It is undeniable that social media platforms have woven themselves into our lives. Indeed, a 2022 GWI report found that users spend an average of 2 hours and 26 minutes per day on social media, and that 77% of brand discovery happens through these platforms.
Following brands, comparing products, and locating social proof are all examples of buyer interactions that can be conducted via social media. For instance, according to the same study, finding more information on products and brands is reported by users to be the 2nd top reason for using LinkedIn.
This ties into the recent changes seen in the B2B buyer journey: more independent buyers who undertake deep research before taking any action towards a purchase. Marketers must therefore be attentive to leverage all platforms used by their prospects to learn about possible solutions to their pain points. This makes establishing a solid social media presence essential to boost the outcomes of marketing efforts, and contribute to the success of demand generation strategies.
This article shares insights on strategic uses of social media to drive marketing results, as well as how to tackle its top challenges and ensure best practices.