November 30, 2020
Sure, your mom's on Facebook, and your crazy uncle never shuts up on Twitter, but as a B2B-focused organization, do you need to be on social media?
In a word, yes. And here’s why.
Since its beginning, social media has played a role in commerce. As digital marketers, we’ll tell you it’s one of the three digital marketing pillars in the online age, along with Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Many B2Bs, like medical device manufacturers and healthcare companies, believe they didn’t need to consider a social media presence thinking it was more for those B2C companies pushing blue jeans, double-decker hamburgers, and blockbuster movies.
But as the customer journey becomes more digitally integrated over more channels, the lines between B2C and B2B marketing are blurring. These days, everyone begins the customer journey with an online search, whether it’s an ophthalmologist looking for a new phoropter or just the ever-popular “restaurant near me” search. Plus, social media is an excellent tool for generating web traffic to landing pages, blog posts, answering support questions, and spreading the news about coming products.
Here’s how to get started creating a B2B healthcare campaign for social media.
Build your strategy. Do not skip this step – This is important. Who are you writing for? What will your tone be? What topics support your goals?
Define your goals. Followers? Engagement? Click-throughs to your website? Perhaps it’s as simple as posting two or three times a week to establish your presence.
Choose your channels. Where on social media is your audience? LinkedIn? Twitter? Fish where the fish are. And then figure out how much bandwidth you have. Better to do one channel well than to fumble anemically with three or four.
Watch the analytics. What’s working? What’s not. Do more of the first and less of the second.
Potential customers will look for you on social media, so you'd better be there and be relevant. (Pssst. We can help .)