Although it takes consistency, social media provides a chance to build awareness, and gain trust and credibility to ultimately drive free trials & demos to grow your sales pipeline.
The way that customers research and purchase products have changed dramatically in recent years, and B2B SaaS needs to change the way they market their products if they want to stay ahead of the curve.
“Recommendation-based marketing is changing and now relies more heavily on engagement. Luckily, prioritizing engaging content doesn’t have to be costly.
Working with influencers can be a cost-effective alternative to Google Search or Shopping if you understand the audience and a given influencer’s niche well enough.” wrote Kristy King; the senior director of client growth at Nativex, regarding Tik Tok, the popular short video social media platform.
One of the biggest changes that B2B marketers need to make is in the way they use social media.
In the past, B2B companies have used social media primarily as a way to post product information and announcements. However, customers are now using social media to research products and connect with brands on a more personal level.
As a result, B2B marketers need to start using social media to build relationships with their customers and create a more human connection with their brand.
Here are some of the social media trends that we need to be aware of:
As you can see, social media is changing the landscape of B2B marketing. The emergence of social media in the B2B marketing landscape requires marketers to use social media tactically.
In recent years, we've seen the rise of social media influencers. These are people with large followings on social media who can help to promote your products or services, as well as highly knowledgeable industry experts with a platform and network of like people.
In 2023, we're going to see the rise of micro-influencers. These are people with smaller, but highly engaged, followings on social media. They can be more effective than traditional influencers because they have a more personal connection with their followers.
In fact, according to Lee Odden’s TopRank Marketing blog, 86% of B2B brands are successful with influencer marketing! The results were based on a survey of 1,000 marketers from across the globe who have been using influencer marketing for at least one year. The study was conducted by TopRank Marketing and sponsored by Influenster, an online community where people share their favorite products and services.
Odden says that “influencers can be great content creators or brand ambassadors, but they should not be confused with the people who are actually creating and producing the content.” He adds: “Influencer marketing is a very effective way to reach your target audience, but it requires an understanding of how influencers work, what motivates them, and what makes their followers tick.”
If you want to stay ahead of the curve in B2B marketing, you need to start using social media to build relationships with your customers. And micro-influencers can help you do just that.
Micro-influencers have an engagement rate of about six percent, while influencers have an engagement rate of only one to three percent according to a study by Marketing Charts.
This means that micro-influencers are more effective at getting people to engage with your brand.
Micro-influencers are more affordable than traditional influencers. You can often get a better return on investment from a micro-influencer because you're paying them less! Utilizing BOTH paid and organic content from social media can help draw new leads as well.
An article by Izea has top B2B influencers to keep your eye on, someone on the list that should be noted is Jason Falls. Jason is a digital strategist focusing on social media marketing. He’s an author, public speaker and micro influencer in the B2B scene. Falls has worked with some of the most renowned B2B companies including GE Appliances, General Motors, and many more. It’s important to be on the lookout for micro influencers like Jason Falls, who can elevate your company to its full potential through social media.
Micro-influencers are more likely to engage with their followers than traditional influencers. This makes them much more effective at promoting your products or services on social media. If you're not already using social media to connect with your customers, now is the time to start. And if you are using social media, now is the time to start thinking about how you can use micro-influencers!
Video is one of the most powerful tools that B2B marketers have at their disposal. In a recent study, it was found that 70% of B2B buyers watch videos when researching products, according to Think with Google. Video allows you to show your products in use and demonstrate their value to potential customers. In 2022, we have seen more B2B companies using video to connect with their target audiences.
As seen with the huge success of TikTok, short video content has made its way to bigger corporations. Businesses have been using Bumper ads, six-second video ads designed for social media platforms. These short and strategic videos are an excellent way to engage with potential customers and increase brand awareness. If you're not already using video content in your social media marketing strategy, now is the time to start!
