by Nicoletta Boldrini - October 9, 2018
In B2B content marketing, should you rely on LinkedIn or Facebook? Many companies operating in the B2B market are convinced that LinkedIn is the only, or at least the most suitable, social network for their B2B content marketing strategies. This is a mistaken belief, almost a prejudice about other social media: LinkedIn is certainly recognized globally as the “professional” social network, but be careful not to consider it the only valid platform for B2B marketing.
Have you ever thought about Facebook? There are still many companies that believe it is not the right platform for B2B content marketing, but even in this case, this is a wrong perception.
LikeIn or Facebook? What do marketers use?
According to Social Media Examiner 's latest report on marketers' use of social media:
91 % of B2B marketers use Facebook ;
79% use LinkedIn (last year it was the leading platform in the B2B sector, today Facebook takes the lead);
70% use Twitter ;
57% use Instagram ;
52% choose to use YouTube .
How and Why to Use Facebook in Addition to LinkedIn
B2B marketers have admitted in the last two years that they consider Facebook one of the most effective social media for B2B marketing strategies and the reasons are to be found in the large global audience (1.5 billion users) and in the effectiveness of the relationship between activity and cost. For a company, even a small one, opening Facebook pages is free and advertising costs allow you to start communication campaigns with very accessible investments.
The real challenge, however, lies in the ability to manage the platforms and, above all, in the ability to insert these tools into a broader B2B content marketing program where the real protagonist is the content: one of the key rules is to always think about the value that is transmitted to the people who read and frequent social networks (also from a B2B perspective); the content must australia telegram Users mobile Phone Number list produce value for those who receive it .
Facebook and LinkedIn: Different Strategies for Different Social Networks
If Facebook, LinkedIn, Twitter, Instagram and YouTube are the most used social platforms in the field of B2B social media marketing, it is essential to understand that strategies and actions must be diversified and the same content cannot be published indiscriminately on any platform.
Facebook , for example, lends itself to being the ideal platform for customer support, to increase traffic to the company website, and also to strengthen interactions (and therefore engagement) with customers, partners, and prospects.
LinkedIn , on the other hand, is the most used tool by marketers for launching and promoting products/services, strengthening business relationships, expanding the network of useful contacts, and finally also to "expand one's horizons": this social network allows you to get in touch with experts from different sectors, other companies or other professionals than your own, contacts that can help professionals to have a broader vision of current trends that could have implications for their business and their company.
