- July 11, 2019
- Posted by: Biplab Poddar
- Category: Facebook Ads
How to succeed in B2B social media marketing for your business (Step by Step Guide)
Social media is one of the strongest sources for qualified leads for about 20% of B2B marketers. The role of social media has been evolving a lot in terms of demand generation for encompassing targeted lead generation, influencer outreach, lead nurturing, research and social listening. B2B marketers should attain mastery over new skills and should learn to get a grip over the exclusiveness of social media marketing and thus they can be successful in building an impressive engagement or followers on social media and grab a place in B2B social media marketing.
You should remember the vital phrase “social media” when you are here for social media success. It is a ‘social’ thing so B2B marketers should approach their strategies by keeping relationships in mind. It is a place for give-and-take and not any one-way broadcast.
Social media has brought an immense reshaping in the world of communications. Today people can share anything freely or communicate and engage with others much easier instead of depending upon news corporations and television for world news or information. B2B social media marketing is a part of this.
In the case of B2C marketers, they experience great success with brands consolidating names for themselves towards their targeted audience; whereas for B2B social media marketing, they face a lot of difficulties to get through. While targeting other businesses, the negotiations regarding likes, followers and engagement feels somewhat impossible for B2B marketers.
B2B social media marketing is different from direct marketing to consumers but it is one of the effective tools for your company. Social media marketing, if done right, can bring in the following results:-
- Establishment of your company as an authority
- Enhance the growth of a dedicated and engaging audience
- Drive in traffic and conversion
Do you know about the greatest myth about social media marketing?
All of you have often heard the saying by people, “social media will not work for me as I am in a boring industry”. This conviction should be completely erased from your minds as social media is not constricted to only clothing and beauty companies. There are billions of other people around the world connected to social media. So it is definitely possible that a small percentage of this is interested in your industry. You just have to find them and you need to create the type of content which that audience will prefer.
Social media has been basically the playground for B2C companies but that doesn’t mean that B2B businesses do not have a place on the grounds of social media.
Different sized companies have tasted success with the help of B2B social media marketing and have experienced immense growth after tapping onto major social networks for targeting customers.
It is rather easy for a travel company to make the most out of Facebook or Twitter for marketing and customer service, but is it the same for any management company? Can any B2B company get successful in the world of social media and grow as much as a B2C business?
The answer is yes! You can see hardcore B2B businesses killing it on with social media.
Get started with B2B social media marketing
The first and foremost thing is to get onto the right social media channel. You should be able to find a balance between the establishment of your business on one or more platforms but make sure not to spread yourself so wide that the focus goes away.
According to reports, LinkedIn is the most popular among the platforms for B2B marketers and it is only platform advertisers should use. B2B companies are continuously showing a steady impact that they have a range of social media platforms to share content resonating with the audience.
Look at the few steps marketers should follow:-
You can find difficulties in bringing in profits for your B2B social media marketing campaigns unless you choose the proper objectives. This is because your ROI (returns on investment) depends on the setting of marketing goals that will add to the contribution of the overall growth of the business. When you have measurable goals that have relevancy to your business, however big or small, you will be able to create award-winning B2B social media marketing strategies. You must ensure that each single goal set is smart enough and is measurable in nature to make it easy for you while determining the success in a more scientific way. Your goals should reflect each and every decision taken towards achieving more number of prospects and making them convert into leads as well as each planning step to gain success.
Businesses using B2B social media marketing should be aware of the importance of visibility in today’s competitive social sphere. Social news feeds are so crowded nowadays and you need to make your business stand out without losing focus from its core goals.
Now let us discuss a few objectives which should be considered for B2B marketing of your company:
1. Finding targeted leads:
Leads should not always be considered the ultimate focus for a B2B social media marketing campaign, but they are an important way for monitoring the progress of your campaign in the long run. Google analytics is the tool that helps you to measure the clicks, engagement and the number of social media leads and you can see the amount of efficiency your business has achieved through social media campaigns.
B2B companies operate in different methods in comparison to B2C companies in many ways. The techniques used for B2C might not work for B2B companies.