Research shows that short videos for advertising purposes are becoming increasingly popular. In fact, a study by Cisco found that globally, internet video traffic will be 82% of all consumer internet traffic by 2022, up from 73% in 2017. These numbers show that now, more than ever, businesses need to be using video content to reach their audiences.
Some tips for creating effective video content are:
There are many different types of videos that businesses can create, such as Bumper Ads, product demonstration videos, how-to guides, and more. The important thing is to create content that is relevant to your audience and offers something of value. If you're not sure where to start, take a look at some of the videos that your competitors are posting. See what's working well for them and try to adapt those ideas for your own business. Remember, it's important to be unique - don't just copy what others are doing! And, if you find that your competitors are not posting, not getting good engagement, etc. be the pioneer in your niche industry and deliver awesome content!
If you want some inspiration for Bumper ads, product demonstrations, and how to guides - look no further. A Bumper ad can be anything from this video by Spotify, which is unique, colorful and eye-catching with a simple call to action - to something simple like this short clip by Invision using a skeeball game to personify frustration for growth. Slack created this product demonstration video to show how clear and easy it is to set up a meeting, which is powerful, and demonstrates how to use their app to the fullest. This video by Survey Monkey includes the newest parts of their software, as well as how to connect survey monkey’s services to slack!
Social selling is the process of using social media to build relationships with potential customers and close sales. In a recent study, it was found that social selling is twice as effective as traditional selling methods. We expect to see more B2B companies using social media to sell their products in 2023. Ways to successfully sell socially as a B2B SaaS Company are to :
Create valuable content...
This includes blog posts, infographics, videos, and more. Figure out just who your target audience is, and what they want to see. A company that’s done just that is Intel. Intel’s “How Wonderful is That?” campaign video includes a famous internet gamer, an internet comedian’s viral story, and even a KPop Girl Group, lumping together so many audience interests in one successful video.
As consumers become more comfortable sharing personal information online, businesses must adapt to meet changing customer expectations. In fact, research indicates that 83% of people trust recommendations over advertising when making purchasing decisions. This shift toward transparency has led many companies to embrace social media as a way to connect with their audience and engage with their potential buyers.
Though some consumers are becoming more comfortable with sharing their personal information, this doesn’t go for everyone. In a recent survey conducted by the Ponemon Institute, nearly half of respondents said that they would be less likely to purchase goods or services from an organization if its privacy policies were not up-to-date. This means that even though many people may have already shared their data online, there are still plenty who haven’t yet done so. If you want to gain access to these untapped markets, you need to get ahead of the curve and start collecting customer data today.
Just because social media is becoming more popular doesn't mean everyone understands how to use it properly. To ensure that your efforts are effective, here are five trends that will shape the future of B2B marketing.
Today, there are a variety of ways to do this. You can start by posting relevant content and interacting with followers on social channels. Then, you can leverage third-party data sources to learn about your audience's demographics and interests. Finally, you can reach out directly to your audience via email campaigns.
In recent years, we've seen a decline in traditional lead generation methods such as cold calling. While some companies still rely heavily on telemarketing, others prefer to focus on nurturing leads and developing long-lasting relationships with their customers. One way to accomplish this is by leveraging social media. For instance, according to an article by Hootsuite, LinkedIn’s ad reach grew by 22 million people in Q4 of 2021. Social Media is constantly growing, you should be too. When people see that you're responding to their comments, questions, and concerns, they'll feel more inclined to interact with you and potentially buy your products or services.
In the past, social media success was largely based on trial and error. But with the ubiquitous nature and universal access that companies have to data analytics, businesses can now track their progress and optimize their content accordingly. By using data to understand what works and what doesn't, brands will be able to create more targeted, effective content that resonates with their audience. This will lead to more engaged followers and better results overall.
If you're not already using data to improve your content, now is the time to start. There are a number of free and paid tools available that can help you get started. Once you see the benefits for yourself, you'll never go back! This article has plenty of data analytic tools for you and your business.
