Investing in just social media marketing doesn’t define your B2B social media marketing strategy. Many businesses underestimate the power of B2B social media. In fact, B2B social media is a bit different from B2C social media. B2B social media allows you to build your business’s brand, converse with industry experts and influencers, and watch your brand gain the recognition it deserves.
There are active steps that you need to take towards creating a strong strategy.
Steps to building your B2B social media marketing strategy
1. Track your goals
Now that you know that clear goals are absolutely crucial to a successful social media strategy lets talk about the two different types of social media goals. Firstly, one type is an output goal which is typically used for marketing your products. They tell you how many sales or leads you think you can generate from social media. Whereas a performance goal tells you how to track the effectiveness of your strategy in achieving these output goals. If you want to create output goals, track how many likes, shares and tweets you can get for a specific post. If you want performance goals try to track how many sales or leads can be traced to your social media pages.
2. Understand your target audience
You can’t create a strategy on a topic if you have no idea what you’re talking about. To create a strong social media strategy you first need to understand your brand’s target audience. This is very easy to do. If you know your business well enough you’ll know who you are trying to target. This way, you will be able to create content that resonates with them. If you don’t know your target audience, it is likely you will fail to connect with them. If you are struggling to find targets, you can use Triggr to help you find lookalikes to your current clients.
3. Carefully select your channels
Considering your business’s B2B marketing strategy, make a list of the platforms/channels you target your audience. When selecting social media channels, it is a good idea to consider your target audience’s demographics. If your target market is younger, channels like Instagram and Pinterest could be a great option. Non-visual platforms like Twitter and Facebook should be used to distribute more informational content, such as a post introducing your business to the audience. Moreover, Linkedin has previously worked well as a B2B marketing channel.
4. Engage frequently
Finally, be sure to engage frequently with your clients on these channels. You want to be at the front of their decision making because it will help when trying to push sales.
In summary, these steps are fundamental in achieving success on social media. The adoption of these will put you in front of your competitors.