First things first; any business, we repeat, any business can succeed on social media no matter if they are a B2B or a B2C company.
So, even if you have an iota of doubt over your B2B Company fainting on social media, then it is wise to change your perception by pursuing this piece of article.
Gone are those days where B2B companies were dependent on their traditional form of marketing like calling, sending emails, attending business network seminars. Today, in this age of the digital world, if you are not utilizing social media platforms, no matter how good your relations are with the other companies, you are missing out on a world of opportunities for your business.
So, without wasting any more time, let us find out how to create a B2B social media strategy that will grow your brand and earn leads.
15 B2B Social Media Strategies That Can Do Wonders to Your Business
Identify Your Core Goals
We know you are excited to start getting results, but let us not jump the gun! Before you do anything, you need to make sure you are setting the right goals. Without these, you risk wandering aimlessly in a field full of competitors who know precisely what they want and how to achieve it.
The goal determines the success of your business on social media. It can be anything like increasing reach, more traffic, more sales.
For instance, if you are trying to increase reach and awareness, you might track:
- Paid reach
- Organic reach
- Follower count
If your goal is sales/leads, then you would look at the metrics like:
- New leads from social media
Once you know what your goals are and how you are going to achieve and measure them (with social media analytics), you have won half of the battle right there.
Understand Your Audience
When it comes to B2B marketing, understanding whom you are talking to (and what they are thinking) is key to getting the results you are looking for. Monitoring audience data, such as interests, gender, age, locations, can play a role in improving the performance of your business social media.
Understanding the audience in a B2C business is much easier than a B2B company. Where B2C depends on individual behavior, with B2B, there can be a team or a group of individuals who will assess your product/services accordingly.
Try to find out the needs and pain points of your target audience, and in return, they will push your brand high up on social media.
Want to learn more about why and how to understand your target audience.
Choose & Optimize Social Media Platforms
Finally, we come to the best part of your social media strategies, choosing the right platform for your B2B brand.
Your in-house marketing team may suggest to only use and optimize LinkedIn for your B2B brand. However, social media is not just about selling and buying products for companies and audiences, but more of a mode of communication and entertainment as well.
Yes, we understand that the ultimate goal of any business is sales/leads. But, without boosting your brand awareness and audience base on social media, you can be nowhere near success.
A content marketing survey shows that:
91% of B2B companies are actively working on their LinkedIn profile. However
85% are on Twitter
81% on Facebook
73% on YouTube
50% on SlideShare
44% on Pinterest
30% on Instagram
In the last five years, B2B marketers are using an average of 6 social media platforms to boost their growth.
So, there is no doubt that as a business owner, you do not need to only stick with LinkedIn. But, you should also explore the benefits of other platforms like Twitter, Facebook, Instagram, and YouTube.
Initiate Competitor Analysis
The above three steps are undoubtedly a vital part of your overall marketing strategy. However, with such a focus on customers, it is easy to overlook what the competitors are doing. Without giving enough thought to what is going on with those around you, you are missing out on crucial opportunities to advance your B2B marketing strategy.
Stay updated on what your competitors are doing on their social media, website, and to their customers. It will give you inspiration and direction for your short and long-term marketing approach. The information your brand can gather from a B2B competitor analysis is invaluable and brings a bucket full of ideas on the table for your business.
The best part about this is that you not only master the best from them but can also learn from their bad decisions.
Develop Buyer Personas
A persona is a fictional profile of your ideal customer. They are the marketing code for Knowing Your Audience. Creating buyer personas allow businesses to understand how their customers search for information around the services and products their business offers.
Because you need to go deeper into your understanding of customers, you need to think about their lifestyle, motivations, challenges, goals, and purchasing decisions. It is where developing buyer personas can help you with the right process considering your customers.
Find A Tone of Voice For Your Brand
Often, B2B brands underestimate the importance of having a well-developed tone of voice, leaving customers drowning in a social media news feed flooded with sameness and business jargon. Having a suitable voice tone help brands to not reflect boring on social media platforms.
Customers are more likely to use the tone of the brand voice to judge whether the brand is likable or not. It can certainly make your brand more memorable and get hype over social platforms. Use a conversational tone and engage with other users instead of just broadcasting your message. A little humor is always welcome!
Create & Share Original Content
Audiences are ever interested in something more creative and unique. They will soon get fed up with your repeatedly curated content that is updated on social media only to say that you are still active on the platform.
