How To Build a B2B Social Media Strategy?

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Marketing Business Plan Concept. Marketing related yellow words and icons create business strategy plan on blue background. Planning Concept.

Before we start we discuss the Hows, let us know the Whats of B2B Social Media Marketing.

What is B2B Social Media Marketing?

Business-to-business (B2B) social media marketing uses social media platforms to market products/services to business clients and prospects.

For effective B2B marketing, the B2B marketers have to meticulously strategise in order to reach business owners and decision-makers. They further nurture relationships that can lead to large purchase agreements.

All the social media platforms/channels can have a place in B2B marketing. But the balance and type of content will look different for a B2B social media strategy than a consumer-focused plan.

This blog will talk about the different ways in which a B2B Social Media Strategy can be gradually built. To start with, you need a concrete B2B social media strategy plan for both short-term gains and long-term growth.

  • Align goals with business objectives

Here are 2 questions that one must ask while penning down the objectives-

  • What are the company’s business objectives?
  • How will B2B social media marketing help achieve the objectives?

Don’t forget to include internal objectives and goals within your plan. According to recent research in the Journal of Business Logistics, social media can help account managers increase both product and competitor knowledge.

  • Identify social opportunities

A solid B2B social media plan encompasses where the opportunities lie.

Social listening is an excellent way to learn the whereabouts of the social networks within your industry.

  • Pay attention to your customers

All marketers must know their target audience. B2B social media marketing is likewise. Apparently, only 56% of B2B content marketers use personas to guide content creation.

This creates an opportunity to put yourself ahead. Incorporating B2B social media marketing’s best practices and creating audience and buyer personas further increases the possibility of acing the race.

Your B2B social media marketing should do similar. Focusing on building fleshed-out buyer personas of your ideal customers will allow you to create social content that speaks to real people.

B2B social marketing is likely to become even more personalised in the future. Account-based marketing (ABM) will be the norm with Social media being the prime tool for ABM. 

  • Use the right social media platforms

Begin with the overall social media demographics, then dive into some audience research.

Almost all B2B content marketers (96%) use LinkedIn. They also rated it as the top-performing organic platform.

For paid social posts, the picture is although similar but not identical. LinkedIn again comes out on top (80%). Albeit, Facebook outranks Twitter and Instagram outranks YouTube.

Different channels may also be relevant for various verticals, products, and markets. Depending on the industry and size of your business, you might consider:

  • a news channel
  • a careers channel
  • a customer service account

Or any other account that speaks to a specific audience within your niche. Make sure you’re delivering the information your audience wants in the right place and at the right time.

  • Find a new angle for B2B content

B2B social media is about establishing conversations and developing relationships that lead to sales in the long term. That “long term” is the key. Followers won’t stick around if your content doesn’t interest them. So never let B2B’s reputation for boring content hold you back.

Sharing technical information and new product specifications from time to time is significant but, it should not be the primary focus of your social media channels.

Come up with different ways you can make your followers’ (work) lives easier or fun. Provide content and resources that delight them in some or the other way. Think how-to information, industry news, trends, tips, strategy, and so on.

Thought leadership is particularly important. 75% of potential buyers say thought leadership helps them create their vendor shortlist. And 49% of business owners and decision-makers say thought leadership has directly led them to do business with a company.

Always keep in mind that you’re not just talking to CEOs and purchasing officers. Younger people will move up the ranks and be making purchasing decisions within a few years. It pays to nurture relationships with industry pros at all stages of their careers.

One simple way to break out of the boardroom with your content is to get your employees involved- Tell their stories, or highlight their accomplishments. Real people make your social media presence and brand voice appear more human and boost your recruiting efforts.

Be sure to incorporate video content – it drives five times higher engagement than other content.

  • Use analytics to measure your efforts

Measuring your performance is the key to consistency in success. It is very important to set benchmarks or certain goals in order to achieve the desirable goal. Never ignore customer’s reviews for their satisfaction, and the Net promoter score. Analyse the recruitment, support costs etc. Be realistic with your efforts and expectations.

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