There are so many componentsto consider when planning your marketing strategy for your B2B business that it’seasy to let social media fall by the wayside. You may not use social media formuch more than checking in on your family or following consumer brands, and ifyou don’t love LinkedIn, you’re likely in the 30% of people who use it at leastmonthly. Ifyou narrow your focus to LinkedIn alone, you may not find that statisticstimulating enough to dedicate resources to building your social mediapresence.
But social media is essentialfor B2B businesses, and it can be done in a way that builds yourfollowing easily and seamlessly. Let’s take a closer look at why you shoulddedicate time to social media and strategies to start seeing success ASAP.
Here are the top reasons notto discount social media as a B2B business:
One of the biggest mistakesbusinesses make when they start out on social media is doing so without anygoals. When we use social media for our personal lives, we upload pictureswhenever we feel compelled to, and the only constant in what we share is us.
That’s not how you shouldrun your business accounts. Your business social media needs to have a strategyand goals that match your overall objectives. Remember that social media is apart of your overall marketing mix and should support your business, not be adrain.
What targets or goals areyou aiming for this quarter? How can social media support and help move youtoward achieving these goals?
It’s tempting to be all ornothing about social media – we often feel like we need to be on all theplatforms, or it’s not worth doing at all. Fortunately, trying to be on themall will likely do more harm than good. Why? Because your audience may not belooking to interact with you on all platforms. It is important to figure outwhich social platforms are right for your business and your products.
Yes, you want to reach asmany people as possible with your social media marketing – that’s why you’redoing it. However, it’s easy to cast a huge net and end up missing theclients you actually want. Look at your client list and find what they have incommon. Create an ideal customer persona (if you haven’t already) and createall content as if you’re sending it directly to them.
When you create content thatspeaks to your clients, you’ll attract more of them – you’ll show clients whyyou are the absolute best choice for them and not one of all the otherbusinesses that are casting their nets wide. Having focus within your contentwill give your message clarity.
If you’re doing the pointabove well, then this should follow inherently, but it’s so important that it’sworth highlighting. Don’t throw up content just to ensure you upload somethingthat day. It’s easy to get caught up in how many posts need to be uploaded eachday and certain times of day, but the content is what matters. You can nail allthe perfect times of day to upload and get seen by the maximum amount ofpeople, but if your content lacks substance, your audience will scroll straightpast.
Return back to your idealcustomers and consider what they might like to see from you. Do they want quicktips? Shared resources? Something funny to brighten their day? Try a fewdifferent things and do more of what they engage with. Continue to experimentover time.
Organic marketing isincredibly valuable and is well worth investing time and money in to build overtime. Its only weakness is that it often takes time to see good results. Ifpaid marketing is a part of your strategy, then social media platforms likeFacebook and LinkedIn offer you a huge opportunity to retarget and create custom audiencesso you can advertise to those who are already familiar with you.
One of the reasons youhaven’t been excited about B2B marketing in the past is the idea that it isgoing to be dry and boring. But the truth is, it doesn’t matter which industryyou’re in or what you’re competitors are doing, you can be human in yourmarketing, and you can have fun.
Think about the B2Bcompanies you engage with; whether it’s Google, Adobe, Slack, or a smallcompany you can’t wait to tell everyone about, you likely love to follow thembecause 1) they have great products or services and 2) they are approachableand conversational.
Once you’ve considered all the benefits and your time available, you may decide that you can’t possibly fit any other tasks onto your plate. If so, we’re here to help. We can help you manage your social media set up, offer templates, and more so you can succeed online. To find out more, visit our Digital Marketing Services page or fill out the form below
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