Over the past decade, social media has evolved from a little-understood novelty into a global phenomenon. It might seem, however, to be a space only for consumer-facing brands with flashy products or messages. But with the right strategy, any B2B brand can embrace and excel on social media. It just requires a few basic guiding principles to make sure you get it right.
1. Outline Your Strategy & Goals
What are you trying to accomplish with social media? Set achievable goals with an eye towards using your social media platforms for more specific, more conversion-driven actions down the line. A good place to start is by outlining some KPIs (Key Performance Indicators) such as:
- Awareness: Impressions, Reach, Engagement (Likes, Shares, Comments)
- Consideration: Clicks to your website, mailing list sign-ups, content requests (eBooks, white papers, webinars, etc.)
- Decision: Sales and other conversions
2. Pick the Right Platform(s)
There are a lot of social media channels to choose from. Pick one platform to start and do a great job with it. You can always add more as you expand capabitlies or want to reach new audiences, but you likely can’t manage multiple platforms effectively at the beginning of your social media journey. Here’s a quick overview of three main platforms to consider:
- LinkedIn:
- A natural fit for B2B brands with a robust ad platform
- Users want to learn about their industry and connect
- Downside: Smaller user base means more expensive ads
- Facebook:
- Traditionally more consumer-facing
- Laser-like ad platform to target your audience with
- The world’s biggest platform means low CPMs and CPCs
- Twitter:
- Find ongoing industry conversations
- Connect on trending topics or conferences
- Invest in a management platform to monitor conversations/hashtags
Share the Right Kind of Content
The third crucial piece in your B2B puzzle is content. Figure out what you can add to the conversation following the 80/20 rule: 80% of your content should be educational and 20% sales-driven.
Educational content can be things like:
- Blog posts: Short, informative articles that work to address a problem or industry-relevant topic.
- White papers: Lengthier, more in-depth dives into a topic—from 1,000 words to up to several pages.
- Webinars: Live webcasts that put you in front of your audience in a personalized, digital medium.
- Behind-the-scenes: Showcasing everyday looks at the people behind your brand is a great way to convey the human element of your brand.
By creating an intentional strategy with a thoughtful investment of time, budget and creativity, social media can move the needle for B2B brands just as powerfully as it does for consumer-based marketing.
Stay tuned for a deeper dive on building a B2B social media strategy — coming soon!
