4 Ways to Integrate B2B Social Media into Marketing Plans

B2B marketers have long known that to succeed with social media they can’t view it as a stand alone campaign or tactic, but must integrate social media into their marketing plans. Here are four suggestions for doing just that.

1. A Social Website
A B2B website is the most likely destination for your prospects and customers with any campaign. A call-to-action from any source drives a visitor to your website for more information, to download a white paper or ebook, or even to contact a sales rep. The first thing you need to make sure is that your website supports the marketing campaign. Whether you have a landing page for the specific offer, or just a clear path from the home page (which is where people will wind up from anything that is not a click), make sure they can find what they are looking for. Making your website social includes providing other remarkable content, usually on a blog, allowing visitors to share and spread your content, and links to your social profiles, along with what visitors can expect when they follow or like your company.

2. Support Traditional Advertising
There are stil B2B companies using traditional advertising to drive leads into their funnel. If that is still working for your company, and your cost per lead is competitive to other tactics, it is not yet time to discontinue it cold turkey. It is time to review its effectiveness and cost, as you begin adding social media to your marketing mix. You do, however, want to support that advertising with social media. Create a blog post that provides more in-depth information to what was in the ad. If creating the ad featured an interesting photo shoot, post some behinds the scenes shots on your Facebook page. Shoot a video with the product manager talking about the development of the product and some of the customer feedback that was incorporated into the development.

3. Socialize Your Email
An email component is usually part of a larger marketing campaign. These can easily be social by adding social media profile buttons to follow and share, but there is so much more. Use your social meda profiles to encourage prospects and customers to sign-up for the email. Announce a week before and a day before that you have an email going out and ask your followers to opt-in to the message. Many email programs can automatically post a web version of the email to your profiles when you send it out. If your message is highly targeted and includes a specific promotion that you don’t want to send to everybody, you can qualify people online. Use the current email as the reminder to you to post a sign-up request, but send them a more general email, which still needs a call-to-action.

4. Discover Prospects
A marketing campaign begins with a target persona, a prospect list, a customer list or some other way to reach your audience for your product or service. No matter how you gathered this, there are more people out there that can benefit from your message. You can search Twitter for keywords that relate to your target industry, or even specific pain points. People ask questions about new solutions, and even complain about their current situations. Join LinkedIn Groups where people do that as well. No matter the platform, the first contact should be helpful and offer value. Unless it is clear that they are ready to make a buying decision RIGHT NOW, people are looking for recommendations, not sales pitches. Think of this step of expanding your list of prospects for a second phase of a campaign.

What are some other ways you have integrated social media into your B2B marketing plans?


  1. says

    At last, someone acknowledging that social media marketing is not a stand-alone. Great article. One thing I would add, however, is that social media – just as traditional media – must be measured as much on how it integrates into the overall marketing strategy and other marketing communications mechanisms – as on how well it generates interest. Mixed messages can kill.

  2. says

    I enjoyed this article and agree with Emily. Clear objectives and measures are very important for social media marketing initiatives. Integration across all marketing programs adds longevity and momentum.

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