When you are marketing on social media, you need to have the audience firmly in mind to ensure that you have the maximum impact.
Bear in mind that what you are doing in B2B social media marketing should be entirely different from B2C. So, here are a few tips and tricks that can help maximise any B2B social media marketing efforts.
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Do Some Competitor Research
Conducting some detailed research into your competitors can certainly help when it comes to identifying strengths and weaknesses. This way, you can put your resources into the areas they are missing out on targeting. For example, there may be a whole channel that they are not utilising, like TikTok.
When businesses are following other companies on social media, it is often down to the fact that the content they are sending out into the world is engaging and authoritative.
In terms of the first issue, you can sort this out with a simple blog plan that covers each new post and what you will write to ensure that you have a steady stream of fresh content. You also need to be knowledgeable about the subject and aim to provide genuine answers and solutions to problems rather than a string of generalisations.
You will not build up a solid following by simply selling to them. This tactic rarely works, so reserve your sales content for other media channels.
Use the Right Social Media Channels and Features
There is no point in sharing content unless you are using the right channels in the first place.
A social media marketing agency can help you identify which ones these are. LinkedIn is a great starting point that is specifically tailored towards business professionals and companies.
You should make sure to test any new features that become available such as the Creator mode.
Next up, you have Twitter and Facebook, which have their specific advantages but tend to be used relatively generally.
Further down the list, you have the image and video-sharing platforms such as Instagram, Pinterest, and TikTok, all of which are growing at rapid rates amongst a wide range of demographics. Again, the likely hood is that your customers will be using these channels in one form or another.
A mistake we see too often is companies following a competitor’s footsteps onto a new platform without having a plan or a regular stream of content to keep up with the demands of running a branded social media channel.
Measure Your Efforts
If you do not take the time to measure your posts and the type of impact they are having, you will never be able to put yourself in a situation in which you are enjoying genuine success on social media.
There are all sorts of tools out there, such as general ones like Google Analytics and ones that are tailored more towards social media like Hootsuite.
B2B Social Media Marketing: Results
Hopefully, these four tips have got you thinking about social media marketing and ensuring that you are putting out the type of content that is getting you respected and recognised among your industry peers.
