It’s no secret that B2B businesses often times struggle with putting together innovative social media campaigns. I think the word that’s most often used when describing B2B is “unsexy.”
There are a lot of challenges in the B2B space, but the most common use for social media among B2B companies is plain and simple: to build awareness.
According to recent study from CMI and MarketingProfs, social media is the most popular tactic for B2B content marketers at 87%, but the confidence level in its results is not high. Under the question of what have been the most effective B2B content marketing tactics in the same survey, only 49% of B2B marketers rate social media effective or very effective. This puts social media in last place, just below tactics such as contributed articles on other websites and developing microsites.
In the C-Suite, that low level of confidence in social media campaigns may have rubbed off. Another study shows that a shocking 43% of B2B companies admit that their CEOs “never consider” their social media reputation when making decisions. (That could be because they still haven’t come up with a way to correlate social media numbers with business results.)
Superb B2B Content Marketing
For some great examples of B2B content marketing, you should browse some of the winners at the 2013 Killer Content Marketing Awards, where B2B companies were rewarded for all kinds of unique efforts, from a zombie-themed campaign to thought leadership. In most of these award-winning campaigns, however, a sound social media strategy for optimization was noticeably absent.
Spotlight Communications has created an interesting social media infographic that contains statistics about which social platforms B2B marketers are currently using the most and how they are using them. Twitter and LinkedIn are the most-used social networks in the B2B space, so there’s also some more specific numbers about how B2B marketers are finding success there.
Are you a B2B marketer? If so, what platforms are you engaging on? How effective has social media been for your company? Here’s how B2B companies are using social media: