How B2B Social Media Marketing Can Change Your Business
B2B social media marketing has changed the way we do business.
Jay Baer made no mistake when he said, “Content is fire, social media is gasoline.”
But most B2Bs struggle with social media marketing.
You’re in luck!
We are going to spill the top secrets behind social media marketing success.
If you yearn for increased exposure, better traffic, and more leads, stay with us and keep scrolling!
Social Media for B2B
Many marketers look at social media and think that it is only exclusive for B2C companies.
This is completely false.
With the increasing need to establish an online presence, B2Bs can’t afford to lag behind.
And while social media does help the B2C business owner, there’s no reason why B2B companies can’t have a taste of social media marketing success.
In fact, B2B tech companies run on social. 76 percent of them use social media to drive results.
If a B2C beauty company can earn more customers via social media, a B2B company selling marketing software can do the same.
Besides, in a survey by Omobono, 79 percent of B2B marketers say that social media is the most effective channel for marketing.
With this in mind, here are the best practices for social media to ensure success:
Best Practices for Social Media
1. Define your goals
Before implementing any strategy, it’s essential to identify your goals first.
Ask yourself, “What do I want to get out of this?”
Do you want more traffic?
Are you looking to increase sales?
Without the right goals, it will be difficult for you to execute a social media strategy properly.
Whatever it is, all goals must be S.M.A.R.T.
Let’s be clear, “grow my business” is a very vague objective. It’s unclear what you really want to get out of your strategy.
In short, you can’t make any plans to realize this goal.
If you’re not sure what your goals are, answering the 5Ws and 1H can make things more transparent for you:
- What do you want to achieve?
- Who is your target audience?
- When do we want this done?
- Why is this important?
- Where are we implementing this?
- How are we going to achieve this?
Using numbers and figures when defining goals instantly makes them measurable.
This should be standard.
For example, “Increase website traffic” is not a measurable goal.
Let’s rephrase it: “Increase website traffic by 10 percent every month.”
With the addition of ‘10 percent’, you’re providing a baseline for quantification. Now that’s measurable!
What’s the point of formulating a goal when it is way beyond our reach?
While it’s good to be ambitious, managing expectations can cushion disappointment.
For example, you can’t expect to land on the first page of Google when you’re just starting your blog.
Gather your existing metrics and see what you can improve on.
There’s no need to set unrealistic goals.
A specific objective must be in sync with the bigger picture.
Go back to your general goal.
Do you want more traffic? Or more sales?
For example, the overall goal is to generate more sales, and the specific goal is to increase brand awareness on social media.
By increasing brand awareness on social platforms, we get more exposure. More exposure means more leads, and leads can create sales.
This is what it means to create relevant goals.
Each goal must tie to one another.
Being time-bound means being able to stay within schedule.
A SMART goal clearly defines the starting time and the end date.
Teamwork makes the dream work, but deadlines materialize everything!
A specific goal must be able to answer the question, “When will this happen?”
Whether it’s by the end of the year or after a month, specific deadlines make for a more efficient workforce.
2. Get on the right channels
The next thing you want to do is to select the social platforms that are tailor-fit for your business.
The internet is brimming with social platforms of different kinds.
There’s no need to bend over backward and try to get your business on every single one.
The chart below illustrates the most popular platforms for B2B companies.
While these figures say a lot about relevant social platforms, it is ultimately you, the business owner, who gets to decide where you want to establish an online presence.
This goes back to determining where your target audience usually hangs out.
Let’s dissect the top three social platforms for you:
Think of Twitter as a virtual customer service agent.
You can use it to interact with customers, answer questions, and resolve issues or concerns.
Take Adobe, for example.
They use Twitter to address customer concerns through tweets or direct messages.
Twitter is also useful for posting updates and promoting new stuff.
Facebook is the world’s largest social media platform.
It’s great for growing brand awareness, engaging with potential customers, offering promotions, and more.
At its best, Facebook can be an exceptional tool for conversion.
Don’t believe me?
Computer hardware company IBM is excellent at Facebook B2B marketing.
