Advantages of social media marketing for B2B brands

2022-03-07 by Ronn Torossian
social media b2b

Social media marketing can provide significant benefits to a business. B2B brands are investing more and more into social media platforms. For B2B brands that want to retain customers and increase their loyalty, social media marketing is critical. Social media marketing, if implemented properly, can lead to fantastic outcomes, like those described below.

Drives traffic

Social media or digital pr platforms help businesses connect directly with their target audience. They play an important role in directing people to the right places. The social media platforms used by a business should express its value proposition. There are chances that prospective customers will visit a company’s social media pages before moving to their website. Free demo sign-ups and landing pages are important in getting people to places where a business wants them to be.

Exposure

Social media platforms allow businesses to engage in dialogue with existing and prospective clients. How a business responds and interacts with consumers on social media creates an impression. Relevant and consistently high-quality content will be shared by the target audience, who will share it with their audience, thus leading to increased exposure. For instance, Twitter allows businesses to have interactions with other businesses which might have been difficult to reach otherwise. Twitter provides a lot of reaches and allows content to have more visibility with the help of industry-relevant hashtags.

Impacts SEO

When a business shares links across social media platforms, it increases brand exposure. Other than links, web mentions and the use of keywords leads to improved search engine rankings. For instance, using backlinks not only leads to domain authority but also leads to a higher ranking.

Most target customers are on social media

For a B2B brand, it is no longer enough to have a website and a company LinkedIn page. That is because today most customers are on social media platforms, where they expect to find industry news. Customers are on social media platforms looking for articles on thought leadership. They are also reading reviews and trying to assess how a business handles customer service. These days, customers are largely digital-savvy, and if they don’t find a business on social media platforms, chances are they will move to their competitors who have a more robust online presence.

A personalized customer experience

Social media platforms help considerably in delivering the personalized customer experiences expected from B2B customers. Social media makes a brand appear more human, especially if it has invested time in developing an authentic voice and identity. B2B brands want to connect directly with the brands they want to do business with. Connecting and interacting with customers on a social media platform enables a brand to get a better picture of their needs. For instance, CISCO uses Twitter to share news and events on technology innovation. It also has different types of videos on YouTube, which deal with topics such as survival providers, industry solutions, and business trends. GE’s Facebook page appears to be extremely engaging as it is informative and entertaining.

Ronn Torossian founded 5WPR.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities