A few years back, social media platforms were simply used to communicate with family, friends, and loved ones. Fast-forward to today, businesses are using social media for recruiting, connecting with their audiences, increase sales, and drive web traffic. Social media marketing has become an important part of any business.
As of 2019, some of the biggest social media platforms include Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest, and Snapchat. Additionally, there is a wide range of social media management tools that businesses can use to squeeze the most out of their social media platforms.
But why is SMM marketing so important? Why should your business spend time building excellent social media accounts? And how social media management tools can help in developing effective social media marketing strategies? Lastly, is it viable to hire professional web developers or outsourcing team of UI/UX designers through social media?
In this article, we’ll answer all these questions — but first, what is social media marketing?
Definition of Social Media Marketing
Social media marketing is a form of internet marketing that involves publishing relevant content on the business’s social media profiles, engaging the audience, analyzing results, and creating customized social media advertisements.
According to a 2019 report by Statista, it is estimated that 2.82 billion people are already using social media globally, with the number expected to bridge the 3 billion mark. Due to this sheer number of social media users, it is important for a business to share company details and content that resonates with their audience.
In fact, through social media engagements, businesses have been able to elevate their profiles and boost brand awareness. Additionally, through the promotion and sharing of products info on social media, businesses are also able to increase lead generation, boost conversions, and realize higher sales.
The Best Platforms for B2B Social Media Marketing Strategies
While there are multiple online marketing strategies, only the one that matches your business model can rake in consistent sales from day one. And with new social media platforms cropping up every day, most will never give you the required traction to keep ahead of the curve.
As tempting as it may sound to spread your wings to every social media platform, spreading too thin can prove a challenge. In our honest opinion, your SEO vs SMM efforts will be affected by a number of factors, which makes sense to launch your marketing campaign on the most popular platforms and then venturing into other experimental campaigns once you have a profitable system running.
Let’s take a closer look at different social media platforms and how they can help a B2B marketing model decide where to invest time and resources.
Facebook has been touted as the holy grail of social media networking. Boasting of more than 2.45 billion active users, the platform hosts slightly over a quarter of the total global population, giving advertisers an unrivalled opportunity to virtually reach anyone.
When it comes to B2B advertising, Facebook outshines other platforms at lead generation. As a business owner, you can harvest email addresses from current and potential customers at less than $1 per lead.
The most common advertising model used on Facebook is running ads that directly links customers to a high-converting landing page offering a bundle product or a variety of free lead magnets. These leads can further be nurtured with a targeted social media scheduling autoresponder introducing your brand and products.
Although the monumental number of Facebook users makes it the de facto social media king, the company’s latest acquisition is slowly making inroads in the social media kingdom.
As of 2019, Instagram boasts of more than 1 billion active users and commands a 58% higher audience engagement rate compared to Facebook and over 2000% higher relative to Twitter.
The image and video heavy aspect is one of the reasons why Instagram advertising shines. It allows businesses to fuse their campaigns with appealing visual media, making them perform better on this platform.
Furthermore, it’s possible to directly link your Instagram ads to a product page, giving your customers an opportunity to directly engage with your products.
It’s also worth noting that a majority of Instagram user base heavily skew to the 18-29 age range, with females and minorities also forming a significant user base. As a business, if any or all these characteristics align with your buyer persona or target audience, Instagram should be a solid choice for launching successful social media campaigns.
LinkedIn is one of the few social media platforms that primarily revolve around the B2B market. With an estimated 303 million active monthly users falling in the 30-64 age range bracket, it is one of the best platforms to find high quality leads with a high disposable income.
On face value, LinkedIn’s ad targeting might appear juvenile compared to Facebook. However, you cannot discount the intrinsic value of this platform. It gives you the ability to laser-target your ads by company, the company size, location, titles, seniority, age, skills and education, all of which can be super-effective for B2B purposes.
Power of Social Media Marketing in Recruitment
As earlier indicated, social media has largely been used by businesses to cast their brand in the best light and promote their products. However, things are starting to rapidly change.
Today, it is estimated that 92% of companies and recruitment agencies are using social media in their recruitment efforts. With Millennials and Generation Z fast forming the backbone of the global workforce, a large stratum of these two groups is hot on their heels looking to establish themselves in their respective industries of choice.
And since a large part of their lives play out on social media, including hunting for new job opportunities, targeting them at their domicile territory should be the focus of all recruiters.
Benefits of Sourcing UI/UX Designers Through Social Media
Attractive interfaces and appealing content are key pillars of running a successful social media marketing campaign and promoting a brand. However, in the course of building social media profiles, businesses sometimes forget that unique content, catchy ads, and fancy animations should be backed by great UI/UX design.
In fact, the increased penetration of smartphones and their subsequent usage has altered the way we view, buy and interact online. Today, mobile devices account for 65% of the total digital time, which has rendered desktops the secondary online touchpoint.
Worse still, mobile users are 5 times more likely to abandon a website if it is not properly optimized for their mobile phone, while 52% are less likely to transact with a business when faced with bad mobile experience – and as a business owner, this means a major conversion headache, or even damaged brand’s reputation.
The above numbers are just a snippet of why UI/UX design should be a big part of your marketing strategy. Not only do they directly impact on your revenue and conversions, but they also influence the overall user’s feeling towards your brand, as well as give your marketing teams invaluable insights about the user’s psychology, ultimately leading to smarter marketing.
But what makes social media recruiting stand out from the others?
Well, social media recruiting has some attributes which make it distinct from other recruiting models such as internal recruitment, direct recruitment, external recruitment, online recruitment, global recruitment, and employee referrals. For instance, if you are looking to find web designers, social media recruiting allows you to directly connect with both active and passive candidates.
Indeed, instead of posting an advert on local dailies detailing the UX/UI designer job description or simply churning through their UI/UX designer resume, you are able to find qualified candidates by engaging with them through mutual networks, passions, or ideals, something which is almost impossible with other recruitment methods.
4 Companies That Have Nailed Social Media Recruitment
Looking for social media marketing campaign ideas, here are some examples that you can emulate:
Dell: The company engages job seekers by encouraging the current crop employees to highlight their community culture. They post employee quotes, company photos, or FAQs on their Facebook page. As a result, active and passive job seekers are able to see the values placed by the company on its employees, hence attracting the right kind of talent.
UPS: UPS’s high volume of hiring needs has led compelled the company to leverage on social recruiting. They have met their talent acquisition goals through social media by highlighting their employment value proposition and brand differentiators.
Home Depot: As expected, Home Depot’s Facebook page is busy to suit the large corporation tag it is. Key among their focus is to quickly and personally answer queries about the status of various job postings and applications. This transparency tones down the hiring process from being intimidating to two-way a genuine process that is beneficial to both parties.
Disney: Disney intuitively uses its Twitter handle to highlight the fantasies associated with their brand and what it feels like working there. As a result, the company’s social content arouses the memories by encouraging them to follow their passions as they work for Disney.
Social media is an important aspect of our lives. As a business, if you are to reach the ever-increasing number of social media users, you must engage in social media marketing and branding. It helps your firm amass online followers, build conversion rates, improve brand reputation, and mold a positive brand image. However, a good SMM campaign with poor UI/UX design is like serving fast-food at a royal party.
With the emergence of social media management software and increasing accessibility to web design outsourcing services, you shouldn’t have a problem creating a customized SMM strategy that helps you to build great relationships with the audience and deliver a better ROI.