For example, B2B customers are known to make huge investments and this reduce the chance of impulsive buying. Hence, if your B2B company wants to take the support of social media marketing, it is sensible to do that for lead generation rather than sales. If you plan to do long-term business and you wish to get a healthy ROI from social media platforms, then the generation of quality leads should be your first and foremost priority. Each new lead generated can give you confidence and direction towards gaining more leads in the near future.
According to studies, any business, be it B2B or B2C, uses social media for the generation of leads to earn their ranking position and earn an additional revenue of 24.6%. The choice of social media platform depends on your business type and the social network they are more likely to use, be it Twitter or LinkedIn.
The capturing of leads and nurturing of prospective buyers as possible via social media but you need to follow these steps effectively:
- Building a strong and positive network to enhance the growth of your reputation.
- Adding CTAs (call-to-action) to your social media profiles, pages, and posts
- Improving the brand by focusing on establishing yourself as a leader in your industry
- Getting help from paid ads for consistent generation of quality leads
- Tracking and measuring the progress of your social media performance
It is crucial that you have a unique approach in B2B marketing for the generation of highly converting leads and be successful in achieving a higher ROI.
2. Brand Building
If you want to have a positive impact on the development of your brand, you need to focus on social media optimization. And being on social media doesn’t only mean LinkedIn; you need to be active on other social media platforms for protecting the reputation of your business as well as giving out value. A single wrong step on social media can result in diminishing the brand value of your business.
According to recent studies, brand building is one of the topmost digital priorities for B2B marketers.
Look at the three efficient ways for the enhancement of your brand and you shall get the most from your B2B social media marketing strategies:
- Creating a persona for your brand online– the online persona of your brand is quite similar to the persona of an ideal buyer and this can be effective for you. The online persona helps your customers connect well with your core values on social media and therefore a change can be seen in the overall results of your business. You need to focus on the voice used in social media to get a successful persona of your online brand and keep in mind to keep a long-term vision for the persona building.
- Keep plan B ready– at times, you may experience the unhappy sides of your customers on social media. Your brand’s reputation might get for a toss if immediate action is not taken for resolving the problems. So, you need to have a plan ready for any sort of crisis management to deal with your problems whenever they arise.
- Media connection– a good connection with your prospects or customers is a necessary step while using social media. But when you are a B2B company, you should not be limited to only social media.
One of the necessary steps is to build a strong connection with your prospects and customers while using social media. But a B2B company should not stop here. You also need to build an interaction with the bloggers as well as journalists those who are active writers or content creators in your industry. Use social media to reach the proper kind of media to build strong relationships with potential media contacts and you will be able to get through.
3. Better customer service
Social media platforms like Twitter and Facebook plays a major role in the improvement of your customer service and you are able to give better value to your B2B customers. Social media can offer you the opportunity to look at the trend of customer interaction with your content and how they are reacting to your brand. You can be able to resolve almost all the problems of your customers with the right steps and avoid the escalation of their issues.
This can be done in the most effective way with the following steps:
a. Think beyond the conventional social media networks
You need to do a little homework about where your customers are spending most of their time in and then it would be easier for you to connect with them. Which websites are used by the customers when they speak of your brand or brands of your competitive businesses or which are the places on the internet they tend to hang out the most? It is not necessary to use only LinkedIn while running a B2B business.
You need to look beyond the conventional social media platforms like Facebook and Twitter and LinkedIn. In case you run a travel agency you should want to keep a tab on your customers through being active on Flyertalk, which is a website for travel customers for discussion on airlines related matters. You should join these discussions and you can learn about the customers’ concerns and provide them with solutions and make them happy.
