“Should my business worry about a social media presence?” is no longer a debate topic. Instead, the question worth answering is: “How exactly should my business tackle social media?” (Get this—only 38 percent of business-to-business (B2B) marketers say they have a defined social media strategy.)
While business-to-consumer (B2C) companies may have the option of casting a wider net, we B2B folks need to focus on casting targeted lines to targeted audiences. And while you may hope your audience is filled with quality leads that will immediately employ your services, that shouldn’t be your only goal. Keep engagement—not promotional content—front-of-mind.
Here are three ways to improve your B2B social media strategy.
1. Stay up-to-date with industry news (and your Twitter feed).
Especially via Twitter, do your due diligence and research the top influencers in your industry. Make sure you’re following all relevant reporters and news outlets, too. This not only helps you stay on top of the latest news that’s share-worthy, but it will keep you constantly updated on what reporters are writing about, and, more importantly, what they will be writing about.
Plus, the more your monitor your social media feeds, the better. Old news is no news, so be sure to react quickly to reporters needing a source or to share timely content with your followers.
2. Target the right people on the right platforms.
While LinkedIn might officially be deemed the king of B2B marketing, don’t assume that the Pulse page or the LinkedIn feed is a content dump. Find out what content of yours seems to stick with your audience (or doesn’t), and fine-tune your posts accordingly. You may be surprised at what does stick, too. For example, while business topics generally succeed on LinkedIn, we’ve also seen great success posting company-specific content about the culture or case studies.
On Twitter, find out what your current and potential clients are talking about by hosting a Twitter chat. You’ll quickly learn what things they want to know more about, and that makes for the perfect opportunity to continue the conversation.
In regards to Facebook, I’ve noticed our clients’ pages receive much more engagement when we write posts with a clear culture focus. Why? Because most people who browse their Facebook feed aren’t looking to try a new eDiscovery software platform. They’re looking to interact with folks, and hey, it could even be your client if you’re posting lightweight content, such as photo albums, promotions and news hits.
3. Keep things personal.
That’s how these platforms started, right? And that’s what they’ll continue to be. Don’t force what doesn’t belong on social media. (I’m looking at you, self-promotion.)
Although you may be exerting every last effort to get that lead, people on social media aren’t the first to jump and tune in to overly promotional content. But, people are willing to engage.
If you produce content that is open to engagement – whether that be general industry news and trends or tech tips – the more likely you’ll see more and more shares, likes and comments. (Psst…don’t be afraid to “recycle” content, either. You can post social media surrounding a blog post several times—just be sure to re-word each time.)
So, tap into the conversations being made on social media, and take the time to research what hasn’t worked, try what may work and keep producing what does work.
Hook, line and sinker.