B2B brands have been slow to adopt social media marketing. The low-cost, high-reach nature of social media platforms makes them an ideal way to build relationships and create awareness. But many companies still struggle with their approach.
Here are a few key steps you can take to build a better B2B social media marketing strategy:
1. Set Goals
Before you can build a social media strategy, you need to set goals. These goals will help you determine what you want to accomplish with your social media marketing efforts, and they’ll also help to guide the way that you approach your strategy.
This step is essential because it forces you to think about why your company is using social media in the first place. If you don’t know what success looks like, it’s impossible to measure whether or not your efforts are paying off.
Two primary goals should be considered when building a social media strategy: business and actionable goals. The former relates directly back to what the company wants from its use of social media; the latter relates more specifically to what individual employees want from their participation in the network.
2. Know the Right Platforms to Use
When it comes to social media marketing, there are a lot of platforms that you can choose from. However, not all of them are created equally. Each platform has its own strengths and weaknesses and a different audience.
To build the best B2B social media strategy possible, you need to know what platforms will work best for your business and then focus on them.
Here are some of the best platforms for B2B social media marketing:
- LinkedIn – It is the best place to promote B2B products and services because it attracts professionals with money and influence. They’re more likely to be decision-makers in their organisations and therefore make decisions based on recommendations from trusted advisors like themselves. It would be best if you focus your efforts on building relationships with these influencers because they can help drive traffic back to your site and spread word-of-mouth recommendations about your product or service within their network.
- Facebook – It has been around for a long time now, so most people use it regularly. It’s also effortless for users to connect with each other on Facebook, so if someone wants to learn more about your brand, then there’s a good chance they’ll do so through Facebook.
- Twitter – It is another excellent platform for B2B companies because of its easy interaction. With its emphasis on short-form content and real-time interaction, Twitter is ideal for getting quick answers from customers and prospects, as well as sharing updates about your business.
3. Know Your Target Audience
You can’t build a strategy without knowing whom you’re targeting. Your target market is the core audience you aim to reach, engage and convert with your content.
That’s why it’s important to identify your target market before creating any content. To do so, start by asking yourself: Who is my target audience? What do they like? What are their interests? What are their pain points? How can I help solve their problems?
The more specific you can be about these questions, the better! For example, instead of saying “small business owners,” say “small business owners who run an eCommerce store” or “small business owners who use social media for marketing.” If your audience consists of more than one type of person (like small business owners and marketers), create separate personas for each group.
4. Review your Competitors’ Strategies
Competitors’ strategies can give you insight into how best to position yourself in the market and even help inform your content strategy down the line. Study how other companies approach their social media efforts, from how often they post to what types of content they post, so you can determine which approach works best for your target audience (and avoid making any mistakes).
5. Create Engaging Content
Content is king: It’s the currency of social media and how you earn your audience’s attention. The best way to create engaging content is by focusing on what matters most to your target audience — their pain points, problems, and interests.
6. Establish Campaign Budgets
For each campaign, set a realistic budget that reflects your company’s ability to invest in this type of marketing. To get started, you can use the average cost per lead generated by other similar campaigns as a guide. For example, if you’re looking at paid ads on Facebook or LinkedIn, it’s easy to find public data about average clickthrough rates (CTRs) and costs per click (CPCs). If those numbers are too high for your budget, try focusing on organic reach instead.
7. Make Informed Decisions Using Analytics and Metrics
The B2B marketer’s role is to create a brand that resonates with customers and drives them to purchase. But how do you know if your social media efforts are successful?
The answer lies in analytics and metrics. Metrics tell you what’s happening, while analytics help you make sense of it all. They allow you to determine which posts are more popular than others, what kind of content to post, how often to post, and what times of day are best for posting.
For example, if you want to find out how many people clicked on your latest blog post, you can use Google Analytics. With this tool, you’ll know exactly how many people visited your site from Facebook or Twitter. You can also see how long they spent on your site and where they came from — which will tell you whether your social media efforts are successful or not.
By analysing these statistics, you can better understand what works best for your audience. Then, you can tailor future posts accordingly so that they get more views and shares on social media sites like Facebook and Twitter.
Social media is a powerful marketing and communications tool for B2B marketers, but it is also complex. While there’s no substitute for hard work and expertise, social media marketers can make things easier for organisations. The recommendations we’ve provided here should help you get started with an inclusive goal and move on to building an effective strategy that matches that goal.
Like everything else in marketing, social media strategy is a constantly evolving practice that must make room for new discoveries and advancements. As you progress with your B2B efforts, monitor these changes, and don’t hesitate to apply the latest info towards new campaigns. In the end, your dedication and consistency will help you build a better B2B social media marketing strategy.
Other Social Media Marketing Resources:
Would you like us a FREE social media audit? Let’s schedule a call: https://calendly.com/metricconnect
Top 10 Mistakes Businesses Make on Social Media: https://metricconnect.co.uk/top-10-mistakes-businesses-make-on-social-media/
What businesses need to do on TikTok and Reels: https://metricconnect.co.uk/what-businesses-need-to-do-on-tiktok-and-reels/