Social media can be extremely useful for B2B brands but it is often overlooked. Despite the fact that you are selling to other businesses, your target audience members are still people. By adapting your approach to focus on connecting with your target companies’ key decision makers, you can build relationships and drive conversions.
Social Strategy Is Essential
According to reports, B2B social media marketing is on the rise, and more companies see it as an integral part of their marketing strategy.
As a B2B company your target audience is considerably smaller than most B2C companies, so you must be intentional with your decisions and you have to work extra hard to identify your buyers and capture their attention. You are competing for mindshare in a noisy space.
As with any strategy set a target, and use KPI’s and metrics to determine success. Identify what works and see if you can scale. Don’t be afraid to throw away what doesn’t work and iterate until you find the right mix.
Once you decide to embark on a full-fledged social media marketing strategy there are a few best practices you should follow:
Talk in the first person, don’t be afraid to be funny, and take advantage of social media virality and moments in broader popular culture. Be consistent across all channels.
Find out with as much detail as possible who the decision makers are. Do research on these decision makers, and develop a thorough buyer persona. Determine what their demographics, interests, and needs are. Create and share social media content that speaks to those interests and needs.
Utilize webinars, media interviews, white papers. Create content that teaches potential buyers something new about one of their core interests – whether or not it’s directly relevant to their business.
Building an effective B2B social media strategy takes hard work and commitment. It is not a quick-fix or one-time thing. It is an essential piece of your overall marketing strategy that needs to be worked with intent and refined with key learnings over time.