Social Media Marketing (SMM) for B2B companies often means one thing – attracting new leads.
But what to do with them then? You want them to visit your website and other resources, explore the content, get interested, and enter the shopping funnel. SMM should provide it.
Potential customers brought in from LinkedIn, Facebook, and Twitter does not have to take your product or service seriously unless you let them down. By using a clever strategy, you can create a customer experience that will make your offerings attractive to your customers by generating more traffic.
Traffic is a key indicator for determining the effectiveness of SMM. The research says that almost a third of traffic to websites is attracted by social networks, and this figure will only increase. Therefore, B2B marketers or social media marketing agencies must be able to work in this direction.
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Chances for Success with Social Media
Effective social media marketing is a carefully planned strategy and system of action. It is more profitable for business owners to order website promotion on the Internet, entrusting this task to specialists. This will eliminate the risk of wasting money due to ignorance of the intricacies of promotion.
The success of an advertising campaign on social networks is determined by the following actions:
• Analysis of the Target Audience of the Business
This allows you to define the style of communication with the audience, needs and problems that will help solve the product or service of the company. This is a key stage on which the success of further stages of promotion depends.
Forming an avatar of a potential client, taking into account the age, gender, profession, income level, interests, hobbies and other nuances. This will allow you to effectively build interaction with the target audience and correctly present a product or service.
• Determination of a Suitable Social Network
Knowing the target audience and the specifics of the product will help you choose the right promotion option. Some goods or services are effectively promoted in all social networks. Promotion of others will only be effective at one or two websites.
• Purpose of Promotion
SMM involves calling the target audience to perform a certain action: making a call, leaving an application, registering for training, subscribing to a newsletter.
• Budget Planning
It depends on the scale of the project, the number of required coverage and the people involved. An important condition is the justification of expenses and the effectiveness of the actions performed.
Prepare Your Internet Resources to Work with Social Networks
Most likely, you already have your own internet resources. First of all, this is a site with content that describes the product and sells it to potential customers. In addition to the website, you probably have a corporate blog with various content. But all these resources should not be in a vacuum. Even with effective search engine optimization, you still need to establish your online presence. Most often, social networks are used for this purpose.
A huge number of potential buyers communicate on social media every day and the companies that grab their attention end up bringing them to their site. Why don’t you do the same? But first, your Internet resources must be prepared to work with social networks. Here’s how to do it:
• Use Social Buttons on Your Blog
They allow users to share your content on social media with just one click. Result? Potential customers will see your content, become interested in it and go to the website.
• Use Calls to Action (share) in Your Content
Readers may not even notice social buttons, so it’s worth reminding them of this in the content. Some plugins allow you to highlight a piece of text so that users can share it on Twitter, or create a pop-up inviting you to share what you read on social networks.
• Allow Users to Leave Comments and Respond Quickly
Some blog writers still make the mistake of blocking the ability to comment on articles. Dealing with spam will take you some time, but the ability to leave comments will become a significant part of the relationship with your company for users. If you respond quickly to their messages, your visitors will be more loyal to you and will be more happy to share content with friends and colleagues.
• Link in Content to Your Social Media Profiles or Discussion Groups
If you are discussing interesting topics with clients on social media, it makes sense to share this on your website as well. When and where it is appropriate, link to social networks, and do not limit yourself to just one resource. Consumers need to be aware of your social presence. You can post links below videos, in emails, infographics, and other content. Remember, the more followers you get on social media, the more roads you will build to your content.
Determine from the outset that all your online resources will be linked to and fully integrated with your social media presence. This is important not only for potential customers but for all consumers in your sales funnel.
Use Social Media Posts to Drive Traffic
Once online resources have been linked to social media, the next step is to evaluate profile posts and make sure they attract users to your website. Of course, you want to strike a balance between managing your brand’s social media presence and bringing them to your site. The following tips will help drive traffic:
• On Social Posts, Offer Access to Restricted Content
Whatever you do, such as e-books, white papers, or research reports, will improve consumers’ attitudes towards your brand and increase its value in their eyes. They will be able to access them through posts on social networks leading to landing pages. Study the publication calendar and choose a specific time to post such posts.
You can also make such materials available only through a link from social networks. But before that, it is worth evaluating your customer profiles and the most successful channels to increase the level of attraction and conversion.
• Use Keywords
This will help potential customers find your content through the search function (not to mention other SEO benefits), leading to more traffic. On Facebook, you can search for phrases related to your occupation to determine the most popular ones.
For Twitter, sites like hashtags.org can help you sort hashtags by popularity and find the most relevant ones for your content.
• Use Ads
Social media advertising is a quick way to increase traffic. If you want to draw attention to a particular product, you can publish a post with a striking image and an enticing headline.
Optimize the Site and SMM Based on the Results Obtained
You now have a site merged with social profiles. Plus, social media posts drive leads to your site. It’s time to optimize both of these channels. First, you need to make sure that the site is engaging consumers and ultimately converting them into customers. Using analytics, identify the most effective content and pages that are attracting the most traffic.
After that, try to develop more of this type of content. Plus, A / B tests your content, specific elements on the landing pages, and other aspects of your site to ensure that every detail is effective and contributes to higher conversion rates. There are three (among others) useful metrics to measure social media performance:
• Social Traffic
Social media traffic metrics can help you identify the most effective posts to drive customers to your website.
• Click-through Rates
They will help you determine which posts are attracting more clicks. It is possible that some of them are not effective enough contrary to expectations. Try to use more enticing titles, attractive images, and other elements to keep users engaged.
By measuring social media conversions, marketers can understand how much leads and money these channels are driving them. Use these metrics to analyze the impact of social media on web traffic.
Always remember; Increased social traffic = confirmation of the effectiveness of SMM.
Attracting quality traffic significantly affects the effectiveness of the entire marketing strategy. Leads will turn into customers, which means that sales will grow, thereby strengthening the position of your brand in the market.
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About The Author
Morris Edwards is a Manager at Awebstar, a leading social media marketing company in Singapore which is dealing with web design & development, mobile app development, SEO, and more. Connect with him on Facebook, Twitter, and Awebstar.com.sg.