Though it is no secret that social data is important, B2B brands are not taking enough advantage of it.
Data mining – whether on a large or small scale – is a critical component when it comes to a successful social business strategy; this is especially true when it comes to B2Bs. And yet, so few B2B brands are taking advantage of the values that social data can offer when building a comprehensive, goal-oriented strategy.
The reasons listed below should be enough to convince any decision maker as a B2B enterprise to start paying closer attention to their social data.
Optimize Your Content Strategy
Recently, we published an article discussing the difference between content strategy and content marketing. Essentially, your content strategy is the strategy with which you are going to generate interest from your target audience on social platforms.
As a B2B, it can sometimes seem difficult to find a message that resonates with your audience. After all, with so much content from which people can choose, the message from a B2B is not always going to make it to the top of the pile. By keeping a close eye on your data, however, you can see exactly what types of content and what motifs generate the most interest from your audience, and share information geared towards garnering their attention.
Monitor Your Competition
It’s one thing to look at superficial measurements, like the growth of a competitor’s network. It is another thing entirely to dive into the public data that exists about your competition’s social presence and see where they are succeeding, where opportunities exist for your brand and, most importantly, how you compare in terms of share of voice and sentiment when it comes to key criteria.
Because we might not necessarily be looking at increasing sales directly through social media as B2Bs, it is important to find a way to set benchmarks for measuring success. Often, identifying KPIs among your competition’s data and striving to surpass those benchmarks is a great way to work.
Reach Broader Audiences
Understanding when your target audience is most active and where they spend the majority of their time is going to be essential to reaching the broadest audience possible.
At the outset of any social business program, you are going to want to ask yourself who you want to reach. Do you want to reach your buyers, or would you rather reach the end users of products or services to whom you are selling? Knowing what kind of audience you want to reach with your content will help you better leverage this data in order to ensure that every piece of content you share is shared strategically so as to reach the broadest audience possible.
Understand Your Buyers
On the surface, social is all about sharing stories. But just beneath there is a world of opportunity in the form of data, and that data can be leveraged not only on these social media, but in your business operations.
Studying the data that concerns your buyers – either as individuals or businesses – on social media can help you optimize your offline and off-social marketing initiatives in order to ensure that they resonate with your buyers.
Traditional B2B marketing tactics need to incorporate, at least to a degree, social data. By understanding your buyers’ habits, preferences and knowing what it is they are looking for, you can better prepare yourself offline to make the sale.
The potential that exists within your social data is virtually limitless. With so much being published every day, and more insights being made available at every second, it is hard to understand why more B2B businesses are not taking the time to study social data.
Are you leveraging your social data? What are you using it for? Tell us in the comments below or on Twitter!
And next week, don’t miss our Director of Global Social Business Strategy, Corey Padveen speaking live in Las Vegas! Find out more here.