Sixty percent of B2B marketers and their firms have been overly invested in social media, only to discover that it’s no longer a useful source of leads.
The solution is to use social media as a sales tool, not as a channel. Through social media, B2B salespeople can uncover an array of insights that will help them better understand their customers, develop B2B leads, and create better sales proposals and close deals.
B2B companies, especially larger companies, are the most important people in the world for social media marketing. But, despite all the marketing and marketing automation tools put in place by these companies, there is still a major gap that needs to be filled… Social Selling.
Should I be using both Facebook & LinkedIn?
Social media is an important tool for sales teams. With more than a billion users, it’s easy to see why so many companies have embraced these platforms to communicate with business leaders. However, to leverage the social media channels to their full potential, companies should be careful to avoid over-reliance on social media.
LinkedIn, though it has found its niche in B2B sales, is another social media channel that should be used strategically. It’s great for connecting with your customers, but there are a few things sales reps should know before they share sales content.
We are social creatures. We need to interact with other people. That’s why online networking sites are so popular. They give us an opportunity to communicate with people we might never have met otherwise. Sometimes, these sites are just a place to make new friends. But in many others, they are a way to find new customers.
Facebook is where people connect with friends and family. It’s also a place where businesses can advertise their products and services.
LinkedIn is a professional networking site. People use it to find jobs, recruiters, and even potential clients.
Both sites offer free accounts, but if you want to get the most out of each site, you’ll need to pay.
Here are some differences between either social media platform:
1. Facebook is free, but LinkedIn starts free and then climbs depending on subscription attributes. Sales Navigator is popular with sales professionals.
2. On Facebook, you have about 2 billion connections. On LinkedIn, you have >700 million contacts.
3. The number of groups on Facebook is much larger than those on LinkedIn. There are over 1 million groups on LinkedIn compared to over 100 million on Facebook.
4. While Facebook allows users to post photos, videos, links, and status updates, LinkedIn does not allow any multimedia posts.
5. Facebook offers apps like FarmVille, Mafia Wars, Words With Friends, etc., while LinkedIn doesn’t.
6. Facebook lets you create pages where you can share information such as events, news articles, blog posts, product reviews. These pages help businesses build their brand identity.
7. Facebook gives you access to analytic tools that show how well your page performs. This helps you understand what works best when promoting your business.
8. If you’re looking to promote your products or services through ads, then Facebook is better suited for this purpose because it provides greater targeting options.
9. Facebook makes money by selling targeted advertising space based on user demographics and interests. For example, if someone searches for “best dog food,” Facebook will display relevant advertisements from companies that sell pet foods.
10. When you search for something relating to B2B businesses on Google, Bing, Yahoo!, or DuckDuckGo, you see results from all kinds of websites. However, when you search on Facebook, you see mostly friend recommendations.
Should I focus on Facebook or LinkedIn?
It’s a strange time. Social media is at peak popularity, with the fastest-growing channels revolving around Facebook and LinkedIn.
Ever since the launch of Facebook, and later LinkedIn, companies have been eager to take advantage of social advertising. In today’s information-overloaded society, companies want to reach their customers where they spend most of their time—on social networks. But how do you decide which social platform to focus on? To access business professionals, and by extension, a larger audience, should you focus on Facebook, where your customers are, or LinkedIn, where their contacts are?
LinkedIn is great for finding people who know you or who might help you find someone. But if you want to reach out to new prospects, Facebook is the place to go.
There’s no one answer, but there are certain advantages and disadvantages to each. But if there was, then from a B2B social media perspective, LinkedIn is the clear winner.