More B2B companies are jumping on the social media bandwagon; gone are the days of B2B marketing being strictly based on cold calling and sales pitches. Social media marketing is essential for a B2B company to stay in the race in such a competitive market. To hit the ground running and improve your social media marketing strategy, check out these tips from some industry experts.
Create Relatable Content
Reach your customers on an emotional level. Just as B2C companies market to their customers through relatable posts, B2B companies should as well. Break out of the stereotype that B2B companies can only sell functional value. Businesses who are in need of products from other firms will most likely have individuals going out to find the perfect match for their company. Your company needs to stand out and give value to an individual at the start by using social media as your marketing platform. Post pictures and taglines that are relatable to your target audience, and put a spin on your product to allow it to be seen from a different angle.
Promote Content in Unexpected Ways
Don’t always stick with what you know; promote your content in ways you didn’t think would fit with your company. Make it fun and interesting by using social media as a way to show not just what is on the surface, but the underlying aspects of the business. Create a blog to share insights on your business and post them across social media platforms such as LinkedIn, Twitter, and Facebook. Share pictures to grab the attention of your audience and reel them in with your content. Start a YouTube channel to show the steps and the face behind what goes on the company every day. Create content that is relatable to your audience on an emotional level in some way. This will make them interested in your company from the get go. Putting a new twist on your content can further your chances of taking a lead and turning them into a customer.
Find the Right Target Audience
Who is your target audience and which social media platform best suits their needs? While creating fun and intriguing content for customers is important, it is equally important to make sure you're targeting the right audience. People do not want to be bothered with content that is irrelevant to them. If you are not marketing to the correct consumer this could end up hurting your company in the long run. To avoid this, create goals for your content. Who is it supposed to be reaching and why? Once these questions are answered, you can place your content on the correct social media platforms so it can reach the right audiences.
Monitor How You Stack Up to the Competitors
If you are already posting on social media, does it seem to be standing up to others in your industry who are posting on social media as well? Do your target markets overlap? If so, how are you differentiating yourself from competing companies? A missed opportunity from a competitor can be a chance for your company to swoop in and take the lead. The same goes for your company as well: if you fall behind, competitors can quickly take over. Stay on top of your competitors by following them on social media, looking at what topics they’re focusing on and seeing how your company compares. Keeping an eye on your competitors can give you an edge in the market by analyzing what your competitor lacks and improving on this in your own social media posts.
Track Your Success
Now that you’re posting social media content, you need to monitor how well this content is doing. Is your content helping to create more views for your business? Are your views coming from organic searches? Tracking the success of your social media posts can only help your company. Take a look and compare what aspects of your social media posts seem to be creating more viewership. Also take a look at posts that don’t perform as well and look into how to fix this problem for the future. Look at what aspects are resonating with consumers and what could be improved upon to maximize future interactions.
Now that social media has become an integral part of B2B marketing, you need to be prepared to create an effective social media marketing strategy. By putting elements in place, such as creating relatable posts, putting a twist on posts shared, finding the correct target audience, keeping track of competitors, and tracking your progress, you’ll be on your way to social media marketing success.