While it is indisputable that social networks are essential for B2C, skeptics still wonder if it’s interesting for B2B companies to venture into Social Media. The answer is clear: this is a big yes! Generating new leads and increased sales, precise audience analysis: social networks form a complete and innovative marketing tool , essential in the B2B world. Focus on their strengths and trends to watch in 2016 …
Convince increasingly by social networks
Social networks are crucial tools lead generation. Your competitors are probably already over, perhaps they are already part of 92% of registered sellers who expect an increase in sales revenue in the next 12 months. According to an independent study conducted by Feedback System , they are also 62.4% to report an increase in sales, while marketers who ignore social media are only 41.2% have seen their sales increase.
It is then to establish an editorial charter for these social networks to align the publication of a rich educational content, to choose where to focus its efforts and ensure that your business master good practices. An infographic published by Oktopost indicates that over 80% of B2B leads generated by the Social Media come from LinkedIn . It would only not recommend investing this professional social network, both in discussion groups related to your industry and in your official corporate page. Do not neglect the latter: on average, the posts published on these pages have a conversion ratio 17 times higher than for groups!
Big data and social networks: a laboratory for analysis 2.0
If you know the basics of inbound marketing and digital prospecting , you know that one of its fundamental is to know your prospects on the fingertips to anticipate their questions and respond with greater efficiency . In this sense, social networks are huge observational and analytical laboratories: you will find a plethora of highly accurate datas on your prospects (name, function, sector, location …) and trends, allowing you to focus your efforts around best practices.
Indeed, in 2011, humans have created about 2 Zo data on the web, or 2 million TB: a staggering figure that is increasing every day exponentially. In 2016, to address the era of big data, so use of social monitoring services to listen to his prospects, and developed a strategy of Social Scoring that does not stop at pure data collection. B2B companies and will conduct a more accurate segmentation of potential customers , mapping their communities.
The trend is toward predictive analysis : Crimson Hexagon, a powerful Big Data research actor also offer reporting services, for example, proved that he was able to predict within 15% of the revenue generated a film by analyzing what is said on Facebook and Twitter. In a B2B perspective, we can now use this data to analyze the buying intentions of its prospects, identify its competitors, and thus keep a perpetual ahead.
New waves on which Social Media surfer in 2016
It retains three novelties that will undoubtedly revolutionize your Social Media B2B practices:
- LinkedIn Pulse : previously reserved influencers, this application LinkedIn, open to all users since last September, promises to be an essential tool of your inbound campaigns. It publishes its own products, taking advantage of increased visibility, precise setting of the target audience, and a data collection system. One more marketing wealth to exploit this great social network!
- Periscope : the new Twitter app for streaming video promises to make sparks in the marketing teams who are not afraid of the immediacy of social media. Live conferences, streaming live interviews or demonstration of products and solutions to you to see how to use this new social technology, soon be available to everyone on Facebook;
- Promotional campaigns by employees (or employee advocacy campaign ) to new tools, new marketing strategies. Who better to talk about your business and share its content … your employees? The new trend made them your mailing strength: after homogenized their speech, they will be lawyers in your firm sponsors its services or products on their personal accounts. This is what a hundred employees IBM has sought to do last year: they laid daily at their disposal six IBM publications that they could choose to relay or not on Facebook, Twitter and LinkedIn, following particularly careful rules .
In 2016, so please keep an eye on social networks and new features that could be the new string to the bow of your B2B success !