It is ranked #36 on the Social Effective Index.
IBM’s Facebook page is home to blog content, videos, featured posts, and industry-related news.
But it doesn’t end there.
They have this thing called “Engine of the Week” where a mid-sized company making good use of IBM Technology is featured.
This is an excellent way to tell your customers that you care about them (while subtly promoting yourself at the same time).
3. Be creative
One of the most common reasons why B2Bs stink at social media is the lack of creativity.
Because when social media marketing comes into mind, you think of industries like fashion, beauty, or travel.
These are mostly B2C companies.
And they are brands that actually look, well, fun.
But there are more and more B2B companies who have nailed the art of social media marketing.
And all it took was a sprinkle of creativity.
With the right creative angle, even the dullest industries can shine.
Take Rev as an example.
Rev offers remote speech-to-text jobs for freelancers and home-based workers.
In short, they are a transcription and captioning company.
That sounds pretty boring, right?
But they’ve managed to do well in their social media campaigns.
See for yourself:
Apart from this post about adorable dogs, Rev also uses pop culture references and humor on their Facebook Ads.
These witty posts instantly capture audience attention and compel users to hire them.
You see? Social media has the power to humanize even the most boring brands.
It solely depends on how you’re going to use it.
4. Watch out for your competitors
Competition exists everywhere, even on social media.
It’s crucial to analyze your competition’s social behavior and social media strategies.
If you can assess their performance, you can beat them.
Neil Patel’s UberSuggest can make this process easier.
With their new feature, you can reverse engineer your competitor’s SEO, content marketing, and social media strategy.
Simply type in your competitor’s domain and voilà, you have all the information you need to beat them.
5. Underline your brand identity
Your social media content should be in sync with your company’s overall personality.
The last thing you want to do is to be dull and boring on your socials.
What does your brand stand for?
What do you want to be known as?
Look at how Angkas, a motorcycle taxi service in the Philippines, uses their voice:
This is considered a slightly controversial tweet because they’re subtly throwing sass towards their competitor, Grab.
Wendy’s does the same thing:
But there’s no need to be controversial to spark attention.
For example, toilet paper company Charmin uses humor to attract users:
It’s a pretty cool way to tell your users that their content is valuable to you!
You can also use your voice to engage in a conversation with your audience.
Networking hardware company Cisco does it:
Basically, you’re free to go with any social media voice just as long as it’s not boring!
6. Maintain consistency
It’s going to take a while before you see the results of your social media marketing efforts.
Because to tell you the truth, there’s no way you can grow an audience overnight.
Social media may sound simple at first, but it actually takes a lot of time and planning.
That’s why consistency is so important.
You can’t post consistently on the first week only to slack off on the next.
And there are a lot of social media tools available to help you out with this.
Which brings us to our 7th technique:
7. Utilize social media marketing tools
Tools make a marketer’s life easier.
Investing in the right tools can change the way you do social media.
But with so many tools on the market, how do you select the best one?
Here are our top 3:
Buffer is one of the most popular marketing tools today.
It is widely known as a social media scheduling tool that can post content on any platform, all in one place.
You can plan and publish content for LinkedIn, Facebook, Instagram, and more—from a single dashboard.
Say goodbye to manual social media posting.
With Buffer, sharing your company’s story has never been easier!
Lead generation is more than just having website visitors.
It also has a lot to do with collecting contact information.
By doing so, casual viewers transform into loyal customers.
But before we turn desire into action, we need to make use of lead generation tools.
That’s where OptinMonster comes in.
This is the lead generation tool that can put effective email signup forms on your website. It works well with any email service such as MailChimp, Aweber, and more.
It’s perfect for creating attractive pages that entice potential leads!
This is a social media management tool that is tailor-fit for B2B companies.
In short, it’s perfect for a company like yours!
Some of its features include scheduling and curating content as well as measuring effectiveness.
If you collaborate with multiple people, Oktopost also has tools that can help you manage bigger social media teams.
8. Monitor your performance
Is your social media campaign a hit or a miss?
