10 B2B Social Media Marketing Tips


Business to business (B2B) markets may not immediately appear well suited to social media marketing. After all, products like office supplies, accounting solutions, and business finance aren't particularly exciting or engaging topics. Nevertheless, B2B businesses that embrace social media marketing can reap significant rewards.


However, a successful B2B social media marketing campaign needs to be well thought out. For example, you will need to strike the right balance between engagement and selling. Even so, buyers of B2B products spend time on social media, just like everyone else. Also, surveys have shown that social media marketing can influence B2B purchases as much as consumer sales.


So, how do you plan and implement a B2B social media marketing campaign? Well, B2B social marketing strategies are not all that far removed from consumer campaigns. Here are 10 tips to help you understand how to develop a successful B2B social media marketing campaign.


1. Establish a Strategy


Before planning a B2B social media marketing campaign, you must have some clear objectives in mind. So, the first thing to do is define what you want to achieve to help you decide what type of content will work the best.

If you want to create brand awareness, you will need content that people will share. But if your goal is to increase engagement, you will want content that will encourage comments. If generating sales or leads is the goal, that too might require a different approach.


2. Set SMART Goals


For each of the objectives you define, you will also need to set some quantifiable targets. And the best approach to the target setting is to use SMART goals. SMART is an acronym Specific, Measurable, Achievable, Relevant, and Time-bound.


The SMART goals will be the key performance indicators (KPIs) you can use to gauge the success of a campaign. For example, if your objective is generating leads, your KPIs might include clicks, inquiries, and conversions. If you are aiming to increase brand awareness, the primary KPIs might be shares and brand mentions.


3. Identify Your Audience


Social media marketing won't be effective if your target audience cannot find your posts. And your posts must also contain content that will appeal to your audience. So, like any marketing campaign, you must understand who your target audience is and which of the social media platforms they use.


LinkedIn is probably the first platform you will consider for a B2B social media campaign. But it would be advisable not to write off platforms like Facebook, Twitter, and YouTube for B2B marketing. Each of the various platforms lends itself better to different types of content. And, if you use several platforms, you can cross-promote content across channels.


4. Define Your Brand Voice


Finding the right brand voice for social media channels can be more challenging for B2B businesses than companies selling to consumers. This is one aspect of this type of marketing that requires finding the right balance. On one hand, you want to create content that is entertaining and engaging. But, on the other hand, you must bear in mind the brand voice you use on other platforms, like your website and hardcopy advertising.


Social media is generally less formal than other platforms. So, using straightforward language and colloquialisms is likely to be appropriate. You might also use humor in social media posts, even if you don't use such tactics elsewhere in your marketing. However, you must still stay on-brand on social media and consider your target audience's likely preferences and sensibilities.


5. Research Your Competitors


Keeping a watchful eye on your competitor's social media posts will help you create and manage your social media marketing campaigns. And, of course, monitoring competitors will also keep you abreast of competitors' pricing, products, and marketing strategies.


However, monitoring competitors' social media is not all about stealing their ideas. Even so, you will be able to see what type of content generated the highest levels of sharing and engagement. But more crucially, you will discover how you can differentiate your brand from your competitors.


6. Create Original Content


There are no shortcuts when it comes to social media marketing. Well, there are some shortcuts, but it would be a mistake if you use them. You might, for example, merely share other people's content on your social media accounts. But people will know that you have taken this approach, and it is unlikely to bring the best results.


Rather than become a curator of content, it would be best to create your own unique content. Then, you have complete control over what you post, and your content will be consistent with your brand voice. Being creative on social media is far more likely to bring results than merely being active.


7. Diversify Content


If you want people to continue to follow your social media accounts, you must keep them interested. After all, no one will want to read the same content or see the same advertisement repeatedly.


There are many ways that you can keep your stream of content diverse and exciting. You can use different formats. For example, you could produce videos, host podcasts, conduct surveys, or post quizzes and competitions. There are also many different angles you can use for B2B marketing. As well as product information, you could highlight employees' achievements, give your audience a look behind the scenes, and comment on industry developments.


8. Engage with Your Audience


You could automate your social media posting and leave it to run on autopilot. However, social media marketing isn't like broadcasting on a TV channel. Indeed, it is a conversation between a brand and its target audience.


So, it is best to word social media posts as though you were talking to the individual reading them. It will also help to ask for feedback and comments and encourage interaction with your content. Most importantly, try not to leave any comments or questions answered.


9. Be Consistent


Running a social media marketing campaign can be time-consuming. First, there is the content to be created and posted regularly. And then there are the comments to be answered. It will also help if you take the time to comment and share other people's posts too.


However, consistency and quality are more crucial for a successful social media marketing campaign than quantity. Posting one top-quality piece of content a week would be better than posting one copied or relatively meaningless tweet or update every day. And, if you don't have time to leave proper responses to all the comments, it would be unwise to copy and paste a standard reply.


The need for consistency is the reason why some businesses employ social media managers. Or, if you don't want to run that additional expense, it would be best to allocate the task to an employee who has the time to manage your accounts properly.


10. Monitor Performance


There is no one size fits all formula for successful B2B social media marketing. Instead, the content and format of your posts must be tailored to your target audience and your brand image.Then, you will need to monitor the KPIs mentioned above to find which types of posts attract the most engagement and achieve your goals. It will also be worthwhile to track how your competition is doing, too.


Conclusion


Social media marketing is an excellent way to reach out to customers of any type. However, when you operate in a B2B market, you must choose the right platforms and stay on-brand. You must also take social media marketing as seriously as you do any other type of advertising. So, plan your goals and define your KPIs. Post consistently and try to be original. Additionally, monitor the success of your campaigns and those of your competitors. Then, you will find the types of posts that will reach and resonate with your target audience.


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