Now we're going to get into the nitty-gritty of top social media platforms. As a B2B SaaS company, it is essential to have an understanding of how social media can be used as a tool to reach out to future clients. It can be difficult to know where to start, but don't worry - we're here to help!
The three most popular social media platforms for B2B SaaS companies are Twitter, LinkedIn, and Instagram. Let's take a closer look at each one:
LinkedIn is a platform that is all about business networking. It's a great place to connect with other businesses and learn more about what's going on in your industry. According to Findstack, 59% of B2B Marketers are successful in generating leads through LinkedIn. SaaS companies can use LinkedIn to post updates about their product, share blog posts, and even run ads. LinkedIn now has the carousel option, this is great for creating unique, innovative posts and allows the ability to showcase multiple products in one ad.Carousel posts are similar to slideshows on Facebook. These posts contain several images and videos that link back to a single topic. The best part about carousel posts is they don’t require any additional effort from the user. All you have to do is upload the pictures and videos, and then add links to relevant pages within your website.
The key to using Carousel posts on LinkedIn are the images you use.
Here is a great article to utilize the carousel option on LinkedIn.
Twitter is an excellent platform for SaaS companies because it's fast-paced and always changing. It's a great place to share news and updates about your product, and you can even use Twitter ads to target specific businesses. One thing to keep in mind with Twitter is that it's important to be active and engaging. If you're not constantly tweeting, you're likely to get lost in the shuffle. Here is a great article for utilizing Twitter as a B2B SaaS Company. A few ways to stay relevant on Twitter as a B2B SaaS Company is to:
Instagram is a platform that's all about visual content. SaaS brands can use Instagram to share photos and videos of their product, run ads, and especially to go live. You can use Instagram to show off your product, share behind-the-scenes photos, and give your followers a peek into your company culture. One thing to keep in mind with Instagram is that it's important to use high-quality visuals. If you're not using visually appealing photos and videos, you're likely to lose followers. Similar to TikTok, Instagram launched 'Reels' in 2020 and is a great way to dip your toes into video content with an established audience. Here is a great article on how to get started using 'Reels' from Meta.
Here are a few ways B2B companies can use Instagram to collect customer data:
Instagram Stories – As mentioned above, Instagram Stories are disappearing after 24 hours. However, this isn’t stopping brands from taking advantage of this feature. By uploading short (and sometimes funny) videos to Instagram Stories, brands can capture attention and encourage engagement.
Hashtags – Hashtags allow brands to easily find other posts on Instagram related to their industry. B2B companies can utilize hashtags by creating a campaign that includes multiple images and videos, each with its own hashtag.
In addition to these tactics, B2B companies should also consider utilizing Instagram Live. With live broadcasts, brands can interact directly with customers through comments and questions. It’s a great way to stand apart from other companies, and get noticed.
By utilizing these social media platforms to their fullest extent, BSaaS companies can reach a wide variety of businesses and create a strong online presence.
The goal of any marketing strategy should be customer retention. You want to make sure that your client will continue to use your brand, product, service, or platform. By offering them value, you are making sure they feel seen and appreciated. In order to do this, you need to know what makes your clients tick, and social media is the perfect place to start. Social media is an opportunity to express the personality of your company or product. It's also a simple way to connect with customers on a more personal level.
Some ideas to increase customer retention through social media are:
Research shows that social media and customer retention are closely linked. A study by Sprout Socials found that social media influences purchasing decisions for nearly two-thirds of consumers. In other words, what you do on social media matters! So make sure you're prioritizing customer retention when planning your social media strategy.
It's also important to keep in mind that every customer is different. What works for one might not work for another. The key is to experiment and find what works best for your business. And don't be afraid to ask for help!
If you're not sure where to start, at Insivia we have social media experts ready to help. We work hard to find out what works best for you and your company's needs. To learn more view here!
Remember to always keep an eye out for more trending social media approaches and always try new things!