B2B Social Media Marketing
Social media has become integrated into our entire day. We are checking Facebook during our lunch break, chatting with a colleague on LinkedIn about a new article we found, and posting a picture of our family outing this weekend on Instagram. Almost everyone, everywhere is on social media, including your B2B company’s prospects.
B2B social media marketing may seem like a daunting task for a small to medium sized business, but in most industries, it is growing in importance. Instead of jumping right in to writing posts and building your social media platforms, let’s start by answering some basic questions to start developing a strategic B2B social media marketing plan:
Why Should My Company Use B2B Social Media Marketing?
Consider this: when it comes to most purchasing decisions for a business, the decision makers usually take time to evaluate various options and make their choice, especially when it is a major purchase that impacts their business. With this extended sales funnel, it is essential for B2B businesses to take part in a multi-touch marketing process. On average, the marketing touch process takes nine to 11 touches, meaning you need to reach them nine to 11 times before they are ready to make a purchase. B2B social media marketing can serve as at least one of those ways, if not more, because you can reach your prospects on various platforms with new information each time. So, what does this look like…
What Should We Say and Do on Social Media?
To answer the first part of the question, the main driver of what you say on social media and any of your marketing for that matter, is your overall brand messaging. Each post that you write should continue to drive your brand’s message, including your differentiator and value propositions. When crafting your posts, you should also keep in mind what your audience wants to hear, see and read. If you aren’t sure where to get started, here are 10 content ideas for posting on social media.
Onto the second part of the question: what should we do on social media? The answer is in the name, you should be: “social.” Your B2B social media posts cannot stand on their own, you need to give a little love to get a little back. It is important to be active in your B2B social media marketing space and take part in relevant conversations. You should monitor your social channels weekly and engage in your prospects’ and clients’ conversations: congratulate them on recent awards or accomplishments, share their upcoming events, or spotlight their great work in the community.
Where Should We Post?
The question of where should we post goes back to one of the most fundamental questions about your business: who is your audience? Depending on what your audience looks like and where they are present on social media, Facebook, Instagram and Twitter are some potential opportunities for B2B social media marketing. Above all else, LinkedIn is typically king, when it comes to B2B social marketing.
LinkedIn offers a unique opportunity communicate with professionals. It is the professional social network for contacting your prospects and clients whether that be from your personal profile or your company profile. LinkedIn also offers a range of tools to showcase your business, one of which is LinkedIn Sales Navigator. Sales Navigator can help align your marketing and sales teams by providing you with a way to connect with and communicate your message to a specific database of individuals that fit the target audience criteria.
Now that we understand what to do and where to be on social media, let’s talk about how to put your B2B social media marketing plan into action.
How Do I Implement Social Media Marketing into My Overall Strategic Plan?
As business professionals looking for the best for our company, we want to collaborate with vendors who serve as experts in their field. Therefore, your B2B social media marketing should encompass elements of thought leadership such as blogs, articles, podcasts, webinars, e-books, and resources as part of your overall business plan. The best B2B social media marketing is driven by content marketing as it serves as a proof point to prospects during their purchasing decision.
Now that we have developed an understanding of the foundation for your strategic B2B social media marketing plan, instead of sending you off into the great abyss of the social media world, here are two ways that you can approach your B2B social media strategy:
- Develop your thought leadership content
- Create your company social media profiles or revisit existing ones and make changes as needed
- Plan your social media calendar to serve as a guideline for your posts
- Write your posts
- Find and follow prospects, clients and partners and engage with their posts
- Contact Paradigm Marketing and Design today and let us handle your B2B social media marketing strategy