Is demand generation the most important part of the B2B marketer’s job? Well, you might say so – because if there isn’t any demand for your product or solution, there’s no point to the rest of your marketing activities.
Once you decide that you want to develop a community for your customers, what’s the next step? You can start by answering these questions:
Are there any B2B companies today who aren’t using social media? Probably not very many. But while most B2B organizations are using social media, many are still not using it as effectively as they could be. In many cases, beliefs that their customers aren’t using social, or even concerns about risk and compliance are holding some B2B companies back. And even for those B2B marketers who are actively using social, calculating the marketing ROI for social media programs can still be a challenge.
Unlike in secondary school, likes on your B2B Facebook page aren’t just about how popular you are. Instead, they’re a key metric in your Facebook marketing strategy. When somebody likes your B2B Facebook page, they’re initiating a relationship with your company and signaling an interest in doing business with you. So how do you keep increasing your Facebook likes and strengthen your engagement?
Do you blog? Many B2B marketers consider blogs the most important form of content that they produce, and a key element in social media for business. In a survey of 5,000+ marketing professionals across the US, UK and Canada, researchers found that 49% of B2B marketers responsible for social media strategy described blogs as the most critical format they use to reach audiences – ranking blogs higher than podcasts, video, live video or other visuals.