For those of us who’ve watched social media’s influence over B2B companies shift over the years, you know it’s something that’s always changing. As B2B marketers, we seem to always be looking for ways to “bob and weave,” so-to-speak, when it comes to getting messages out (and seen) for our audiences. Today, cutting through the noise is increasingly more challenging as social networks continue to make algorithm changes that focus on selling ads and making content more personal rather than business-related.
So, what are some ways you can push yourself to the front of the pack? Here are some of the best B2B social media tips we’d suggest:
1. Spend Money
Although we’ve been saying for years that social media isn’t a free tool for business, it couldn’t be more true than it is today. If you are a B2B business and one of your follower’s isn’t engaging with you in some way, that follower isn’t going to be seeing any of your posts. Yep, even though they’ve asked to follow your business, those posts are removed. That is, unless you pay to put yourself back in front of them. Every platform offers some form of advertising, sometimes it’s more expensive than others, (LinkedIn is the Rolls Royce in case you are curious - but they do have the most robust targeting features) and they are usually pretty easy to setup and monitor.
- "83% of B2B marketers use social media; making it the most common B2B marketing tactic" (Source)
2. Use ALL the Video
When you’re scrolling through your feed these days I’m willing to bet it has about 80% video in it. Reason? Stats prove that people love it, and those fancy algorithms do too. In fact, most channels will give priority to video in feeds. (And if on Facebook, LIVE video gets even more love from the Algorithm Gods) For more on creating engaging B2B business videos, click here.
3. Target, Target, Target
No, we don’t mean grab a red cart and get your shopping on, either. We mean target the exact people you want to get in front of with your advertising. Data is everywhere on social media, and like we mentioned earlier, LinkedIn has the best targeting abilities, so even those using ABM-type marketing strategies can narrow their advertising right in front of the person they want to see it. Company, job title, interests, the sky is the limit to how you can get the right kinds of eyes on your messaging.
4. Responsiveness is King
Much like you expect a prompt response to a service ticket, today’s buyers and customers expect the same if they make inquiries or posts on your social media channels. Especially if they are direct messages asking a quick question of some kind. We understand it might seem a bit overwhelming to try to manage multiple inboxes across so many social platforms, but there are tools available (like HubSpot's Services HUB) that can pull all the inboxes into one place so your never delayed in responding or even worse, miss a message altogether. One inbox ensures you are able to respond quickly to every inquiry.
Want a free demo of the HubSpot Services HUB? We'd love to do that for you, just click here to schedule.
5. Put Your Company Culture Front-And-Center
B2B Business today still often boils down to the synergy between two organizations who feel a relationship together would be mutually beneficial. Seeing the culture of your organization on social media is a tremendously helpful tool to help showcase what that relationship will look like. Some examples would be: highlighting the accomplishments and unique aspects of your employees, publishing your mission for why you started your specific business, and your goals and aspirations for the future can provide powerful insight for your potential customers into whether that your business will be a good potential partner. Additionally, your customers who follow you on social will continue to learn more and more about your brand, solidifying their choice to do business with you initially, as well as increase the probability they will do business with you again in the future. (Want an example of what we mean? Here's a ManoByte culture blog we created recently.)
Lastly, remember that social media for B2B is now a tool for the marketing team, the sales team, and your customer service processes. So, it should be an important factor for the entire business operations. Social media today requires careful planning, monitoring, and responsiveness for optimum results.
To learn more about how to enhance your overall social strategies within your marketing, sales, and customer service processes, contact us below and we’ll provide a comprehensive (and complementary) growth strategy consult to help you better support your customers through your B2B social media efforts.