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Top 6 b2b social media marketing strategies to apply in 2021

Natella Mammadzadeh
Natella Mammadzadeh Author
Top 6 b2b social media marketing strategies to apply in 2021
Social Networks Nov 10, 2021

Whether you are trying to build brand awareness or promote your social presence is pointless without well-prepared B2B social media marketing strategies.

Statistics say that social advertising is the second most successful B2B social strategy after search engines. Despite the pervasiveness of social media, some brands leveraged their power and made fortune out of it. Companies like IBM, Dell, HubSpot are proof that any business can be successful on social media if used correctly. In spite of the technical nature of their products, these companies embrace the power of great content that hooks their audience’s interests around their name.

Top 6 B2B social media marketing strategies

Set SMART goals

You want to be successful with your B2B social strategy, right? B2B companies of all shapes and sizes need to lean on certain goals in order to be successful. As with other marketing channels, competition is fierce and there are different venues you need to settle.

Social media carries different roles for the retail sector and B2B businesses. Ecommerce businesses can reap the benefits of social media and increase their sales in relatively less time than B2B sales. This is why most B2B businesses set their B2B social media marketing strategies as top-of-the-funnel strategies rather than sales-focused.

Top 6 B2B social media marketing strategies

1. Set SMART goals

You want to be successful with your B2B social strategy, right? B2B companies of all shapes and sizes need to lean on certain goals in order to be successful. As with other marketing channels, competition is fierce and there are different venues you need to settle.

Social media carries different roles for the retail sector and B2B businesses. Ecommerce businesses can reap the benefits of social media and increase their sales in relatively less time than B2B sales. This is why most B2B businesses set their B2B social media marketing strategies as top-of-the-funnel strategies rather than sales-focused.

b2b social media marketing strategies smart goals

The best-case practice is to set SMART goals:

What is The SMART Business Model?

  • Specific
  • Measure
  • Attainable
  • Relevant
  • Time-bound

To succeed you need to define success first. Is it to increase your followings? Is it about bringing leads? Is it to increase website traffic? Marketers usually prioritize goals between brand awareness, lead generation, and consideration. These goals become Specific when you narrow them down. You can boost your brand awareness by increasing the number of shared posts, or increasing engagement rates through posts to prompt follower interaction.

You can set like we will increase our social media posts from 8 posts to 10 posts a month by adding to live video streams.

Once you know what you want to achieve it becomes so much easier to Measure how much you move towards success. Now, you can set the right social media KPIs you need to focus on. Because your social media posts will be increased from the next months, you target to get a 5% increase in engagement rate and 12% in the social reach.

You do not randomly pick a number to reach. It is not SMART if your goals are not based on real data. From your previous posting frequency, you increased your engagement rate by 3%. So, targeting a 5% increase in engagement rate seems an Attainable goal to reach.

What is a better way to increase your brand awareness than spreading your message across social platforms? Increasing engagement rate and social reach are Relevant to the overall goals of increased brand awareness.

Finally, you have a Time-boundso that you can assess the results with goals.

2. Create a customer-centric B2B social strategy 

There are various focus points you can pursue in your B2B social media strategy and product developments. You can be competitor-centered, product-focused, and technology-focused. But, we agree with Jeff Bezos, the CEO of Amazon, that the customer-centered approach has by far the most vitality from day 1.

He assesses this statement by the fact that no matter how happy the customers are, even if they are unaware of it, they are perfectly dissatisfied. Producers are always in the advantage of delighting customers on behalf of them. As one of the catalysts of the global e-commerce industry, he brought customers to the center stage and ensured their voices are an integral part of product development.

He made this by asking customers to post reviews of the products they purchased and rate reviews on whether they were helpful. Through listening to customers, Amazon pursued proactive customer service by meeting their future needs.

Although his approach was for the development of a product, you can trail the same road for your B2Bb social media marketing strategies as well. No matter how technical or niche your product is, you can still create engaging posts that captivate users’ attention. Above all, technical products have techy buyers. So, no need to worry about the literacy of the followers.

If you are hesitant about where to start, proceed from your buyer persona. In user-centered design and marketing, it is an archetype of real people that buy or might buy your product. 
Figure out which social media platform they use, what type of content they consume. What kind of valuable information you can provide to your ideal customer. Keep in mind that they are interested in their problems and solutions rather than your products.

You can create informative content to educate customers with the use of your technology or related subjects that would ultimately end with a better user experience. Beyond that, consider integrating your customer stories as part of your B2B social strategy. Promoting customer testimonials and reviews will create a sense of credibility.

