Social media marketing is any marketing that takes place in a social media environment. Usually, that means posting content to your company account to get fans involved with your business.
The purpose of B2B companies’ social media platform is to attract your favorite people to social media and familiarize yourself with your business. Since people often meet businesses for the first time on social media, it is very good at brand awareness.
Why use a social media platform for B2B companies?
It is easy to assume that the social platform is not as important to B2B companies as it is to B2C companies. After all, you don’t mean ordinary communication users – you target businesses, right?
But people often forget that all the business you run is still personal, and those people are usually on social media. You may not understand them using the same methods as you would with B2C marketing, but social media is still an amazing B2B tool for reaching decision makers.
As people scroll through their feeds, they will interact with your B2B social media content and engage with your product. From there, it’s just a matter of keeping them engaged and directing them to your website where they can convert.
B2B social media marketing strategies will incorporate them into your strategy
You may already be familiar with the social media platform, but advertising a B2B company is very different from using a personal account. There are some things you will want to do to ensure a successful B2B social media campaign, and we will cover a few of them below.
Here are 8 ways to improve the effectiveness of your B2B social media marketing!
1. Choose your platforms strategically
B2B corporate forum is not limited to one location. There are several types of forums you can use to market your business, including:
- And more!
When you start a new social media campaign, the first thing you need to decide is which platforms you intend to use. Do you want to stick to one place to start with, or market through multiple networks?
Your decision should be made known to your audience. Consider the types of businesses you advertise, as well as the specific types of people in those businesses you are directing. Then decide which platforms to use.
For B2B companies, LinkedIn is often one of the best platforms to use, as it is a professional communication platform. However, other platforms can be very useful, depending on what you are selling and who you mean.
2. Post engagement content
Once you have set up your business account, you can start posting content on your page. Your post may include a variety of content types. Some may be text-based, while others include multimedia.
You can use photos or videos to enhance your post. Photos are great if your industry offers you any compelling visuals, while videos are great for introducing your team or promoting your company.
It’s a good idea to lean more information content than commercials, because people won’t be heavily invested in you if all the posts are ads. Use infographics to communicate information about your industry, and link to blog posts on your site.
As people experience your posts, they will read you to learn about your business and your industry, leading many of them back to your website where they can convert.
3. Interact with your audience
If your marketing strategy is to post content without communicating with anyone, you are doing the wrong thing. After all, it is called social media for a reason. To take full advantage of what it offers, you need to interact directly with your audience.
Consider: Another way to market on social media is to manage your account like TED Talk. You get up on stage, present your details, and walk away without answering any questions or comments. But you do not want to do that.
The best way is to treat it as a class, where you are a teacher. You can stand in front of the class and share information, but unlike the TED talk, people can ask questions and comment, and you can answer them individually.
In the same way, you have to respond to your audience directly on social media. When people ask questions, mark their posts, or comment on your page, take time to respond to each one. Doing so will make them feel special about you and encourage change.
4. Share testimonials and reviews
Another way to encourage social engagement is to post a testimonial on your page.
People may not always listen to your company’s ads – after all, any company will speak for itself. But when your customers are the ones praising you, it turns out in a completely different way.
By occasionally sharing testimonials, you can help convince people about the quality of your products or services. One positive evidence might be what makes a business decide to work with you.
On a related note, stay tuned for updates – good and bad – people posting on social media. Thank people for the positive comments about your business, and if you see a negative review, send a message to someone publicly and privately to resolve their problem.
5. Encourage employee representation
Not all public marketing for B2B companies should appear in your company account. You can also get some visibility from your individual employees in the form of employee representation.
Employee representation is when employees write about their company in their accounts. Posts may be based on their employer location, a specific event, or something similar. Regardless, they are working to promote a positive view of the company.
This will not only spread your business name to people who know your employees, but will also allow people to hear the reputation of your company from people who know your company well.
6. Use social media calendar
If you want people to always come back to your social media page, you need to post regularly. You cannot post for three consecutive days and remain silent for two months. Whether once a day or once a week, you want to post on a consistent schedule.
A good way to keep track of your schedule is to use a social media calendar, which you can set up on a social media platform such as a Hootsuite or Buffer. With a calendar, you can create multiple posts in advance, and schedule everything to be live from time to time down the road.
That way, you can ensure that you post periodically, even when you don’t have time to create new posts every day. Just create in advance and plan ahead!
7. Get paid social media ads
As important as your live post is, not everyone will see you if they do not follow your page. That’s why you can benefit from using paid social media ads. Many social media forums allow you to edit ads with your account from user feeds.
You can target these ads to specific groups of people based on factors such as:
- And more!
By combining relevant features, you can direct your ads to the right audience. It helps if you have specific consumer people you can use – that way, you can identify all the features your people have.
The result is that your ads will appear on the feed of people who are most likely to be interested in your business. After following the ads, those users may end up on your main page or on your website, eventually becoming customers.
8. Track social media metrics
Once your post is organized, your ads are live, and you get a lot of traffic on your social media page, it’s time to take things to the next level by redesigning your strategy. How do you do that? Easy – tracks social media metrics.
In your account, you should be able to view information such as impressions, click-through (CTR) information, and more that tell you how people interact with your content. Look at the trends that tell you what works and what doesn’t.
Maybe one post produced tons of good comments, but some don’t even have a favorite one despite many appearances. That tells you that whatever you did in the first post, you should try to do it in other posts as well, and the second you should avoid repeating.
The longer you analyze your social media metrics and prepare based on them, the better your social media campaigns will be.
Xekera can optimize your B2B social marketing strategy
Ready to get started on your social media campaigns? Xekera would love to help! We have extensive experience of more than a decade of social media marketing development for B2B companies, so we know exactly what it takes to run a high-quality campaign.
With our social media marketing services, you will get help using each of the above strategies and more.