B2B companies are proof that any business can succeed on social media. Why? Because they have transformed a niche sector that – it is true – is not the most exciting, a playground for social content.
When I think of B2B companies with a strong presence on social networks, there are several examples that come to my mind: IBM, Google, HubSpot, and many others. These companies do an amazing job of sharing content that is engaging and building their audience – so much so that they do not seem too concerned about the constant spread of their products or services.
For a B2B company to succeed on social media, its content must strike the right balance between the commitment and non-disruption of its audience's experience on the platform. Ultimately, these companies need to understand what their audience wants to see in order to take full advantage of the benefits of social media.
B2B companies have transformed the landscape of what it means to be a brand on social media. To engage and attract your own audience, consider the following strategies, used in the B2B space, that could lead to the success of your own social accounts.
10 B2B Social Media Strategies for All Industries
1. Set SMART goals.
As with any other marketing channel, a social media strategy needs to be goal-driven to succeed. Setting specific and measurable key performance indicators for your company's social media – whether based on brand awareness or acquisitions – will be the key to measuring long-term success.
To determine KPIs, you need to determine the success of your brand. Are you trying to use social media as a channel of acquisition? Do you want to increase your audience or gain more traffic on your business blog? This will decide the metrics to follow.
For example, if your company is looking for leads, metrics such as clicks and conversions are important. For brand awareness, it's more essential to take into account commitment, reach and impressions.
Here's an effective example of a SMART goal for a company that is just starting to impose on social media:
Objective: to reinforce brand awareness on social networks.
Specific: I wish to strengthen the reputation of our company by publishing regularly on Twitter, Instagram, LinkedIn and Facebook. I will increase our Twitter postings from one to four times a day, daily on Instagram and the weekly publication frequency on LinkedIn and Facebook four to seven times a week. Our content creators will increase their workload by creating two articles per week at three articles per week, and our designer will increase his workload from one asset to two assets per week.
Measurable: Our goal is a 4% increase in the rate of commitment.
Executable: Our engagement rate increased an average of 2% last month when we increased our weekly publication frequency and we spent more time on a serious copy and attractive.
Relevant: By increasing the rate of engagement, we will increase brand awareness and generate more leads, thus offering more sales opportunities.
Linked in time: End of the current month.
SMART Goal: At the end of the month, our average engagement rate on our social media networks will increase by 4% by increasing our frequency of publication and focusing on a attractive and thoughtful copy.
2. Keep an eye on your competitors.
Social media opens the door to your competitor's marketing strategy, or at least, to their social media marketing strategy. For large companies, keeping an eye on your competitors is part of the territory. You want to know what campaigns they run to see if they succeed. And if the target audience of this company is similar to yours, you can take inspiration from this campaign.
But keeping an eye on your competitors on social media is not about copying their strategies at all. Being involved in the same business sector will result in a crossover with your audiences and their interests. If you see that your competitor is not responding to news trends, it may be logical for your brand to do so. The search for these opportunities will differentiate you from your competitors.
3. Share the original content.
This may seem obvious, but many companies establish their presence on social media by retaining content from other sources. The truth is that your audience can tell the difference between original and creative content and content that you have posted simply to say that you were active on the platform that day.
Social media should not be just a distribution channel. Social media marketers also need to be content marketers to make a positive impact on their brand.
If you're having trouble creating original content every day, you can reduce your exploitation. If you do not have the bandwidth to publish on all platforms, spend your time on the channels for which your audience is most developed.
And if you need inspiration for content creation, check out the Ultimate Guide to Content Creation.
4. Use multimedia.
There is a reason why marketers in social media get angry when a social platform launches a new feature – that's because it adds a new media to play with and test with your audience.
Instagram stories, Twitter polls and LinkedIn documents are perfect examples of how to use the media formats specific to each channel.
Creating and publishing multimedia content on your social media channels adds a factor of interest that will help you catch the attention of your audience.
Think of it this way: if you were browsing Twitter and viewing only textual publications, you would get bored pretty fast. The reason Twitter is addictive is because every Tweet is different. In a 10-second parchment, you can meet a meme, a poll, a video, a photo collage and a gif. The same should be true for your brand's thread.
