Many Business to Business (B2B) companies are reluctant to venture and make a presence in the social media world. And is a valid concern. Business to Consumer (B2C) companies are doing above and beyond in social media platforms. Look at Adidas Instagram pure visual-gasm. The success of B2C companies in social media is casting a shadow on B2B companies.
May that it be, recently there have been arising of successful examples of B2B companies in social media platforms. Such as LinkedIn, Facebook, and Twitter. Little it matters the industry of your company, whether it’s PR, IT solution firm, or Insurance. We are here to implore you, to take that leap and start your social media presence right this moment.
Therefore, at the end of the day business companies are run by a human, a person like you. A person who most probably have an Instagram account, and a Facebook account. Thus, your job is to find those people and market your content to that like-minded audience. For instance, Novartis is a Pharmaceutical company, if you look at their Instagram you will not find a single post that is promoting a drug or self-serving. They are constantly focusing on the human aspect, by showing you their employees.
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We want to create a culture where associates are inspired, curious and unbossed. @AdamGrant, recognized as one of the world’s 10 most influential management thinkers, discussed today on Novartis Campus with @VasNarasimhan, associates, and local university students on the impact of culture change and how it can unleash the power and ideas of people. #unboss #novartislife … . . . #adamgrant #originals #giveandtake #vasnarasimhan #inspiration #curious #reimaginingmedicine #onenovartis
The key is sharing content that will entertain, inform, and build your audience in your social media, rather than pushing your business product or services.
Studies indicate 80% of B2B marketers have a social media strategy. But only 32% have it written down. With that said, most social media strategies tackle these questions: Do you want to increase your reach? Get more leads? Generate more traffic to your company website? Each of these questions can be on its own an objective you can pursue. Furthermore, each of these objectives has a specific metric to measure. For example, your objective is to evaluate your brand reach, you should consider monitoring these metrics:
- Organic reach
- Paid reach
- Follower count
On the other hand, if your objective is to measure leads, you should look at metrics such as:
- New leads from social media
Your success in social media will rely on setting objectives, working to achieve them, and evaluating your effort.
These 8 Steps Will help To Rescue Your B2B Social Media Marketing Strategy
1. Find An Interesting Angle For Your Content
No doubt, Business to Consumer (B2C) companies have it easier when it comes to attracting consumers via social media. But several reputable B2B companies are challenging the norm and presenting great content in their social media platforms’. You can follow their footsteps, by tapping into content your audience will be willing to view and read.
Moreover, most B2B companies with intangible products or services are struggling to find an angle that is appealing to a wider audience. The moment you think about what type of content your audience wants to view, you are on the right track.
Besides, take a look at your target audience, analyze them. The next natural step should be tailoring your social media content towards those individuals. For instance, Hiscox’s insurance company’s Facebook page is filled with content that’s engaging. If they only focused on content that promotes their business services’ the results would be different and less engaging. However, they realized their target audience is business owners. Thus they tailored their content towards empowering and engaging business owners.
Shift your social media towards audience-centric content. Ask yourself if you didn’t work for this particular company would you look at their content? The answer to this question will be a good indicator of where your current content stands.
2. Monitor Your Competitors Social Media
This step is all too familiar to big companies, you can say it is part of their daily tasks. By keeping an eye on your competitor you can understand what type of social media strategies they’re implementing. Also current campaigns they are running, and examine their target audience.
Moreover, monitoring your competitors can help you to get ideas, like which platforms they are using to build an audience. A simple way to find your competitor’s social media is by visiting the official website. Most businesses mention their social media account on their official site.
3. Feature A Real Person in Your Social Media Platforms
This is more true to B2B in industrial and manufacturing fields. You have a good opportunity to humanize your brand in social media. Here in Digital Growth Boost we constantly try to humanize our business, which is evident on our Facebook page. Here are some ideas you can start with:
- Write in first person tone when writing articles and updates.
- Your customer service staff should be real people using their names.
- Find a front person to tweet, post updates, and write articles representing your brand
- Start engagement and outreach by using a real person.
Now, you might be wondering why it is important to humanize my business.
The short answer is to develop employer branding. In detail, employer branding and employee advocacy go hand in hand. Employee advocacy is about enabling your employees to be your brand torchbearer. In other words, your brand can leverage employee advocacy. Make your content (articles, infographics, and videos) accessible to your employees to share it on their social media profiles. This is one way to achieve employer branding.
