Professionals in B2B social media marketing work with entirely different sets of goals than individuals working on B2C campaigns. Social media alone cannot help business-to-business marketers to take prospects to the funnel or influence their purchase decisions. Instead, they use these channels to promote, distribute the content for getting new leads, or nurture existing ones.
Here’re B2B social media strategies that can offer impressive results.
Your customers can be the hero of your story
Your customers’ success stories, challenges, and approaches can add life to your digital marketing content. It can help in attracting potential customers as they might be facing similar problems with the same needs.
Celebrate with them, keep the lens on them, and highlight their accomplishments if they have achieved something noteworthy. It sends a signal to the prospects suggesting how you invest in your client’s success.
The content should show your products in action
Photographs and videos showing consumers using your products can make the content relevant for your prospects. Facebook and Instagram can be the right platforms for showcasing such content.
Let your staff be the organization’s voice and face
People trust people, so it is advisable to let your teams and managers come in front of the camera with information or infotainment content. Let prospective customers see individuals who drive your organization. Allowing your staff to be the voice and face for the brand also lends them a sense of ownership.
Monitor the content engagement
Remember, engagement may not always translate into business growth for B2B companies. However, the content used in marketing must resonate with the target audience. No matter if it is a campaign on Instagram, Facebook, or LinkedIn, ensure that the social media marketing team measures the campaign’s engagement levels. Various metrics like clicks per post, video views, and average duration watched, shares per post, applause rate, and conversion rate can help measure engagement. These stats can help you understand if prospects find the content relevant and engaging. In-case of a lack of engagement, the content strategy should be changed immediately.
Sharing lead generation stats with the social media team
Many social media optimization organizations divide their social media team into two groups, marketing/sales and customer service. Resources, goals, and budgets are divided accordingly. The service team handles customer-facing channels, and its goals are not connected to sales. However, it is always recommended to share the social media lead generation metrics like cost per lead, marketing qualified leads, customer lifetime value, and close rate per channel with both teams.
Facebook, Instagram, YouTube, and LinkedIn are the best tools
LinkedIn is a platform that has a huge potential when it comes to business-to-business marketing. Due to its impressive success ratio, some firms prefer to focus solely on LinkedIn instead of dividing their resources for multiple platforms. Paid campaigns combined with LinkedIn’s B2B friendly targeting options and features prove to be a great option.
Educational visuals like graphs, charts, and infographics help in lending credibility to the written content. The professional networking site can also help executives in driving engagement.
Shares, likes, and comments made by users can help firms build relationships with professionals and ultimately reach a new relevant audience.
The video and photo-sharing app is often considered a supplementary platform by B2B marketing experts as it does not prove useful for lead generation. Firms use it as a great way to show their work culture and attract new talent. It can also help build rapport and trust with prospects who visit the company’s Instagram profile as a part of background checks.
Thus, Instagram camptions can be used by B2B firms to tell the world who they are behind closed doors. Pictures and videos of celebrations after new deals, or snaps clicked during fun and dance events in the office can be a good ‘behind the scenes’ story for a brand.
Facebook wants brands to focus on paid advertising for earning users’ trust and get a better reach for their posts. The cost of advertising remains high due to competition and negatively impacts the ROI, making the overall efforts less valuable. For some Facebook leads ads are a viable option. However, it is crucial to also aim for organic reach without the extra advertising bill.
Video is a friend that every firm can trust, and such content helps improve engagement and reach. A 30-second snippet from your hour-long webinar can help in catching attention while users scroll through their news feed.
Hosting live events, including Q&A sessions with team members on advanced topics related to the products or services, can extend the overall content reach. Prospects, as well as media persons, can directly engage with various company executives during the broadcast.
Using YouTube as a library
As mentioned earlier, video content must be a part of every B2B strategy. YouTube channel can be a perfect platform for uploading, storing full-length videos and linking them to other social media platforms. It’s an ideal place for products and service description videos, recordings for meetings, and webinars.