Creating a B2B social media strategy and plan is the key to success to amplify your digital reach, increase audience engagement and nurture a thriving community to champion your brand. Here are some key pointers to assist you in constructing a robust social strategy that seamlessly aligns with your company’s objectives and intrigues your audience.
5 B2B Social Media Strategy Tips
1. Set goals
Work with your team to figure out what social media can help the business achieve. B2B companies are more and more starting to include social media strategy in their digital marketing efforts to optimize their marketing. Many companies’ main B2B social media goals are to create brand awareness and educate current and new audiences about their offerings and the value they deliver. When you decide where your focus should be, ensure your social media strategy goals align with your business goals.
2. Analyze, analyze, analyze…
It is common for B2B businesses to conduct a SWOT analysis (strengths, weaknesses, opportunities, and threats) for the company. If there isn’t one in place already, this is a great place to start.
This includes focusing internally and uncovering the main strengths and weaknesses within the company. For opportunities and threats, focus on external analysis and look at the market and your competition. Are there opportunities your company can take advantage of in your market? Is there a gap you can fill? And on the flip side, who are your competitors, and what are they doing? What are some key differentiators?
Once you have created a SWOT analysis outline, you can start to see how the strengths as a company can be used for opportunities in the market which will be a helpful tool for building out the social media strategy and can even spark great content ideas.
3. Use the right platforms
Not all social media platforms are created equally, so it is important to choose the platforms that will work for your business. Look at the demographics of your target audience alongside the core demographics of each social media platform. Doing this will help to identify the platforms they use and which make the most sense for your company to use from a social media standpoint. Many B2B businesses rely more heavily on LinkedIn and Facebook to reach their audience. LinkedIn is the top website for B2B, with 20.2% of all users senior-level influencers and decision-makers. Facebook found that B2B business decision-makers spend 74% more time on that platform than other people.
4. Think outside the box
Don’t be afraid to have some fun with your content creation. Social media is a place of personal connection, so be sure to strategize how you can make that happen. Whether you’re a B2B or B2C business, there is still a person on the other side of the screen receiving your message, viewing your content or interacting with your profile and posts. Put yourself in the audience’s shoes and think about what you would find interesting and how you can add in fun nuggets of information. This extra effort in making personal connections and fun twists on things can help the company stand out in comparison to your competitors’ social presence.
5. Measure efforts
Put a plan in place to consistently measure efforts. Look at the various analytics from your content and learn from it. Look at what followers and prospects are responding to and what they are not. You can learn a multitude of things from the analytics and data points generated. Over time, you will start to learn what your audience gravitates to the most which gives insights on how to keep growing and improving the social media strategy.
All in all, social media strategy is an all-encompassing effort for a business. Take the time to build out a plan that aligns with the company’s goals and can add value. It’s a fun way to take your business to the next level and can lead to many new opportunities you may not otherwise have available through other marketing channels.
Looking to elevate your B2B social media strategy? We can help! As an Austin-based B2B marketing firm, we provide a variety of marketing services. Contact us today or request a free marketing consultation.