Also, highlighting real people from your business will help your audience put a face on your business. It is also a chance for employer branding. The higher your employee advocacy is, the better your employer branding will be, and it goes vise-versa.
4. Hire The Right Person.
For someone who has no experience in social media management, it would be like a novice swimming in open water. You need someone who knows the ins & outs of social media, and that could mean either hiring a specialist or collaborating with a freelancer. You could even allow a passionate member who possesses the industry knowledge and knows social media management fundamentals to spearhead the initiative.
With that said, pushing social media management to different staff who will handle it in their spare time, will not bring you the results you desire. There are some challenges you might face if you move forward with an inexperienced person handling your social media.
Social Media Challenges
- You will assign someone knowledgeable in your field but lack social media expertise. It’s pivotal to hire someone who possesses a solid understanding of social media management. Because it demands savviness and strategic long term thinking.
- B2B oftentimes hire someone to do social media functions, instead of a person who will create a buzz. Social media manager task doesn’t end with updating your twitter feed twice a day. They should be looking for ways to create a social media movement, shape your brand voice, and amplify your brand reach.
- B2B has the habit of operating in social media just to generate leads, instead of focusing on creating brand awareness. Your first goal in social media as B2B is creating a brand personality for your company. Your engagement and presence come first, everything else is the byproduct.
5. Leverage Your LinkedIn
LinkedIn has a unique atmosphere, compared to Facebook or Twitter. You wouldn’t find your friend’s cat’s pictures there. LinkedIn established itself as a professional scene, to create professional connections. Which is why 97% of B2B marketers like using this platform
Furthermore, LinkedIn will help you to funnel the correct leads you want. Research reveals 44% of all B2B relevant leads come from LinkedIn.
6. Create A Personality
Every piece of content your business post has the potential to convey your brand voice. Exactly how people would recognize the Golden Arch as MacDonald’s brand. Another example would be, have you seen Wendy’s twitter?
They successfully managed to distinguish their brand voice.
Nonetheless, to establish a unique brand voice you don’t need to troll your competition. The tone conveyed in your social media content should be consistent and coherent with your brand. Think about your company’s position. Does offering advice or poking fun at competitors fits your brand?
Furthermore, there are plenty of options to consider. Your brand voice can be friendly, formal, casual, or humorous. If you want to identify your current brand voice, have a look at your website landing page copy, or blog posts. Then examine the tone and emotion they convey.
Having a brand voice it is crucial to distinguish yourself from the crowd, and it gives your B2B a personality. An element we hardly find in many B2B. For example, look at CBRE a real estate company. They realized the importance of creating a brand personality, which will help their brand awareness, rather than focusing on leads.
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Congratulations to the #CBRE 2018 Urban Photographer of the Year regional winners! You can see all 2018 winners through the link in our bio. (Left to right: Ian Harper (@ianharper), “Barcelona from Above”, M Yousuf Tusha (@tusharbd), "Betel Nut”, Alec Herrera, “Good morning, Auckland". ) #UPOTY #photography #urbanphotography #Barcelona #CoxsBazar #Auckland
7. Leverage User-Generated Content
If you are thinking user-generated content (USG) is easier with tangible products and services, you are 100% right. However, we managed to find some loopholes that will help you connect with your audience. in fact, surely your B2B must-have new partners, customers, and audience. Send them gifts, connect with them. Your gifts don’t necessarily have to be extravagant. Just something to show appreciation, and it can contain your company hashtags, and logo. More often than not, they will be excited to share this experience on their social media. Before you know it, you will have a loyal customer and a brand advocate.
Just look at how WeWork is finessing the USG angle in their Instagram platform, you will mostly find the content they shared from their customers at their co-working spaces.
8. Play With Your Content Posting Time
We talked lengthily about this step in our previous blog post 9 Best Strategies for Instagram Marketing. Bear in mind the main objective is to identify the ideal time and day your content is viewed most by your audience. Here are some ideas you can try on your platforms.
- Try a different content format, instead of conversational try statistics, and examine does it resonate with your audience better.
- Experiment with link position, does it make your audience clink more in a specific position?
- Post more frequently
- Post less frequently
Moreover, take it as a playground and harness all the data you need to present better content.
People seek social media for entertainment, then for information in that order. Therefore, your content should incorporate entertaining and informative elements. Rather than posting content talking about how your product is great. Focus on content that tells stories, invoke emotions, and starts a conversation. Get started with us to leverage the power of Instagram for your B2B company.