Digital Marketing, Thought Leaders

How to Make a Social Media Strategy Work for Your B2B Company

March 28, 2019

by Megan Wenzl

Community Outreach Associate, Clique Studios

Businesses can succeed on social media if they create good content, develop a following, and invest in advertising and digital asset management.

There’s a popular belief that social media strategies only work well for companies that have products and services described as “fun.”

It’s time to let go of that excuse. The reality is social media can work for any company if you focus on engaging the community of people who are interested in your product or service.

To get some insight into social media strategies, I spoke with Jason King, a digital marketing strategist at SOCIALDEVIANT.

“Social media can be used as a powerful prospecting engine, especially for B2B companies,” King said. “LinkedIn, Twitter, and Facebook can serve as a central place of information.”

King said that one simple social media strategy any company can benefit from is the "pin" feature. Companies can "pin" the most significant, recent, or longstanding post at the top of social profiles. The post will appear at the top of the Facebook, Twitter, or LinkedIn profile, providing the most important information about a company for a new visitor to see.

This tweet from Sprout Social is pinned to the top of its Twitter profile. It highlights the company’s "Focus Day" sessions.

Sprout Social tweet

When a new or long-term follower sees the content, he or she will be likely to engage more with the brand – such as clicking through to its website or scrolling down its feed to see recent posts.

Of course, that’s only one part of it. There are more parts that feed into a successful social media strategy.

Create Good Content

The type of content your brand produces might be the most important way to make a social media strategy work for you. Good content is the start of any successful social media strategy.

For example,  Red Wing Shoes, one of SOCIALDEVIANT’s partners, found a way to make social media work for them. They did this by producing the right type of content for its target audience.

Red Wing Shoes has a legacy of offering quality work boots to a passionate fan base of established tradespeople. However, the company faced a challenge in connecting with millennial tradespeople and driving this generation’s purchase intent.

To address this, a new marketing campaign asked tradespeople to submit stories with photos of their actual worn Red Wing boots, including the hashtag #AmericaWorking.

Red Wing Shoes tweet

The results? A 49% increase in social engagements, a 92% positive sentiment on social media about the brand and the campaign, and 17 million social media impressions.

The campaign proves that the type of content you produce can go a long way on social.

For example, the B2B world is full of new terms that can be confusing such as “advocate marketing” or “demand generation.” It’s easy to confuse what new terms mean in B2B especially in the software industry.

Customer identity company Signal creates content that alleviates confusion in the B2B industry. Signal noticed many of its customers were confused about what was and wasn't a data management platform, so it published the article “What is a data management platform?” to clear things up. 

In the article, Signal clearly states that it is not a data management platform but instead an onboarding solution and data resolution platform. The company also explains what each platform actually is to help people better understand the difference between data management and data onboarding.

This type of content – content that educates a group of customers or potential customers – can drive an effective social media campaign that speaks to the intended audience.

Develop a Following

King says brand activity across channels drives followers. This activity can include publishing content.

For example, CoSchedule is known for creating content with tools that are useful to its customers.

CoSchedule tweet

Content marketers know that CoSchedule will provide resources to help them. This motivates content marketers to follow and read CoSchedule’s blog and this type of engagement helps brands succeed. 

In addition to content, King says when you get involved in conversations on social media with potential customers, you’re making an impact on the community that will best benefit from your products or services. For this reason, it is important to be helpful and to be human.

You should also answer questions and comments that come in through social media in a timely manner. If a Facebook user messages you with a question, for example, you should message him or her back as soon as possible. Or if a person on Instagram asks a question in the comments, you should answer him or her quickly – you’ll meet the consumer’s expectations, and other users will see you care about your customers.

One example of engaging on social comes from Buffer. The company posted this photo on Instagram:

Buffer Instagram post

The team at Buffer then responded to followers who commented:

Buffer social media responses

It’s important to be responsive on social media.

Invest in Paid Advertising

Paid advertising is one part of a social media strategy that can’t be ignored to drive true business results

King said: “Organic content can have some impact, but advertising is typically crucial to reach a sizable, relevant audience. Instead of focusing on growing a following on any one individual social platform, brands should evaluate how they are reaching audiences holistically.”

King sees that Facebook and LinkedIn typically having the strongest capability in reaching business decision-makers based on advertising parameters such as title and industry. Both platforms offer lead generation ad formats and matching list data to target the most relevant platform users.

Invest in Digital Asset Management

When you are managing social campaigns and trying to figure out where to find assets such as images and videos, a digital asset management tool can be very beneficial.

You won’t want to figure out which assets to use for a particular campaign when you have too much work to do. You’ll want to put all assets into one place, which will save time. And saving time is another reason to use digital asset management.

Another reason to invest in digital asset management is to help make sure your brand is consistent across all social media channels and campaigns. A consistent brand experience is one of the most important ways to generate a community of people who will look to you on social.

Use Social Media for Your Customers

The end goal of social media should not be about getting followers or likes; it should be about creating a brand story that is useful.

Social media is about telling a good brand story. It’s about providing useful content that your community of customers and brand fans will use and appreciate.


About the Author

Headshot of Megan WenzlMegan Wenzl is a writer based in Chicago. She is dedicated to creating useful and engaging content to help businesses succeed. She has written about a range of different topics including customer experience, business productivity, and root beer floats.

 

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