To succeed in your B2B Social Media Marketing, you need to be strategic about what you share on social media, how you share it, and what platforms you choose.
A great social media marketing strategy can help you connect with the people you want to do business with. Here are three tactics that will help you create a more effective social media marketing strategy for your business-to-business needs.
1. Encourage Your Employees to Share Your Content
About 42% of people use social media only to find out what’s going on in the lives of their friends. This means that if all your employees start talking about your company’s culture, values, products, achievements and more on their social media profiles, you’ll get a chance to reach a whopping 42% of their connections.
Let’s say you have 10 employees with 100 Facebook friends each. If all these employees share your social media update, it could reach these 420 people you are in social media checking up on the lives of their friends and not interested in company news at all. Even if you have 1000 Facebook fans, as the average reach of Facebook business page/post reach keeps lowering from the 16 percent figure from 2012, your content will reach less than 160 people. Leveraging your employees’ social channels can multifold your social marketing results.
Employee Advocacy doesn’t just get you more social traction, but it also gets you about 8 times higher engagement for your content. The content your employees share outperforms the content posted from your company's social channels. Just imagine the social momentum your company will gain when your employees’ LinkedIn posts, Facebook updates, and tweets will discuss your company or product info.
Of course, getting your employees to share professional content on their personal social feeds is challenging, but here’s where an Employee Advocacy program can help. A strong Employee Advocacy program can build a culture where talking about the company comes naturally to your employees.
2. Build a Social Media Editorial Calendar
When it comes to posting social media content, most B2B companies do a decent job at distributing the blog content and sharing curated stories.
However, your company can do more than this because you have got a lot more content to share on social media in addition to your blog posts or curated content. For example:
- Promotional posts around the industry events you’re going to be attending
- Updates about company milestones like an anniversary or new branch launches
- Great employee reviews on portals like Glassdoor
- Information about new product/service releases
- Information on lead generation and promotional campaigns
If you don’t add an editorial calendar to your social media marketing strategy, you’ll fail to draw the desired engagement around these campaigns and end up writing rushed posts. So create an editorial calendar and add all these campaigns to it.
A social media editorial calendar will help you post a healthy mix of content consistently on your social media profiles. Planning your content and graphics collateral will also get much easier.
3. Power Up Your LinkedIn Marketing
LinkedIn is the most trusted social media platform. It brings about 80% of all B2B leads. By improving your LinkedIn marketing alone, you’ll dramatically improve your social media marketing results. Here are three effective ways to get better results from your LinkedIn marketing.
- Encourage your employees to share company content on their LinkedIn profiles - users trust information shared by an employee significantly more than the CEO. But just 3% of employees share company content. Find out if your employees and your salespeople or marketers are actually sharing your content. If they aren’t, find out how you can get them to do so.
- Ensure your top salespeople are actively participating in relevant groups and consistently building connections: LinkedIn prospects are much more likely to open InMails if they’re from connections or from users from a common group.
- Write better InMail: Copywriting better InMails will improve your open and response rates and give you more opportunities to connect with your prospects. LinkedIn suggests writing shorter subject lines (< 3 words) and emails (< 200 words) with a dash of personalization for getting more responses.
Wrapping It Up
No matter what your B2B social media marketing goals are - driving traffic, improving engagement, or generating leads - employing these tactics will improve your B2B Social Media Marketing Strategy. The key is to engage your employees in becoming active in the social media channels which matter the most.