LISTEN TO ME!!!!
Okay, so last week I gave you the basics on exactly which social media networks are important for business, and how to use them. But you are still not listening to me… you still haven’t exactly made a 100% full effort stab at social media. Why? Maybe you don’t think it’s important for your industry? WELL IT IS.
You are a B2B industry with zero focus on consumers. Yep you’re right.. social media is not for you then. It would be a waste to create new business partnerships, improve search rankings, create loyal relationships, and all that horrible stuff. I mean come on, that’s not important. Do I sound crazy yet? Am I making you sound crazy? YES? Great!
- More than 56% of B2B acquired new business partnerships
- Nearly 60% of B2B marketers saw improved search rankings
- About 53% of B2B marketers found social media helped them develop loyal fans.
Let’s take a specific industry for example, to make it 100% clear. The medical imaging industry, kind of boring for consumers right? These companies create machines such Fluoroscopy machines, ultrasound machines, scintigraphy machines, SPECT machines, etc. Anyway, now that I sound really smart lets go on. These companies then sell these machines to doctors and hospitals. Something consumers use, yes, but directly buy? No.
Why would they need to use social media?
Many doctors and hospitals use social media to keep up to date with the latest medical news. It’s an easy way to get a lot of information, in real time, all at once. Carl Miller, MD, radiologist at Johns Hopkins Medical Center used social media to learn about a new type of diabetes (Kaplan, 2012). Diabetes was not in this doctor’s specialty range, but it’s still essential to know it. Therefore, medical imaging companies could use social media to update doctors on how their machines could help and exactly how they work. They could take the time to quickly educate multiple doctors and hospitals all at once. No news release needed. You’re welcome for making your job easier.
It may be worthwhile for other business to find your company. Right? To do this it’s important to increase your company’s search engine ranking. Any likes from Facebook or LinkedIn, and any retweets from Twitter will increase your search engine rating on all major search engines (Patel, 2012). That’s why you
need to engage even consumers, although they may not be your target market. By creating “share worthy” content you could essentially become Google/Bing/others FAMOUS! No more karaoke needed… just social media!
Also the more followers or the bigger your fan base the higher you are on the search engine ranking
(Patel, 2012). So call grandma, set her all her friends and their family’s up a social media account and get followers! Lastly, follow those most notable doctors, the best hospitals, and anyone who is considered a
BIG DEAL in your industry. Getting those people to share your information by likes, shares, or retweets will be HUGE in getting your search engine ranking up (Patel, 2012). The bigger deal they are the bigger deal you will be. Time to impress.
Overall, when doctors and hospitals are looking for a certain product you sell.. you want your name to be the first to pop up on the search engine. Think about it…how many people really go past the first two pages. Honestly, I rarely even go past the first page.
The last social media site I want to talk about is YouTube. It can be huge when marketing for B2B. Here you can create commercials for other businesses or just informational ads about how your products work. Back to the medical imaging example: GE Healthcare has a number of commercials on their products, information on how their medical imaging machines work, and testimonials from users (GE Healthcare). This will be the best way for doctors to really see what the machine can do, and how it will help them without having to make a trip to see the machine itself. Before even initiating a meeting, doctors and hospitals can ensure is worthwhile.
These are only a handful of ways B2B can use social media. But I hope I’ve convinced it’s worth your time and effort!
You don’t have to believe me… but believe these guys! My references:
Joohnson, S. (2012, April 26). How b2b marketers are succeeding with social media marketing. Retrieved from http://www.business2community.com/social-media/how-b2b-marketers-are-succeeding-with-social-media-marketing-0170024
Kaplan, D. (2012, July 12). 6 ways for radiologist to use social media. Retrieved from http://www.diagnosticimaging.com/practice-management/content/article/113619/2089886
Patel, S. (2012, March 26). 3 steps to social media to improve your seo. Retrieved from http://www.searchenginejournal.com/3-steps-to-using-social-media-to-improve-your-seo/41672/
GE Healthcare. (n.d.). Youtube: Ge healthcare channel. Retrieved from http://www.youtube.com/user/gehealthcare?feature=results_main