Are you using social media to increase B2B traffic to your website? If not, it’s time to get active on these sites. Social media is part of the new way customers buy, so it should be a part of your marketing strategy. You may think that social media only works for B2C companies, but surprisingly, it can work even better for B2B companies. This is because B2B buyers are more influenced by reputation and word of mouth.
So how do you use your social media profiles to drive B2B traffic to your website? Here are some tips to increase your traffic.
Join Professional Networks
The goal of increasing your website’s traffic is to get more leads and sales, so it’s important that you drive the right traffic to your website. Good traffic consists of people who might want to buy your products now or in the future. To get this traffic, you need to use the social networks that your target audience is using.
For B2B marketers, LinkedIn is the most effective social network when it comes to getting leads. Over 80% of a B2B company’s social media leads come from LinkedIn, while the other major networks—Facebook, Twitter, Google Plus, and Twitter—only supply 19.67% of leads.
Why does LinkedIn drive such high-quality B2B traffic? It’s because LinkedIn is a professional network, and its users are mostly there for business purposes. Since LinkedIn users are in work mode while they’re browsing the site, they’re more likely to be interested in interacting with your company for business purposes.
Other social networks are more personal than professional, so they don’t generate as many leads for B2B marketers as LinkedIn does. You can still incorporate other networks in your strategy, just don’t forget about LinkedIn.
Share Useful Content
To give people a reason to follow your social network profiles, you need to share useful content. If you’re already creating content for your inbound marketing strategy, this is easy. Share your most useful and shareable content on your social networking profiles, and people will click through to your website.
Don’t feel like you can only share your own content. You can also share useful resources or tools that you think your target customers would appreciate, or articles about trending topics in your industry. This valuable content helps you attract followers in your industry who may be interested in your business’s products or services.
Start conversations about the content you’re sharing to engage your audience. Asking a question is an easy way to get a conversation started, and these conversations can build relationships. These relationships can then lead to increased web traffic for your business.
Have a Strategy
It’s not enough to occasionally share a blog post on your company’s social profiles and hope a few people click through to your site. To maximize the results of your social media marketing, you need to have a strategy. As the old saying goes, “if you fail to plan, you are planning to fail.”
To create your strategy, you need to understand your goals for social media. These goals need to be S.M.A.R.T. (specific, measurable, attainable, relevant, and time-based) since these goals are more effective. “Raise traffic” is a very vague goal, while “get 500 new website visitors from LinkedIn this month” is better. With a S.M.A.R.T. goal, it’s easy to check your website analytics and see if you’re on track or if you need to make adjustments.
A key part of your strategy is knowing who you’re trying to target. Look at your buyer personas and remind yourself who you want to reach, and craft updates that will appeal to those people. Then, use a calendar to keep track of which updates should be posted to which networks at which times. Consider using software that schedules your social media posts so you don’t forget to post your updates on time.