While many B2B product and service organizations have embraced social media as part of their marketing plan to build brand awareness, organizations often struggle to move beyond organic awareness building (usually talking just to their current followers) to forming a social media strategy that builds a targeted audience, generates leads and ultimately sales. Consider:
When developing a social strategy, start with your audience. What demographics do you want to reach? What are their potential interests? A 2020 B2B Buyers Survey reports that “sixety-one percent of B2B buyers now involve more people in their purchase process than in years past.” With more potential eyes on your social media content, building a variety of customer personas is a valuable exercise.
When developing content, many B2B companies go straight to selling mode, posting frequently about their products and services without much thought to WHY the reader should care. Often potential buyers and/or general searchers are looking to find information on a problem they need solved. Promotional posts serve a purpose, but don’t forget to offer your audience your unique views on HOW your product or service can solve their problem. When in doubt, ask yourself “is this content providing the reader value?”
Looking for value-add content ideas? Turn to your blog posts, industry news, posts from thought-leaders, and web site articles.Consider the 80-20 rule: 80 percent of your content should inform/educate/entertain versus 20 percent being more sales/promotionally focused.
GIFS, video and infographics…and more! When it comes to B2B marketing, many will argue that the subject matter can be dry. With two decades of B2B marketing experiences, we know that thinking is totally wrong, but it’s still important to come up with creative ways to present what is often technical, detailed information.
Think of ways to visually make the content more appealing. Utilize video featuring subject matter experts or voice-over, use infographics to present data, and don’t be afraid to experiment with GIFS to “stop the scroll.” A potential buyer might be coming to your LinkedIn, Facebook or Twitter page and scrolling through recent posts, so diversified visuals help tell your story and make for a more interesting user experience.
To seek out new potential leads and to begin the process of long-term relationship building, you must engage beyond “likes” and shares on your own profiles. Community management is critical (80 percent of customers expect a business to respond to their social media posts within 24 hours). Go where your buyers are and engage in conversation. Join groups and follow hashtags on Twitter, Instagram and LinkedIn and converse with those posting about like-minded topics.
When developing your social strategy, consider paid posts as well (via boosting an organic post or developing an ad). While organic posts will reach a percentage of your followers, paid social media marketing allows for audience targeting (think location, demographic, interests). Additionally, A/B testing of paid ads – to see what content and images resonate with your target audience – can be useful before launching campaigns on a larger scale.
As a marketing agency focused solely on B2B markets, our team understands how to maximize B2B social media opportunities for clients. We can tell your story, reach a new audience, help support workforce growth and use Big Data to speak to those customers you have never been able to reach. Contact us today and let Stifel Marcin power up your social media.
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