As social media options continue to grow and expand, B2B companies that have not yet joined some of the most basic platforms are recognizing how important this space is for digital marketing efforts. In fact, 83% of organizations actively participate in the social media space to make connections with potential leads and nurture existing relationships.
At the same time, navigating social media for business purposes presents its own set of challenges. Most significantly, business social media pages are often thought of as boring, generic, and overly technical because the company is too busy selling its services or products to make a genuine difference.
What is the alternative for B2B companies who want to stand out? Our answer is simple: Let your social media marketing strategy cultivate authentic and interesting conversations with your target customers to truly make a difference.
In this blog, let’s explore several tactics to help you build authentic connections through social media. These tips not only provide directions on how to execute effective methods but also encourage you to explore engaging online in the way that best serves your client base.
Tip One: Start with Clear Social Media Marketing Goals
The primary step for any B2B company seeking to make a mark with social media is to set clear and achievable goals. What do you want to accomplish on social media? Your objectives can be as simple as generating more leads, announcing upcoming events, or building a stronger network that supports your brand. Let every post serve a specific purpose that is linked to your business’s overall vision.
Each time you draft new content, keep in mind that your overall goal should be to attract your ideal customer. Tailor every post to meet the specific needs and interests of leads who may visit your page. A well-thought-out strategy is necessary to meet your social media marketing objectives.
Tip Two: Don’t Be Afraid of the Competition
One of the reasons that social media for businesses can be boring, generic, and overly technical is that many companies rush into the space without attempting to make a real difference. Standing out requires participation along with a valuable offering that sets you apart from the competition.
Some of the ways that B2B social media strategies competitively engage with their followers is by focusing on creating brand awareness (86%), educating audiences (79%), and building credibility and trust (75%). We’ll discuss how to build a thought leadership with your content in another post, but in the meantime, consider how these focuses ensure that your brand not only participates in the conversation but leads it.
Tip Three: Consider the Humanness of Your Audience
With all the talk around search engine optimization, advanced metrics, and using artificial intelligence to streamline your content, it’s easy for B2B companies on social media to fall into the trap of forgetting the human element. Remember, however, that behind every decision in a business is a real live decision-maker—a person who is looking for solutions, inspiration, and reliability.
Tailor your content to appeal to these business leaders. Engage with your audience as humans, creating content that resonates on a personal level. Avoid targeting search engines or algorithms and aim for genuine posts that speak directly to your audience.
Tip Four: Embrace New and Relevant Concepts
Relevance is the currency of the digital age. For B2B companies, this means producing content that goes beyond text—imagery, videos, and audio content—and is on the right platform for your message. Not all social media platforms are created equal, especially when working on the B2B level. Identify where your target audience spends their time and focus your efforts on what is new and relevant to them on that specific platform to maximize impact.
Tip Five: Regularly Test, Evaluate, and Shift Practices
Once you have completed the four above steps and begun posting on social media, it is time to evaluate your presence. Conduct regular audits to ensure your efforts are yielding the desired results that match your goals and allow you to stay ahead of emerging trends. Be flexible and adjust your tactics as necessary to maintain a vibrant, engaging presence.
An active and thoughtful presence on social media can position your B2B company as a thought leader in your industry. By providing educational material, you not only inform your audience but also demonstrate your expertise and value. This approach can drive leads, increase traffic to your website, and foster a network that welcomes not just one lead but multiple prospects within the same circle.
Connect with DirectiveGroup Today!
Most importantly, remember that you are not alone on this journey. Our team of experts at DirectiveGroup is here to guide and support your B2B company in mastering the art of social media marketing. As your dedicated digital marketing partner, we’re committed to helping you excel in building authentic connections that drive growth and success.
How can we help you identify your target goals, create content that speaks to your target audience, and build authentic B2B connections through social media? By starting with an Integrated Marketing Strategy, our team will evaluate your entire organization and provide key recommendations on how to streamline your process from social media management to content marketing and SEO. We look forward to your call!
For more reading, check out the following articles:
- “The Human Side of B2B Marketing” https://www.linkedin.com/pulse/human-side-b2b-marketing-aust%C4%97ja-suba%C4%8Di%C5%ABt%C4%97/
- “The Human Side of B2B Social Media: Eight Benefits Of Social Media Marketing” https://martech.org/the-human-side-of-b2b-social-media-eight-benefits-of-social-media-marketing/
- “How to build a customer-centric B2B social media strategy” https://sproutsocial.com/insights/b2b-social-media-strategy/
