Social Media isn’t just a place for B2C brands to chat with fans about how many retweets it will take to earn free chicken nuggets; it can be an effective part of your B2B marketing strategy. In fact, 55% of B2B buyers say they search for product and vendor information on social media. If they can’t find you there, or your presence leaves them with more questions than when they started, they may turn to a competitor. Curious about how you can make an impact with your prospects on social media? Here are our top B2B social media marketing tips:
Know Where Your Audience is and Meet Them There
LinkedIn? Facebook? Twitter? Somewhere else? You don’t need to be everywhere, but you do need to know where your audience spends their time if you want to reach them. Just because a platform works best for one industry doesn’t mean it’s the best for yours so be sure to do your research before jumping in (if you haven’t already).
Invest In Your Organic Presence
A great B2B social media marketing strategy requires a great organic presence. And that takes time and effort. There’s nothing worse than clicking through to a brand’s social media presence looking for helpful information and seeing that they haven’t posted since 2012. Make sure you’re posting at least a couple of times a week, actively responding to questions, inviting conversation, and adding value.
Experiment with Paid Social Media (especially on LinkedIn)
Paid social media can be an effective way to grow your following and elevate your content to a wider audience. All platforms nowadays have paid social media offerings of some type.LinkedIn has some of the most pointed and accurate targeting features out there. This can be especially helpful for B2B marketers. Only want to talk to a small subset of decision-makers? Target them by industry, seniority, job title and more!
Think Beyond Target Audience Demographics
While knowing the demographic information about your audience can be helpful for targeting the right folks on paid social media don’t forget to look at the bigger picture. What are your prospects pain points? And how can you help? Develop personas and let their needs help guide your B2B social media marketing (and content) strategy so you can deliver content that resonates. Consider these tips on how to create stronger buyer personas.
Develop a Balanced Content Mix
It can be tempting to push out a steady stream of promotional and product-focused posts but remember, it’s not all about you. It’s important to maintain a mix of self-promotional content and soft-sell content to position yourself as a helpful resource (rather than a sales pitch) & guide your B2B prospects down the path to a conversion. Think about what would resonate with you and answer their questions before they have to ask them (without coming across as pushy) and you’ll be well on your way to building relationships that last.
Align With Sales & Other Teams
While B2B social media is not a direct sales tool (and shouldn’t be used as such), it can be a valuable touchpoint in your prospect’s journey. It’s important to make sure all your internal teams are on the same page (& working towards the same goals). Work together to create an integrated strategy that helps moves the needle and nurtures prospects toward a conversion.
Measure and Optimize your B2B Social Media Efforts
If you’re not measuring you’ll never know if it’s working, right? One of the great things about social media (and digital marketing) in general is the ability to optimize as you go. Decide which KPIs to track and establish a baseline once you get started so you can follow your progress and see what success looks like for your brand. Regularly check-up on the platform analytics both paid and organic, gate the content you post to capture user information and use UTM codes to track any links you post on your social media properties in Google Analytics. See some room for improvement? Optimize!
There are many ways to integrate social media into your B2B marketing strategy as a touchpoint in the journey from prospect to customer. B2B social media is important. Sharing content that resonates with (and educates) the people who matter most can be a great way to build trust in your brand and spark new relationships with prospects.
Kaitlyn is the Manager, Social Media at RDW and an all-weather beach enthusiast. When she’s not creating integrated social media strategies or launching campaigns, you can find her traveling and looking for the best local eats, hopefully at the same time.