While case study after case study continues to sing the virtues of social media tools such as Twitter and Facebook for business to consumer (B2C) marketing, business to business (B2B) social media marketing has, and continues to prove, a particularly difficult nut to crack.
Indeed, a new study suggests that social media accounts for less than two percent of all B2B website traffic, with organic search (i.e., Google), direct traffic and other referrals significantly more important to business to business brands.
This data comes courtesy of Optify’s 2012 B2B Marketing Benchmark Report, which noted that, despite heavy adoption, social media websites, including LinkedIn, drove just 1.9 percent of traffic to B2B websites.
Organic search (41 percent of all traffic) and direct visits (40 percent of all traffic) were massively more influential sources of visitors for B2B brands.
- The Top 14 Social Media Metrics Tracked by Marketers
- Six in 10 B2B Marketers Spending More on Social Media in 2014 [INFOGRAPHIC]
- Twitter 2014 UK Ad Revenues: £90 Million (Facebook: £531M, Google: £556M) [STUDY]
- Facebook, Twitter, YouTube: How Advertisers Are Spending On Social [SURVEY]