According to a research by Genius.com and BtoB magazine, 5 out of 10 business-to-business (B2B) marketers aren’t using social platforms like blogs and Twitter. Facebook is slightly more popular with about 58% using the giant social-networking site for marketing purposes. (This re-affirmed an earlier study that highlighted Facebook’s effectiveness.)
Unsurprisingly, LinkedIn, a professional social-networking platform, where user base mainly consists of high profile executives and people who’re more business oriented, is used by 75% of the respondents. 94% also use marketing analytics like Google Analytics or sentimental analysis to keep track of their digital performance.
Through chats with several B2B marketers, I observed that most don’t see the need for a social media strategy. The reason? Because laymen users, like you and me aren’t within their targeted list of audience.
Yes, laymen don’t bring a B2B focused company direct revenue. But it mustn’t be forgotten that we are the ones who would eventually consume the product, your product. Paying some attention to us helps build awareness and improve your branding. If we were to buy more, your distributors would have to take more orders from you. Now, isn’t that revenue?
More B2B Marketing Resource
1. The Big B2B Social Media Marketing Plan
2. 5 B2B Companies and Luxury Brands On Social Media
3. 5 B2B Social Media Marketing Benefits
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