B2B marketing is a treasure trove for those who do it right. If you get it right. Multi-platform coordination, evolving trends, personalization demands and a saturated market – marketers have to contend with a lot when it comes to social media.
But the efforts pay off handsomely. Benefits include – cost-effective marketing, targeted advertising, and increased awareness. Here are some social media strategies for B2B companies.
B2B Strategies for Social Media Marketing in 2023
1. Post original and thought-leadership content
Through leadership content, you are sharing information that establishes your authority as an industry leader and demonstrates credibility and trustworthiness. It is a critical part of social media marketing for businesses looking to engage with customers on digital platforms.
Original content sets your brand apart, distinguishing you from your competitors. Instead of run-of-the-mill content that pops up on every brand’s page, share insights and perspectives that can either help readers or resonate with them. This will build trust and set your brand as a reliable source of industry knowledge. It also positions your brand as a solutions provider.
Utilize high-quality nuanced content that attracts the right audience to spark genuine conversations. Such digital engagement boosts brand visibility and also fosters a sense of community around your content.
Lastly, don’t forget to incorporate relevant research, insights and statistics to back your content. Incorporate attractive visuals that help convey complex ideas in a simple manner. Use infographics, videos and images to enhance the visual appeal of the content.
2. Engage in meaningful discussions
B2B relationships are built on trust, expertise and mutual benefit. Engaging in meaningful conversations on social platforms allows businesses to showcase industry knowledge, problem-solving skills, ability to communicate different perspectives and willingness to collaborate.
As much as possible, respond promptly. Acknowledge comments, questions and encourage people to share perspectives and insights. Tailor your responses to the specific context of your conversation. Even if you don’t have an immediate answer, showing that you’re attentive goes a long way.
Be careful while addressing sensitive topics or concerns. Negative comments should be addressed gracefully, rather than being ignored. Be diplomatic in your responses.
Participate in industry chats to grow your network and increase brand visibility. Many industries host Twitter chats or LinkedIn conversations around trending topics. Engaging with peers allows you to access a broader audience and showcase your expertise.
3. Monitor your competitor’s social media
Social media marketing lets you see what hands your competitors throw down. Use that to your advantage.
Identify key competitors in the B2B space that are similar in size, services or target market and determine what social platforms they are most active on. Study the type of content they are sharing. Analyze how they interact with their audience. Are they running polls, surveys or QandAs? Are they posting blogs? Podcasts? Or conducting live streaming sessions?
Do a similar analysis of your content. Study trends and identify content gaps that can help you stand out.
Being in the same industry there are always chances of crossovers, so ensure that your content is original, and doesn’t overlap too much, especially if you are targeting the same audience.
4. Experiment with content focus, type and posting times
Times change, audiences change and so does audience expectation. Evolving with time is a sign of a proactive brand. Experimentation can help find this sweet spot when it comes to social media posts. This can be done in one of several ways.
Content Focus
Use polls, quizzes and surveys to interact with your audience. Use open-ended questions to prompt audience participation and feedback. The right questions could start a dynamic debate thread in the comments section, drawing insights from different factions of the industry.
Use hashtags and niche keywords to get your content in front of the right audience. They help tap into ongoing conversations and increase visibility.
Posting Time
Test different times for posting to gauge when your audience is most active. Online studies that relate to posting times are generalized and may not include your particular industry. Optimize reach and engagement using A/B testing to identify peak performance periods.
Leverage analytics and in-built tools to understand when your audience is most active on different platforms. If your audience is global, adjust your posting schedules to cater to the different time zones.
Content Type
Add dynamism to your feed by posting content variety. Types include blogs, articles, infographics, videos, images, podcasts and more. Track your metrics to see what your audience enjoys viewing and take it into account while creating your social media calendar.
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The insights and data that brands gather from social media analytics are critical resources that can help elevate social media campaigns as well as other marketing and sales campaigns. This data provides insights into what the target audience is focused on, what they like and what they follow.
For example, if your social media audience is showing maximum engagement with videos, you could consider using an embedded video in your video campaign.
Similarly, insights from other marketing strategies can be used to elevate your social media marketing game.
Build Brand Authority with TSL
Schedule a 30-minute no-commitment assessment call. Find out how you can reach a wider audience with effective social media strategies. Get in touch with us at smohite@tslmarketing.com.
