Why Social Listening Matters for B2B Marketers

Social listening for the B2B marketer needs to be as innate as it was for the first college freshman when Facebook catapulted to relevancy in every dorm across America. Just as students used social media to connect and network on college campuses, B2B marketers have to rely on and understand social media to thrive and conquer competition. If you want to sharpen your social listening skills, follow our tips and you’ll discover an untapped world of content, customers and industry leadership.

[Tweet “Social listening includes being aware of what people are saying about you on social media, and then responding appropriately. via @NeilPatel”]

Free download: Before you embark on a social media marketing strategy, make sure your content marketing is on the right track. Download our free guide, B2B Guide to Content Marketing with a Small Team, to learn our tricks to creating content when you have a small team.

Because your competition already is

Marketers can rely on social media to find meaningful industry-related conversations moderated by thought leaders. As a B2B marketer, it’s your prerogative to not only find those conversations, but to become a part of them. This is where your consumers are, along with all of your competitors. If you’re hesitant about investing in social media strategy, you may as well gift wrap your leads and hand them over to the competition.

Dan Newman, author of “The Millennial CEO,” in a blog post for Huffington Post, explains, “Strategic social media use starts by listening to your competitors as much as your audience, so you have a complete view of what’s going on in your industry. Watch what industry players and influencers say and do online, and pay attention to the tactics that engage thought leaders, competitors and consumers.”

Use social media as an opportunity to express the company’s mission and voice. Social selling is a fantastic strategy, but you have to start by listening. Don’t crush a sales opportunity by pitching a lead with a blindfold on.

Take control of your brand

With a digital economy, there is already a perception of your brand before a client even interacts directly with you. Much like an individual cares about their online persona to friends and colleagues, a company needs to care just as much about their social persona. If a client is considering doing business with you, you better believe they’re listening to your content and how it aligns with their goals. As such, the content your monitoring needs to be accurate and directly related to your brand.

In a SocialMediaExaminer.com post, Neil Patel, the co-founder of Crazy Egg, writes “Brands that are social listeners see their social media efforts explode with power. They’re pulsing with interaction and expanding every day. That success starts with listening and grows with action.”

Take your social listening seriously! This is your space to make a difference in how your competition and market perceives you. In a B2B space it’s imperative that you’re having real conversations that make sense. Don’t tweet just to tweet and don’t comment on Facebook just to comment. “At their most advanced level, social listeners treat each social participant as a unique marketing channel and concentrate all social components to bear upon a single point,” notes Patel. Once you listen to conversations on social channels as you would during a pivotal business meeting you’ll experience tangible business wins.

Social listening is empowering

The feeling of being out of the loop is a defeating one. Social listening empowers a company to be proactive with negative feedback, competitive intel and industry trends. Use social channels to drive and sculpt your brand’s message in a way that empowers it and in turn drives leads your way.

Download now: We compiled a free guide that delves into the dos and don’ts of social listening for B2B marketers, The B2B Marketing Guide to Social Listening. You’ll be a pro in no time!

William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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