Social media has become one of the most go-to places for marketers. Be it brand awareness, lead generation or customer service, brands are doing it all on prominent social sites. By now, if you were thinking that social media is only famous among B2C businesses, then you are in for a shock because it is an equally desired platform for B2B companies.
Having said that, the success of B2B companies is associated with the fact that how they go about on social media. From the stats below, you can imagine the level of trust B2B buyers have on social media.
Making an account on Facebook, Twitter or LinkedIn will not do any good until you stick to following 6 social media strategies.
Humanize your brand
This is one of the most standout issues with B2B companies. By and large, B2B businesses have a notion that they can only yield good results by keeping up with boring marketing methods.
Remember, social media is a happening place so people love to follow and stick around the creative content. A dull tone will never appeal to them even if you keep echoing it for decades.
Be it B2B or B2C buyers, few things remain the same regardless of who you are targeting. Avoid being robotic and build up the personality of your brand. Here are a few measures which can really help you to do so:
- Keep your tone conversational: Conversational tone conveys to the followers that your brand is not about “you” but about “them” – the customers. The effect of simple words like “we” and “us” is far-reaching.
- Engage with others: After giving your tone a conversational feel, it’s time to start having a conversation with the audience. Healthy relationships are not built through advertisements alone. Nothing consolidates bonding more than a personal touch.
- A bit of humor is always very-well received: You have to consider the social media folks as humans before customers. You never know how your sarcastic remark might lift someone’s mood. At the end of the day, you will walk out as a sole beneficiary out of any such outcome.
Hire the right man
B2B companies have a tendency to hire someone who specializes in their respective niche. Thumbs up for that. But this seems to be their only criteria because they don’t usually consider social media skills in the hiring process. That’s the tipping point of all the problems.
Being an expert in the field is good, but social media platforms are a hard nut to crack. You can’t unleash the potential of social media unless you know how to exploit it in your favor.
Another common blunder which B2B businesses tend to commit is relying on individuals rather than agencies. A digital agency not only provides social media techniques but also offers white label SEO services to ensure online presence of your brand in eCommerce platforms.
You might save a few bucks in a short run by throwing all your eggs in the basket of an individual, but in the long run, this strategy is bound to cost you dearly.
Don’t limit yourself to only LinkedIn
63 percent of marketers are of the opinion that LinkedIn is the most effective B2B social media platform. But does it mean that you should only restrict yourself to it? The answer is an emphatic no.
LinkedIn is right at the top, but other networks are catching up with it.
If you are trying to generate leads, LinkedIn has no competition in it. But for the branding purpose, you have to also exploit other popular social sites. Since most people stroll on social media to kill the time, you can utilize this opportunity to take the branding to a whole different level.
Following numbers give us an indication about what B2B marketers think of other social media networks:
- 89 percent use LinkedIn
- 88 percent use Facebook
- 83 percent use Twitter
- Google+, YouTube and Pinterest are used 61 percent, 55 percent, and 39 percent respectively
All these stats seem to suggest quite explicitly that limiting your brand to LinkedIn alone will not be a wise decision.
Be on top of the videos
Research finds that nearly 82 percent of the total internet traffic will be based on videos by the year 2022. Social media is particularly becoming more video-dimensional. In the next few years, Facebook and other top-notch social media platforms are expected to be heavily video-centric.
The signs of this change are already visible because about 500 million people are regularly watching videos on Facebook alone. All these stats confirm the popularity of video content beyond any doubt.
B2B concepts can turn out to be complicated sometimes, and that’s when “how-to” videos come in handy. Social media channels have nag to prioritize videos more than any other type of content. So if your videos are really high-quality and well-crafted, engagements will become just a matter of time.
Other than this, the following are the key reasons why it is worth investing time and energy on videos:
- Your competitors are using it: As many as 70 percent of B2B marketers are into social videos. You don’t stand a chance to compete with rivals if you are going to miss out on this extremely vital aspect of marketing.
- People want to know more about you: Long gone are the days when buyers would not take any interest in the internal activities, mission, and values of a brand. Today, people want to learn upside down before making a transaction. “Behind-the-scenes” videos can do all this very conveniently.
Keep tracking competitors
In any business, spying the competitors can simplify a lot of things because they are also appealing to the same audience as you. So if you somehow manage to crack into the tactics which work for them, you can unveil a new opportunity for yourself.
In all likelihood, some of your competitors would be around for a long time, and they might have a better understanding of the market than you. Therefore, stalking them on social media will definitely give you a cushion.
Thanks to social media tracking tools, you can analyze the current industry trends and see how your competitors are performing.
Quantify the results
Not only competitors, but it is equally important to know what is working for yourself and what’s not. As they say, “something which can be measured, can be improved.” Instead of blindly running in the rat-race of content sharing, it is important to stop and ask yourself a few questions.
Are you getting as many leads as you anticipated? Are you generating enough visits on your account? What is the conversion rate of the last 2 months? Are people sharing your content? Unless you sort these questions out, you can’t really progress.
How people respond to your message depends on their demands and demands are constantly changing. Thus, a marketing trick which is valid today might not be as valid 6 months from now. Measuring the results will give you an apt idea when to abandon an outdated campaign and get on with a brand new one.
While nobody in his right mind can deny the productivity of social media for B2B businesses, there is a proper pattern of doing so. Just signing up on social media sites will not do you any good. You must make your presence feel otherwise, B2B companies with a powerful social media strategy will stamp you on social media even before your emergence.