B2B Social Media Strategies That Work
How to connect with past, present, and future customers on social media as a B2B Business.
A lot of companies in manufacturing, professional services, and other industries that target other businesses, seem to lack a strong digital presence. B2B businesses have an unprecedented opportunity to deliver value to their target audience. While at times it feels as though social media platforms like Instagram might seem more tailored to just B2C, many B2B companies can also carve their niche by implementing strategic approaches.
Does social media play a role in your B2B marketing strategy? Of course it does, but what’s the best way to get in front of new and existing customers in an authentic way that keeps your product/service top-of-mind for them?
Highlighting the work and services you provide to your customers is a key piece of the B2B Social Media Strategy. Regardless of the industry, people enjoy getting a behind the scenes look at the work you produce.
When you’re building a digital marketing strategy for your B2B business, here’s a few things to help you make a lasting impression.
Know Your Audience
Identify the key decision-makers and influencers in your target industries. The best way to do this is to think about your best current customers. What are they interested in on LinkedIn or other social media channels? Make sure when you are creating the content, you have them as the end user in mind.
Tailor content to address the specific needs, challenges, and interests of your audience.
In addition to showing the process of the work you create, what problems are you solving for your customers?
This is where case studies, testimonials, and storytelling can provide value online.
Showcase Your Expertise and Leadership with Impactful Content
B2B companies can leverage platforms like LinkedIn to share in-depth content, such as case studies, whitepapers, and industry insights.
Use Instagram to showcase the process, behind-the-scenes glimpses, and the quality craftsmanship that sets your company apart.
Engagement through Visual Storytelling
Share visually appealing content, including high-quality images and videos that tell a compelling story.
Use Instagram Stories and LinkedIn Stories for quick updates, polls, and engaging visuals.
Customer Success Stories
Feature case studies and success stories that highlight the impact of your products or services.
Use testimonials and quotes from satisfied clients to build trust and credibility.
Talk about the problems you solve for your customers.
You can do the above all organically, with paid ads, or both.
It is possible to reach your audience with organic growth strategies that don't have to break the bank. Just make sure:
You have a consistent posting schedule. Making sure you establish consistent posting to maintain visibility.
Engage and interact with comments, messages, and any account mentions. Foster a sense of community by actively engaging with your audience.
Use relevant hashtags and keywords to increase discoverability, spend time researching industry-specific hashtags and incorporate them into your posts.
Pay attention to trends on each platform. Instagram, especially, is really pushing video right now so you have a better chance of growing your audience with moving pictures compared to still images.
If you decide you want to have some paid advertisements on Instagram and LinkedIn there are advantages. Be sure to:
Take advantage of advanced targeting options on both platforms. By utilizing targeting options, you can target ads based on job titles, industries, and company size for precise audience targeting. LinkedIn even gives you the ability to target specific companies. That’s huge for getting in front of the right people.
Make sure you invest and have compelling creative ads. Testing out multiple ad types and copy will help you find the formula that works best.
Monitoring and Optimization will help you keep track of the performance of your ads, you can change the targeting and budget as needed
At the end of the day, B2B businesses can thrive on social media by delivering value through strategic content, engagement, and targeted advertising.
After all, you aren’t selling your services to the business, you’re selling to the PEOPLE who run the business.
By understanding your target audience, showcasing expertise, and utilizing both organic and paid strategies, you can build a strong online presence and create meaningful connections with past, present, and future customers.