Social mediamarketing for B2B ecommerce

If your eCommerce organization wants to grow, the use of social media is indispensable. According to figures from Curalate, 76% of consumers even buy products featured in social media posts by brands. B2B customers are also increasingly using social media to stay informed about innovative developments and make purchases. In this blog, we will discuss the benefits of social media usage for B2B e-commerce and provide examples of organizations effectively utilizing it.

The benefits of social media in B2B e-commerce

Why should your organization use social media? "Because other companies are doing it" is, of course, not enough. We list the key benefits for you.

• Increase Visibility and Brand Awareness: Social media posts allow you to reach a wide audience and build more brand awareness. Posting content regularly and using relevant hashtags help reach the right audience.
• Strengthen Customer Engagement: Social media provides a unique opportunity to respond directly to customers. For example, use interactive content, respond to questions, and strengthen your relationships.
• Generate Leads: Share blogs, webinars, and downloadable content on social media to attract more potential customers.
• Thought Leadership: By sharing valuable and informative content, you position yourself as an expert in your field. This is also known as thought leadership.
• Targeting and Personalization: Social media platforms offer advanced targeting options to reach specific audiences. You can develop specific campaigns and ads tailored to interests and previous interactions with your brand.

So, using social media has several benefits, but there are pitfalls as well. For instance, people may respond to posts with questions. Therefore, it's important to have someone on your team who monitors these interactions and responds when necessary. It's crucial to respond personally, not too formally, as social media users want to connect with people, not just a company.

Examples of social media usage in the B2B sector

To fully capitalize on all the benefits of social media usage, you need a strategic plan that aligns with your organization's objectives. That's why we share three examples of B2B companies effectively leveraging the possibilities of social media for their organizations.

HubSpot: Thought Leadership and a Personal Communication Style

HubSpot uses LinkedIn and Instagram to reach its audience of marketers and sales professionals. They share valuable content in the form of educational blogs, guides, and webinars. This not only demonstrates their expertise but also adds real value to their customers. They complement this with humorous videos and images to reach the younger generation and add a personal touch to their online presence.

Adobe Strengthens Customer Engagement with Interaction

Adobe also uses social media to strengthen customer engagement. With a focus on visual content, Adobe maximizes the opportunities of Instagram, such as images and videos that make your screen colors pop. They also share essential tips for creatives to use the software optimally. Under the Instagram posts, Adobe takes the time to respond to follower comments, addressing questions about subscriptions and features.

Salesforce: Consistent Brand Message and Relevant Content

Salesforce uses both LinkedIn and Instagram with a consistent brand message focused on continuous technological advancement. The organization shares a lot of tips, information, and thought-provoking questions about A.I., creating interaction while sharing relevant knowledge with the target audience.

A Step-by-Step Guide to Effectively Use Social Media

To further assist you, we provide a step-by-step guide to effectively use social media. Follow these 5 steps and make a flying start in 2024!

• Step 1: Define your goals and target audience. With a clear understanding of what and who you want to reach, create targeted content that aligns with the preferences of your followers.
• Step 2: Choose the right platforms!
• Instagram is ideal for visual content.
• LinkedIn is perfect if you want to focus more on content.
• TikTok is particularly useful for publishing short video content and reaching a younger audience.
• Facebook is especially effective for building communities.
• Twitter is ideal for sharing short updates and news.

• Step 3: Share blogs, webinars, and downloadables on social media to attract more potential customers.
• Step 4: By sharing valuable and informative content, you position yourself as an expert in your field. This is also known as thought leadership.
• Step 5: Social media platforms offer advanced targeting options to reach specific audiences. You can develop specific campaigns and ads tailored to interests and previous interactions with your brand.