Be it any industry, you should try and learn about what your customers are talking about your company before it gets too late. The more you will study customer behavior and involve in customer interaction, the better it will be for your business.
b. Monitor your preferred networks
Social media allows you to manage your reputation and this is the best fact about social networks. Hence you should keep an eye on the major social networks and digital forums to help your customers who are in need of it. Thus, you can avoid getting any negative feedback for your business. You can get the most out of your social media platforms when it comes to customer service with the help of professional tools that will help you to track mentions or listen to the aired queries of your customers. Tools are useful only when you make the right utilization. A simple tool like Google alerts can help you in the beginning and you can opt for a more premium tool later on when you are ready to move further.
c. Give the right response
One of the essential factors to keep in mind for customer service via social media is that you should pay heed to their issues and try to resolve their problems without making the situation worse. You should deal with your customers in the right way and try to avoid getting into squabbles and unnecessary debates as the discussions are happening on a public platform. Try to solve the issues by avoiding any kind of verbal spats.
In cases, when a customer is actually wrong and then you need to deal with him or her on a private note and try to resolve it as soon as possible. Try to cooperate with your customers even if they are difficult to handle. The right response is the main key to build better business relationships. Your brand and company image is important so try to safeguard it by showing your customers that you genuinely care for them.
4. Employee exposure
This is all about offering your employees more and more ability to advocate your brand in their own circle like if your company is creating blog posts or videos and infographics, you should make it easily accessible to your employees so that they can share the content on their personal social media profiles. This type of exposure has become common during the past few years and the changes in algorithm bring out ways to grab more attention to your social media content.
B2B brands stick to the conventional method of publishing content only from their company’s social media profiles but this can limit your reach only to your own audience. But if your employees also share your content on their personal profiles, it increases your potential reach as well as it results in increased customer engagement. And according to reports, people are more likely to read posts regarding a brand from friends rather than reading about the brand itself. But this is not as simple as it sounds like. Employees need to find the content on your website and then log in to their social media accounts, then copy paste it and share it. This can consume a lot of time and it sounds inconvenient too for each one of the contents.
Hence a platform should be designed for employee exposure that will make it simple for your team in sharing the content. You just need to organize the content you want to share, write down the ideas for the posts so that they can directly publish them easily from their profiles and also schedule posts if they are willing to publish them later on.
5. Defining goals
The buying cycle of B2B businesses is both lengthy and consist of multiple touch points. It is hence important that you have a series of goals for marketing efforts to take potential conversions into account. Many of us have the misconception that making a sale is a conversion and this is the ultimate goal. But successful campaigns have a much artistic view at each single customer interaction for nurturing the leads along the funnel to the point of sales.
Your ultimate goal is to bring a sale. Social media platforms have the potential to drive hundreds of little steps that actually result in sales. So, you should map your strategies in such a way that it becomes easy to gauge their impact on your business.
6. Choose your tactics
There should be a unique landscape for every business, product and industry with the proper social media strategy for each particular scenario depend on the goals, resources, industry, and targeted market. Understand the greater dynamics of a campaign and know how to measure its success or how to plan social media presence in a B2B business and all this knowledge acquired will help you with a strong foundation.
The landscape is becoming more and more crowded but the ability of social media in amplifying the reach of your content is also empowering day by day. Each content marketing strategy has social media as its key role player. Promotion of your B2B content through the key networks is essential and you should take a deep dive into the understanding of key networks, for example, use of hashtags on Twitter for extending your reach. LinkedIn can be the obvious choice with Twitter in the second.
7. Art of social selling
Leads should not always be the primary focus in the use of social media but it is, however, important to note that your social media efforts pay off in the right way, specifically in the case of B2B businesses. This is where social selling plays a major role. Social selling is the use of social media for the introduction of prospects into the sales funnel. This does not include cold calling or hard selling. Social selling can be more powerful if done by individuals in comparison to the social media profile of the brand.
The main goal is to find people those who will be beneficiary form your product and you should build a relationship with your prospects through helpful and valuable content.
Suppose your customer faces a problem, you can’t just tweet your product link to him, this is really irrelevant and inhuman. Social media has changed the purchasing process of individuals even for B2B companies. Buyers need not visit companies to know the new products and services launched, about 91.09% of the purchases are processed by the users on their own through social media. They view reviews and use Google for solutions to their problems and even find out new companies for products and services everything through social media. 55.68% of buyers use social media to find information regarding any product or service. By the time they will talk to a salesperson, they will have been already made a decision to buy the product.
