In the B2B space, there persists a belief that social media only works for B2C. This is because to date most have no proof it works for B2B. According to MarketingProfs and The Content Marketing Institute B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America, measurement is a key area where B2B marketers are struggling:
Only 21% say they are successful at tracking ROI.
New social media management solutions make tracking leads and identifying which social shares generate leads and conversion possible. Businesses that implement social media measurement tools have the advantage of focusing their time and resources where they get results.
Many still think social media only works for B2C not B2B. Interested in how many other B2Bs are using social media? All of the statistics below are specific to B2B and come from the above-linked 2015 research.
- 92% of B2B companies use social media content (beyond blog posts) as a content marketing tactic.
- 48% of B2B companies use social media ads to either distribute or promote content
- 42% of B2B companies use promoted posts – such as promoted posts on Facebook or promoted tweets – to promote or distribute content
- 41% of B2B companies say promoted social posts are the most effective paid advertising method to distribute content
- 38% of B2B companies say social media ads are the most effective paid advertising method to distribute content
Percentage of B2B Companies Using Each Social Network
- 94% LinkedIn
- 88% Twitter
- 84% Facebook
- 72% YouTube
- 64% Google+
- 41% SlideShare
- 33% Pinterest
- 24% Instagram
- 20% Vimeo
Most Effective Social Networks for B2B Content Marketing
- 63% of B2B companies say LinkedIn is the most effective social media platform
- 55% say Twitter
- 48% say YouTube
- 42% say SlideShare
- 40% say Vimeo
- 32% say Facebook
- 25% say Pinterest
- 24% say Instagram
- 20% say Google+
User data from social media management tool Oktopost agrees. Their user data indicates LinkedIn generated 80.33% of conversions, compared to 13.73% for Twitter, 6.73% for Facebook, and 0.21% for Google Plus. Further, their user data shows that B2Bs should be focusing on interacting in discussion groups because 86.30% of conversions were generated in groups versus 10.07% on company pages and 3.63% on personal profiles. Source of stats:
B2B Social Media Measurement
It is possible to measure not only which social network generates the most leads or conversions, but exactly what lead a specific piece of content generated. Once a lead is recognized, all touches with your creatives and social shares are recorded.
Drill down into exactly which post in which LinkedIn group generated a lead. Find out which groups never convert so you can focus your time on the ones that do. It is clear that LinkedIn produces the most leads and conversions. Sales teams have the additional benefit of knowing much more about each lead before contact.
Leads obtained from LinkedIn provide access to profiles which reveal major insights into their backgrounds, authority, and job descriptions. Their titles may indicate whether they are decision-makers. And you can use LinkedIn’s InMail to contact them.
It is unclear why brands are so focused on Facebook. Leads from that source often provide little information for your sales team to go on. You have to request connection which many reserve only for friends and family. Without being connected first, any message you send is likely to end up in a mailbox the user never sees.
B2B Social Media Case Studies
Still not convinced social media converts for B2B? Lee Odden of TopRankBlog compiled 12 B2B Social Media Case Studies with details on how these twelve B2Bs benefited from specific social media strategies. Here are examples of what some of these B2Bs accomplished:
- SunGard generated over 3000 leads in just 3 days
- Toshiba: 19,000 opens, 1,100+ clicks and generated 309 leads
- LivePerson: 800 downloads, 11% open rate with a 17% click-through-rate (CTR), generated 270 marketing qualified leads and cited as “the most successful e-book of 2013”
- LinkedIn: 10,000 downloads in less than 30 days, more than one-third by marketing qualified leads
Impressive conversion rates like these are attainable by using social media management tools that include the ability to measure results. Case studies provide ideas for what to test and what kind of results other B2Bs have been able to achieve.
If you’re like a lot of people, you want to have a million Twitter followers. Or, if not, you want a lot of them. But did you know that there are things that you can do to actually drive people away from being followers? Here are some of the mistakes that you can make on Twitter.
Not Utilizing Images
Using images in your Twitter posts will cause the tweet to use more space in the feeds and therefore they help with driving engagement. Tweets which include images have 200% more engagement when compared with those without. Although images aren’t appropriate for all tweets, it’s a good idea to use them when possible.
Not Using Hashtags
Using hashtags is one of the best ways that a business can insert itself into trending topics and conversations that are related. This also helps to double engagement. An example would be using #TBT or #throwbackthursday to become part of a huge regular conversation on Thursdays. It’s best to repost old advertisements or images rather than new ones since it’s called Throwback Thursday.
