How to Leverage Social Media Marketing to Reach Business Professionals

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Content-marketing firm The Grammar Doctors shares suggestions on which social media platforms to maximize based on your audience. Hint: If your target is other businesses, Facebook probably isn’t the answer.

Just as with Facebook, a LinkedIn company page has to build followers and create interest to increase numbers, but by and large, they see a much higher return when they invest their time and money in LinkedIn.

With the number of people using Facebook exceeding the population of some countries, it only makes sense that businesses have been jumping on board to reach users. That’s great when businesses are B2C, or business to consumer, but when they’re B2B, or business to business, marketers may want to look to other platforms first to get the highest return on investment.

No matter what you’ve heard, success on social media is intricately tied to number of followers. According to Facebook for Business, business pages reach about 16% of their followers organically. That means businesses either have to invest money into advertisements and sponsoring posts or grow their number of followers substantially. Both of those options require time and money. Such is the case with all social media platforms: More eyes translate into more interactions, which result in more business.

Now consider that most users on Facebook are individuals looking to see pictures of friends and their children, and advertisements are seen as interruption marketing. What would individuals rather have interrupting them: something related to themselves personally or to their business lives? “Overwhelmingly, Facebook users are looking for themselves, not for their businesses, when using this platform,” shared Amanda Collins, chief of staff with The Grammar Doctors, a Phoenix content-marketing firm. “Although some of our B2B clients want to have a presence on Facebook, they’re seeing minimal success there. Where they’re getting more bang for their buck is on LinkedIn, and to some extent, Twitter.”

LinkedIn is similar to its bigger social media cousin, but its true audience is B2B, given that it was designed as a professional networking platform. Businesses can create company pages and drive followers there, where users are truly looking for business information. Said Collins, “Just as with Facebook, a LinkedIn company page has to build followers and create interest to increase numbers, but by and large, they see a much higher return when they invest their time and money in LinkedIn.”

An added benefit of businesses being on LinkedIn is that individual employees can bolster the company’s efforts. “When the CEO and key business leaders get behind a company’s LinkedIn marketing efforts, they can drive their connections to the company page and share posts. It’s a win-win,” Collins added.

LinkedIn walks users through the setup of a company page, and a number of company representatives can be made administrators to manage brand communications. Collins warns that, no matter which social media platforms companies choose to use, they maintain a consistent message. “There’s nothing worse than having different personalities across social media.”

About The Grammar Doctors
The Grammar Doctors is a content-marketing firm located in Phoenix, Ariz. that works with clients around the globe. They create and implement strategic campaigns that incorporate content across platforms, both online and offline, to help companies reach their goals. To learn more about content marketing or The Grammar Doctors, contact amanda(at)grammardocs(dot)com or 480-518-4462.

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Paul Bates
Bates Consulting
+1 (480) 232-6992
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Amanda Collins
@grammardocs
since: 05/2011
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