In today's competitive marketplace, vendors in the mortgage industry must adapt and leverage the power of social media to stay ahead and front-of-mind for their prospective or current broker partners. Social media offers immense potential for businesses looking to connect with their partners, establish their brand, and grow their networks. And with more than half of the world’s population on some form of social media, utilizing social media is no longer a supplement to your marketing efforts, but rather a critical component.
Social Media is not just a supplement.
For B2B (business to business) marketers, ignoring social media is not an option. Social media accounts are free, and a good social media presence can help you increase your brand awareness, build trust and credibility, and stay top-of-mind for your clients and prospects.
Not only does it help you increase visibility for your brand, but the majority of B2B decision makers rely on digital channels like social media when making purchasing decisions. In fact, by 2025, 80% of B2B sales interactions will occur on digital channels [Hootsuite], and according to Banklinko, 84% of B2B decision makers use SM during the buying process, which is second only to search engines in terms of success [Sprout Social].
Your content matters.
Deciding what kind of content you should share depends on your end goal, but for B2B marketers, sales isn’t usually the goal for your social media content. According to Hootsuite, sales is actually the 8th most common goal for social media strategy. The top 3 overall goals for B2B content marketers are:
- Create brand awareness (87%)
- Build trust and credibility (81%)
- Educate audiences (79%)
“B2B social media is about starting conversations and building relationships that lead to sales in the long term." Think of your social media content as the top of your sales funnel. This is to help create awareness and start to familiarize others with your products and services, and begin those conversations that ultimately lead to sales.
So what do you post?
The best, most effective content is content that is authentic, honest, and real. Stock photography and templated posts can help supplement your marketing efforts, but you should not depend on it. Your content, and the captions you use with it, should feel human, not generated.