4 Ironclad Steps to a Perfect B2B Product Launch on Social Media
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It might sound weird to create a new product launch strategy on social media — after all, most people use these platforms for their me-time. But what if you used it as an opportunity?
What if your business took advantage of the sense of connection and camaraderie that exists under the surface? These connections are untapped resources waiting just beneath your fingertips!
Although social media seems like an intimidating tool, it's one of the best ways for B2B businesses to meet new customers looking online before making purchases. 62% of buyers say they research items before purchasing. So this becomes even more significant when using social platforms to reach out and connect with new clients.
Table of Contents:
- Research, Identify, & Understand Your Market
- Gather All Possible Marketing Assets
- Prepare & Plan Your Social Media Calendar
- Get Ready to Launch & Promote Your Product
4 Steps to Promote a New B2B Product on Social Media
Creating a marketing plan for a new product can be overwhelming. There are many platforms, each with its own rules and styles. For example — Building a wholesale brand on Facebook differs from doing it on LinkedIn.
To put things in perspective, take this report by Marketing Sherpa. 32% of B2B marketers are oblivious of their company's marketing funnel.
That's why we broke down the process into 4 easy steps.
1. Research, Identify, & Understand Your Market
When it comes to any form of marketing, knowledge is power — and research is the gateway to knowledge. Create a buyer persona, a fictional representation of your ideal client. You must know them like the back of your hand.
A successful campaign is impossible without knowing who your ideal customers are. Your messaging must appeal to them. And yet, 34% of buyers don't engage with B2B companies because they send too much irrelevant content.
Don't fall into the same pitfall. Study your prospects to craft enticing content for them.
Once you've found your ideal customers, research your competitors. Can you improve their processes? Does your product solve a problem better than theirs?
2. Gather All Possible Marketing Assets
Google claims that digital channels influence 67% of B2B purchases. Is your digital presence up to the task? Start with the messaging. Align it with your brand's values and buyer personas. Tap into your ideal customers' hopes and fears to make your words shine.
But keep in mind that each social media platform has intrinsic communication rules. Light visual content rules Instagram, while LinkedIn favors more professional content.
Don’t forget your product is the star of the show. The best way to showcase your product is through videos and images. Videos are a great marketing tool because they show clients how your product works, while images coupled with persuasive copy captures the right attention.
Another way for your product to stand out is certifications. Has an established organization certified your product as safe? Organic? Maybe you have a strong manufacturing branding, like "Made in Italy". These labels add credibility to your product — work them in your messaging.
3. Prepare & Plan Your Social Media
Once you’ve created the necessary content, it's time to devise a publishing plan for it. Here is where you schedule your product launch marketing strategy.
Benefits of creating a social media calendar include:
- Saves time
- Keeps things organized
- Tracks each post's results
- Simplifies engagement with your audience
It’s easier to track your results if you know what you posted and when you posted. Organizing your social media campaigns takes minimal time investment that will repay you ten folds.
You can create an overarching storytelling theme with a content calendar. If your posts follow a logical order, people who find them later will be tempted to follow them.
With 62% of buyers researching products online before buying, a well-planned strategy will improve your sales.
Schedule which posts you'll publish on which day on their respective platforms.
That's it, no need to overcomplicate this step.
4. Get Ready to Launch & Promote Your Product
Your product isn't the only thing people will see. They'll check out your company's profile to see who you are and if you're as credible.
A study by GlobalWebIndex shows that 54% of people use social media to research products. A social media profile with outdated information will not inspire trust and a purchase decision, which is why you must keep your pages and website up-to-date at all times.
Imagine you're a paying customer, and call a phone number you found on the company page. But, the number doesn't exist anymore. What would you think?
Pay close attention to your budget and how it will affect the data you receive. The higher your budget, the more information you'll have at hand, as well as greater control over adjusting any campaigns that are not working.
Most importantly, remember that social media isn't just one-way communication! Listen to prospects who interact with posts rather than only relying on sales from time to time; there's gold in those interactions!
Take Your Product Launch to a New Heights
Effective social media campaigns can be a major boon to your bottom line. These platforms give you instant access to thousands of potential opportunities. No other channel offers so much reach.
It's no longer a matter of if you should use social media to promote your products — it's how. Sign up for our monthly newsletter for more guides on maximizing your time and money - catapulting your business towards the next level of success!