Instead of just curating content from other sources, you should create your own content that is original and creative, which is also advisable for your content marketing. Sharing original and unique content makes you an industry leader with great opinions.
Engage With Your Customers
Social media engagement refers to the way your readers react to your online content. The more likes, pins, shares, retweets, comments, and click-throughs that your content generates, the higher is the engagement.
It also leads to more website visits, which potentially means more customers for your business. That is why it is essential to use social media for better engagement with customers.
Remember to engage with your audience on time (next day replies are often too late!) Social media is all about real-time conversation, so whether it is good or bad, do not be afraid to talk.
Join Groups And Communities
Joining relevant groups and communities on social media platforms will help you get rid of those loaded timelines that regularly bury your posts. From there, you can have an idea of what others are doing. You can get inspired from them by applying a strategy for your brand. You can also promote your brand in those groups and communities.
It will also help your business reach the industries that are interested in what you offer. It not only gives the company another method of engaging target markets but strengthens brand association with data analysis too.
Share Success Stories, Testimonials, and Reviews
Word-of-mouth is without-a-doubt the oldest and one of the most successful forms of advertising. Customers tend to trust recommendations from the people they know. You have to feed your customers the reason why they should invest in your product. That is why you will need social proof.
You can share your business success stories, client testimonials, and reviews on the website as well as on social media platforms. It will help audiences know how your products/services have helped others. The other way to improve credit is to share a widget that discloses information about the likes of a particular product and service. People will be more willing to choose you when they find that others have liked you too.
Publicize Your Team & Leaders
Nobody knows your B2B business better than the people who make it happen day in and day out. So, B2B companies who succeed on social media often showcase their internal talent by highlighting their employees, their leaders, and their work culture.
Your team puts a face and a personality to your company. By adding a human element to your brand, you can secure a stronger connection with your readers.
Highlight your team and partners. You can post team bios, behind the scenes photos, company gatherings, and interviews with leaders. It creates a positive impact on the subconscious mind of your audiences.
Choose A Distinct Color Palette For Your Brand
Colors can have an immense impact on the audience, whether it is on a print ad, a television commercial, a website, or even social media platforms.
The Institute for Color Research reports that 90 percent of the judgments people make about content is related to the colors used in it. What is more interesting is that 85 percent of people base their buying decisions on color.
In the past 15 years, the largest b2b companies in the world have changed their brand traditional color palette to a more unique and diversified color scheme. The trend is to be different and stand out in the market.
The goal here is not to have something that matches everything, but it is about giving your audience something to expect.
Choosing the right color for your marketing campaign can affect your ability to reach and connect with audiences.
Leverage Social Media Paid Ads
Paid social media advertising provides a way to get the requisite brand awareness for B2B brands and to generate quality leads.
Facebook, LinkedIn, Twitter, Pinterest, and Snapchat all allow you to run ads against custom audiences.
Photo carousel ads allow USPs to shine, and lead ads let users submit their personal information without ever leaving the platform. Whereas, video ads let advertisers demonstrate their thought leadership in compelling ways.
Yes, we must strive to boost reach and awareness organically but to cope up with this competitive world, one can not just ignore paid ads.
Measure Your Results & Experiment
After following all the above steps, keep calm and measure your results, and do not shy from experimenting with what is working the best for your business. Check out the reach, traffic, impressions, shares, retweets, likes, pins, conversion, and engagement.
It gives you an idea of where your brand is heading towards and also helps you in making next months strategy. Social networking sites, like LinkedIn, Facebook and Twitter, YouTube, all have their own analytics report system that you can track. Using it will only help you improve your strategy and business.
Offer Better Customer Service
Here comes the critical step of all. Remember, although you have mastered all of the above steps, if you fail to get the hang of this last step, you are going nowhere near growth.
What matters to the audience is the end result of your business transition. The better you offer customer service, the more it builds trust and awareness about your brand. Without providing more value to your customers, you can never conquer anything related to success.
Never forget to ask about the customer’s input, create a feedback loop for them, responding quickly to their issues, and listening out to them attentively. Your aim should be to convert your customers into your fans.
We hope this blog has helped you with understanding the importance of social media for your B2B business and also gives you a clear idea of how to proceed with it. Remember, if you have not been using social media marketing, you are already behind. So, it is time to hop on board and start using social media to grow your brand and get leads.
Needless to say, if you need any further help with social media strategies for your business success, always remember, we are just a click away. Feel free to get in touch with our Social Media Experts at AMH Web Studio.