Social Media to Drive B2B Sales


Consumer brands have been using social media for years. Collecting likes, creating conversations, providing incentives, and creating contests to engage the customers with the brand. Meanwhile, B2B brands have not been as quick to join the social media bandwagon. In the B2B workplace, social media is just as important as it is with B2C. However, B2B social media comes with its own unique set of challenges. It must go beyond gaining more followers, getting likes, and engaging in simple conversations. It’s all about building lasting relationships.

  1. Create a stream of continuous social engagement.

The first step to a successful B2B social media campaign is getting over the idea that posting once or twice a week is engaging your target audience. It is important to maintain a stream of continuous engagement. One touch to your target audience will not suffice. It is essential to have a continuous conversation and nurture the prospective client through the sales cycle. This process cannot happen with one 90-day campaign. Instead, plot out a series of engagements throughout the calendar year. This gives your prospects time to get to know you and warm up to your business and the products you sell.

  1. Be where your buyer is.

When you consider creating a social media strategy, it is unwise to think about a single network like Facebook or LinkedIn. It is important to keep in mind that your prospects are everywhere, and your social media campaign should cater to that. No matter what social media platforms you use, the brand experience should be consistent. Also, going mobile is key.  People are browsing the internet, reading emails, and interacting on social media on their cell phones more frequently with every year. It is important that your campaign is not only mobile accessible, but appears and feels like it was made for mobile. Bad mobile experiences cause prospect drop out.

  1. Attract B2B prospects with B2B incentives.

Attracting B2B prospects is different than B2C prospects. Social campaigns during their inception were focused on the B2C market, and involved extensive giveaways and product deals. These of course don’t work well in the B2B environment. B2B environments are less transactional and take more time to cultivate.  Incentives or discounts allow for you to see results immediately, whereas in the B2B environment, the buy occurs later. This is because B2B’s typically are working on a more extensive and complex sales cycle, which requires a good amount of education to the potential buyer. By posting and sharing relevant and interesting content, you are building a sense of trust and reliability with your customer. Your customer will grow to respect you as a knowledgeable person in the field and will be more likely to make a sale down the line.

  1. Measurement and Return on Investment

Let’s face it: tracking is key. You track your calls, forms on your website, and your purchases. It is essential to track your social media efforts as well! That way, you can adjust according to how your target audience responds. In social media, it’s not about hits. It’s about conversions. Nothing happens until someone sells something. In our next addition, we will speak more in depth about the importance of utilizing analytics in your social media plan.

Social media campaigns are the best way of creating better-qualified leads in the B2B environment. By implementing a social media strategy, businesses can gather data on their prospects and current clients and tweak digital marketing efforts if necessary. This allows for B2B’s to adapt to what their customer base wants and needs. That way, B2B’s have the time necessary to cultivate lasting relationships with potential customers and conduct more sales down the line.

Social Media for Manufacturers: Worth the Hype?


Let’s be honest: the typical customer of a manufacturer isn’t the most social media savvy person on the internet. Still, we know that social media is a necessary part of the modern business world, but it is really worth all the hype? The answer is yes, but only if it is used wisely.


Facebook at first may seem like a tough sell for manufacturers because the most successful company pages are typically B2C businesses. Since Facebook is a non-professional and personal network, it isn’t the first place people think to go when buying machinery, however, Facebook should not be ruled out by manufacturers. Facebook has a great influence over a business’ ability to drive traffic and also give the business a more “human” touch.

By creating a Company Facebook page, businesses can be found in simple searches. Likes on Facebook help determine how easy it is to find your company in Google searches. Facebook is also a great tool to follow industry partners, competitors, and potential customers. Posting regularly and building online rapport with your target audience is a way to give a more trustworthy, human face to your company .


Google+ is an incredible tool that allows businesses to enhance their search results by using social credentials and gaining influence. By posting articles to the company’s page, you can enhance your ranking on Google and your search listing. The key to making yourself stand out from your competitors is posting visual content. It’s true that pictures speak louder than words and visuals, especially personalized images, can greatly enhance your popularity online. Google+ Communities is an excellent platform to interact with the target audience and your industry. Through Google+ Communities you can participate in discussions, gain insight on competitors and your industry, and form relationships.


Twitter is arguably the most influential micro-blogging platform in the world. Utilizing Twitter gives manufacturers a means of engaging with millions of Twitter users worldwide. Twitter is a great way for manufacturers to reach out to members of the niche industries in which they belong. It is easy to engage with the target audience by sharing relevant content and interacting with the them directly. By using hashtags, you can tag your tweets to specific conversations and subjects, making your company more noticeable online. Also, you can search hashtags and find potential clients, leaders in the industry, and trade groups to follow.


LinkedIn by far the most influential way for manufacturers to connect with their target audience. Creating a company page is an easy process that takes little time. Invite your marketing, sales, and other employees to join the company page. Your employees are your brand ambassadors and will help you market your company and drive traffic to your company page.  Once your company page is up and running, it is important engage in industry groups. Make sure that you are participating in discussions and sharing relevant and engaging content on your page. There should be a balance between post about your company and relevant industry content. Nobody wants to be bombarded with a company continuously promoting themselves.

Social media is an integral part of any inbound marketing strategy. Utilizing social media allows manufacturers to stay up to date on their industry and generate sales leads. It also gives manufacturers an easy and inexpensive means of reaching out the target audience. Through the use of social media, manufacturers can build relationships and create lifelong customers, allowing their businesses to continue to grow.