Social media is one of the most powerful marketing tools at your disposal, but many B2B firms are wary. Executives might feel they can’t get traction because their industry is “too boring” – or they might consider the risk of embarrassment greater than the rewards.
These concerns are understandable but overstated.
Done right, social media can amplify your brand’s voice and strengthen all your marketing projects. And you don’t have to be in a particular industry to get benefits: Simply focus on your core audience and providing content that interests them.
Five Keys to a Working B2B Social Media Strategy
Your social media strategy is sure to evolve as you learn about your prospects and customers. Still, you can launch a social media presence that will start to yield value with a few basic tips.
Start With Ends in Mind
It’s vital to start with an understanding of your goals and metrics. If you want to increase reach, for example, you’ll need to track your impressions, engagement, and follower count. For leads, look at clicks and conversions.
Work Out a Written Strategy
About 80% of B2B marketers claim to have a social media strategy, but less than a third have it written down. A written strategy helps you stay on target and prevents the loss of key details.
Your strategy should include:
Who is your target audience?- What social media platform does your audience prefer?
- What type of content will you amplify using social media?
- What goals and metrics did you identify in the previous step?
Who is your target audience?Build a Social Media Persona
No one wants to follow social media accounts that are purely promotional. A “canned” sound will doom you, so focus on being conversational – just like you would in a blog post. Take time to engage with other users through mentions and real-time conversations.
Begin with High-Value Platforms
If you’re not sure where to begin, remember 63% of B2B marketers rate LinkedIn as their most effective social media platform. A respectable 55% went with Twitter and 48% gave the nod to YouTube. These three platforms give you the most bang for your buck early on.
Social media has to be consistent to be effective, so resist the temptation to make it something anyone on the team can do “whenever they get around to it.” Even if you can’t do any new hiring, designate a social media manager and have expectations for total post count.
Social media is one of the best ways to bring your message directly to those who can benefit from it. These five steps will make it easier to get your bearings and make it a lasting part of your marketing plan.