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How to Create A Social Media Strategy for Your B2B Business In 13 Steps?

Over the past decade, the use of social media platforms has risen tremendously. In 2020, over 3.6 billion people used social media, and it is expected to rise to 4.41 billion by 2025

(source: Statista)

People are using social media for more than communication. More and more people are using social platforms to find new brands, research reviews, and make purchasing decisions.

If you think social media are only for B2C brands, then think again. If your B2B brand is not on social media, you are missing out on opportunities capturing your audience’s attention.

Social media marketing should be approached strategically with a defined plan.

Let’s get started on how you can create a B2B social media marketing strategy:

Documenting your social media strategy

Almost 80% of marketers said they have a social media strategy for their brands, but only 32% have documented their B2B social media marketing strategy. 

Documenting a strategy is vital for your business as it provides a roadmap for how the b2b companies will proceed with social media.

If you are posting random content and not measuring the results, you won’t be able to track if you are reaching a proper audience, achieving your KPI’s, or spending money on effective campaigns.

There are hundreds of metrics that can help you see the ROI, but not all are important. 

Determining the right social media platform for your business

With so many options available from LinkedIn, Instagram, Twitter, to Facebook, it looks promising to post on every channel, but it will most likely burn you out.

The general rule for choosing the right social media platform for your B2B is, you should be there where your customers are.

All social media platforms are not created equally. Some are best suitable for B2C, while others are more geared towards B2B.

The study conducted by CMI shows the best social media platforms for B2B businesses.

(Image source: CMI)

Almost 97% of B2B marketers use LinkedIn for B2B social media marketing. With more than 600 million active users, LinkedIn presents a golden opportunity for B2B brands.

Almost all the company executives have a LinkedIn presence, making it easier to connect with these and generate leads for your business directly.

How do you find these professionals and executives using LinkedIn?

You can use LeadConnect. This tool helps in finding and generating for your business on autopilot. Furthermore, it also enables you to set up personalized follow-up messages and sync your contacts with HubSpot CRM.

If you want to go further than that, use LinkedFusion-a cloud-based automation solution- for your generating business leads even when you are asleep.

Instagram is the 5th most used platform for B2B social media marketing. But don’t let these statistics discourage you. Less usage of Instagram by B2B brands means less competition. There is no better time than now to grab this golden opportunity.

Use the services like Aigrow, Instagram marketing, increase your ROI, grow your brand, and generate leads.

[ Related: Instagram SEO: Best tactics to boost your exposure ]

Shopify or Shopify alternatives are the best examples of using Instagram for their social media marketing campaigns. 

Setting and tracking KPI’s

KPI’s aka Key performance indicators provide insights into whether the social media marketing campaign is working or not. The KPI should follow a SMART framework.

S- Specific

M- Measurable

A- Achievable

R- Relevant

T- Time-bound

For example, you may want to increase your LinkedIn engagement. Your KPI might be 

‘Increase LinkedIn engagement (connections, messages, leads) by 50% in the next 30 days’.

Optimizing is the key.

Just like Search Engines, social media need keywords. Research and draft an appropriate keyword that resonates with your industry and brand.

Don’t forget to fill in your bio. Add a link back to your website so that prospects know how to get in touch with you.

Mailchimp, an email marketing service provider, goes minimalistic with its Instagram bio with a strong brand message and a link to its website.

Competitors analysis

Before you start creating a strategy or posts, look at what your competitors are posting on their social media. While you don’t want to copy their post, doing a competitor’s analysis blatantly will provide a hidden insight into what strategy is working for them, how frequently they are posting, what tone they are using, and they are getting traffic from paid ads or organic results. You can then implement those ideas in your B2B social media marketing.

Use storytelling

Your story needs to be cool, even if your product isn’t. A compelling story can make people interested even in the most boring product on the planet. 

Storytelling helps B2B brands connect with their audience on a deeper emotional or psychological level. People make decisions through emotions rather than logic.

According to the research conducted by Google by partnering with Motista and CEB, 50% of B2B buyers make buying decisions when they are emotionally connected with your brand. 

This post by GeneralElectric evokes emotions by telling the story behind the brand and their first project.

Get interesting

We often hear marketers saying this industry is so boring. But the truth is no industry is boring, just the boring marketers who are not passionate about what they are doing.

People scroll mindlessly on social media and stop only when something catches their eye. Humor is seriously underutilized in B2B. Everyone loves to laugh, that that’s right, B2B marketers.

The above example of Zendesk, a famous B2B company, is an excellent example that even the most boring things can be made interesting.

Get personal

Many times, b2b content is seen as cold or uninteresting. Creating a personal tone of voice helps you stand out from the noise. Whenever you are crafting messages, always think about the business’s people, rather than talking to the company themselves. Your tone should come off as authentic and have a personal touch. 

Dropbox, a cloud storage service platform, adds a personal touch to their LinkedIn page by sharing stories about their employees, culture, and relationships.

Video marketing is the future.

Well, a one-minute video is worth 1.8 million words.

Videos get 55% more engagement than static text and pictures on Instagram.   

Consumers can process videos 60,000 times faster than text and evoke long-term memory. Hence, they will be more likely to remember you after watching your videos than just reading text and seeing pictures.

Moreover, YouTube is the largest video hosting platform in the world for a reason. 

This video ad by Adobe is the prime example of B2B social media marketing done right.

[ Related: Instagram video Marketing: Secret weapon to get more clients ]

Retarget with paid social media ads

Social media companies are businesses and want you to shell out money for a broad reach. The organic reach of most social media channels is low. Paid ads provide an excellent opportunity to retarget the audience who interacted with your brands or post and get them interested in more. 

Know when to post and schedule accordingly

There is no fixed posting time for social media, as no one size fits for all. Posting content at the right time of the day increases the digital engagement rate. 

Most social media platforms show your post only to a small number of followers before spreading it out to other followers. You can use analytics tools such as Hootsuite and HubSpot social, to know the best time for posting. The analytics helps you see when the majority of your audience is online to time your post accordingly.

Be consistent

You might have heard “Consistency is the key” many times in your life, and the same applies to social media marketing strategy. All that hard work will go into the drain if you are regularly posted one week than crickets over the next two months. 

The content on social media has a short shelf life meaning it becomes useless quickly. If you do not post consistently, chances are your audience will not get much exposure to your brand, and it is much more likely that it won’t make any impact.

On the other hand, do not confuse consistency with redundancy. (Yes! They are different). Posting too much can further become a nuisance for your audience, and they are likely to unfollow or, worse, block you.

Analyze, Refine

Finally, after creating and executing your social media strategy, it’s time to analyze the results. 

Did you reach your KPIs? Did the strategy generate leads for your business?

It is great about social media that nothing is set in stone; it is continuously changing. You can always optimize your strategies and post after it is posted.

You can analyze your KPIs by looking at the conversion rates, likes, shares, reach, and comments. Discard the ones with lower conversions or tweak them to make them work. After evaluating these metrics, you should use conversion optimization strategies to refine them.

Wrapping up:

Times have changed. With almost half the world population on social media, it is an excellent opportunity for B2B brands to capture attention by having a well-documented social media marketing strategy.

These strategies will help you boost sales, lead, and ensure your company’s success for years to come.

Author Bio:

Albert Johnson is a content marketer. A writer by day and a reader by night. You’ll often find him at conferences and running workshops on lead generation techniques. 

You can also read other blogs related to B2B lead generation tactics.

This post was last modified on July 9, 2021 3:17 pm