Do you still believe that social media marketing is only for B2C companies? Based on a recent study, your telecom, IT, or cloud company should take a second look at these platforms.
Ian Walsh, CMO of marketing analytics platform TrackMaven, spoke with the American Marketing Association about his company’s “2016 Social Media Impact Report: B2B Edition.” Following are some of TrackMaven’s revealing findings.
The Surprising Players in B2B Social Media Marketing
For the report, TrackMaven studied 500,000 social media posts and 100 million interactions to get a picture of B2B involvement. Biotech leads the pack in engagement with a healthy ratio of 12.46. With an engagement ratio of 10, financial services follows in second place.
Not All Platforms Are Created Equal
Many B2B brands believe their audience is primarily active with LinkedIn, leading them to post there almost exclusively. In terms of engagement, LinkedIn actually brings up the rear with a ratio of 1.09. Instagram is the champ, coming in at 22.53, with Pinterest boasting a ratio of 15.88.
According to Walsh, LinkedIn’s low rate is due to users including more job seekers than buyers. He goes on to say that companies are successful with Instagram and Pinterest because of the visual content and fewer competitors on these channels.
Quality Trumps Quantity
Your immediate instinct may be to broadcast your message over as many channels as possible. Walsh warns that this shotgun approach makes it difficult to determine which content is driving engagement. He recommends concentrating on the channels your target audience utilizes most frequently.
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