When it comes to social marketing, B2B social media presencemay not be your first thought.
However, digital is the future of B2B. Sales meetings, conferences, and businessdecisions are now held online. Social mediacan help you make connections that will lead to lucrative contracts.
You're missing out if you don't have a social media strategy for your B2B company. It's one of the most effective ways to build your brand and find your target audience.
Here's how to create a more effective B2B social media presence for better digital marketing, social selling, customer service, and more.
Best B2B Social Media Strategies & Examples
More Must Be Better, Right?
At first glance, that appears to be the most obvious solution: post as many times as possible. However, the reality of posting on social media as a B2B brand is that you must find a cadence that works for you and your audience.
Your social media presence must walk a tightrope in order to find the Goldilocks zone of posting just enough for your followers.
If you post too frequently, your followers will feel overwhelmed or spammed by your content, which will cause them to skip over your posts, unsubscribe, or even mute your accounts.
Another thing to consider when determining your posting frequency is the law of diminishing returns.
Once they hit a particular volume of posts in a day or week, most social media accounts will begin to see a diminished return on added efforts.
Some social media platforms and brands are less susceptible to depreciation, but even if it’s not true, posting more doesn’t necessarily mean your brand’s visibility will improve.
Social Media Platforms Don’t Want Your Posts To Succeed
We can divide social media accounts into two categories: personal accounts and businessaccounts. The free account, B2B business model is used by social media platforms.
Personal accounts are the valuable product that they offer to businesses through the medium of their platform in this model.
Their customers, such as yours, pay to run advertisements on their platform in order to reach specific target audiences.
Consider this: if you could allow your organic social media postings to be extremely successful, why would you pay for social media advertising?
Their feed algorithms are designed to combat high-volume organic posters, particularly those from business accounts. Social media platforms are astute, and they are not giving away the milk for free.
In 2020, Facebook made nearly $86 billion in ad revenue, accounting for 97.9% of total revenue. Social media platforms are doing everything possible to make advertising with them as enticing as possible.
You may be wondering if organic social media is even a worthwhile marketing expense at this point. Yes, the answer is yes.
In order to convert more sales, your B2B company can use social media to engage in two-way communication and share information outside of direct advertising.
Social media can be used to promote your brand's culture, public relations, customer service, and, yes, even advertising. Everything is free.
Quality, Consistency, And Engagement Are More Important Than Frequency
We've already stated that frequency is only one component of a successful B2B stew. It's very easy to send out sporadic "Buy Now" advertising posts to your followers.
Quality content that engages the audience has always been and will continue to be the key to social media success.
People would rather follow a brand that consistently schedules two high-quality posts per week than one that posts 0-10 times per day at seemingly random intervals with long silences in between.
More importantly, not all social media platforms are created equal in terms of quality, consistency, and engagement. When it comes to successful postings and post frequency, each has its own best practices.
Focus On Your B2B Social Media Presence
This article want to emphasize how important it is for you to stay focused on your goal at all times.
Why are you posting on social media, and what do you hope to achieve by building an audience on social media platforms?
Your social media strategy and posting schedule should always serve to advance your social media goals.
If you can't see how social media is assisting you in reaching your goal, or even what your goal is on social media, it's time to rethink your strategy.
B2B Brands With Great Social Media
Learn from the pros. Here are some of the top B2B companies leading the way with great social media content.
Adobe
Adobe uses staff, client, and intern stories and insights to make their social content more personal and exciting. They do, indeed, highlight the brand's awards and accolades. However, their real-life stories make Adobe an interesting follow.
Do you consider Google to be a B2B brand? Adson search engines generate revenue, and other businesses purchase those ads.
Think With Google is a collection of useful resources for marketers. It draws on insights from Google's massive data and knowledge banks.
Their social accounts then use social content and informative graphics to share those insights.
Slack
Slack's social channels are full of product updates and customer success stories. They do, however, deliver this content in a more casual tone than most B2B accounts.
People Also Ask
How Do B2B Companies Use Social Media?
Instead of focusing on sales, most B2B companies use social as a top-of-funnel marketing channel, specifically for content promotion and awareness. According to recent research that breaks down the most frequently mentioned benefits of B2B content marketing, marketers should prioritize the following: Creating brand awareness (86 percent ).
Does Social Media Work For B2B?
Social media is now the most powerfully effective channel for a wide range of goals. According to 79 percent of the 115 senior level B2B marketers polled, social media is effective in meeting their objectives, ranging from thought leadershipto deepening customer relationships.
Which Social Media Channel Is Best for B2B?
Winning business as a B2B firm takes time. The longer the customer lifestyle, the more important it is to prioritize brand awareness, value, and trust. That is precisely what social media marketingcan accomplish (without requiring a huge investment of marketing spend).
Conclusion
There is a reason that 96% of B2B content marketers use LinkedIn for content marketing.
These marketers understand that 80 percent of LinkedIn members influence business decisions, and that this is the exact audience they need to reach, engage, and connect with in order to increase lead generation and drive sales.
Furthermore, it is predicted that by 2025, 80 percent of B2B salesinteractions will take place through digital channels (including social media platforms).
Now is the time to prioritize social media marketing as a key channel in your marketing strategy.