All too often, marketers tend to think social media is just for B2C businesses. Maybe you’ve been there yourself! Heck, before I started writing for B2B businesses, I would’ve said the same thing. However, in recent years it’s become evident that a social media presence is just as important for B2B companies as it is for B2C.
Don’t believe it? In 2018, Adobe credited its LinkedIn marketing efforts for 42% of its deals.
I don’t know about you, but my jaw was on the floor after reading that stat.
But it makes a lot of sense when you think about it! If your B2B business is on top of their game, you should already be using social media to suss out your top competitors, sell your services, gather leads and sales opportunities, and so much more. It’s no wonder social media is responsible for B2B marketing success.
So, if you’re in the market (get it?) for a social media revamp for your B2B business, why not start with these crucial tips we’ve gathered for B2B social media marketing?
1. Speak to your audience
Seems simple enough, right? Think again.
All too often, companies try to speak to everyone on their social platforms. But here’s the thing…it never works (we’ve been there). Instead, focus on your company personas and specific audience. Use language and lingo that’s common in your field or industry and focus on content that’ll bring value to your audience (see point #2).
This becomes even more important when taking into consideration paid social with advertising that isn’t generic and top-of-funnel.
Need help identifying your social media audience? We’ve crafted free Customer Journey Worksheets with bonus Persona Worksheets! Click here to download these helpful worksheets and kickstart your social media presence.
2. Provide valuable content
We know what you’re thinking. “Net-Results—all of my content is valuable! Everything my company produces is valuable!”
We hear you. As tough as it is to accept, your social media audience will not agree. Reverting to customer personas, identify what information your specific audience needs. What’s relevant to them? What’s helpful to them?
When strategizing and crafting new content for your social media channels, take a look at what other B2B companies (in your industry) are doing, then make it better. This is a tried-and-true way to find out if you’re on the right track with your social media strategy.
With that in mind, be sure to share what sets you apart from the competition! Highlight your strengths, put a spotlight on your unique identifiers—let the world know who you are.
The most beneficial social media strategy for B2B will include a healthy dose of informational, educational content, a splash of silliness, and a pinch of promotion. Seriously—don’t focus on “sell, sell, sell!” when it comes to organic social media content. Chances are, your audience isn’t following you to spend money—they’re following you for key information that only you can provide.
Leave the selling to paid social (blog post to come!).
3. Create a unique personality
Social media is oversaturated. You know it, we know it—the world lives on social media.
What’s a brand gotta do to stand out?
Differentiate, differentiate, differentiate (on another note, try and say that three times fast). The point remains: assemble your unique identifiers and craft your very own social media personality (why not use our handy-dandy Persona worksheets?).
Leave the overly-technical terms to your website content and platform copy. Social media is the place to let your “freak flag fly” and try out new things. Suss out what works and strive to develop a one-of-a-kind voice and presence that sets you apart from the competition. Like anything, that’ll be a trial-and-error situation for most. And that’s okay! Keep your eye on the prize, work with your team (if you’re so lucky) on assembling a social media voice and persona that’ll resonate with your intended audience and customer base.
Sounds easier said than done, but we assure you it’s well worth the effort.
Need inspiration? Take a look at this wonderful list of 3 of the Most Successful B2B Social Media Campaigns.
4. Focus on brand identity
While you’re developing your social media voice and personality, remind yourself to focus on brand identity. Organic B2B social media content is all about brand identity and awareness. Too often, B2B companies will use their social media platforms solely to urge their audience to buy their product.
While it may seem counterintuitive—don’t do this! Well, maybe once in a blue moon, but don’t focus your social media strategy off of “buy now!” CTAs. This will annoy your current audience and deter any future followers. (Think about it this way: how does that content bring value to the audience that’s reading it? Hint: it doesn’t unless they’re very far down in the funnel.)
Instead, use your social media content to shape your brand identity. Tell your audience and potential customers who you are as a company. As previously noted in earlier points, focus on what makes you special. Let your social media audience understand what you’re all about—share the “why” behind your company.
In essence, your main motivation should be sharing your company’s vision. Let your audience make up their mind—if they like who you are as a brand and what you stand for as an organization, they can decide if they want to do business with you.
We love this Beginner’s Guide to B2B Content Marketing from Semrush. Give it a read!
5. Don’t limit yourself to just LinkedIn
We’ve come full circle. Now, the Adobe fact from our intro may have you thinking, “The only way to succeed is to bombard LinkedIn with ALL OF THE CONTENT.”
Easy there, friend.
LinkedIn is useful for lead generation (primarily through paid social—keep that in mind!), but as we’ve noted, that’s not necessarily the best use of organic B2B social content.
Hopefully, you’ve realized that organic B2B social content isn’t about selling products. Most people on social media aren’t looking to buy anything…they’re bored! They’re trying to kill time and find some sort of entertainment.
What does this mean? Branch out! Try other social media platforms (we’re fans of Facebook and Instagram, personally).
By completing the Persona worksheets, you’ll be able to identify where your audience “hangs out”—maybe it’s Twitter, Pinterest, Youtube, etc. Find out what social media platforms they’re on and dabble around there.
It may take time to figure out what works for you and your brand, but the rewards will ultimately make up for any lost time.
Much to our chagrin, B2B companies sleep on their social media efforts. We’re ready to leave this all-too-common mistake in 2020 (you know, where all the other bad things live).
Take control of your social media presence and reap the rewards and benefits of promoting your brand, honing in on your social media voice and personality, and sharing content that’s valuable to your audience.
Of course, if you need help along the way, feel free to schedule a 20-minute chat with our team. We’re always here to aid in your success!
Cheers to social media,
Digital Marketing Specialist