B2B buyers are generally better informed than B2C customers, and they’re looking in digital spaces for any and all information about your products. It’s certainly a saturated market, with a lot of competition. That’s why it’s important to create a strategy that’s relevant to your industry, whether that’s industrial supply, or recycling scrap metal.
The buyer’s journey starts with awareness, and while social media campaigns are an obvious means to achieve that aim, that’s not all there is to it.
In the digital space, data is king, and for marketing purposes the more you know about your buyers the better. Social media is a fantastic way to interact with potential customers and learn about their needs.
Then, B2B companies can either create ads or posts with video tutorials featuring their products, case studies or infographics, just to name a few. These posts generate comments, likes and shares, and based on data that shows who does what, B2B companies can optimize future ads and posts to customer profiles that are more likely to convert to leads.
Think technical B2B buyers aren’t on social media? Think again. An Engineering.com survey found that 36 percent of respondents indicated they use social media to inform their buying decisions.
It can be extremely tempting to focus all of your marketing and social media strategy toward lead generation, but this is a mistake. While the ultimate goal is to generate leads, sometimes being overly aggressive toward that aim can have the opposite effect.
The reason is because much of a B2B company’s aim should be to build brand recognition. The rule of thumb for B2B companies is that they split their marketing budgets around 50 50 for brand recognition versus lead generation.
It can be tempting for B2B companies to focus their attention solely on lead generation, especially if in the short term. If leads fall off, adjustments can be made, but B2B companies should empathize with their customer base, knowing that you’re coming off too salesy if all you do is ask for their business at every contact point.
Brand recognition is ultimately your long-term growth strategy, as your ads and posts on social media can create an emotional connection with your buyers. These associations will last long into the future, and will help on an extraordinary level when times are lean for your industry, or help to soften the blow when you have to raise prices.
Think long term brand recognition isn’t effective? Think again. A report titled "The Long and Short of it," found that B2B marketers are twice as likely to succeed if they think long term instead of short.
Building trust through marketing is one of the key, if not primary objectives B2B companies should have in mind when creating social media content. Any digital marketing company worth their salt should know that ads and posts should be acknowledging and helping to solve your client’s problems.
That’s why you’re in business, right? You didn’t create a product or build a business that wasn’t necessary for your customer’s business to succeed. You created something that addressed their issues, and the content on your ads and posts should showcase that ability.
Just like with brand recognition, building trust and authentic relationships is a long term strategy. And while many marketing channels can contribute toward this goal, social media is a much better channel for positive results.
The reason is because much of social media is predicated on interaction and engagement, and having a dialogue with your customers and followers that shows you have their problems in mind is as good as a knockout punch.
Think building trust is less important than lead generation? Think again. A study by the Reputation Institute found that products only account for about one-third of a business’s overall reputation.
Commercial bathroom supplier Prestige Distribution was looking for digital marketing agencies in Chicago that could redesign their e-commerce site for a better user experience. Main Event rebuilt the site with a new look, higher performance SEO, and user-friendly navigation and product content.
A family-owned kitchen and bath remodeling company, Lotus Home Improvement wanted a Chicago digital marketing agency to migrate their simple HTML site to a CMS site they could update themselves. Main Event Digital optimized their site for mobile and added sales features to convert visitors to buyers.
Midwest Industrial Materials, a multi-location scrap metal recycling company, needed a digital marketing agency in Chicago that could give them a custom website with good SEO. Main Event redeveloped the site on a new theme, built out location-specific pages, and added sales conversion optimization plug-ins.
Main Event Digital is a Chicago-based digital marketing agency that specializes in B2B social media marketing. We’re hyper-aware of what industries should market on certain social media platforms, whether you’re a manufacturer of a few products, provide a service or distribute millions of SKUs.
Main Event Digital knows that Facebook has the most users, and LinkedIn is the destination for B2B decision makers, but we also can connect you to your local market using Alignable. Decisions around which platforms to use depend on a number of factors such as your reach and fulfillment.
But as a digital marketing agency, we also believe in the power of data, and will take the time to figure out which channels your buyers are using. Once we figure that out, we’ll create ads and posts that engage them where they are, but we’ll also identify new channels that haven’t been exploited.
And that’s the point of marketing, right?
We want to find you new customers, and engage with potential buyers while also generating leads for your sales teams. The balancing act is as tricky as hitting a speed bag one handed, but Main Event Digital has a seasoned team of experts that will strike that balance.
Main Event Digital can create and manage your social media marketing campaigns from beginning to end, and everything in between.
Main Event Digital creates ads and posts on social media that drives buyers to a Call To Action (CTA). As we strike a balance between long and short term goals, we will always have your bottom line in mind -- drive revenue by increasing sales.
Main Event Digital will always keep your brand in mind, but we’re not afraid to try new approaches to your marketing strategy. As our campaigns grow, we learn more and more about your buyers, and use this data to create ads and posts that address what we’ve learned.
The content in your ads and posts on social media can come in many different forms, and Main Event Digital will make sure your content is A+. We can help create videos of tutorials or demos of your product, articles that capture your buyer’s attention or market insights through infographics. With the right set of content, Main Event Digital can make you a thought leader in your industry.
Every social media platform is different, and requires a profile that tells buyers about your company, and dazzles them at the same time. Main Event Digital will work with you to learn about your brand, and make sure that the messaging we commit to includes your core values and objectives.
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