Say goodbye to the days of playing the guessing game on social media - it's time to step up your B2B efforts and see real results! We'll guide you through the essential steps to creating a B2B social media presence that's sure to hit the mark.
We'll show you how to identify your ideal customers, set achievable goals, choose the right platforms and engage your followers in a way that keeps them coming back to your channels.
Get ready - and take notes if necessary - because this blog is packed with tips and tactics for your social media success.
What is B2B social media marketing?
The B2B Social Media-Strategy refers to the actions a company takes to promote its products or services to other companies via social media platforms.
This can include creating and sharing relevant content, interacting with followers and potential customers, and analysing and optimising efforts to achieve specific goals.
The importance of a solid B2B social media strategy cannot be overstated - according to a global Report from DataReportal 59 % of the world's population actually use social media.
In 2022, social media use averaged 2 hours and 29 minutes per day.
There are countless B2B opportunities for your industry. However, simply having a presence on social media is not enough. You must have a clear plan to effectively reach and engage with your target audience. This includes identifying your ideal customer profile, understanding their needs and vulnerabilities, and creating content that addresses those needs and addresses concerns.
By following a structured B2B social media strategy, companies can increase brand awareness, generate quality leads and increase sales. And who wouldn't want a piece of that pie?
How to succeed on social media: A B2B marketer's guide to the best strategy
We'll show you how to master the B2B social media game properly with these 10 tips and tricks!
We have compiled the best practices that will help you connect with your target group and strike a chord.
So go ahead: get creative and try it out - you'll thank yourself later.
1. find your niche and set KPIs
First identify your target group and define your goals! Think carefully about where you will achieve the greatest possible visibility for potential customers.
In 2022, the average person switched between seven different social platforms per month back and forth, which makes it all the more important to be familiar with the preferences of your target group.
Of course, it is always beneficial to be present on all major social platforms (LinkedIn, Facebook, Instagram, etc.), but at some point you should decide on one or two to focus entirely on these networks. The option to reuse the same content for other media still remains.
But don't get it wrong - it's not just about choosing the right platform; it's also about setting achievable goals.
Consider your own potential as well as the bigger picture and set KPIs accordingly. Don't set your goals too high or too low - you want to reach the optimal point of effort but not set yourself up for failure.
Monitor KPIs such as response time, impressions, engagement rate and conversions to identify content that works. Loosely based on Nietzsche, "Aim for the moon. Even if you miss it, you will end up among the stars."
2. give your brand a unique voice
Connect with your audience on a deeper level. This is not only about consistently portraying your brand's personality, but also bringing out your human side.
Avoid falling into the trap of robotic, boring content - instead, connect with your target audience through emotion. Use trigger words in your content to grab your followers' attention.
In a Forbes article says that emotional attachment accounts for 43 % of business value - apparently people shop 'at heart's content'.
So don't be afraid to express your brand's personality in your messages. Remember, it's not just what you say, it's how you say it. Make your brand's voice heard and learn how it can increase awareness/engagement and generate a loyal customer base.
3. choose the best social platforms for B2B marketing
Do extensive market research and find out where your target group spends most of their time online. You want to be where the rubber meets the road.
LinkedIn, for example, is more than just a social media platform where you connect with old colleagues and classmates.
With 63 million professionals LinkedIn is a goldmine for B2B brands looking to reach decision makers, influencers and industry leaders.
Known as a platform for Generation Z users, TikTok is often equally underestimated: businesses of all sizes are successful on TikTok by displaying creativity and reaching a whole new audience.
Sure, Facebook now seems like just a network for your grandma, but with approx. 2.96 billion monthly active users aged 13 to 65+ years old it is still a valuable platform.
Not to mention Instagram! This platform seems to be all about #Selfie and #Influencer content. However, with over 1 billion monthly active users (according to Statista), Instagram is also a valuable platform for you to showcase your products and connect with other businesses.
However, don't forget about YouTube and the power of video marketing!
So do your homework first and weigh your options before jumping into the social media game.
Avoid just blindly following the crowd. Make sure you cover the right platforms and thus optimally address your target group.
And as always, don't put all your eggs in one basket - diversify and conquer!
4. always stay up to date
"With a new day comes a new opportunity to go viral on social media."
Okay, that may be a bit of an exaggeration. But there is some truth to the fact that B2B companies can gain relevance if they are aware of the latest social media trends.
