Social media is used by 83% of B2B marketers use, making it the most common B2B marketing tactic (contentmarketinginstitute). Using social media isn’t only valuable for brand awareness, it’s also effective for generating leads, researching competition, SEO, and more. On top of this, 79% of marketers said they saw increased traffic with as little as 6 hours a week invested in social media marketing (socialmediaexaminer).
Last week we discussed the 4 Social Media Platforms That B2B Marketers Need to Be On, this week we break down how to use these platforms effectively by outlining 9 tips for using social media for B2B markets:
1. Define and Engage Your Target Audience
Whether you’re just beginning to use social media for your business or you already have a presence on multiple platforms, be sure that you’ve defined your target audience. Broadcasting your messages to anyone and everyone is a waste of your time and resources.
Engaging with your target audience on social media allows you to build relationships and showcase your value propositions. As a result, it also reduces the cost of building relationships and customer acquisition since your business can connect and reach out to clients or prospects through social media platforms.
2. Utilize User Generated Content
It’s important to provide value to your audience and one of the best ways to do that is through good content. Make use of user-generated content. It not only makes it easier for you to create good content, but it also acts as a testimonial for the rest of your audience. A great way to begin encouraging user-generated content is by sending out company swag or hosting events and asking your customers or attendees to post in response.
3. Monitor Your Competitors
A great thing about social media is that all of your competitors likely have a presence on multiple platforms. Social media is a great place for you to monitor your competitors and look into how they’re engaging with customers, who they’re engaging with, what content they’re producing, etc. You can gather great insights and research on your competitors through social media.
4. Use a Conversational Tone
Your brand is its own entity, so create a personality on social media for it. Use language like “we” or “our” when speaking about your company to anthropomorphize your brand. Social media was created for humans, not businesses, so don’t be afraid to add humor to your content strategy. But be tasteful with the type and amount of humour that you use in your content—don’t go over the top.
5. Create Content for Your Marketing Funnel
Social media is great for awareness, consideration, and conversion. Identify which content fits into each stage and share content to audiences as they go through your marketing funnel. Also identify which stage you want more of an audience in at a given time. If you’re looking to increase your brand awareness, then build a social media content strategy around this stage. Follow this rule for the consideration and conversion stages as well.
6. Improve Your SEO and SERP
Social media can significantly improve your business’s SEO and search engine rankings. When promoting your content on social media you’re also constantly driving audiences to your website. The more your audience likes, shares, and clicks on your content, the more Google will view it as valuable content and a valuable website. As a result, Google will increase your business’s SEO and SERP.
7. Invest in Social Video for Lead Generation
Video was once seen as only effective for awareness, but it has shifted to being an incredible tool for producing leads in B2B markets. Videos such as demos, case studies/testimonials, and webinars are just a few key pieces of conversion content when generating leads. It is valuable to invest in impactful video content for your viewers so you can convince audiences that you’re the best business for them to work with.
8. Track Everything
Lastly, it’s vital that you are continuously monitoring and tracking all of your own activity and the activity of those who interact with you. This data will show you what is and isn’t working, what to continue doing and to stop doing, and much more. If you don’t track and analyze your activity on social media, you won’t know how you’re doing, what you’re achieving or how to improve, providing zero benefit to you and your business.
9. Stay On Top of Trends
As a B2B marketer, it’s important to stay updated on any new trends that are occurring in social media. As new trends enter the market, you should begin to gather research on them and decide whether they’ll be an effective tool to use in your social media strategy. Staying on top of social media trends can increase your chances of being at the forefront of their popularity. A great example is Instagram’s IGTV. Instagram has recently launched a long-form content section on their platform, allowing users to make videos up to an hour long. This is one trend that all marketers will want to stay updated on and participate in. B2B brands like HubSpot are already beginning to take advantage of the benefits that IGTV can offer on social media.
Want to learn more about why B2B marketers need to use social media and what content to promote? Check out these articles!