Guest post by Erin Nelson.
If you have read at least one article on B2B Marketing within social media, you understand the importance of knowing your audience and where they spend their time on social networks. You also know you are supposed to engage with these potential partners and lead users in a conversational way, and to maintain this dialogue to engage your user base.
How do you do this effectively?
Without a doubt, there is value in the outstanding volume of people that spend time on Facebook and LinkedIn. If you own a company or are a business professional of any kind, you should know each of these sites intimately. Facebook announces products, events, and is a showcase of your community; LinkedIn is a place to access contact data of any and all professionals. It is important, though, to address the weaknesses of these sites in order to get the most out of your marketing strategy.
The abundant amount of businesses and clients that exist on these networks supports an environment of potential, but if we stop to think about it: can they (and you) actually be found and interacted with?
The cold truth is that as the networks expand, the advantages of having access to large populations are outweighed by the fact that the overload of information makes them very difficult to utilize. How often do you post, comment, blast or tweet and hear little (if anything) in return?
There is a way around this inefficient means of communication:
Add specialized, social platforms to your repertoire.
Specialized, social networks are catered to people with a direct intention in mind. They help you find viable connections. While you may have a smaller number of connections than the Big Guys on Facebook, specialized social platforms successfully bring you together with people who relate to your precise professional needs.
You have the chance to spread your business message, while maintaining a network of people you can actually utilize. Your presence is in no way stunted; instead, you are connected to people who have a vested interest in also spreading your information through their professional (and personal) channels.
exploreB2B is an example of a site where professionals can easily find each other, work together and inspire lead users. The article-based social platform refines connections by linking people who find each other’s articles relevant. Content is never lost or filtered out to an invisible space, because its value is in the information it holds (and not the time of the post or the amount of followers the user possesses). Here, you have the opportunity to develop a solid, content marketing strategy that places your company as an expert within your industry and the markets you serve.
Utilizing specialized networks does not limit or distract your social interaction. Instead, it refines and spreads it to all corners of the social media world that are relevant to your company.