Just look at how brands like Shopify or Salesforce are now using the latest features like Instagram Reels and Twitter Communities to create trending content and engage with other e-commerce businesses.
Mailchimp and Intuit also killed two birds with one stone! They definitely hit the mark with their collaboration to support small non-profit organisations: not only did they address the current trending topic of social responsibility, but they also created engaging, relevant content that resonated with their audience.
By joining forces and focusing on a cause that is important to both brands, they were able to create a win-win situation that benefited everyone involved.
As a B2B company, you don't want to be left behind while your competitors pick up on the latest social media trends.
So don't be afraid to turn things upside down and try something new - it could be the key to a whole new approach to social media success.
5. put a face to the name
Let your followers look behind the curtain! Who says bloopers can't be just as valuable as the final product?
Sometimes a behind-the-scenes look at your business can be just as appealing as a polished and well-designed piece.
This type of content not only adds a bit of levity, but can also help to portray your brand more closely and build trust.
But it's not just about the fun factor - other brands love to see how you handle your services and what technologies you use. By giving them a sneak peek into your operations, you can prove your transparency and that you have nothing to hide.
In addition, putting a face to your brand creates a sense of familiarity with other companies about your team and makes you seem more approachable. So feel free to give your followers a peek behind the scenes.
6. keep an eye on the social networks of your competitors
"Keep your eyes and ears open" - this saying definitely applies when it comes to monitoring your competitors' social media strategy.
By keeping an eye on your competitors, you can identify what they are lacking and use this information to your advantage.
For example, if your competitors are leaving certain trends unused to connect with their audience, you can step in and fill that gap.
Even with a lack of creativity on the competition's side, you can use your wit and humour to set your brand apart.
By keeping track of your competitors' social media activities, you can spot the gaps in their respective strategies and drive your own plan - turning their shortcomings to your own advantage.
So follow your competitors closely on social platforms to stay one step ahead of the competition!
7. build your own circle - take community management seriously
Another great way to drive your B2B social media strategy is to build your own community.
Not only is it essential to respond to comments and direct messages in a timely and professional manner, but it is also a great opportunity to connect with other brands and even initiate collaborations.
In fact, customers are more inclined to buy those brands with which they have already interacted more frequently on social media.
So why not take the opportunity to increase your brand awareness, build your own network and forge partnerships? A whole new world could open up for you.
8. keep a steady hand - don't just let go.
As you hone your B2B social media strategy, also keep in mind that Rome wasn't built in a day. Building a strong social media presence takes time and effort. Consistency is the key!
If you don't publish valuable content regularly, you can quickly be forgotten by your followers - and the competition never sleeps.
For this reason, it is beneficial to have a content calendar and segment your audience to ensure you continue to provide relevant content. You can use demographic, geographic, psychographic and behavioural segmentation of your followers to determine when is the best time to post.
Using tools to help you automate your social media posts and determine timing A/B to find the "golden hour" for the most engagement.
9. highlight the reviews of your satisfied customers
Social proof works! When it comes to B2B marketing, this can be groundbreaking.
Your satisfied customers are among the best advocates for your brand. Instead of focusing only on self-promotion, use your platforms to highlight the voices of your satisfied customers more.
Because "actions speak louder than words" and potential clients are often more impressed by the experiences of others than by your own advertising campaigns.
10. avoid boring content
No one wants to follow a social media account that constantly posts boring, repetitive content - it's just not worth it.
But don't worry! B2B social media marketing doesn't have to be a snoozefest. In fact, the opposite is true when you think outside the box.
Remember that people who work for other companies are still people (robots will not replace us for a long time) and appreciate a little creativity. So don't miss the chance to show your personality and have fun with your content.
One way to avoid boring content is to be inspired by the challenges and daily struggles you face in your work.
By sharing relevant content, you can create a sense of connection with your audience and encourage engagement. And if all else fails, remember that a little humour can go a long way.
So go for it and add some personality to your B2B social media strategy - your followers will definitely appreciate it.
If you've made it to the end of this blog article, you already know about the importance of a solid B2B social media strategy.
With these tricks up your sleeve, your social media marketing efforts are sure to get a boost. Keep in mind that the key to success is finding the right balance and being responsive to your target audience.
Think of it as a recipe for success - just add a few of our tips, a pinch of creativity and voilà: you'll have something really special up and running in no time.