Still not using social media for your B2B company? Or if you do, are you 100% sure you're doing it right?
That's the thing about building a social media presence for B2B companies... it feels intimidating because we used to think social media marketing only works for B2C businesses.
Newsflash: they don't! They work well in both, as long as you do it right.
In fact, 46% of B2B companies are planning to increase their marketing spending in the next 12 months. Why? Because they know that using social media platforms will help them reach their goals.
And you can be like them if you build a fool-proof B2B social media strategy for your business!
If you're wondering how... this blog will cover:
- What is B2B marketing?
- Why you should start marketing your B2B Company
- 7 things to implement for your B2B social media strategy
Let's jump right in!
What is B2B marketing?
B2B or business-to-business marketing is a form of marketing your products or services to other businesses.
This is one of the best ways to improve your profits because you're getting potential clients or customers to purchase your products.
But why should you market your products on social media if you're targetting other businesses?
It's because there are 4.62 billion social media users in the world. And some of them are CEOs, founders, sales associates, marketers, or any employee of businesses who might be your potential customers.
Now, you're probably wondering...
What are the benefits of B2B social media marketing?
1. Builds credibility and online presence
When you're thinking of purchasing a product, you want to make sure the brand is legit, right? So, you check the website and social media accounts to ensure its credibility.
Other businesses do it, too. Before they purchase your products, they want to see your company, what it talks about, what it does, and more.
B2B marketing can also strengthen your social media presence.
If you post content that aligns with what your target audiences want and your brand identity, more people will recognize you wherever you are online.
2. Generates leads
Before conversion, you need to get leads. And social media is a great way to generate leads.
Leads are a vital part of your business because these are people who are aware and interested in your brand.
You can create content that will entice your audience or potential customers to sign up for your mailing list. Then from there, you can nurture your relationship even after conversion.
3. Increases sales
Social media marketing is a proven sales technique. You can promote your products and create content that will encourage more people to buy your products.
So, if your business joins or enhances your social media channels, you can also increase your sales. Sounds exciting, right?
But to achieve this, you must have a well-put social media marketing strategy. And here are...
7 Actionable things for your B2B social media marketing strategy
1. Set your goals
To have successful social media campaigns, you need to define your goals first. By knowing what you want to achieve, you can map out a plan to achieve them one by one.
Some goals you can set for your social media strategy are:
- Build brand awareness
- Generate leads
- Connect with your potential customers
- Strengthen your online presence
- Increase your sales
- Foster thought-leadership
Identifying your goals will also be your guide to creating content that will align with them.
For example, your goal is to position you or your business as thought-leaders. You can create educational content or share industry news. But if you want to increase sales, you can share customer stories as social proof.
These goals will help you determine the success of your marketing efforts.
After setting your goals, it's essential that you...
2. Find the right platforms
What are the social media networks that your target market is using? You need to figure that out.
Some B2B-centric platforms to try are:
Don't feel limited to these options. You can use any social platform as long as it helps you amplify your content and aligns with your goals.
For example, your goal is to have excellent employer branding. You can post content on Instagram or TikTok to show your company culture. You don't have to promote your products there if that's your goal.
And if you want to find your ideal clients or connect with thought-leaders, you might need to create content for LinkedIn and Twitter.
Remember: set your goals. Everything else will fall into place if you know what you want to achieve.
Once you know the platforms you need to use, you should...
3. Optimize your social media profiles
As they say, "First impressions last." And that also applies to your social channels.
Your target audience should know your business when they first look at your social accounts. To achieve this, you need to:
- Have a clear profile photo
- Write a compelling bio about your business
- Create a cover photo
- Include the links to your website and other social media accounts
Let's see an example:
This is Drift's profile on LinkedIn.
As you can see, the profile photo is their logo. The cover photo also answers the question, "What's in it for me?" It talks about what Drift Conversation Cloud can do for their potential customers.
And if we scroll down, we can see their About page.
Drift explains what their company is about and what things they can do for other businesses. They also included the number of customers and how they're transforming the system. Let's not forget their website, too.
You see, this is one of the best examples of an optimized profile. Doing so will inform your target audience who you are because everything they need to know is there.
This might also shorten their purchasing decisions, so don't forget to optimize your social media channel and...
4. Build authority with your content marketing
Building authority doesn't mean "We're the only ones who know this!" It means, "We know what we're talking about, so let us help you."
Your target market will come to you when you post valuable and high-quality content. And that will help sales and marketing teams achieve business goals.
So, how can you establish authority on social media?
- Post content that other business owners will find educational.
- Create a blog post and repurpose it on social media.
- Connect and engage with other industry experts to learn.
Finding the right mix of content will be useful in planning your future social campaigns.
And another way to get your brand out there is to...
5. Join the conversation
Most social media networks have trending topics available. This is an excellent opportunity to enter the conversation.
If there is a trending topic that resonates with your brand, don't be afraid to join and share your thoughts or expertise. You can also add some humor, like Microsoft.
"POV" posts are a trend among social media channels where users create relatable videos.
Again, share your expertise! If your business provides a specific solution and a trending topic is related to your offer, join the conversation. Crack some joke or share your opinion.
You can also...
6. Share behind the scenes
Behind the scenes are great content because you show your follower a glimpse of what happens behind your business.
This is another effective marketing strategy because more people want brand transparency. So, what are the best ways to show behind the scenes?
- Share your employee advocacy program.
- Take photos and short videos of your typical day as a business owner.
- Show your followers what your company does aside from work.
Doing so humanizes your brand. It reminds your audience that there are people behind the products or services they're using. And if they support your cause, they will support your business.
The last one is...
7. Strengthen your brand identity
Strengthening your brand identity can make your business more recognizable. When they see your ad on various social media channels, they know it's you.
To create a strong brand identity, you should:
- Have a defined brand strategy
- Be consistent with your visuals and use a color palette
- Have a consistent brand voice on every platform
This will build trust among your target market and community. And with millions of businesses online, having a distinct brand identity will set you apart from your competitors.
So, what are you waiting for?
Build your B2B social media marketing strategy with these tips!
B2B marketing might sound a little bit challenging... but with the right social media tools, you can implement these tips.
But you need to remember that social media is fast-paced. So you need to update your strategy every once in a while.
Make sure to check your social media analytics to see what worked and not. Then make some adjustments.
Now that you know some ways to market your B2B company... don't miss out on this opportunity for your business! This is a fantastic way to connect with your audience.
Learning doesn't stop here. Because you can read...