Another advantage of social selling for B2B companies is that very few businesses do that so there is less competition on your side. Maximum B2B companies rely on other outbound strategies such as email marketing or cold calling. So, a social media presence can outstand you from other competitors.
LinkedIn can make you stand out in terms of gaining B2B leads on social media but others like Twitter and Facebook can also help you in the generation of leads.
Take a look at the percentage of lead generation through social media profiles:
- LinkedIn: 80.54%
- Twitter: 12.08%
- Facebook: 6.1%
- Others: 1.28%
This doesn’t mean one should put all the focus on LinkedIn marketing as it earns the maximum leads.
Another benefit of social media other than the generation of leads is to build brand loyalty, that is, the trust between you and your buyer through the sharing of valuable content on Facebook or Twitter.
LinkedIn’s social selling index gives you an 80/100 score if you use the four major elements of social selling:
- Establishment of your professional brand
- Finding the right audience
- Engagement with proper insights
- Relationship building
Advantages of UGC:
UGC (user generated content) works best with the sales of consumer goods but this doesn’t imply that they are of no use to B2B businesses.
8. Identification of the target audience
Social media includes a diverse audience and everybody is not interested in your content or products. This is why it is important to reach out to the proper audience those who will have a connection with your connection. People who will pay attention to you and be all ears to your content shall be your audience. This can help you to build a list of followers as well as help you to create a real authority in your niche. You can act as a positive brand in your industry and identification of your target audience should be the primary step for sharing information with the businesses those who are interested in your expertise area and have goals to get connected to your brand. With the right kind of audience, your shared updates can have more exposure as both you and your audience will share the same passion and zeal regarding your industry.
You will definitely not want to deliver your content to the audience who is least interested in you. But this can happen if you do not select the right targeting for your brand. Also, you need to deliver value to the other businesses so that you gain influences in your industry and your business will be able to outstand other companies who fail to put efforts in B2B social media marketing.
Goals and priorities are what shape the marketing of your brand. The use of social media can grow your business but you need to know the right way of accomplishing it. Set your goals for B2B social media marketing and draft a proper plan to grow your business through social media.
ii. Analyzing competitions
Each healthy business will have competitors, so will you. So, you should spend time to analyze your competitors’ social behavior and their way of interaction with the customers and how they use every social platform to enhance their brand. Try to understand the type of content they use that is offering them more customer engagement.
Try to analyze and take a grip of social media strategies of your competitor companies to improve yourself in some fields. If you see a low posting frequency of your competitors, you can ramp up your sharing frequency through high-quality content on a regular basis. The lacks of your competitors can be helpful in the improvement of your B2B strategies and this, in turn, will have a positive impact on the overall results in your B2B social media marketing.
iii. Deciding content type
When you have a content marketing strategy along with a content development team, you should be knowing the content type that should be produced in social media. But you need to know the platform types to target the right audience and make the best out of B2B social media marketing. You should identify the right type of platforms that will be suitable for your content. The clearer you get this, the better results you can have.
For instance, when you are publishing a case study in the form of a long blog, you can distribute it through LinkedIn and Twitter. Whereas, if you are creating a video version of the case study, you can share it through Facebook or YouTube. If you know that your audience is on all these platforms, you can definitely share your content on these platforms.
iv. Categorizing your audience
You should put your audience in proper categories, that is, personas depending on the needs and requirements of the audience, their overall purchasing behavior and the different type of audience responses. This sorting process is very important for better service to your audience and provides them a unique experience. This also helps you to design particular strategies for each category of your customers and this can bring upon a higher chance of getting sales.
9. Audience growth
Social media platforms like LinkedIn and Twitter can work best when everybody is connected to each other. So, you need to choose the right people to grow your audience. Think of the audience you wish to target and those who are actually interested to read your content. Both groups should be identified and then you can find them online and build connections with them and make them follow you back. When you are able to build a strong number of connections, the chances of audience share for your content increases.
Keep in mind not to adopt the follow-unfollow strategy in your business, like you follow the influencers and unfollow those who are not reciprocating. It is better that you should be careful while choosing your connections and the rest, leave it to your content and customer engagement tactics!
