It seems businesses and marketers alike still find it challenging to identify and manage the social media piece of their marketing picture. We are taking a closer look at the top social media platforms to help you make better use of them for your business. In our first post on this topic, we looked at Facebook and Twitter. In this second post, we will focus on LinkedIn and YouTube.
Video has grown in use across every social media platform and has proven itself a valuable tool for both B2B and B2C businesses. 61% of B2B marketers and 65% of B2C marketers use YouTube in their marketing strategy. (Stats provided by Content Marketing Institute) The video sales letter has rapidly become a powerful way of communicating value and driving buyers to your landing pages.
YouTube tips: Combine professionally recorded and edited videos with your homegrown ‘selfie’ style videos on your website. They don’t all have to be perfectly polished. Keep the videos short and to the point. Attention spans will tolerate up to a minute in length, but only if it’s well done. Be sure to take advantage of the format and show your product or service in action whenever possible.
Per the Content Marketing Institute, 83% of B2B marketers reported being active on LinkedIn. But what may be surprising to some is that 51% of B2C marketers are active on this platform as well. The universally understood rule on LinkedIn is that this platform is for business networking, not sharing pictures of cute kittens or details of your breakfast. In June, we talked about the importance of your presence on LinkedIn as a B2B company. The tips below are valuable to both B2B and B2C businesses.
LinkedIn tips: Create a polished company page that mirrors your website brand and message. Sharing your expert insights and perspectives on your company page and posting articles will boost visibility to search engines. Participate in group discussions to demonstrate your thought leadership in your industry, share your content, and interact with other members to generate business leads.
Quality vs. Quantity
It’s no longer common wisdom for a business to be on every social media platform in the universe. Experts are recommending that you pick 3 or 4 channels that are the most effective for your business and your industry. Spending your time and efforts maximizing your presence on those channels will improve your ROI. As a fully integrated tool in your marketing strategy, social media will become the driving force behind your lead generation.
Not all social media is created equal. What channels work best in your industry? Tell us about your social media ROI experiences.