In just a few short years, B2B social media marketing has evolved from just an innovative way to boost your presence online and maybe drive a few sales … to an essential part of your organization’s survival. In fact, 81% of marketers found that increased traffic occurred with as little as 6 hours per week invested in social media marketing (Social Media Examiner).
Due to its informal nature, social media traditionally used to be seen as a fitting channel for B2C marketing. However, as social media is becoming less of a nice-to-have and more of a necessity, the difference in strategies lessons between B2B and B2C marketers. Overall, the main advantage of using social media for either type of business is to build relationships with current and potential customers and continue to establish an online presence for your organization.
Before developing your social media strategy, it’s important to ensure the content itself is tailored to the right audience and you are following the best practices to get the best results. Here are 10 best practices we’ve put together for using social media marketing to help drive your B2B sales.
10 B2B Social Media Best Practices
- Stay focused.
If you are working to establish a social presence, don’t jump into all social media platforms at once. Focus on the sites that your competitors and audience are already using and build a presence there first.
- Post consistently.
Be sure to post consistently, but not too much. Typically, it’s more appropriate to post several times a day on Twitter and just one or two on LinkedIn and Facebook. It’s important to develop a cadence of posting on each platform and keep it consistent.
- Speak the right language.
Know when and where to use hashtags (hint: not LinkedIn), more conversational tones vs. professional tones. For example, Facebook and Twitter are personable and conversational platforms while LinkedIn has a bit more of a professional tone.
Don’t be afraid to share other people or companies’ content, just be sure to give them credit. This can help establish you as a trusted source of knowledge to your audience. Curation allows you to be a constant commercial for your brand but a thought leader in your industry.
- Keep the ‘social’ in social media.
Social media is social, so be social. Respond to your followers, follow others back and interact with industry experts. Join the conversation and make sure your voice is heard.
- Respond to all feedback.
It’s easy to respond to positive feedback shared for the world to see, but it’s also very important to avoid the urge to delete negative feedback floating out there. Try to address the situation offline before responding directly to the published posts online. However, you should never ignore or delete the situation altogether.
- Employee advocacy.
Employee advocacy is very important. In fact, brands’ post on social networks reach only 3% of fans, while content shared by employees receives 8 times more engagement than that shared by brand channels. Employees sharing corporate content on their personal networks will help to spread your brand message and ensure your posts aren’t being lost in all the noise.
Social media automation tools can be hugely beneficial to your social strategy. Social media is never “set it and forget it”. However, automating can help keep your social strategy consistent. At Sugar Market, previously Salesfusion, we integrate with oktopost to help with both publishing and tracking engagement.
- Measure and adjust.
Like all things marketing, it’s very important to look at the numbers and measure and adjust your efforts accordingly. Of course, this is something that an automation tool can greatly help with.
- Take risks.
Finally, take risks. Think outside the box, try new things. The advancements in social media are constantly evolving and you should be too.
Are you ready to begin (or enhance) your B2B social media strategy? The old saying “when you fail to plan, you plan to fail” describes how social media planning usually works. However, take a couple minutes to go check out our Social Media Strategy template, we’ve got all the tools to help you set your B2B social media goals and carve a way for those goals to be achieved.