10. Choose the proper social network for your business
Each social media platform is different from another and the people using them have individual interests or preferences. When you are experimenting with SMM (social media marketing) for your B2B business, you should know the importance of choosing the appropriate social network. The social media efforts need to get the right direction for your B2B business works with other businesses, unlike B2C companies that deal with customers. Hence, the right choice of the social network plays a major role in the success of your B2B marketing strategies.
Most of the B2B marketers test different platforms of social media to check which one suits best for their business. Identifying the right social network is crucial for the success of a B2B business.
Both LinkedIn and Facebook are viable for B2B businesses, but Facebook, however, can act as more effective solutions for B2B advertising. Also, Facebook ads are cheaper when compared to LinkedIn in terms of CPC (cost per click), even if the quality is the same.
Even if LinkedIn is a pure channel for B2B advertising, Facebook ads can give you the same results. This is perhaps because of the huge number of active users on a monthly basis and there is a 99.99% chance that your B2B audience uses Facebook as they use LinkedIn, maybe even more.
Yoru social media efforts should focus on the right marketing objectives as well as on a strong relationship building with the target audience. This can be done only if you are focused in the proper direction. You need to leverage the proper social media platform besides understanding the target audience behavior.
Again, while choosing a social network, you should make a proper assessment of the ways to reach the main objectives of an organization or building an audience.
11. Use LinkedIn
B2B marketers are in love with LinkedIn and about 97.87% of the B2B businesses use LinkedIn. This is because LinkedIn is most effective for achieving leads.
Traffic should not be the only goal for your B2B business, it should be the right traffic, that is, the leads from the traffic. This is why LinkedIn be on the nose in social media for maximum B2B companies.
Facebook, Twitter, and Pinterest might fail to do what LinkedIn can do for your B2B business and develop possible professional connections for a single goal.
This does not imply that Twitter and Facebook are more personal or less professional in comparison to LinkedIn. But it is just that LinkedIn is a brand as a professional network. It is devoid of animal videos or relationship status, check-ins and thus more appealing for B2B exchanges.
But remember not to limit just to LinkedIn
Don’t be surprised! Wait, we are not suggesting you to leave the most effective B2B social network. We haven’t surely lost our minds. Start reading!
LinkedIn has already achieved the reputation of being the topmost social platform for B2B businesses and about 64% of the marketers have rated LinkedIn as the most effectual social network for their business. So, maximum B2B marketers feel that LinkedIn is the only necessary platform and no other network is as important as it. This happens because the marketers consider social media as a means of lead generation only and so LinkedIn is the most efficient for them.
But this is not the right way. The primary goal should be branding and not leads for B2B social media marketing. It is not only about selling products or services.
The maximum number of people are on social media for entertainment and spend some time so you should provide content that needs to be appealing to them. So instead of posting Instagram videos for your products and showcasing their USPs, focus on creating content telling stories which will be appealing to the customers’ emotions and will spark in user interaction that in turn bring in salesforce.
All these in mind, you should now think of other social media platforms except LinkedIn and studies have found out that B2B companies have started to choose other platforms beyond LinkedIn and suddenly Pinterest and Instagram have been in the runoff the limit.
Nowadays, reports have found out that a greater number of B2B companies have started to choose social media platforms other than LinkedIn.
Companies on Instagram, Twitter, and Facebook or other social networks have started realizing the importance of the use of social media in terms of branding rather than only searching for leads. They have begun utilizing other social platforms after recognizing social media benefits.
12. Keep a time frame
it is essential for you to budget a particular time for social media regardless of the matter that you are a fulltime social media manager or content marketer. B2B marketers should have a mastery over social media for personal branding or building relationships and for outreach influences. You should keep a specific time and reserve the calendar dates for ensuring that the time you spend on social media turns out to be productive.