Only Using Twitter to Promote Yourself
Everyone on Twitter uses it to promote themselves in one way or another. That’s a given fact. But a big mistake that a lot of people make is just using it for promoting their business. Why shouldn’t you use it just for promoting your business? There are several reasons:
- It’s annoying to read. People don’t like following you just to have your business shoved down throats.
- It’s bad customer service. Give them information that is going to be helpful and they’ll come back.
- It doesn’t win you a lot of followers. Retweeting things that other people have tweeted will make you stand out and show that you care about others.
Only Posting Links to Your Content
This goes along with the above tip. Yes, you want to get people to read your stuff and yes you want visitors to your website. But you also want people to be interested in what you have to tweet. A good strategy is to find articles that other people have written that are related to your business or your own content. This should be content that is helpful to your followers and that people will find interesting. This is going to make more people follow you.
Only Posting at Certain Times
Yeah, we know you’re busy. But it’s not a good idea to post everything the same time on a certain day of the week. For one thing, it’s going to be annoying to your followers. For another thing, those tweets are only going to be seen by the people who go on Twitter at that time. It’s better to spread out your tweets throughout the day and week.
Not Starting With a Character
A lot of people on Twitter make this mistake – they start out a post with @username. So what’s the problem? When you start out with that, it means that the only people who can see this is you, the @username, and the people who are following both of you. To stop this from happening, you can put something like a period in front of it. So say you want to announce your new blog. You could say something like . @myblog is now live! Come see what I have to say.
Not Using Tweetable Quotes
Tweets about your new article are good. Direct quotes from your new article are even better! Want to take advantage of using tweetable quotes? There are two great tools that you can use to do this – Clicktotweet, which is free, and TweetDis, which is premium.
So there you have it, some of the mistakes that people make on Twitter. If you are always using Twitter for your business, there are a lot of tools that you can use. Here is an excellent article about Twitter tools and how they should be used to help you and your business.
Pinterest analytics are still in their infancy, compared to other social network data tools. Considering how new Pinterest is, that is to be expected. While there are plenty of tools out there to choose from (we looked at five here), there has never been a breakdown of the best from all of them. Until now.
Brandwatch has put together a report releasing information on nine different analytic tools for Pinterest, comparing them based on features, strengths, weaknesses, and their overall usefulness as a data gathering platform. It is the most comprehensive look at Pinterest analytic services that has been published.
Their findings were fascinating. Let’s take a look at what they had to say about each of the services they examined.
- Services With Owned Profiles: Pin. Web Analytics, Ahalogy, Curalate, Cyfe, GoPixel, Piqora, Tailwind, ViralTag, and Viralwoot.
- Services With Multiple Users: Ahalogy, Curulate, Cyfe, Piquora, Tailwind, ViralTag.
- Pinterest API: Pin. Web Analytics, Curulate, Piquora, Tailwind.
- Services With Free Plans: Pin. Web Analytics, Cyfe, GoPixel, Tailwind, Viralwoot.
Top 3 Platforms By Features
The three platforms that had the most features were Curulate, Piquora and Tailwind. All three also achieved 4/5 star ratings from Brandwatch on quality of their platform.
Of all of the services, Curulate was the only one that had all features scored, though it did not provide a free plan. It does have a free plan for users interested in trying out their application.
Both Piquora and Tailwind have all but one feature scored, the first missing Keyword Listening, the second missing Promoting Pins/Advertising.
All three held up much better than Pinterest’s own analytics dashboard, which scored only a 2/5 rating. While it is free, it only has a small handful of features, and no advanced data.
Bottom 2 Platforms By Features
The two lowest rated platforms in the report were Viralwoot and Piquora, both gaining only a 1/5 rating.
With Piquora, the low rating seems to be due to the price versus the missing features, which would otherwise justify the $1,500+ per month price tag. It doesn’t provide Historic Data or Competitive Data, and all other features can be found for the same price or less from better platforms.
Viralwoot, on the other hand, misses most key features. To be fair, this is due to the new release of the tool, as it is still a startup being developed. As it is free, you can’t complain too much about that. But it doesn’t allow you to see any Pin Metrics, Website Traffit/Referrals, and you have to build a community. It also doesn’t offer Historic Data or Competitor Analysis.
This is a great report written by a knowledgeable company that did their homework. Every tool is analyzed deeply, and you can get a real feel for how they work long before you try them. If anyone is considering spending money on a monthly plan from one of the better tools, it is a good idea to look through this report to find what fits your needs and budget best.