When thinking about social media content, you should think about the story behind the message, in addition to the different ways of telling it.
5. Highlight your employees.
Many B2B companies do a great job of showcasing their employees, allowing the public to put faces on the business and personalize the brand. This is important for small and large businesses, whether you sell computers to businesses or open a neighborhood restaurant, people are at the heart of your business.
In addition, highlighting your employees is a good opportunity for the branding of the employer. The employer brand increases the advocacy of your employees by giving them the opportunity to talk about their workplace through word of mouth.
Enhancing your staff can also increase your reach and commitment. For example, instead of publishing a photo of the product, you can post a photo of the 20 people who created the product, which would likely be shared with the networks of those 20 people.
6. Have a distinguished brand voice.
Whenever your company publishes a blog, modifies a pillar page or publishes on social networks, you have the opportunity to demonstrate the voice of your brand. Just as a customer would recognize your logo, you should strive to be able to recognize the voice of your brand.
Like any other marketing asset, your social content must always be aligned with your company's point of view. Does your company like to laugh at challenges or give advice? Fast food companies such as Burger King or Wendy's are among the most popular examples of consistent brand brands on social networks:
See the full text here
The approach of Wendy's deeply impresses consumers because of its difference from other brands. But you do not have to make fun of a competitor to have a voice that stands out. The voice of your brand can be friendly, flippant, formal, underhand, humorous, serious or any of the previous categories.
If you're having trouble identifying your brand's voice, try looking at old blogs or landing pages. Take note of the emotion and tone of the copy and try to convey it in your social message.
Having a unique brand voice also gives you the opportunity to stand out in an already crowded market.
If you'd like more advice on building your brand's voice, here's a helpful slideshow to get you started.
7. Offer support.
Nothing is more frustrating than tweeting a brand that has a customer support problem and hearing the silence of the radio. Even if you do not have the bandwidth to create a separate support account for your Twitter account, keeping an eye on these issues and responding to them immediately is a good opportunity to rectify your customer relationship – and show future customers that you're # 39; is there for them if a future problem arises?
8. Maintain consistency.
One of the most difficult aspects of publishing on social networks is maintaining consistency. Publishing on each channel each day takes a lot of time, creating content and planning. If you're new, try spending time creating clever content that adds to your audience's feeds rather than publishing it every day. It's best to release a thoughtful tweet that adds to the conversation and encourages engagement, instead of five quick blog links with just one article title as a copy.
Another way to maintain consistency is to create a publication schedule and schedule publications in advance with the help of a social networking tool.
9. Experiment with content and times of display.
This is a step to take once you have proven that you can maintain a regular release schedule and want to deepen the audience information a bit. There is always good practice for when and what you post on social media, but the truth is that every audience is different, so you'll want to experiment to determine what works best for your brand.
You can conduct countless experiments on your channels. Here are some ideas to inspire you:
Alternate between the use of questions and statistics in your copy to see which one attracts your audience in addition.
Test different link positions to see if users are more likely to click.
Add emoticons to see if this increases interactions.
Post more often.
Post less often.
Put paid behind a video post and a still image to see which works better.
Segment a different part of your audience to test their reaction to an ad.
Test different amounts of hashtags to see if it affects impressions.
Spend more time answering messages to see if this increases the number of your subscribers.
Experiencing your content is the way you determine your own best practices, which will always be more personalized than industry standards.
10. To take part in a conversation
Social media was created to help people connect with other people. Even though brands occupy and occupy the space for a while, their feeling has not changed.
Your brand will not be able to connect with your audience if you are just pushing your product towards them.
It bothers and nobody wants to interact with a message that separates him from what he wants his social flow to look like.
To stay relevant on social media, it's essential to be part of conversations that interest your target audience, even if it does not have much to do with your product. For example, take a look at this tweet from HubSpot:
See the full tweet here
This tweet has nothing to do with the HubSpot product, but with the interest of HubSpot's audience. As a company, HubSpot knows that its users and potential customers are interested in technical news and what's happening in the industry. world. Therefore, this triggered a conversation.
B2B companies are not alone in being able to use these strategies for social media. They have already proven that these strategies can work for different target audiences. So, why not use some of these strategies on your own audience?