It might seem like the world and his dog has a social media presence today. It’s certainly a must for B2C companies, but does it make sense for B2B marketers?
The answer is a resounding ‘yes’. As well as helping to increase that all-important site traffic, creating a social media presence allows you to connect with your audience on a human and often much less formal level. At the end of the day, even in B2B, it’s people you’re selling to. Email, brochures and events are a great way to keep in contact with potential customers, but if you don’t have social media, you’re missing part of the picture.
As it’s world emoji day, we’ve rounded up a few tips for how to develop a killer social media strategy for your B2B brand.
First, you should work out which kind of social networks will work for you. Facebook might spring to mind as the obvious choice, and the site’s 2.38 billion active users are not to be sniffed at. But depending on who you want to reach and what content you plan to promote, LinkedIn’s smaller, business-focused audience could be a better place for B2B outreach. Focusing on professionals and employment, this platform is a great place to get your brand’s voice out into the issues that matter to your customers.
It’s also worth considering the networks used for shorter form content. Twitter is a hub of debate and content sharing, making it a prime place for B2B brands to make their voices heard on industry issues.
Instagram, although more obviously a B2C choice, can also be a useful place for B2B companies to show off the more exciting part of their work in a visual way, as well as displaying the company culture.
The most important thing is to set objectives – without them, you are just ‘doing social’. Setting something to work towards, and creating a strategy for achieving it, will help you work out how to manage your social presence, and measure success.
Are you trying to create a community of followers, or drive traffic to your website? Do you want to raise your profile, or develop a brand voice? You’ll probably want a combination of these things, with different posts aimed at doing different objectives – but it’s vital to be clear about what you want to achieve with each post.
It’s important to keep releasing organic content regularly. This encourages engagement with your existing followers, means that users keep your brand front-of-mind, and allows you to support your wider campaigns.
One of the great advantages of social media is that it’s low-cost – but don’t be too cheap about it. No matter how large your following, the chances are that there are many potential customers and brand fans who don’t follow you yet. Paid social media can offer fantastic ROI, and by targeting the right people with the right content you can reach a whole new range of prospective clients.
These tips for what kind of social media to use are all well and good, but how can you create content that will work on social media?
Luckily, we’ve also compiled some tips for writing social media posts that will keep your followers’ attention:
So you’re up and running, producing regular organic and paid social media content. But how can you know it’s working?
As they say, you can’t manage what you can’t measure. Fortunately, there are a whole range of tools you can use to gain visibility over how your social media posts are performing, what kind of content is most successful, and what wider conversations are going on that you shouldn’t be left out of.
Analytics services such as those provided by HubSpot provide a great insight into how your social media posts (alongside emails and other content) are performing, so you can see which kinds of posts work well for your audience, as well as what time to release them.
Sysomos provides a broader picture of how people are talking about news stories, and who’s doing the talking, by cross-referencing social media conversations with account bios. With this kind of insight you can see which conversations your potential customers are having, and make sure to get involved.
Social media offers an opportunity to promote your solutions and your message, so you can position yourself as a true thought leader in tune with your customers and prospects. With these few short tips, we hope you’ll be on your way to social media mastery in no time!