True or False? Social media isn’t the place for B2B marketing.
If you said false, you’re probably part of the 84% of B2B marketers who use social media in some form.
If you haven’t embraced social yet, you could be missing out on valuable interactions your competitors have already captured. Five tips to follow for b2b social marketing success:
- Don’t Try to Be Everywhere
LinkedIn, Facebook, Twitter, and more. The list of available social platforms grows every day, but that doesn’t mean you have to jump on the newest thing to keep up. Not all platforms are created equal and one may work better than others for reaching your goals. Don’t set up a presence on all platforms just to have one, especially if your team won’t be able to actively maintain each of your brand’s social media properties. Do your homework. Know where your audience is and start there.
- Know Your Audience
Go beyond the demographics you have from your other marketing efforts and reach them where they are with content that resonates. What are they talking about? And what are they interested in? Knowing who you’re talking to can benefit your brand in more ways than one. Sharing content they’ll want to engage with helps expand your reach and exposure and helps establish your brand’s thought leadership. Every time someone interacts with your content or shares it with their network, it’s an opportunity to interact with influencers, increase conversions and get real-time feedback from the people who matter to you.
While B2C can generally be more “casual” with their content, that doesn’t mean B2B can’t have a little fun with it. The number one thing to remember? It’s not about you. It’s about your followers. They don’t want to be sold to; they want to know what’s in it for them. Tailor your content to their needs and remember what works for one audience or even on one platform may not translate to another. Don’t be afraid of a little customization.
- Consistency is Key
You can’t just set it and forget when it comes to social media and no presence is better than an inactive presence. Posting consistently and monitoring conversations occurring around your brand are an important part of your online presence. If you’re posting sporadically, it can make it difficult for others to view you as a thought leader. Not engaging in relevant conversations or addressing negative commentary? It can make your fans think you don’t care, and negativity spreads quickly online. Remember: social media is social.
- Set Goals
Different objectives mean different approaches and can rely on different types of content. You know who your audience is but what are you trying to achieve with social? Brand awareness? Lead generation? Conversions? Driving web traffic? Use these goals to help shape and inform your content strategy moving forward.
So what’s the takeaway? B2B social marketing—if it’s used correctly—so do your research, set a strategy and most of all stay engaged! Do you have any other tips that have helped your brand succeed on social?