Best social media platforms for B2B marketers
According to a study by the Content Marketing Institute, 83% of B2B marketers are using social media as a content marketing tactic.1 With a continuously-evolving landscape of channels used to distribute content, how do you decide which ones are right for your business?
While B2B marketers still see email as the most important platform to overall content marketing success, LinkedIn ranks higher than all other social platforms, followed by YouTube, Twitter, SlideShare, Facebook, Instagram, and Google+.
Here we explore the four top social media platforms for B2B marketers, plus how you can use each channel to drive immediate results. Read our Social Media Pocket Guide for additional insight or check out our Social Marketing Management RFP Checklist to help choose the right social management technology.
There are more than 675 million professionals on LinkedIn,3 and they’re doing more than just looking for new jobs. They’re reading status updates, clicking to view articles, and, most important, converting to leads. In fact, 80% of leads sourced through social media for B2B marketers come from LinkedIn.4 Additionally, if you’re looking to educate prospects on the value of your solution, LinkedIn drives more traffic to B2B blogs and websites than Facebook and Twitter combined.5
How to drive B2B marketing results on LinkedIn: Make content marketing on LinkedIn a priority, amplify your messages through employee advocacy, and reach your target audience through paid ads.
When asked which channels they use to distribute content, 77% of B2B respondents listed Twitter.6 Although the use of Twitter is down 8% since 2014,7 it still ranks second in the list of top social media platforms. Marketing leaders and their CEOs understand that it’s an efficient and effective way to get out their message.8
How to drive B2B marketing results on Twitter: Through tailored audiences and re-marketing, reach prospects who have already expressed interest in your business. Target ad campaigns to website or mobile app visitors or upload your own list of prospect email addresses and phone numbers.
Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership.9
- Twitter for Executives
Like Twitter, YouTube has become less popular with B2B marketers than it once was, but it still ranks as the fourth most important channel by which to distribute content.10 While the once ubiquitous social sharing platform has faced stiff competition from Twitter and Facebook native video in recent years, it remains a great video search engine.11
How to drive B2B marketing results on YouTube: Optimize your video for maximum exposure so that your videos will display prominently in Google search results, drawing in more traffic and establishing your brand as the “go-to expert.”12 Focus on educational or how-to videos that explain your business’s unique value proposition.13 Keep them under three minutes long with optimized titles, relevant keywords in your tags, and a corresponding transcript. Lastly, use unobtrusive YouTube annotations with strong calls to action that promote your website or latest product offer.14
A well-optimized video can be displayed prominently on Google, drawing in even more traffic and helping you to establish yourself as the go-to expert.15
– Search Engine Land
Forbes has called SlideShare, which was recently acquired by Scribd,16 the quiet giant of content marketing because most marketers have yet to tap into its full potential,17 despite the fact that it receives 500% more traffic from business owners than any other social platform.18 Since Google indexes every presentation on SlideShare, a large part of that traffic comes from organic search.
How to drive B2B marketing results on SlideShare: Once you’ve extended your brand identity to your SlideShare account with the profile customization tool, make SlideShare part of every campaign by sharing presentations, videos, webinars, and infographics. Embed lead forms into your slides, or guide your reader to the next step by linking your website. Lastly, use SlideShare’s free analytics reporting to determine what’s working and what’s not.
SlideShare receives 500 percent more traffic from business owners than Facebook, Twitter, YouTube and LinkedIn.19
– B2B Marketing
Learn more about the top social media platforms and how to optimize them with our Social Media Pocket Guide.
1 Content Marketing Institute - Content Marketing Takes a Turn for the Better: New 2017 Research
2 Content Marketing Institute - Content Marketing Takes a Turn for the Better: New 2017 Research
3 LinkedIn - Statistics
4 LinkedIn - 10 Surprising Stats You Didn’t Know about Marketing on LinkedIn [Infographic]
5 LinkedIn - The Definitive Guide for Marketing on LinkedIn: New for 2017
6 Content Marketing Institute - Content Marketing Takes a Turn for the Better: New 2017 Research
7Adweek - 85% Of B2B Marketers Use Twitter [Infographic]
8 Twitter - Best practices for B2B marketers on Twitter
9 Twitter - Best practices for B2B marketers on Twitter
10 Content Marketing Institute - Content Marketing Takes a Turn for the Better: New 2017 Research
11 Brightcove - Best Practices in Social Video: How to Use YouTube for Business
12 Search Engine Land - Video Optimization: Do Not Underestimate The Power Of YouTube
13 Forbes - Are You Maximizing The Use Of Video In Your Content Marketing Strategy?
14 Search Engine Land - Video Optimization: Do Not Underestimate The Power Of YouTube
15 Search Engine Land - Video Optimization: Do Not Underestimate The Power Of YouTube
17 Forbes - SlideShare: The Quiet Giant Of Content Marketing
18 CMO - 15 Mind-Blowing Stats About SlideShare