A well-crafted B2B social media strategy can have a big impact on your business — unlocking new leads, boosting brand awareness and reinforcing your role as an industry authority. Over half of B2B buyers research products on social media before making a decision, and 84% of VP-level and C-suite leaders say that social media influences their purchasing decisions.
That’s a lot of bang for the digital buck. To keep current and potential customers engaged, posting high-quality content on a regular basis is a must. But what does that look like when it comes to B2B social media marketing? What platforms should you use? And, how do you keep your content from going stale?
With a focus on business and industry, LinkedIn is the most popular platform for B2B companies. Other platforms offer other opportunities and may have potential, depending on your goals and industry. For example, Instagram can help cultivate community and Facebook may be the right fit for promoting your events.
To help you stay inspired, we’ve put together a list of ideas to help keep your content fresh — whatever platforms you’re using — when it comes to B2B social media marketing.
Showcase Your Industry Know-How
Your company’s leadership team knows the industry inside and out, so why not celebrate that? Publishing thought leadership articles by your team members not only positions your team as subject matter experts, but also provides a new, interesting way for customers to connect to your company. Less focused on hard sales, thought leadership pieces offer your team a chance to explore interesting topics about your industry, share advice and offer insight. This not only positions your team as experts in the field, but also opens the door for customers to connect to your company in a new, more personal way. Plus, you can get a lot of mileage out of these articles. While popular on LinkedIn, thought leadership articles can be repurposed and shared as a blog on your website, in email marketing and even on other social media platforms.
Curate Third-Party Content
It’s no secret, people like variety — in fact, research suggests the human brain is hardwired to look for it. So don’t be afraid to mix things up when it comes to content for your social media strategy. Sharing a healthy mix of company-generated content, such as thought leadership pieces and blogs, team photos, inspiration and third-party articles keeps your content fresh — and your customers coming back for more. The catch? Not all third-party content is created equal. Be selective when choosing what to share and look for relevant articles by leaders in your field. This not only gives your followers the variety they crave, but also reinforces your company’s authority in the industry by showing you know the latest and greatest industry news.
Create Eye-Catching Graphics
Don’t get lost in the social media shuffle. There’s a lot of content out there to compete with, so it’s important to stand out from the pack. We’re not suggesting switching up your color palette to all neon — unless that’s your style — but rather building brand awareness with consistent, visually dynamic graphics that reinforce your brand. This helps create brand recognition in the minds of current and future customers, further differentiating your company from your competitors.
B2B social media marketing is a critical component in your company’s marketing toolbox. It can help you build authority and showcase your company as an industry leader, drive sales and encourage loyalty among your customers. Are you ready to freshen up your social media strategy, but not sure how to start? Let us know and we can help develop a B2B social media plan tailored to your business goals.