- Over 56% of B2B marketers acquired new business partnerships through social media (compared to 45% of B2C marketers)
- Nearly 60% of B2B marketers saw improved search rankings from their social efforts (compared to 50% of B2C marketers)
- B2B marketers are more able to gather marketplace insights from their social efforts (nearly 69% vs. 60% of B2C marketers)
- The one area where B2B marketers significantly lag behind their B2C counterparts is in developing a loyal fan base. 63% of B2C marketers found social media helped them develop loyal fans, compared to only 53% of B2B marketers.
Observation: That last point is interesting - even though the percentage of B2B marketers that cultivated a loyal following on social platforms is less than B2C marketers, it's still 53%. That's over half who believed they had created longer term value from their social relationships in terms of loyalty. When you look at that in conjunction with the real, measurable effects of their social media activities - increase in organic SEO, better rankings on search engines, and worthwhile business partnerships, the question has to be, if 50% - 60% of businesses are seeing these benefits, why aren't the others?
In my opinion, it's simple - it's all about how you are approaching your social media. When you choose who you work with as social media marketing partners, you need to know they have experience of the sorts of campaigns that have created the positive effects and results we talk about above. Ask for testimonials and social media case studies when you talk to social media marketing managers and agencies and ensure that what you see confirms they can achieve real and meaningful results for your business.
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