13. Boost your posts
Allocate your budget to increase the reach of your posts. Promotion of posts with proper targeting allows you to increase your viewers and allow you to build an engagement with qualified leads along with the promotion of content resources. Post boosts on social media provide you a number of marketing benefits such as:
- Increase the exposure and engagement
- Grow your followers
- Build a remarketing list for website visitors
B2B businessmen feel overwhelmed by digital content exposure on social media. Don’t get lost in the crowd through valuable content and fragmentation of content. You should break the information into small sized chunks rather than forcing the reader to go through the whole 2000 words content and get anything out of it. Use graphics or quotes for sharing links to the content resources on social network. Make sure you splinter your content form the landing pages of your website, blog pages and other content resources.
15. Appealing and educational content
Quality and entertaining content is one of the most effective strategies for B2B social media marketing. Your social media tactics and content should have a focus on providing a guidance to your audience. This can deliver value as well as it helps to position your brand as a leader in your niche.
16. Be real
87% of the present-day consumers believe in authenticity int terms of deciding the brands. But you will be surprised to hear that only 56% of these consumers say that authentic content is the reason behind the success of a brand. Authenticity can be helpful in building trust in B2B audience, try to be real and write voicing your own opinions standing behind the brand or the product or service as well as company values. You should listen to others and engage with them consistently. Keep your focus on the audience more than self-promotion for the development of a real presence.
The lack of efforts and human backing is one of the shortcomings of B2B businesses. The lack of real people makes B2B companies seem unreal and it doesn’t feel right or authentic. It feels like talking to a robot. B2B companies need to make efforts for humanizing brands on social media as well as through content marketing. You can make this happen by:
- Use of first person while writing updates or articles
- Use of brand front person for tweets, updates and articles
- Use real people through use of names in customer service
- Start engaging and reach out to people from a real person
Write helpful content
The focus of B2B social media marketing must be to solve the issues of audience problems. You should have relevant content that will provide value that will be easily consumable to the audience. Marketers who succeed in creating helpful content for social media are the real leaders.
18. Try to stick to the platform
You should post your content directly on the social media platform rather than posting the links on social networking sites or other websites. Every social post of yours must have a standout value even if no audience clicks through your website. Social platforms have the power to handle news feeds algorithms towards the natural content and helps to maximize your reach of posts towards your audience.
19. Share content from others
One of the most effective and powerful ways of offering good quality and rich resources to your audience is to share the content authored by the other industry influencers. Make sure you make the influencers know that you are sharing their content.
20. Conversation is vital
Experts and prospective customers always converse about their respective industries along with the product categories dealt with. B2B marketers should know how to find them and listen to these conversations actively. You can do this by:
- Using keywords for social listening
- Developing a list of influencers for following
- Joining relevant groups in the industry
You should select the proper technologies for the right social listening and you can then easily follow the culture of these groups. You can also have a better understanding of the social media which you are engaged in and therefore, your conversions can increase naturally.
21. Appreciate others
With you sharing others’ content, others can also share your content and it is necessary that you appreciate others. Say a small “thank you” whenever possible and reciprocate them with sharing their content.
22. Plan in the right way
Use an editorial calendar and plan content marketing and choose social media efforts that will provide a couple of benefits to your B2B marketing business.
Social media calendar has the following advantages:
- Roadmap for consistency and variety of posting
- Bigger picture view for mapping posts, campaign themes and strategies
- Opportunity to twist or refine the strategies depending on the campaign results
- Chances of social media messaging aligned with multiple channels for marketing campaigns
In addition to these benefits, editorial calendar can allow B2B marketing businesses link their social media marketing improvements to their position actions.
23. Use of camera
Videos, images along with other visual content types are very engaging in terms of social media post formats. Try to shoot videos or take snaps of your brand or events organized within your niche. Post pictures of behind the scenes clicks of your employees at workplace or snaps of office outings so that the audience can be able to humanize to your brand and get connected to you more naturally.
24. Get an onboarding team
Turn your employees into content advocates and this would have a great benefit on both your brand and the organization. Even if employees are behind 33% of the generation of content for the organization, very few employees actually share the content from their end.
Many social media platforms allow you to share posts in an automatic way to everyone those who are active on your account. This allows to expand your content exposure and maximize your reach towards your audience. So, you should have a manual posting system by your team on board along with the automated posting method.
