When concentrating on the B2B space there are 6 major platforms that drive social media marketing. While consistency across all platforms is essential to create a strong brand, each platform requires a unique touch in order to maximize engagement.
LinkedIn / Google+
Rather than promoting your company’s products or services, LinkedIn posts should focus on communicating solutions to your target market’s specific pain points. A post, article or link that provides value to your prospects is more likely to be read and will encourage readers to download premium content offers. Gated content should include more in-depth information, convey thought leadership and have enough value to convert visitors to leads. Do your best to avoid posting links without including relevant text that previews your content.
Facebook is a great platform for showcasing company culture, promoting blog posts and distributing company news. Facebook lends itself to a wide variety of posting options that can range from the silly to the highly informative. Facebook is now dominated by videos, memes, images and infographics as those types of posts drive the most engagement on this particular platform.
Unpolished content consists of posts that are spontaneous and speak to a certain event or occurrence. These posts allow you to capitalize on the newest trends and hot topics as well as show the personality of your brand. Examples include comments about an experience at a tradeshow, an ongoing sporting event or a charitable function. These posts work best on Twitter, as Tweets have a relatively short shelf life when compared with posts on other popular platforms.
Instagram is best used for showing off the personality of your brand and the highlights of your company culture. Charitable work, company gatherings and anniversaries should all be documented through Instagram. With so many options and easy access to information, establishing trust with potential clients has become more important than ever. Allowing your prospects and clients an inside look at your brand will drive brand recognition and customer loyalty.
YouTube
When marketing through YouTube you want to focus on communicating complex ideas that are more easily digestible through video than through written word. Product demonstrations and recurring educational series create consistent traffic and help to simplify the buying experience. Also noteworthy is the trend of watching videos with no sound. Always include captions so those that like to read along can do so.
Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry. For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.
