hours of video on YouTube every minute.

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With the rising popularity of video marketing, YouTube has become one of the best platforms to host video content

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The platform is free, and marketers can add as many videos as they want to.

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