B2B marketers often struggle with how best to use social media, especially since it is challenging for them to determine the ROI of social media. Research firm eMarketer queried several B2B marketing experts and put together a list of five solid tips for how to benefit from social media. Among them are these two bits of useful advice:
- "B2B buyers take their time researching, consulting and getting approvals before making any decisions. ...Rather than using social media to drive direct sales, B2Bs should leverage it to share valuable content and position themselves as subject matter experts throughout the buyer journey."
- "...B2Bs can build niche decision-maker communities where questions are answered and industry-specific matters are discussed. The reach may be smaller [than larger social media networks], but with more room for one-to-one conversation, the impact could be greater."
The article concludes that "taking a more consultative approach to social media could have a big payoff for B2B companies." Read the entire article here.
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