Making the most of your B2B social media strategy
26th January 2021
Social media was initally designed to connect people to their nearest and dearest. Since its inception, it’s become an important part of marketing strategies across all industries. And we're not just talking LinkedIn.
With millions of people using social platforms each day, it’s essential to have a lead generating, multichannel B2B social media marketing strategy in place.
Want to know more about content marketing for B2B? Check out our other blog here.
Traditionally, the emotional connection needed for companies to drive traffic to their websites, generate sales and create an online brand reputation via social media was reserved for B2C businesses, with B2B digital marketing left to center around brand development and generating leads, but the strict line between the two is consistently becoming more relaxed.
Both B2C and B2B marketers can use humor and emotion to create engaging images, videos, and articles, with B2B companies also being able to incorporate more formal content such as, whitepapers, webinars, infographics and case studies.
However, the platforms that B2C and B2B companies choose to invest in still differ. While it makes sense for a B2C team to focus on more consumer sites: Facebook, Twitter, Instagram, and Pinterest, B2B teams are likely to see higher enagagement on LinkedIn and Twitter.
Businesses often overlook the fact that people who use Facebook, Twitter, Instagram and other platforms, are the same people they are targeting on different channels. It’s worth casting the social net out a little wider and taking advantage of the huge numbers of people who use non-business-focused platforms.
First up, treat your B2B social media marketing plan like you would any other aspect of your business. Define your goals, identify the platforms that are best suited to your business, decide your content types, research the best times to post and figure out what consistency looks like for you. Give your business a tone of voice, decide who you’re targeting and determine how you will encourage them to engage with your content. Don’t be afraid to think outside of the box.
An easy way to get inspired is to look into what your competitors are doing and see if there’s anything they’re missing. It’s important to be unique to your brand and offer valuable content, but that doesn’t mean you can’t take some pointers from companies in your field that are handling B2B digital marketing well.
One of the easiest ways to have a presence on social media platforms is to repost relevant articles from your industry. While it might be easy, doing this and only this won’t always bring value to people’s lives, so mix up your content by adding in an original spin that your followers haven't seen before.
Opening your B2B company up to social media will inevitably invite clients or customers looking for answers to questions and queries. Setting up a dedicated support channel, alongside your other accounts, gives these people a space to discuss such things, leaving your main account to showcase your brand. Plus, those looking for help know exactly where to go to get it.
Looking for tips on community management? Check out our blog to discover how you can make your community management stand out.
Building an audience on a social media platform involves telling stories and creating emotional connections, solely broadcasting cold, hard business facts is not a strategy for success. Think your industry is boring? It’s time to get creative. Put yourself in the shoes of your audience. Is it shareable? Would you engage with it? If not, it’s time to reexamine your B2B social media marketing plan.
Consistently test and evaluate your performance to see if it’s achieving your objectives, and introduce new content strains to identify what does and doesn't work for you. It’s an ongoing process, but it’s an important one.
Behind each company is a team of people who make it amazing, share that with the world. Not only will shouting about your employees’ successes boost team morale, but it shows potential customers that you care about those humans and that they aren’t just numbers on a payroll list.
By creating accounts for your key stakeholders, you can further showcase the people who make your brand what it is and let your followers get to know them and what they stand for.
Encouraging employees to share content on their own channels is a great way to boost reach and transform your workforce into company advocates - people are more likely to read something shared by a friend or family member.
Paid social isn’t just for B2C companies. In fact, it can help get your brand name in front of the right people and doesn’t have to cost the Earth. Even a small monthly budget can specifically target your ideal prospects and lead to a new customer or opportunity.
Read our blog by Aaron Price to hear about his experience with using paid social for B2B marketing.
It goes without saying that you should hire an expert to put your B2B social media marketing plan in place. Some businesses may not see the need for a dedicated social media manager, but experience is invaluable - and makes the whole process much easier to manage.
Along with the right person to do the job, ensure you have a tool that lets your B2B social media marketing flourish. ContentCal helps you plan and schedule content, respond to interactions quickly, generate reports, store all of your assets and encourage collaboration acoss multiple departments within your business, giving your B2B social media marketing plan the best chance for success.