5 tips for increasing B2B social media engagement
B2B social media can be a tough market, especially if you are only looking at organic marketing. That is why we have put together a guide with some simple tips to help improve engagement.
Before we get into the meat of this guide, we need to consider why B2B social media marketing is different. Put simply, it’s because you are marketing to busy people, people that need to see real value in what you are offering to engage with you, and they need to be able to easily recognise that value quickly. This won’t offer a quick fix, but it will allow you to start developing your brand image into something decision-makers want to be a part of.
So, if you genuinely want to develop a mutually beneficial connection with your audience, consider the following recommendations to help you take the next steps toward engagement:
1. Define your target audience & the tone of your brand.
Social media marketing can be confusing, there are a lot of metrics and you can post pretty much anything you want, so the first step is to always keep things clear. Remember, the purpose of social media is to establish relationships, not to broadcast like other forms of media. So who are you trying to build a relationship with? An office manager, CEO, front line staff.
Once you know who you are targeting you can build an audience profile, research what content they like to engage with, and decide on your own brand voice.
2. Listen to what the market wants.
This is again about keeping things simple, whatever your market, you should know it inside out. People engage with brands they trust, so if for example, you are aiming to be a big player in the pet food industry you should know if a popular ingredient just got banned internationally.
Be the place your audience wants to be to stay in the loop of what is happening in your industry. This can take the form of content such as industry insights, interviews with big players and sharing news as it breaks.
Also, take note of the winners and losers in your market. If someone tries a new style of service that goes down like a lead balloon, learn from their mistakes and see if you can turn the failures of others into successes of your own.
3. Find your USP and exploit your niche
You should now be aware of your USP (Unique Selling Point) and what distinguishes you from other brands; the trick here is to figure out the best way to market this. If you have a great offer that other brands don’t find innovative ways of sharing that. You can use content that’s funny, or that delivers a serious message, use your audience profile to understand what will be best received.
This is a terrific opportunity to carve out your own unique space in the market, allowing for techniques like brand hashtags.
4. Be careful
Always remember that while the B2B space is a busy one, people are still people. No one wants to see an endless stream of sales content.
Do not make your profile a spam channel!
Where you can, keep things light and fun. Team updates can help show that you are a great company and break up the stream of selling.
5. Monitor your activity
From the above tips hopefully, you have some ideas you can try on your social media profiles. The absolute best tip is to monitor the performance of your socials. Try new ideas then see how they performed, begin understanding some simple metrics that tell you how well your posts are performing, and which content is best received.
Then simply, do more of that! Think of your social media audience as product testers, the content they were most passionate about is what you should be creating more of. Once you are able to do this, you can begin your social media growth, whatever stage you are at.
Need some help?
We hope that this has helped you! B2B marketing can be hard, so if you are feeling stuck a fresh perspective can really liven things up. Feel free to get in touch with us and we can book a free discovery call to see where you are at, and how things could be taken forward.
t: 0117 403 4455