25. Replace the boring with the creative ones
Many of the B2B businesses are boring and they do know the fact that they are boring, they act in a boring way, write boring articles and even their posts are boring. But they can definitely get rid of this boredom. Every B2B company has unintelligible products that might be boring to the audience but this should be developed with an angle that will be appealing as well as can be understood by a broader scale of audience. This helps you to create ideas which will help you to hold a grip over social media.
26. Hire an efficient social media manager
B2B businesses face challenges on the social media platform as they fail to hire the right person for the management of social media. This means that you should hire a social media manager or choose an existing employee to stir the wheel or take charge of managing your social media marketing. This is not as easy as it seems, you cannot make your team members manage your social media in their free time.
While hiring a social manager, you should pick someone who has a strong social media background apart from having knowledge about your industry. Social media marketers should have knowledge about the ins and outs of your business or industry. You should not force someone out of your employees to look after your company social media account even if he or she is not passionate for social media marketing and would not fit into the role of a social media manager, cause this can get into a lot of struggle both for the employee and your business.
B2B businesses should hire experienced individuals in their industry as well as have expertise in social media management. It is definite that a social media manager of a company should have an understanding and familiarity with the industry but he also needs to be a social media ninja for B2B social media might be a tough nut to crack. Only an expert can be able to let loose the power of B2B social media marketing.
B2B businesses often make the mistake of giving social media functions to the employees rather than trying to create a social media movement. Social media management is not just about posts on Facebook or updates on Twitter a couple of times a day. Social media is much more than that. Most of the B2B agencies are unaware of the fact and do not have the understanding of the deeper complexities of social media and this is why they choose someone only for updates or creating a Facebook page for their company. This does not work at all. The company needs one to develop social media movement, shape up the voice of your brands and broaden your reach. Only the status updates will not help.
Again, B2B businesses fail to go the right way for engaging followers who are directly connected to their industry. Many of the B2B companies muddle it up on social media and they have the misconception that all they need is to find followers on social media in their industry. Unfortunately, there might be a smaller number of people in this category. So, the B2B business needs to develop a broader mindset and understand that social following need not necessarily relate to the industry, there can be an indirect relation too.
B2B businesses have the sole objective of getting leads from social media compared to brand awareness. The primary focus of social media marketing is to bring leads which makes things off the foot for the companies. Leads should not be the first priority, engagement and online presence matter the most. If your B2B business can be able to develop the unboring angle, then social media marketing can really get effective. However, the ultimate goal is achieving goals but this should be the first aim. Online presence and branding should be in the first place and leads would follow.
Read a few tips below to get the hints why should you choose the right social media manager:
- Hire a social media expert who previously has had success in social media in some other similar niche, if not in your own.
- Hire a consulting agency for your social media marketing instead of an individual. Companies have more resources when compared to a single person. They can help you with engagement on more levels such as content or graphics for social media.
- You should have knowledge, proper research and commitment towards work while social media management. You need to publish fresh content that will have relevance to your customers and this should be done consistently.
Many companies mistake a social media manager and give him the responsibility to take care of their accounts or planning strategies. An existing employee can do this but a social media manager should plan strategies focused on social media and smaller tasks should not be imposed on him for he already does a long list of important tasks.
27. Track through Google Analytics
Most of the social networks have the options for switching to a business account, this is the same for any business. This option is free and it offers analytics for tracking things such as:
- Follows and unfollows
You can be able to explore your social media settings as well as the management dashboards and you will be able to find some useful but free resources.
You can also track your clicks through an effective tool like Google Analytics. You can then find out the amount of traffic that comes from social media and you can see further which social networks bring more visitors. So, Google analytics is a must-have for you to gain valuable insight into the website traffic, acquisitions, referrals, etc.
28. Schedule your posts systematically
Automate the scheduling of your blog posts and this is a great way that can help you to run your social media marketing tactics quite smoothly. Decide to consistency for your posting twice a week or once a week, or once in a fortnight or on a monthly basis. This scheduled posting strategy provides you with a steady calendar and you can get help in strategizing your social media marketing.