3. Keep consistency 

 b2b social media marketing strategies consistency

As in business and life, any strong attempt requires a keen consistency. It takes a lot of time to research the topic, create content, and share it on every platform. If you are just starting in your B2B social media marketing strategy, try creating smart content that will reach out to larger audiences through word-of-mouth. It is better to share content that propels reshares and online discussions rather than publishing small content every day.

Another way to maintain consistency while developing your B2B social strategy is to set up a social media calendar and schedule posts ahead of time. If you do not want to get lost between sheets and documents, we recommend using a social media scheduler. FS Poster helps WordPress users to auto-post and schedule an unlimited number of posts to 15 social networks.

Apart from saving time, this helps to keep your social feed fresh and increase engagements while you focus on other crucial parts of the business. You can check your calendar, see their individual scores and compare them using the reports panel. There are various other features that will help to scale your social strategy and reach goals. You can try a live Demo to know more about them.

4. Embrace employees

It goes without saying that employees are the most valuable assets of the company. Employee advocacy is simply the promotion of a company by the people who work for it. It is a sustainable B2B social media marketing program to share brand values and messages organically. Employees have a unique capacity to establish trust and build relations with prospects and customers.

The reason why employee advocacy suits better B2B than B2C is that B2B has a higher purchase price and longer sales cycle. Because of the innate nature of B2C products, there is less demand for a salesperson. Especially with e-commerce products, many sales are conducted without talking to a middleman from the company.

Considering the price and vitality of B2B products for the company operations, buyers (businesses) go into a cycle of research, review, and demo calls to make the final decision. This is when we go to employees’ LinkedIn profiles, scan their latest posts and product reviews to get more information.

And it is a fact that employee profiles have a greater reach than business accounts. It can be used to attract new businesses, amplify brand voice, and gather new talents through the networks of employees.

5. Customize content for each social media platform 

I’m an adherent believer in being in the right place. Your great content has a meaning only when it appears in the right place. As a brand, you have a constant brand voice that you tell your stories. But for each social platform, you need to adjust the tone of your voice to the context of the platform you are communicating.

According to the Content Marketing Institute, the most B2B friendly platforms are LinkedIn, Twitter, YouTube, SlideShare, Instagram. Of course, you can go outside of these platforms to uncover out-of-the-box opportunities on various platforms. Reddit appeals to technology-minded professionals. B2B businesses can take advantage of this platform to build trust by creating valuable content among members rather than using promotion-type of posts.

You can also consider YouTube while creating your B2B social media marketing strategy. You can create how-to tutorials, educational videos to cultivate social resources.

On Twitter, you have a 280 character limit where you should divide that between your main body, hashtags, and post links to direct to your website. So, your message here needs to be more to-the-point and straightforward than your usual Facebook post. You can utilize visual media to quickly grab attention and get more space to assess your content.

While there is no character limit on Facebook, it is still nice to keep videos and written content short and sweet. Do not go too seriously with Facebook posts if you want to lead a conversational tone. And of course, LinkedIn is our old-timer when it comes to B2B social media marketing strategy. You can utilize multi-media to reap the full benefit of the platform. Share documents to explain products, streamline videos for expert interviews, definitely hold polls for more engagements.

b2b social strategy podcast

Last but not least is the podcast. It has tremendous importance for today’s rush-in society. Even if you post a video, audio content is consumed more than video or written content. Share a separate version of your video audios for listeners or if you can prepare podcast content from scratch with new content to gather more listeners around your topics.

6. Watch your analytics

What gets measured gets improved. That is the only logical way to know if your content and B2B social media marketing plans are on track.

The number of social media followers or post reach are vanity metrics unless you aim to improve their position. Even if you plan to increase your followers at the beginning, these are not viable goals for a successful B2B company. You need to dive deeper into their level of engagement:

  • How sharable is your content? Look at the number of post shares or votes
  • Which posts are generating higher interactions?
  • Which posts are getting the highest clicks?

Some of the important KPIs you should keep eye on no matter what:

  • Website visits from social media
  • Number of prospective leads from social media
  • A conversion rate of those leads from social media

Aside from the general stats, you need to compare individual networks to see the actual performance of each platform. After looking at real results you can weigh certain networks for your business operations, decide where to run ads from and where to shy away. Analytics traces the road to your ROI and optimizing social presence.

Bottom line

To be successful on social media, your B2B social strategy needs to be between engaging and not disruptive. Often we recommend clarifying your needs before making a purchase or some sort of big decision. But now it is time to listen to the needs of customers or potential customers to create a successful B2B product thus a social media marketing plan.

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