The year is 2020 and humanity has all but survived what could be described as the worst international disaster since The Great Depression. The silver lining for B2B companies considering digital marketing at this time in history is this: people have been spending a BUNCH of their time during the lockdown on social media. Marketing industry thought-leaders agree that social media is going to be an extremely important platform in the “new normal”. So, here’s how planning can lead to B2B social media marketing success, the best platforms to use for paid advertising, and examples of superb social media advertising skills in action:
Strategy + creativity + testing
B2B advertising isn’t as simple as uploading a picture, writing a few lines of copy, then waiting for the leads to roll in. Highly-creative adverts certainly are eye-catching to the news-feed scrollers, but creativity alone does not a hot lead make. It takes a combination of excellent strategy, high creativity, and data to succeed in the competitive B2B marketplace.
Platforms to advertise B2B
So, where are B2B marketers advertising? A study conducted by industry thought leaders, Social Media Examiner, examined B2B content marketers who used social media to distribute paid advertising in the past 12 months. Below are the most common social media platforms used by B2B marketers, and percentages of marketers that use them for B2B paid advertising:
It is evident from the above that more than two-thirds of digital B2B advertisers utilise LinkedIn, making it the most popular choice for anyone looking to start B2B marketing on a platform that seems to be working for others. While these stats might convince you that LinkedIn and Facebook are the only two social media presences you’ll ever need – we recommend you them all out at least once, track the campaign performances, and choose the ones that work best for your brand.