In the world of brand marketing, the online space is starting to feel a bit crowded and competitive. The sheer number of brands, companies, and products vying for attention means that any company not actively promoting its brand is likely to get lost in the noise. And there is a lot in the gift card and loyalty industry.
Fortunately for businesses, there are plenty of tools available online which can help them get an edge over the competition by reaching out to new customers. Social media marketing has become increasingly popular with B2B (Business to Business) companies looking to develop brand awareness, establish the company’s authority with potential customers, and eventually drive sales.
Kevin Scott, Head of Sales Solutions at LinkedIn EMEA, was reported saying in 2015 that “90% of B2B decision makers never respond to any form of cold outreach.” When asked how brands can respond to this massive shift, Scott said that 75% of these top buyers are moving to social media to guide their decision-making process.
The Power of Social Media Marketing
If your company hasn’t embraced social media strategies, you could risk becoming like a brick wall. You see your competitors find success with their content marketing campaigns and engaging on social media platforms; it may feel like they’re out to get you. Do not fear; there is no need for this passive aggression (we promise). Social media can be a great tool for you to reach out to your target audience.
In today’s digital-first marketplace, building brand awareness and authority with your customers is more important than ever before. When developing a social media strategy, it is crucial to carefully consider the tools and channels that you choose.
Just because competitors are all over your space doesn’t mean you can’t stand out. You just need to know how to stand out in ways that work today – and keep you on your toes for trends tomorrow.
After all, if we didn’t have competitors, we wouldn’t have our businesses! Our competition provides us with a proof of concept after all. But how do you differentiate yourselves and cut through the noise? It’s time to get creative with your outreach if you are going to make an impact.
Here are some tips to help you develop a successful social media strategy for your B2B brand:
Know Your Brand Personality
Who are you? What do you represent? Why should I care as a consumer? Answer these questions and use them to develop your brand personality.
An excellent way to start rising above the noise in your market niche is to have a standout brand personality. Take some time to really think about what makes you stand apart from the competition – only then will you be able to share those unique qualities with your customers.
You can even generate content ideas by simply brainstorming new ways to talk about what makes you different. The more clarity you can bring to your brand’s identity and purpose, the easier it will be to create engaging content that converts!
Choose Your Social Media Channels Wisely
Once your brand is ready to engage, it’s time to get online and post engaging content!
Here is where many B2B brands go wrong in their marketing. Knowing that social media marketing is critical to your success is only half the battle. Knowing how to use social media effectively is key.
The channels that you choose to invest in may depend on what type of product or services you offer and your target audience. Your critical demographic may be just as likely to interact with you on Twitter, while another group of people may prefer LinkedIn.
If your product is visual in nature, consider investing in Instagram or Pinterest. These are great places to share photos and videos of what makes your brand unique. If you sell a service that curates information for its customers, consider sharing relevant articles, blog posts, videos, and infographics through your Twitter account.
Showcase Your Authority
Buyers are more likely to trust your content if they see that you know what you’re talking about.
If you are going to meet potential clients online, you need to prove that you offer value.
Connect with people that have clout in the industry by collaborating on content with them or simply sharing their work on your social media channels. Your company should be involved in the conversation about your business category. Research from Salesforce reports that 74% of buyers decide to buy when a brand offers true value to the sales conversation.
Authority-building is best done through content marketing. Create and give away free content that is valuable and engaging to your target audience. The more people who engage with you, the more likely they are to look for information about interacting with you.
Get Transparent Online
People prefer a company that is genuine and relatable. Being transparent about who you are, what your company does, and why people should buy from you will help build trust with your customers. One of the best ways to quickly stand out from the competition is to be open, honest, and human.
Include People in The Conversation
Here’s a social media pro-tip: people love to see people, and they love being part of the conversation online!
You should consider hosting live Q&A sessions on social media channels such as Facebook and Periscope that allow you to communicate with customers and prospects directly.
Consider inviting your existing customers into these discussions so that they can share their own personal experiences using your product or service. You can also encourage prospects to follow along and pose questions that can be answered in real-time.
Get Creative with Your Social Content
Social media is all about pushing the limits. Experiment with video, GIFs, or photos to engage your audience in new ways. You are bound to come across some fresh ideas when you see what other businesses are doing.
You can even utilize gift cards and incentives in your social media campaigns to move your sales forward. Trying out different strategies and staying up to date with the latest tools will be critical to your B2B social media success.
Supercharge Your Social Media with The Gift Club
Did you know that 75% of B2B buyers and 84% of C-Suite executives use social media when making a purchase? That’s right — social media marketing isn’t just for brands targeting individual consumers.
Social media is one of the most popular ways for B2B brands to market their product or service. By applying these strategies, you can develop a successful social media presence that will help you stand out from the competition and establish your authority in your industry’s conversation.
If you are ready to take the next step in your brand marketing journey, consider partnering with The Gift Club! As an industry leader in branded marketing services, The Gift Club offers co-branded social and email marketing services to companies in the gift card, incentives and loyalty space looking to maximize their exposure and brand awareness.
Our expertise can help brands in the Gift Card, Incentives, Reward, and Loyalty industry take their effectiveness further in a saturated marketplace. Get in touch today to find out how we can help you reach more potential customers with your B2B marketing campaign.
