B2B social media marketing has its benefits, but it's not easy to master. A strong social media presence is important for any business, including B2B companies, because it's a great way to interact directly with your customers in an informal way. However, many organizations have trouble defining their social media strategy. The challenge is finding the best way to draw the most attention from the right audience. This is common for many organizations and important to address.
In order to overcome these and other common challenges with your B2B social media strategy, here are tips to be the best digital version of your company and make your feed standout.
1. Have great content.
A basic rule of marketing is give something in order to get something. One thing you can give your potential followers is great content, and what you'll get is engagement such as visits to your website, follows, likes and shares. But remember, any good content marketing strategy starts with longterm commitment. If you consistently share good content, your social credibility goes up and your audience is likely to come back again and again. Develop a reputation that your social media feed is a place for great pieces to read. This is especially true if your content showcases your industry expertise. An easy way to do this is to leverage the subject matter experts you have within your organization. People in your R&D department may not be bloggers or marketers, but they have amazing insights that you can capture and share with your audience. Your blog will develop its own following, and that's mutually beneficial to your social media feed. People will appreciate learning from you, and it develops a reputation that your company is knowledgeable and credible.
2. Use a consistent voice.
Your voice on your social media feed is an extension of your brand. This means you need to have one consistent voice across your organization, including on social media. This allows you to be recognizable. People who read your posts and content should have an idea of what they can expect from you the next time they read what you put out.
Something that organizations that are new to social media often struggle with is how to represent their company on social media. Try not to be overly professional, or blatantly market or sell something. Be personable.
Also, post pictures of your company's employees. This will show people the faces behind the brand. The way to do this is to post pictures of your employees at events such as company outings or holiday parties.
3. Talk more about your industry and less about yourself.
If you're at a party, you probably won't want to talk to someone who just boasts about themselves all the time. The same holds true on social media. People want to hear from those who are interesting, fun and credible, rather than someone who constantly talks themselves up. Your social media feed should be the interesting person at the party and not the blatant self-promoter.
It's great to mix in content such as customer success stories and case studies because it shows people that there are customers out there who love what you do. Just don't overdo it. Talk about industry-centric topics, such as trends, challenges, and interesting content from third-parties (not competitors of course).
4. Make your presence more engaging and interactive.
There are many ways to draw in people on social media outside of posting blogs and articles. Twitter chats with industry experts are a good way to draw the right following. It also gives a platform for you to express your expertise, which again shows your credibility in this area. Hosting a chat also lets people be more interactive because they can write to you, and engage in your posts.
Another way to do this is to host Q&As. People who follow you can ask questions and their followers will notice. This is a great way to show off your industry insights while helping others.
5. Use images and videos!
Images can be effective in drawing engagement because they're colorful and take up more space on feeds. A simple image that's interesting or funny will draw people's attention. This is why memes and GIFs are so popular today.
But when it comes to standing out on social media, video dominates. People who post videos that are either interesting or funny see a lot higher engagement rates, which is why video is now such a widely used tool by marketers. Marketers who use video grow revenue 49% faster than those who do not, according to Vidyard.
The challenge is, you have to do it right. Most people won't ever see the end of a video they started because we have such short attention spans. Your videos need to be concise. Draw in your audience's attention in the beginning, make interesting points with aesthetically pleasing visuals and get your overall message out early. People watch videos because they want to be entertained while they learn. If you can make that happen, you'll get a ton of engagement.
The most important thing is to make sure that your social media account represents your company and gives your target audience value. It may seem simple, but just being yourselves can help your company stand out. Whether that be through videos, blogs, Q&As or something else, it’s important to give your audience something they can use, in a way that only your company can do.