For different reasons, many b2b companies have either struggled to grasp social media marketing or flat out ignored it. Even if we won`t pay attention to success that b2c companies achieved with social media, b2b companies continue using traditional tactics like cold calling and attending business networking breakfasts. Yes, such tactics are effective, but we shouldn`t use them in the area of social media.
To have a better result in this sphere, you should integrate social into your strategy.
If you are shying away from Twitter, Facebook and Instagram because you think it won`t work for companies that serve other businesses, you should better change your mind. In this article we will show you some simple advices of creating effective b2b social media strategy.
Don`t think that the thing you do is boring
It is the key problem for most people who don`t want to use social media to increase their b2b marketing because there is only a little percentage of social media users who are interested in such business sphere. If you want your social media strategy to get started, you should find as many people as possible. In fact, every social media is a great place for finding customers, partners and even competitors. So, let us start.
Decide your Goals and What to measure
Now, when you understand the real potential of social media for b2b, we should speak about the key points. Of course, you can start posting right now and use every possible social media, but it won`t give you the result without a strong plan.
What is the main thing that determines success for your brand? Get more leads? Generate more traffic for your company blog?
When you will find the answers to these questions, you will realize which metrics to measure. Keep in mind that they differ depending on the social network you use.
For example, if you are trying to increase reach, you might track:
- Organic reach
- Paid reach
- Follower count
However, if you need more leads, the task will change and your core positions will be:
- New leads from social media
When you clearly see your content marketing goals, you should use social media analytic platform to track them all. For the first time, it can be Sprout`s social media analytics suite.
With sprout, you can easily measure your performance from Facebook, Instagram, LinkedIn and Twitter (core platforms for you).
Create a Written strategy
If we want to have a straight plan of what to do in each of our social media, we should fix every step that we do and that we will do during our strategy. However, if you company don`t have a written plan right now, you shouldn`t worry – only 32% of all marketers have their social media strategy written down somewhere. It doesn`t mean that don`t need to focus on this point.
When you will be fixing all core points of your b2b social media strategy, you should have answers to the most important questions:
- Who is your target audience?
- What social platforms will be used during your strategy?
- What type of content will be published?
- What are your goals?
- How are your competitors using social media?
With answers to these questions, you will know what exactly you should do, how much time should you spend and where you should pay more attention.
Engage with other users instead of just broadcasting your message
Every social media was made to build connections between people. If you are a company developer, it doesn`t mean that you can`t connect with your audience. For example, you can react on user`s answers on Tweeter if they have answered to your tweet. If customer shares his thoughts with the developer, developer knows exactly what he should do or what is wrong with his business.
As you see, it`s not so hard to create good b2b social media strategy. So now go and try methods that we`ve described.