B2B companies weren’t the traditional stars of social media. While fashion brands, auto companies, and fast food chains have found creative and inventive ways to get their names out there on social media, it is rare for business tech companies to go viral.
Of course, B2B social media marketing has its own set of challenges. It is not enough to present your product with a few catchy slogans; You must communicate your knowledge of the industry and the value of ongoing partnerships and create detailed customer journeys to drive conversions.
If you want to generate successful returns on social media, you need to integrate your social media strategy very closely with all the other strategies you pursue. You need to share engaging content, connect with the people you want to do business with, and create real interactions.
Is social media a long game for B2B? Absolutely. But it is worth the wait.
Engage with your audience
No matter what industry you are in, establishing connected and engaging relationships with your potential customers can help you attract more customers in the long run. Research by Frederick Reichheld of Bain & Company has shown that increasing customer retention rates by 5n increases your profits by 25%.
There are essentially two types of community management to focus on in B2B social media. The first is reactive, where you respond to comments, questions, and reactions. The second is reach, where you comment on posts related to your content and organically build your network. Most brands miss out on the second type and miss out on the benefits that such a proactive approach can bring.
Here are some easy ways to engage with your audience on social media:
- Comment on your customer content
- Actively post a variety of content on your own pages
- Like posts on your network and beyond
- Have conversations with leaders
Social as a recruiting tool
Social is not only a great place to get leads and connect with them. It is also an important channel for leveraging your presence to attract and retain top talent. In the B2B space, generations of ambitious and tech-savvy candidates can be reached, and in some cases only, through social media. This talent pool recognizes a sophisticated social media strategy that works to your advantage by promoting your company as an ideal employer.
You can be more proactive in doing this by making the most of your friends and followers on social media. They are excellent recommendation engines, after all, if you keep providing them with new content. Keep them updated on your services and company culture through paid reviews so the next time someone asks if they recommend a company, they will be remembered.
If you follow this, you will receive qualified applicants faster at the next job position. That saves time and money on marketing and HR.
Simplify Your Lead Development Efforts
Not all of the lead generation tactics you use turn out to be a hot prospect. When a user downloads your latest guide, it doesn’t mean they want to buy from you. Also, not everyone who follows your account turns into a sale.
Long-term payment for B2B social media revolves around developing leads. Even if a customer isn’t ready to buy from you yet, you need a strategy to keep it in your content area to improve conversion chances.
Creating a lead scoring matrix is a great way to prioritize leads based on engagement. For example, if a whitepaper is worth more to you than sharing a post, that should be reflected in the ratings you add to each entry. Segmenting your leads and directing them down the right nutrition pathways will improve your reach and make your process more efficient.
On Facebook and LinkedIn, you can create built-in lead generation forms that contain known user information. This reduces friction points at the point of registration. All of this happens directly on the platform, you don’t need to create a custom landing page. From there, simply submit the completed form to your CRM to start an enriching drip sequence.
Invest in your payment strategies
In a perfect world, organic sales would solve all your problems for free. Unfortunately, underinvestment in paid strategies is one of the most common problems we see in B2B social media management.
Getting creative with your content lead magnets is a good idea. Social media is a great way to generate leads for webinars and events. Use social ads to drive registration, and once the webinar is complete, use the content as a trailer and use it to drive more leads to the closed recording. The best thing about payment methods is also the ability to target the desired customer.
Platforms like LinkedIn allow you to target specific jobs to ensure your ads are seen by the most qualified users. Small figure man reading the newspaper on a pile of coins
Prioritizing quality content
B2B marketing content is often difficult to obtain, time-consuming and expensive. Viral content creation can also be difficult, as B2B social media users are less likely to participate in user-generated content (UGC) campaigns than with B2C. To ensure your resources are used effectively, research how high-ranking content will look to your audience.
Identify the questions your viewers are asking in the forums or look at the metrics of the published content to guide and refine your strategies. Once you know what to create, you need a dedicated team to run your content. If your content production is done by your overwhelmed marketing team or someone at your desk, you’re not getting the attention it deserves.
If you still need help, reach out to us. We have social media professionals who are experts in B2B strategies. We’d love to help you reach your goals.