By Jenny Kosek for our 15 Ways to Build Your B2B Brand in 2015 blog series
By now, 84% or more of B2B marketers use some form of social media in their marketing efforts. Yet studies suggest social media usage rates for industrial companies are much lower: a Belgian study found that only 26.7% of industrial companies in that country used social media in their efforts. If you google “B2B social media” you’ll find a lot of e-books, inspiring articles, and success stories from B2Bs that are just rocking their efforts and swimming in leads…or so it would seem. In my experience, most B2Bs are still struggling to connect the dots between social media, their products or services, clear strategy, and measurable success.
In the past year, I’ve worked with B2Bs who all seem to be facing the same challenges with social media, and the challenge is summarized simply: what the heck do we do with it? (more…)