3 Reasons B2B Execs Should Embrace Social Media
For the typical c-suite executive, your day is spent doing a myriad of things to keep the business running smoothly and long story short — you don’t have time to waste. As a result, many B2B execs have cast social media aside, considering it to be a waste of their time or a medium “for young people”.
The truth is, B2B executives can find immense value in social media — if you’re using the right social networks in the right ways.
Here are three valuable ways B2B CEOs can use social media.
1. Find and attract leads
Social media is a great way for executives to find leads through an outbound strategy and attract leads through an inbound strategy. LinkedIn in particular is the perfect social network for finding and attracting new clients.Through LinkedIn’s robust search functionality you can find other business executives with specific titles within the market you’re trying to go after. For example, if you’re an executive at an engineering firm that specializes in MEP work in the healthcare industry, you can use LinkedIn to find operations managers at healthcare institutions within specified geographic locations. Then you can reach out to them to start a conversation or arrange an in-person meeting or phone call.
Through the Publish Posts feature, you can attract new leads. LinkedIn reviews posts you publish to your page, scans them for keywords and then categorizes them by topic so that people can easily search and find your content. By writing engaging and informative posts that position you as a thought leader, you will be seen as an industry expert by potential clients who are active on LinkedIn. Now you may be thinking, “I’m way too busy to write a blog post on LinkedIn!” That’s okay. Enlist someone from your marketing team or at your agency to draft the posts on a regular basis about topics you’re interested in and qualified to discuss. Then all you have to do is review, edit and approve!
The great thing about LinkedIn is that it’s a professional social network – everyone is on the network with the intentions of making new business connections, so they will be more receptive to outreach from you. Think of LinkedIn as a softer, friendlier form of internet-based cold calling.
2. Connect with people after networking events
You’ve just gone to an industry conference and exchanged business cards with a number of people who could be good prospective clients, employees or vendors. Great! Next step? Find and connect with them on social media.Connect with prospective clients on LinkedIn and send them a personalized message to keep yourself and your company top-of-mind. Search for potential employees on LinkedIn to see their credentials and find them on Twitter, Facebook, Tumblr, etc. to see what they talk about on the internet and to make sure they could be a good representation of your brand before you initiate additional conversations with them. Find vendors on every social network to evaluate their expertise, visit their website and learn more about what they can potentially offer your company.
3. Keep an eye on the competition
Social media is a great medium through which you can evaluate what your competitors are doing and how they’re increasing engagement within their target audiences.If your competitors are on social media, you should be regularly reviewing their posts to make sure you’re up to date on how they’re connecting with their clients, what they’re offering prospective clients and how the industry is responding to it. You can learn from their successes and mistakes, and take those learnings back to your team.
If your competitors are on social media and you’re not — you’re probably missing out on a significant opportunity to deepen engagements with clients, leads and prospective employees.
Interested in learning more ways you can use social media for the benefit of your B2B company? Give us a shout at firstname.lastname@example.org.