Social media use can undoubtedly help B2B marketers reach their audience. According to a report I came across on Business 2 Community, research has revealed that 91% of B2B marketers use social media as part of their marketing strategy, with 58% of them saying that it has helped boost sales after using it for a period of over three years.

Unfortunately, there´s no one-size-fits-all solution when it comes to choosing the right social channel for your brand. Seeing as businesses come in all shapes and sizes, there will be certain networks better suited to reaching your target audience. Considering the increasing number of social media platforms, marketers definitely need guidance as to which platform is best for them. Business 2 Community suggested the following:

First of all, to achieve best engagement levels, B2B marketers have to choose platforms with larger user bases, as well as use relevant messaging. According to a recent survey by Gleanster, the top B2B performers say that best platforms to reach their target market are LinkedIn, followed by Twitter, YouTube, SlideShare and Facebook. Yet this ranking should not be used as the only criterion; B2B marketers should also consider other factors. For example, it´s useful to know that Facebook has brought success to tech industries, consultancies, caterers and services to businesses. Pinterest, although not included in the ranking list, can be very useful for visually-driven brands.

When considering which platform is best for you, it´s a good idea to see what social media choice your competitors have made and how successful they are. You could also engage in online conversations with buyers to find out their preferences about a social media platform. You might also consider making a short survey among business customers via an email entitled: ´Which social platforms does your business use?´

Do you have any tips to add? What are your favourite social networks for your business, and why?

Ben Hollom

January 28, 2014