You need to keep a check on the trends on social media and plan accordingly about the scheduling of your blog posts for sharing with your followers and drive in traffic to your website. Once you hit right at the right time, your posts get exposure and this is worth the wait.
Measurement is the key to any B2B social media marketing strategy and after a few weeks, you can start to get the best times for posting.
29. Humor is another key to success
Social media is the place where you can be yourself and this acts as the “behind the scenes” for the businesses. You can be more social with your audience on social sites compared to that on your website. Share jokes and be humorous and this can bring more customer engagement. Your company can appear with a more human touch towards your audience or readers and the engagement will come at its best.
Make sure you establish guidelines while sharing jokes or humor on social platforms. A close line lies between sharing jokes with your readers and sharing humor that can be offensive to the audience for it can harm your business in the future.
30. Short vs long content
There can be a variety of options while choosing a short form or long form content. However, for blog posts, long-form and informative content go better in terms of SEO and the readers search actively for their queries.
But with B2B marketing in social media, short and brisk content becomes more effective. This happens because of the swift readability by the audience. Keep the content a bit vague in order to tempt the audience to click on the link and this can make you stand out in the news feed.
Long-form posts can be more useful to the audience, but they do not really prefer long paragraphs of texts on their social media feeds.
31. Responding is vital
You must have now known the role of social media in relating to your audience and giving them a personal touch of your B2B business. customer interaction and audience engagement are the two keys that add to the authenticity of your brand online.
You should read and respond to every single comment on your blogs or social media platforms, be it good or bad. You should run daily monitoring of your content and feeds and at times, you can just respond to one’s viral story and offer them any free service that can really work as a good PR opportunity.
32. Measure your impacts
Measurement can be a vital component for your B2B social media progress. However, it is a bit difficult to gauge the impact in a way which will make it comfortable for people dealing with the metrics. The measurement of the impact can be somewhat complex for the social media marketing of B2B businesses.
The metrics can be measured in two ways:
a. Volumes: the volume metrics have a sole focus on the business growth and engagement of the audience. Volume determines the initial signs of success and is therefore extremely tangible.
Volume metrics is measured by the following:
- Increase in the number of fans/followers
- Number of links and shares received by your content
- CTR (click through rate)
- Growth of website traffic coming from social media channels
All these measurements can be easily defined for assuring you that you on the right track for B2B social media marketing. These metrics are incredibly helpful to help you in the identification of your content, which content is getting more traffic and which is not. You will be able to understand the target market through this information. Also, your content can be optimized and refined through this information and you will be able to understand your target audience in a better way.
b. Value: Value metrics help you to look for outcomes which might have an impact in the long run. When you have sales or lead generation as your goals, they are important for they matter a lot.
Keep a check on the number of leads generated by your campaign. Value metrics help you to get a faster ROI.
33. Check on your competitors
If you want to grow your audience in B2B social media marketing, you should look at your competitors and check their social media accounts to check the type of content they have been successful in.
It is obvious that you don’t want to imitate other companies for keeping the authenticity of your own, but you should notice the type of content they are producing. Their content has become popular for a reason and so you should also focus to create the best possible.
You should maintain consistency in terms of social media networks. For instance, having a single person as your social media account manager is important rather than multiple persons responding to your audience on social media for your readers can easily make out the differences.
When you set brand guidelines, you can set a great way by the establishment of the consistent tone for your company that will reflect in all the social media accounts. Try to be friendly and relatable to your people keeping a professional approach. But remember one thing that it is your business account so make sure not to include any personal opinions.
35. Feedbacks are important
Feedbacks are very crucial for both B2B and B2C companies for they always carry a fear in their hearts that the audience might damage their reputation on social media through bad reviews. This happens often but you should adopt a strategy to deal with these situations.
Here is one bonus tip: Larry Kim’s top hacks for rapidly growing a thriving business and engaged audience.
- Addressing all feedbacks
- Try to maintain a lenient and polite tone to respond
- Reply to your customers’ dissatisfactions and find remedies for them
- Accuse your customer of lying
- Take the conversations personally
- Ignore bad reviews
- Engage in arguments on social media