A couple of years ago, B2B social media marketing was just about posting content, white paper, LinkedIn ads, etc. With social media platforms churning out a new feature everyday and getting increasingly standardised with live videos and moments across all platforms, the virtual marketing space has changed forever.
Many B2B marketers said about their strategy in 2017, and the answer was clear. B2B social media marketing is a completely different animal today. There is scope to do so much more creative work, reach so many more prospects, and delight existing customers in many more ways.
Here’s a quick roundup of trends that will drive B2B social media marketing from this point onwards. If your marketing strategy does not take these into account, maybe it is time for a rehash.
Customer at the center of all that you do
According to Forrester, only 23 percent of B2B marketers reported that their organisations are obsessed with customer delight even in 2016, a trend that B2C companies aced long ago. 2017 is the year it needs to change before your competitors get it and get moving.
Getting customer obsessed means that across all your social channels, your brand personality needs to be coherent. It means that your social channels cannot just be used for product videos and thought leadership content but also to answer questions and solve problems. There are many more options available today, such as chatbots on Facebook messenger among others.
Also, mobile optimisation is no longer rocket science. Everyone needs to do it, including B2B brands. Remember, in 2016, almost 50 percent of customers followed brands from their mobile devices.
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