As per a stat by Backlinko, over 4.95 billion people are using social media as of October 2023. This is more than half the population that is a part of this ecosystem. This opens up great avenues for B2B and B2C companies to generate leads from these platforms.
However, like any other mainstream business saturated with players, multiple companies are marketing their products on these platforms. Does this mean no hope? Well, simply pushing social media posts without thought and adding as many hashtags with a subpar line is not the way to market products on any social media platform.
Instead, performing all these operations is half the picture. One needs to do all but with apt social media strategies as per the product or service and be innovative in offering them. Therefore, to further bring clarity, let’s start by exploring the best social media apps and then later on explore the different strategies.
The Best Social Media Apps for your B2B or B2C Business!
There are several social media platforms available in the market. However, selecting the right channels to market products and services is essential. Below, we have mentioned the must-have channels and whether they are ideal for B2B or B2C.
LinkedIn is ideal for B2B. However, it can be used for B2C in certain conditions, such as catering to a particular demographic, building brand awareness amongst the Gen-Z crowd, or generating leads.
Instagram is often used for B2C marketing, but it can be used for B2B as well. It helps B2B companies humanize the brand, thought leadership, build relationships, recruit talent, etc.
Twitter is ideal for B2C and B2B. The choice depends on specific goals, target audience, and content strategy.
Facebook is often seen as a B2C platform. However, it does have the potential to market B2B products.
Quora can be used to cater to both B2B and B2C audiences because its effectiveness is more inclined towards specific aspects of each category. This allows both B2B and B2C brands to put their case forward.
Basics of Social Media Marketing
Before jumping into implementing marketing strategies, it is essential to understand the basics that let you effectively use them. Therefore, let’s begin:
Understand your Audience
Most movies dealing with marketing and sales have this challenge: ” Sell this pen to me”. This might feel dramatic from an entertaining standpoint. However, the first rule is not to sell to someone who doesn’t want your product.
Similarly, it becomes essential for any marketing campaign to revolve around its target audience. One can not market an enterprise solution like a household product. It is important to bring this distinction and dig in as deeply as possible to understand your core audience.
Some ways to find your audience are
- Focus on the purchase pattern of people looking for products similar to yours.
- Find people who identify with the subculture of your product or service.
- Use analytics to figure out the demographic of people interested in your product.
- Create a target persona.
- Engage with the audience to learn what they want.
Choosing the Right Platforms
Choosing the right platform is another essential part of starting your marketing campaign. Not every social media platform is ideal for your products and services. The major distinction that one can create is to see the platforms that deal with B2B or B2C. Based on that, start with your campaign.
Everyone must have heard the phrase, “Content is King!”. It is true because your target audience interacts with it. Therefore, it becomes essential that you publish content relevant to your topic. Create images, videos, live streams, etc., that address your audience’s problem and share how your product can solve it. However, make sure that the tonality of content is based on the type of audience, i.e., B2B or B2B.
Engagement and Community Building
One of the most striking social media app features is its community-building capabilities and one-on-one engagement with the audience. Users can easily comment, like, or share your post on a social media platform. This expands your horizons and allows you to directly understand and engage your audience.
Some of the best ways to do so are
- Replying to the audience
- Conducting contests and sharing merchandise as wins
- Discount offers
- Seasonal offers
- Reposting your subscriber’s post that mentions your product or service, etc.
Social media platforms provide a plethora of analytical metrics to check. Metrics like reach, impressions, frequency, likes, comments, active followers, etc. These metrics will help you create an entire picture of the state of the marketing campaign. It will also further help push the efficacy of the social media posts, enabling more results for you.
Things to remember while checking social media metrics
- Don’t deal with it as a single source of truth.
- Compare metrics to benchmarks and with the competition to assess the performance.
- Track metrics to measure progress and areas of improvement.
- Use insights to adjust your content strategy and optimize social media campaigns.
Innovative Social Media Marketing Strategies in 2024!
The social media landscape keeps on evolving. It demands fresh and innovative strategies to stay ahead of the curve. Below, we have mentioned some strategies that might work in 2024 and take your marketing campaign to the next level.
Use AI tools to personalize content, recommendations, and ad targeting based on user preferences and behavior.
Generative AI content creation
Explore tools like ChatGPT and Bard to generate creative and engaging content formats. This can range from creating the outline to creating the first draft of the final post.
Master platforms with short-format content
Attention span is a huge issue, and that is where platforms like TikTok, Instagram Reels, and YouTube Shorts reign. Learn to create bite-sized, engaging videos that tell stories, showcase products, or offer insights.
Focus on user-generated content (UGC)
Encourage UGC by running contests or challenges. It is the content generated for the people by the people.
Experiment with live streaming
Live video offers a raw and interactive experience, perfect for hosting Q&A sessions, product demos, or behind-the-scenes glimpses. This could help leverage real-time interactions, furthering trust between the brand and its audience.
The Future of Social Media Marketing
In general, marketing Strategies is subjective, as is the state of social media marketing. It is poised to change, evolve with consumer behaviors, and technological advancements. Personalizing content and strategies fueled by AI and machine learning also enables more targeted and effective marketing campaigns. Also, the rise of social media commerce, user-generated content, and integration of AR and VR technologies are all innovative ways that will create an immersive and interactive marketing experience. However, for their brands, marketers need to adapt to these changing states and become a part of this ever-changing digital landscape.