Another popular social strategy is to promote your products, services and solutions in the various social channels – i.e. use social media as a live catalog and thru it generate interest in your solutions.
The main KPIs (key performance indicators) you should be measuring and looking to impact are social contribution and sales leads.
This strategy allows you to connect marketing directly to sales and show your impact by directly driving sales. The challenge here is that unless you are a digital-first* type of company, it might be quite difficult to generate leads and actual sales from social media.
(* According to SiriusDecisions, your digital type provides insight into an organization’s relationships with buyers and customers and is determined according to what you’re selling, how it’s sold and how it’s bought. Prior to pursuing digital marketing campaigns, B2B organizations must determine their digital type)
The other thing to consider and be aware of is whether being (too) focused on the individual products and services, might dilute your bigger brand story. In other words, be careful not to take the easy way out and promote your many sub-brands while ignoring the fact that your overall brand is too weak and doesn’t tie all of them together into a stronger story.