When social media first took off in the early 2000s, it was primarily a vehicle to connect friends. However, over time, businesses and companies began to view social media as an opportunity to connect to consumers. At first, only B2C companies dominated the space by using social media sites like Facebook, Twitter, and Instagram to develop their brand and generate content to lure in consumers. However, B2B companies are now entering the social media world, as a way to connect to their target markets.
According to a 2014 survey conducted by Kathleen Schaub of the International Data Corporation (IDC), 75% of 760 surveyed B2B buyers, and 84% of specifically B2B C-level/vice president (VP) executive buyers use social media to make purchasing decisions. it can be assumed these numbers have increased even more today, given that this data was collected five years ago and social media has continued to boom in popularity. In her summary, Schaub said,
“Salespeople have long leveraged offline social networks for recommendations, referrals, and revenue because the strategy is so successful…Now, sales professionals selling high-impact products or services (e.g., complex, expensive, important to the buyer) need to replicate their networking strategy online because social media is where peer conversations are happening.”
The best way for B2B companies to close deals is by developing personal relationships. In this day and age, those relationships are both beginning and developing online. B2B companies that do not use social media well are missing opportunities. But what exactly is the key to using social media as a B2B company? Content.
In 2018, Grayson Kemper, Senior Content Developer & Marketer at Clutch, a data driven marketing firm, conducted a survey of 380 B2B employees and found 88% consumed business-related content at least once per week. Of those employees, 85% found content through social media. This data highlights the truth that B2B companies must develop content and broadcast it through multiple social media channels in order to develop relationships in this new social media heavy world.
Companies like the Endurance Group provide the strategic tools businesses need to effectively engage in the social media space. The Endurance Group works with B2B companies to widen their customer pool by restructuring and managing their social media profile on sites like LinkedIn, Instagram, Facebook, and Twitter. In order to make a brand more inviting for potential new connections, our team of content developers create engaging and meaningful content in the form of blog posts, pictures, and invites that are designed to generate leads, and most importantly, increase client revenue.
Check out the Endurance Group website for more details on how we can help your company dominate the B2B social media space.