The only way to find out is by measuring your performance.
By monitoring social activities, you get to know what stays, what goes, and what needs improvement.
Here are guide questions to get you started:
- What metrics should I monitor?
- How do I interpret the data presented?
- How can I improve my future social media strategies?Now, go back to the goals you set before starting the campaign.
Let’s say your goal was to increase social media engagement by 10 percent at the end of the month.
But what sort of engagement do you want to measure?
Is it retweets, comments, likes, shares, or clicks?
Here are examples of metrics. These are based on common social media goals:
- Measuring awareness = volume, reach, and exposure.
This determines how far (or how fast) your message spreads.
- Measuring engagement = retweets, comments, shares, etc.
This determines how many people are getting involved in your social activities.
It also answers how they get involved.
- Measuring website traffic = URL shares, clicks, and conversions
This determines whether people on social media actually visit your website when they see a post promoting it.
And if they do, these metrics can show you user activities on your site.
Your metrics are listed, that’s great!
Now, it’s time to measure.
Although some marketers use third-party tools for measurement, most social media platforms already have built-in analytics.
Here’s a quick overview of each one:
On the top bar of your company’s Facebook page, click on “Insights.”
This redirects you to your dashboard. It looks like this:
This is basically everything that’s been happening on your page.
More specifically, it tracks the big three: page likes, post reach, and engagement.
Facebook will provide more in-depth data if you click on a specific section.
You can then measure your metrics based on the figures provided.
Instagram gives you the option to convert a personal account into a business profile.
Business profiles come with a couple of advantages. These include adding links in IG Stories, creating ads, and completing your bio with the necessary contact details.
Once converted, they can provide insights or analytics for each post you make.
Make the switch by visiting your profile and clicking on settings. It redirects you to this page:
Click on “Switch to Business Profile” and fill in the necessary details.
Now, you can access your profile analytics by clicking on the bar chart icon in the upper right-hand corner of your profile page.
Instagram will give you the analytics of the week. From here, you can access the following:
- Activity – the number of people reached
- Content – the figures and statistics of each post, ad, or IG story
- Audience – the demographic data of your audience
There are also Instagram analytics tools that you can use to lighten your load and make the entire process simpler.
Analyzing tweets can help you get to know your followers better.
With Twitter analytics, you can understand how your social activities help grow your business.
Twitter provides you with dashboards that can help you with tracking.
Here’s a quick run-through of each of them:
- Account Home – By selecting Analytics from your home page, you can monitor monthly highlights. Another way to access it is by logging into analytics.twitter.com.
- Audience Insight Dashboard – This is the demographic data of your audience. Click on the Audiences tab to get there!
- Tweet Activity Dashboard – You can access this on the upper left of the Tweets tab and selecting the View all Tweet activity. This will show you tweet analytics, customize date ranges, and export data.
- Ad Campaign Dashboard – You first have to Quick Promote a tweet and start a campaign before you can get access to this dashboard. The dashboard lets you track your campaign’s results with customizable filters and metrics.
For a more in-depth guide on Twitter analytics, this article can give you a hand!
The bottom line is don’t take analytics for granted in all your social media ventures.
The data found on your analytics pages are precious.
Besides monitoring your progress, it tells you what measures you need to take for further improvement.
You are now equipped with adequate knowledge about social media marketing for B2B companies.
We’re excited to see how social media can contribute to the overall success of your business!
What techniques are you going to integrate into your social activities?
Let us know in the comments section!
Davis, Jenn (2012 April 30). Entrepreneur. 5 easy steps to measure social media campaigns. Retrieved from https://www.entrepreneur.com/article/223437
Hahn, Isabelle (2019 Aug 15). HubSpot. 10 B2B social media strategies that work for any industry. Retrieved from https://blog.hubspot.com/blog/tabid/6307/bid/32765/
Patel, Neil (n.d.). Neil Patel. How to use social media to drive traffic for B2B companies. Retrieved from https://neilpatel.com/blog/social-media-for-b2b/