Social media

LinkedIn, Twitter, Facebook- these are just a few of the many social media platforms that are available to us in present day digital marketing.

Many people will tell you that as a business, it’s integral to have a presence on such platforms. Why?

Simply put, you’d be hard pushed to find an industry that didn’t have at least a small percentage of your customers regularly active on the networks!

Still undecided? Social media is a fantastic tool that can open and encourage dialog between you and your audience. It can kickstart conversations and put your brand in front of new clientele so the benefits are colossal.

Don’t get us wrong, each platform isn’t necessarily right for every business depending on your business goals. The key is to understand what your business wants to achieve so you can put a strategy in place to get the best outcomes.

So who should be doing B2B media? Well almost everybody but the most important thing is that you are doing it right.

A strategic social media campaign is now integral for marketers across all sectors but the significance within B2B has grown rapidly.

But what you actually put on social media has to be a) interesting and b) of value to the reader.

Six key things to consider:

  • Ensure your brand conveys its personality and ethos
Whether you want to communicate a colloquial or formal tone of language, choose a person within your company that understands your business values and brand guidelines.

People like to use social media for news updates and information collection so try and post business updates and opinions on relevant industry news.

  • Content creation and amplification
Have you created a video or blog post? Then share it! You can create the most awesome content in the world but if you don’t share this, how can anyone read it? What’s more, consumers are 46% more likely to seek information about a product or service after seeing it in an online video.
  • Engagement
Engage with your partners and customers. Get involved, go and find the conversations and join in. We recommend replying to all questions as soon as possible- at least within 24 hours.

And if you find any negative communication taking place, we advise never to delete the messages but simply encourage the conversation offline by giving them a call.

  • Showcase your excellence
Case studies and success stories prove to your customers that you’re up to the job. And if you’ve worked for any reputable big brands, shout about it from the rooftops.
  • An image tells a thousand words
Post images to support your updates. Pictures are likely to generate 53% more engagement than an average post.

Now you don’t have to be amazing at graphic design for this- why not post pictures of your staff for spotlight features or if you’ve recently attended a trade show, post an image of your stand. Is there anything going on inside your office like an upcoming project that you’re working on? We all love to have a sneaky peak behind the scenes.

  • Boost your posts for further exposure
Target your audience with paid promotions to make sure you reach the right people. You don’t need a massive budget for this- take a small amount and invest it in promoting the best posts so for example job advertising or award announcements.

Where should I publish updates?

As aforementioned, choosing a social media platform that’s right for your business is important.

The obvious choice is to adopt LinkedIn, specifically created for the B2B space as this professional platform is incredibly powerful at contributing to business growth.

Now the other mainstream platforms are of course Facebook & Twitter. With significant volumes of daily users it would be a wise investment of resources to embrace these social spaces. So many of the prospects you’re reaching out to will be people using these platforms regularly, you're probably more likely to generate the desired response by communicating to them across a channel that is familiar and they are comfortable with.

Remember though- it’s crucial to have a profile that is regularly updated so don’t go all guns blazing and set up 4 or 5 accounts across multiple networks if practically, you’re going to struggle to update them consistently.

Will social media help my rankings?

Although Google claim that social media signals do not directly influence search rankings right now, that’s not to say that they never will.

Whilst search engines continue to look for surefire ways of indicating the quality of a website’s authority, it’s sensible to think that at some point they could factor in the strength of a brand’s social media accounts.

A recap of why to use social media for B2B

As much as we’d love for you to go and set up some social media profiles straightaway, we highly recommend that you setting social media goals beforehand to ensure you can identify a return on the time you’re investing.

What is it you want to achieve? Boost brand awareness; drive traffic to your website; increase sales/leads?

Social media can be slightly more difficult to attribute directly to revenue which is why many CEOs and Finance Directors still find it hard to fully appreciate the value of social media. You need to get out of the mindset that 200 new followers on Twitter will result in 200 new sales, but when done right over time you can begin to see a correlation.

Your customers may not necessarily buy your products or fill in a form directly after seeing an update, however having that presence online increases trust signals and helps build long-term relationships.

By Stuart Hames, Digital Content Producer at Bespoke