For the most part, B2B social media marketing has fallen far behind the successful efforts engaged in by B2C companies, which are everywhere on social media selling direct to consumers. For some reason, many B2B companies still prefer to use tried-and-true methods from the past, such as cold-calling and networking at breakfasts, dinners, and seminars. While those strategies should not be abandoned entirely, the really successful B2B companies are already aware that they should be used in tandem with social media marketing. To get the absolute best results from your marketing efforts, there’s no doubt that social media should be included as part of your campaign strategy.
Here’s how you can go about doing that.
Decide on Your Goals
First of all, you need to decide what you’re trying to accomplish. You’ll need to know this because it will affect how you track that success. For instance, if your goal is to expand your reach or to get more leads, each of these will influence the metrics you use to monitor how well you’re doing. Then you’ll need to have someone in your organization become very familiar with social media analytics so that they can make sense of all the data related to your metrics.
Develop a Written Strategy
The chief value of developing a written strategy for your B2B marketing campaign is that it will help you to establish goals and to develop a plan for how you’re going to achieve those goals. Your strategy should define your target audience, which social platforms you will use, the kind of content you’ll be publishing, the metrics you will use to track success, and some research on how your competitors are using social media.
Create a Social Media Personality
With whatever content you post to social media, it would be highly beneficial if you could develop and maintain some kind of interesting personality. A cold, inhuman company will probably not have much appeal to users, whereas a humanized identity with a sense of humor or a flair for the dramatic, may find a very wide audience. Find some way of making your company appealing to your followers, so they can relate better, and so they can become more engaged with your brand.