How B2B marketers can find the best social media platform to reach their target market.

1. How To Win Customers
And Influence People:
Finding The Right
Platforms To Reach
Your Audience

2. How To Win Customers
And Influence People:
Finding The Right
Platforms To Reach
Your Audience
Despite some reluctance to embrace social media as a B2B marketing channel,
91% of B2B marketers are using social media to spread their message.
Plus, 58% of marketers who have been using social media for more than 3
years report it has helped them improve sales.
But with so many platforms available, it can be tempting to sign up
to more than you can handle. The key is focusing your efforts on the
networks where your target audience is already waiting.

3. WHICH AUDIENCE,
WHERE?
Age:
The 18-29 audience is commonly the biggest
on every social media platform, but bear in
mind these statistics:

4. WHICH AUDIENCE,
WHERE?
46%
Age:
Facebook users
aged 45+
The 18-29 audience is commonly the biggest
on every social media platform, but bear in
mind these statistics:

5. WHICH AUDIENCE,
WHERE?
50
%
46%
Age:
Google+ users
under 24
Facebook users
aged 45+
The 18-29 audience is commonly the biggest
on every social media platform, but bear in
mind these statistics:

6. WHICH AUDIENCE,
WHERE?
50
%
46%
Age:
The 18-29 audience is commonly the biggest
on every social media platform, but bear in
mind these statistics:
LinkedIn users
under 34
Google+ users
under 24
Facebook users
aged 45+
19%

7. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
42%
58%

8. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
37%
63%

9. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
54
%
46%

10. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
64%
36%

11. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
54%
46%

12. Gender:
Platform use is fairly evenly balanced between men and women, with the notable
exception being Pinterest, which is used by a considerably higher number of women
than men.
28%
72%

13. However, B2B social media marketing has more facets to it than B2C
marketing. B2B marketers must identify relevant industry dialogue
regardless of basic audience demographics.

14. However, B2B social media marketing has more facets to it than B2C
marketing. B2B marketers must identify relevant industry dialogue
regardless of basic audience demographics.
Conversions come from conversation; engagement and dialogue is the axis of a solid
social media presence. But finding the right conversations amid the deafening noise
of social media can be tricky. For optimum effective reach, then, B2B marketers
should:
• Target platforms with large
user bases.
• Use keywords and relevant
messaging to target the right
potential customers.

15. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:

16. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
LinkedIn
93%

17. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
Twitter
LinkedIn
84%

18. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
84%
YouTube
Twitter
LinkedIn
71%

19. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
84%
71%
SlideShare
YouTube
Twitter
LinkedIn
56%

20. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
84%
71%
56%
Facebook
SlideShare
YouTube
Twitter
LinkedIn
35%

21. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
84%
71%
56%
35%
Vimeo
Facebook
SlideShare
YouTube
Twitter
LinkedIn
26%

22. In a recent survey by Gleanster, top B2B performers indicated LinkedIn,
Twitter, YouTube and SlideShare as the best platforms for user targeting:
93%
84%
71%
56%
24%
Google+
Facebook
SlideShare
YouTube
Twitter
LinkedIn
26%
Vimeo
35%

23. However, this is not to say that some of the lower scoring platforms may not
be more suited to your needs. Consider these points:
Facebook proves a
successful B2B marketing
platform in tech industries
and those lending
themselves to a sense of
community (consultancies,
services to businesses,
caterers, etc).

24. However, this is not to say that some of the lower scoring platforms may not
be more suited to your needs. Consider these points:
Facebook proves a
successful B2B marketing
platform in tech industries
and those lending
themselves to a sense of
community (consultancies,
services to businesses,
caterers, etc).
Google+ now boasts more
than 350 million users
and is quickly becoming a
hot new B2B destination.
Business pages, video
conferencing and improved
search rankings are just
some of the B2B marketing
benefits offered by the site.

25. However, this is not to say that some of the lower scoring platforms may not
be more suited to your needs. Consider these points:
Facebook proves a
successful B2B marketing
platform in tech industries
and those lending
themselves to a sense of
community (consultancies,
services to businesses,
caterers, etc).
Google+ now boasts more
than 350 million users
and is quickly becoming a
hot new B2B destination.
Business pages, video
conferencing and improved
search rankings are just
some of the B2B marketing
benefits offered by the site.
Pinterest doesn’t even
appear on the list of
targetable platforms, but
it shouldn’t be ignored,
especially if yours is a
visually-driven brand.
Click-through rates can be
twice as high as Twitter or
Facebook, and it provides a
strong platform from which
to humanise your company.

26. Finding the right platform
Use social media to seek out your
competitors and see where they’re
focusing their efforts (and how
successfully!)

27. Finding the right platform
Use social media to seek out your
competitors and see where they’re
focusing their efforts (and how
successfully!)
Get involved in online conversations
to see what buyers are saying about
social. Are they referencing forums, blogs,
Facebook pages or Twitter accounts?
Follow the trail of breadcrumbs and set up
camp in places your customers are already
visiting.

28. Finding the right platform
Use social media to seek out your
competitors and see where they’re
focusing their efforts (and how
successfully!)
Get involved in online conversations
to see what buyers are saying about
social. Are they referencing forums, blogs,
Facebook pages or Twitter accounts?
Follow the trail of breadcrumbs and set up
camp in places your customers are already
visiting.
Ask for feedback from your business
customers; a short survey alongside your
latest email correspondence, for example.
A simple ‘Which social platforms does your
business use?’ will suffice.

29. Engaging your audience
Engaging a B2B audience is often more challenging than engaging a B2C
demographic, but there are several crossover lessons to be had:
Listen to what your connections saying, then find content
that resonates deeply with them. Make yourself memorable and
they’ll remember you in their next buying decision

30. Engaging your audience
Engaging a B2B audience is often more challenging than engaging a B2C
demographic, but there are several crossover lessons to be had:
Listen to what your connections saying, then find content
that resonates deeply with them. Make yourself memorable and
they’ll remember you in their next buying decision
Embrace video content – social media users are watching
more videos, and responding to them more positively, than ever
before

31. Engaging your audience
Engaging a B2B audience is often more challenging than engaging a B2C
demographic, but there are several crossover lessons to be had:
Listen to what your connections saying, then find content
that resonates deeply with them. Make yourself memorable and
they’ll remember you in their next buying decision
Embrace video content – social media users are watching
more videos, and responding to them more positively, than ever
before
Be mobile optimised – the advent of the ‘bring your own
device’ trend means more and more business decision makers
are accessing social through tablets and smartphones (78%
of companies say there are more than twice as many personal
devices connecting to corporate networks now than compared
to two years ago)

32. Engaging your audience
Engaging a B2B audience is often more challenging than engaging a B2C
demographic, but there are several crossover lessons to be had:
Listen to what your connections saying, then find content
that resonates deeply with them. Make yourself memorable and
they’ll remember you in their next buying decision
Embrace video content – social media users are watching
more videos, and responding to them more positively, than ever
before
Be mobile optimised – the advent of the ‘bring your own
device’ trend means more and more business decision makers
are accessing social through tablets and smartphones (78%
of companies say there are more than twice as many personal
devices connecting to corporate networks now than compared
to two years ago)
B2B businesses can apply the same ROI metrics to their
social campaigns as B2C companies, so use analytics
information to determine what’s working and what’s not – and
then change it if needs be!

33. Increase your lead generation with the right social strategy.
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How To Generate Leads
From Social Media
How to generate leads
from social media