In today’s ever-evolving digital landscape, B2B businesses often find themselves torn between the allure of establishing a presence on multiple social media platforms and the strategy of focusing on a single platform. You may have your sales and marketing leadership pitching why Tiktok is necessary to tap younger markets, or the brand must be on Instagram.
Not so!
Companies go wrong when they start investing in content and the manage of platforms that fall flat and don’t generate revenue as a result.
The reality when you look at your budget is it unlimited? Our core space is companies with $5-$50 million in revenue so if that’s you the answer is no. So for example if you had $300k to invest this year in digital marketing – spreading it across 2-3 and even 4 platforms makes zero sense.
So how to you reign in the strategy from the leadership level? Throw your support behind a practical vision that will see results for your organization. How do you do it? Here are some questions you may want to ask your sales and marketing leadership and even yourself for that matter.
- Who is your real ideal customer?
Where are they located, what is their job title, what are some of their common traits, what industries do they work in, what sizes of companies, what types of companies?
- What product/service, focused market segment stands to present the most ROI?
- Is your entire strategy to them?
One and two should provide you with enough to decide where you want to drive revenue using social media.
Now to select a platform of focus on. Considerations here extend far beyond your ideal customer being there. The investment companies make in content, creative and management of their social media over time is an incredible one.
You want to ensure you are investing that money in a platform that:
- Offers stability in its algorithme
- Security and sensorship overkill
This is not to mention that if you had a half a million dollars to invest in social media marketing annually for example, why put that investment in controversial baskets. Tiktok is a great example. If you had a half a million dollars to invest, would you invest it in stable uncle Tom or wild cousin Larry? Could wild cousin Larry pull of some wins with his charisma, sure – but it is stable uncle Tom who has the long game.
You don’t want to invest in here today, gone tomorrow.
We love LinkedIn for this reason – both for B2B and B2C sales and marketing.
Here is why:
- Better targeting: Meta platforms like Instagram and Facebook don’t have the abundance of employment/professional information about their users. Targeting people by profession, professional interests is far more effective than casing a wider net based on more general demographic targeting.
- Less competitive: Especially in the B2C PPC space, both content creators and agencies alike heavily concentrate B2C marketing efforts in Meta or Tik Tok. This means that LinkedIn in wide open to tap into consumers using LinkedIn when working.
- More ways to form real connections: Your team can engage in professional communities of key decision makers that would be difficult to engage with otherwise. LinkedIn helps your salespeople see how they are connected to others. LinkedIn PPC is an amazing way to drive revenue and augment other sales efforts inside the platform – whether your team is connecting with other professionals, promoting your Pulse blog or company page or engaging in professional communities.
Concentrating your budget in a platform that is stable, tried tested in true and that you can monetize from is smart strategy. It can be difficult when different leaders on the team have different ideas about how to generate growth. Guiding your team to the right strategy is leadership that your company will benefit from hand over foot.
For more information on building a LinkedIn specific strategy, please visit www.gopulsion.io.