When you think of the brands that are killing it on social media, the very first thing that comes to your mind is probably Business-2-Business (B2B) companies. Though it is seen frequently how B2B marketing plays a role in establishing a social media presence as it is important for B2B marketers. No matter whatever the type of business you have, social media is essential to your marketing strategy.
For many reasons, multiple B2B companies have struggled to grasp social media marketing or flattered out by ignoring it. Despite the success that the B2B companies are achieving with social media, these companies will rely on traditional tactics by calling or attending some business networks. These tactics seem to be very effective but they cannot be placed anywhere for yielding better results.
So, how do you create a killer B2B social media strategy that gets more leads? In this article, we will discuss some important steps you need to know about to boost your marketing strategies.
1. Define your Goals
How does success determine your brand? Do you wish to increase your reach and generate more leads and also add some more traffic to your company blog? The very basic thing which is going to determine the success of your brand depends on which parameters should be considered.
Measuring metrics depends on various factors which may differ from social networking websites you use. In general, to increase the reach, you should track your Organic reach, Paid reach, Follower count, Impressions and Engagement. But if your goal is to generate more leads then you can have a look at clicks, Conversions and new leads from social media.
Once you get to know your goals and how you can measure them, make sure to use a social media analytics tool to help you track it all. You can also rely on spreadsheets and manual tracking to get a 360-view of how your B2B social media marketing efforts are going.
Recommended: 5 Ways B2B Sales Reps Should be Using Social Selling
If you only want to target metrics then go for some lead tracking tool which allows you to attach a value to all the traffic you are getting from social media in order to track social media ROI for your brand performance socially.
2. Opt for a Written Strategy
You all know what to accomplish on social and how you are going to measure success. But still, you need to lay out the steps for how to reach there. Do not panic if you have not made a plan yet as you're not alone. It is estimated that only a few percents of B2B marketers have a social media strategy which they have written down somewhere.
When you document your B2B social media plan, it allows you to set goals and make a clear roadmap of how can you actually reach them. The list points out some crucial questions as:
- Who is your targeted audience?
- Which social platforms do you need to use?
- What type of content you should be publishing?
- What are your brand goals?
- What social media metrics you will be using to measure?
- How well are your competitors using social media?
3. Try to create a unique Personality
One of the ways to fail on social is being bored and dull. Multiple B2B companies treat social media as an afterthought as their posts lack a human touch and personality. The fear of being controversial or edgy keeps B2B marketers from getting creative with their content.
This does not indicate that you need to be a Twitter troll to get on top of entertaining. You can try to use a conversational tone by speaking about your company.
Social media is all about conversations and to have real-time conversations. Do not get afraid to talk about your audience through variant social media platforms.
4. Don't Restrict yourself to Only LinkedIn
We all know how LinkedIn has developed a reputation for being the top B2B social media platform for these companies as Content Marketing Institute find marketers rating it as one of the most effective platforms. As a result, the marketers feel that they need to be on LinkedIn and nothing else as they look at this platform strictly for generating more leads by making it appealing.
Most people on social media either get entertained or kill some time and that's when your social media needs to appeal to that. Hence, instead of posting a bunch of IG videos, create the content that tells stories, appeals to emotions and speaks conversation.
One of the best ways to find social media platforms besides LinkedIn for your B2B company is to see what your competitors are building an audience successfully.
5. Art of Social Selling
Generating more leads should not always be your primary focus of using social media. Still, it is very vital to make sure for your social media efforts are paying off and that's where social selling comes into play.
Social selling is when you use social media to introduce prospects into your funnel. It is not a kind of hard selling or cold calling but much more powerful when done by individuals rather than your brand's social media profile.
The goals are to find people who can benefit from your product and build a relationship by providing valuable content. In current times, the buyers do not really need companies to reach out to audiences to discover new products and services.
Most of the audiences will look at reviews, google the solutions for their problems, and find new about companies through social media. Another factor that depends on generating more leads is brand loyalty as you need to build trust with your potential buyer from sharing valuable content on Twitter and Facebook. You can try your hands on LinkedIn's social selling index which displays you a score based on the following elements:
- Establish your brand professionally
- Find the correct people
- Engage with insights
- Build the relationships’
We are no longer at a point where you need to question if social media works for B2B companies or not as that has already been proven. Now, it is all you who has to figure out how to make it work for your business as it is the perfect time to get on board and start using social media to grow your brand and generate more leads. Keep Learning!