Even for business-to-business marketing, there’s never been a more important time to get social. Aside from boosting sales, you’ll increase traffic to your site and create brand awareness in those customers that matter.
For those getting started on their social media journey, take a look at these 5 top tips for better engagement and presence.
Tailor your approach
Depending on the size of your business, it may not be cost or time effective to broadcast on every popular social channel. Instead, choose only those that provide the most value. In other words, where can you best engage with the target audience and achieve measurable business goals.
Are you looking to find new customers for a technical product in a niche market? Creating a LinkedIn Group would be a great way to share information with only those professionals in your field that would want to pay for this technology.
Does your company have a visually engaging aspect? For example, if you’re a surf school that offers team-building exercises in a sun-kissed location, a YouTube channel could be advisable. Upload videos of the local break as well as clients testing the waters for the first time. Leveraging the most exciting part of your business is the easiest way of gaining followers.
Generate more content
According to a study from the Content Marketing Institute, 70% of B2B marketers generated more content in their strategies for 2014 than any previous years. Creating compelling content on social media – and lots of it – is no longer optional to remain competitive.
Whether you’re posting videos, photos or text, this is a great way to showcase your company in the best light. Tell your audience more about your brand; give them an insight into day-to-day business practices and make your products or services look fantastic. There are few other mediums where you have the power to be so creative.
Share the love
Social media is a great platform to show your support and share the work of clients, partners and suppliers. After all, if they enjoy more exposure on the web, it will likely have a positive impact on your business.
A simple retweet or sharing of a Facebook post is a small act of kindness that can create a rapport without being too invasive. Hopefully, these other groups can now repay the favour and share your posts, exposing your business to their following.
Don’t forget links
A winning social media campaign always includes subtle backlinks to the website. For example, an engaging post would encourage the audience to read the full blog post at the organisation’s website. It’s an essential way to drive traffic to a site, especially for those companies that are more technically orientated.
In this case, blogs may become more like whitepapers or case studies. Targeting social media posts to professionals who may find them interesting, while providing links back to the site should help this niche content get the credit it deserves.
As a side note, be sure to include an URL to your business’ website in the About Me section or bio description of your profile. It may seem obvious, but it’s surprising how many forget this important factor.
Invest in paid social
Always set aside a budget for promoting your social media posts. It may seem counter intuitive to increase expenses on this low-cost marketing platform, but the results can be impressive. B2B organisations can also benefit from impression based strategies.
Facebook offers the chance to ‘Boost’ posts, giving a great presence to only those customers that could add value. As a general rule of thumb, only promote the posts that are already performing above average – those with several or more likes, comments and shares. You can also promote Tweets, and LinkedIn Ads provide a great way to create brand awareness across the professional community.