Maximizing Social Media for Technical Buyers
Technical buyers are routinely turning to social media platforms to research products and services for work-related purchases.
So, what should manufacturing businesses know? How can your B2B company leverage social media to share engaging content and boost brand awareness?
With so many social media channels to choose from, it’s important to select the right options for your brand.
According to the 2024 State of Marketing to Engineers Report, YouTube and LinkedIn are considered to be among the most helpful for technical buyers who are looking for work-related information.
Use these channels, among others, to effectively connect with your audience. Here are some tips we have implemented for our clients to help you get started:
1. Share Informative, Engaging Content.
As per the 2024 State of Marketing to Engineers Report, technical buyers find detailed, demonstrative content the most helpful when researching products. Based on a survey, the following forms of content are considered to be the most valuable, which are listed in the order of the most preferred.
- Datasheets
- Technical Publication Articles
- Product Reviews & Testimonials
- Product Demo Videos
- CAD Drawings
- Instructional/How-to Videos
- White Papers
- Case Studies
- Catalogs
- Webinars
Use this research to drive your social media content marketing strategy. Sharing informative resources such as demo videos, how-to guides, datasheets, case studies, webinars, and e-books will increase engagements and leads.
With over 2.49 billion monthly active users, YouTube is one of the key channels to share your educational videos that demonstrate the benefits of your product and how it’s used. This informative content can also be shared on other platforms such as LinkedIn.
2. Become a Thought Leader.
Establishing your brand as a thought leader is a powerful way to provide value and engage your target market.
To build trust and hold a distinctive position in your customers’ minds, educate your audience through your industry expertise. For example, sharing explanatory blogs on social media can help establish your brand as an industry thought leader and increase engagements. Write articles that are relevant to your target market – instead of promoting what you sell, write about topics that will be of interest to your audience. If you’re going to mention your products/services, tell a story about how they helped clients solve unique challenges, providing results only your brand can achieve.
Always offer value, and be an educational resource for your audience. Listen to what they have to to say, and address their concerns through your content. If you need help coming up with ideas, see what questions are being asked in the sales process.
Additionally, remain up-to-date and share interesting social media posts, news articles, and updates. For example, jump on trending industry topics, such as upcoming trade shows or events. If your company is participating, tell your audience where they can connect with you, such as exhibiting information and panel discussions you will be speaking at. If it’s an online webinar, provide the details on social media in advance so your audience can join.
You can also identify industry trends through social listening, and determine which keywords emerge in your industry’s discourse. Recognizing important topics will help you stay on top of your game. Get involved in the conversation, and interact with relevant social media posts by Liking and commenting on them. This can establish your brand as an expert and show you brand cares about industry news.
3. Connect With Industry Peers on LinkedIn.
In addition to sharing educational resources such as informative videos, case studies, and articles on your LinkedIn page, it’s also an extremely effective tool to start engaging with prospects.
For our B2B clients, LinkedIn is especially beneficial for social selling and participating in meaningful networking. A clever way to use this channel is to shift away from traditional sales pitches and prioritize building a network of authentic relationships. Also, join groups that have your target market as members.
There are a lot of opportunities on LinkedIn for you to connect with industry peers. For example, you can initiate genuine conversations simply by tagging organizations you collaborate with in your posts, which fosters engagement, strengthens your network, and shows your commitment to collaboration within your industry.
If you’re considering using LinkedIn for marketing, here are some statistics to keep in mind:
- 89% of B2B marketers rely on LinkedIn for lead generation.
- 65% of B2B companies have acquired new customers through LinkedIn.
Need assistance maximizing social media for technical buyers? Give us a call at 631-842-4600.