B2B Marketing Strategy: Effective Content on Social Media
Having a set social media marketing strategy helps any business determine its goals, and allows them to analyze its current B2B landscape. To start, Sprout Social created a checklist that shows the most important topics for developing a B2B social media strategy.
Successfully target a specific audience
Use more than one social media platform
Publish content that is relatable to your audience and industry
Your social media goals are clearly defined and documented
Use social media metrics to measure your efforts
See how your competitors use B2B social media
These steps are a great starting off point for businesses to begin identifying their goals and develop a strong Brand image. Of course, there are many elements involved in the creation of such detailed strategies, but determining the most effective channels to use can help build a foundation to start planning a social media marketing strategy.
Current B2B Landscape
With so many people connected through social media, it comes as no surprise that it continues to be the most effective channel for B2B companies to reach their audience. While many businesses may spend most of their time developing their social media strategy, they can’t neglect the fact that paid search is the second-highest distribution channel. Although the use of paid search in B2B marketing may have slightly decreased, it’s important to keep a close eye on this channel to make sure your competition isn’t bidding on your branded traffic. The B2B marketers that have clearly defined and documented strategies reported getting better results from all of their content marketing tactics, social media platforms, and paid media methods.
Humanize the Approach
The content mix strategy differs between every business and should be adjusted to align with each brand’s vision. However, one of the best approaches is a message that includes the company culture and personality. To really portray this culture, posting event photos, in-office happenings, and videos combined with the use of a conversational tone will help to achieve this. Many companies tend to struggle to humanize their brand, particularly because they only advertise what their services offer. No one likes dealing with a faceless company, so creating a personality for your business can really help showcase your brand and humanize your business altogether.
Video across social media is becoming more and more of an asset that businesses should not be without. It’s an easy way to connect with your audience and communicate a message that can quickly resonate with the customer. Instead of traditional marketing where brands often just tell their audience about the benefits of their product or service, a video has the ability to actually show them. Video is becoming an increasingly integral part of your social media strategy – Facebook’s auto-play advertisements and 360 videos make viewing more dynamic and entertaining. The use of video in a company’s social media marketing strategy boosts engagement and opens the opportunity to be active on YouTube, which has a strong organic reach within search results
There are several different B2B methods that organizations deem to be effective, video of course is one of them, but the most successful continue to be in-person events. About 75% of B2B respondents said that in-person events are the most effective tactic, a clear indicator that brands should consider hosting and attending industry-relevant events to support their marketing efforts.
Advertising for Events
Geo-fencing is another new technology that B2B marketers can use to their advantage. By creating a digital perimeter that corresponds to a physical location, marketers can target their campaigns to run in this specific area. For instance, businesses can use geofencing at in-person events to target attendees to visit their booth. This targeting technology boosts advertising efforts by reaching users within a certain radius of an in-person event and can really increase awareness to your target audience.
B2B Social Media Strategy
Social media has been proven to be a real driver of traffic and conversion rates, and B2B marketers should not be subjected to only using LinkedIn to connect with their audience. As mentioned, the growth and effectiveness of video on these social media channels is steadily growing and becoming a more popular way to advertise to clients. With a solid strategy in place, B2B brands can effectively reach their consumers through these platforms. Documenting a definite content marketing strategy will allow any business to grow by having a set plan for posting media on different social channels. The combination of dynamic content, like videos and photos, as well as event marketing, puts a face on a corporation and really helps consumers understand the brand’s vision.