We are now well into 2022, and the digital marketing gurus predict it will be another great yet challenging year for internet marketers. SEO and PPC will continue to dominate, whereas social media will play a more significant role in B2B and B2C marketing.
However, this year is also anticipated to be a game-changing year, particularly for social media marketers. Today, people want brands to interact with them promptly and expect marketers to develop more and more creative content. This means that it’s time for social media marketers to update themselves by strategizing and formulating new and innovative ideas to stay relevant and competitive.
Importance of Social Media for B2B Marketers
It would not be wrong to say that social media is no longer an option for B2B enterprise marketing; it’s a must-have. Some experts even regard it more important for B2B enterprises than their B2C counterparts. The reasons are pretty obvious. While most B2B enterprises may have a relatively smaller customer base, they have a more significant price point, and the lead time is longer on average. Moreover, in a B2B market, the customers demand more information, support, and trust factors to get into the sales funnel.
This is where social media comes into action. It has bridged the communication gap, and now connecting with others’ businesses is as comfortable as sending out a tweet.
On top of everything else, social media makes it easy for brands to collaborate and find common ground on certain issues, such as current events and social causes. It also allows you to take suggestions and queries from your customers and tell them more about your latest products.
B2B Social Media Marketing Statistics 2022
It is always a good practice to look back and see what progress we have made in a year. 2022 was arguably a good year for social, and here are some of the B2B social media marketing statistics you need to know:
- Almost 70% of all B2B enterprises use at least one of the “Big 4” social media sites (LinkedIn, Twitter, Facebook, and YouTube) to distribute content. (Source).
- 54% of B2B marketers said that social media has been helpful, and they’ve generated a good number of leads from social media. (Source)
- 78% of companies say they have hired dedicated teams for social media. (Source)
Social Media B2B Marketing Trends 2022
It’s March already, and it is challenging to say which trends will rule 2022. However, as a part of our ongoing research, we looked at certain perspectives, and here are our predictions for 2022.
1. Real-Time B2B Marketing
Real-Time B2B marketing through social media is not a new phenomenon and has been in the mainstream since 2015. Before social media, brands couldn’t steal the limelight by responding to happenings in real-time.
This rising trend has gained immense popularity. It allows brands to make themselves relevant by taking advantage of an emotional time, such as a major political development or a sporting event. It generates interest and provides a significant boost to your brand.
IBM is prominent for its reactive real-time storytelling during popular sporting events. IBM took its Instagram account to share that US Open Tennis Championships collects data leveraging the company’s technology.
This is an effective real-time marketing case, as the US Open was top on the minds of so many people, and anyone following the #USOpen hashtag was likely to come across this post. This way, customers form an association with the brand and the event.
2. Interactive Content
Content is still the king in 2022 and is not giving up its throne anytime soon. Lately, many B2B companies have taken initiatives to infiltrate the online world with highly interactive and engaging content. Moreover, users demand personalized content. This might pressure content marketers to utilize other forms for content distribution like webinars, polls, Q&A sessions, demos, live-streaming, video blogging, etc.
Video content is ruling 2022, and 96% of consumers say videos help make purchasing decisions. However, you cannot afford to overlook other content forms as well. For example, if you go to General Electric’s Facebook page, you will see they post a lot of images, videos, and stories. Moreover, they used Facebook Live to show their presence at the Radiological Society of America (RSNA) conference, the world’s largest radiology conference, where General Electric Healthcare created awareness around 3D printing in healthcare. In addition, GE regularly shares blogs and articles that give a humanized feel to its brand.
3. Customer Satisfaction
Whether it’s a B2B brand or a B2C, you can not undermine the importance of customer experience and satisfaction. Customer centricity is the cornerstone of any successful social media marketing initiative. However, only a few B2B companies focus on providing a seamless user experience. Instead, they focus more on their products and take a similar approach to social media initiatives.
2022 is the year of informed consumers, and customers will take more control of the process. Whether it’s your Facebook, LinkedIn, Twitter profiles, blog, or any other platform such as a YouTube channel, prospects will expect easy-to-use web properties and obvious calls to action. Moreover, a consistent tone and rhythm of marketing messages are also important.
4. Real-Time Responsiveness
Responsiveness also plays a critical role in customer experience, and social media has provided an opportunity for brands to reply to customer queries in real-time.
The official Facebook Page of Bluehost – one of the leading web hosting service companies – has almost 132k likes and 1.31k followers in early 2022. If you take a closer look, you can see how dedicated their social media team is. They put in a lot of effort and reply to questions and queries in the comments section.
5 The Rise of Quora
You owe me thanks for this one because this is pure gold. The most challenging part of any professional B2B marketing campaign is to build a brand’s authority in its particular niche or industry. The best way to achieve that is by simply answering people’s questions. If you know your products and your industry well, Quora is a great place to start.
Why Quora? This is a question many people are asking. Well, there are a handful of incredible reasons why Quora is a platform worth considering:
- It provides your brand exposure to Quora’s 200 million monthly unique visitors worldwide
- An opportunity to demonstrate your expertise on almost any topic
- You can give direct answers to anyone asking about your business, products, or services
- Quora answers can also get featured in the Google snippet box
- Influencers like Neil Patel and many others generate tons of leads from Quora
The reasons to use Quora are endless. To demonstrate to you the power of Quora, I will give you the example of one of our businesses.
You can see in the screenshot above that a user; who seems to be a prospective online store owner asked this question about the checkout process. One of my colleagues responded to the question and subtly introduced the brand FME Extensions. As you can see, he replied to this question in July 2016; since then, we have generated more than 10 leads for our product, and one just came in February this year. This is like evergreen marketing and never gets old. And with more and more people coming to Quora, it’s time for you to make a significant brand presence on Quora.
There is no one size fits all strategy for social media marketing. However, it is essential to stay on top of trends and make a powerful brand presence to increase conversions and ROI and step up your game in 2022.
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