Typically, a B2B company has a smaller number of customers, so an InBound Marketing strategy is essential. Creating an online community, both with current customers and leads,is key to presenting the value of your product or service, as well as company ethos. In order to do this, a B2B social media strategy plays a fundamental role.
If you are a B2B company, it is very difficult to make a direct sale through a social media. However, social media can support the message of the salesperson. In fact, creating a recognised brand on these platforms can be the trigger to signing a commercial agreement.
The B2B customer is looking for stability and a long-term contract. If you are the chosen company, the business relationship does not end once the contract is signed, but you have to maintain the link with them. A quick, simple and very attractive way to maintain and enrich the relationship with your customers is through social media.
How to implement your B2B social media strategy
It’s clear that social media is a key part of your B2B marketing strategy, but how do you create relevant content for your audience?
- By mentioning your company’s success stories
- Showing the way you work
- Introducing the team that makes up your company
- Sharing news about the current market you operate in
- Mentioning the suppliers you work with
- Celebrating your most important clients
What to consider when creating your B2B social media strategy
Take advantage of social media to humanize your company, as sometimes B2B companies project rigidity by creating certain barriers between organisations. Interacting with other accounts through messages and comments will positively boost your brand on social media. This way, you will be able to find new customers in a more natural and organic way.
The decision to include social media in your marketing strategy requires commitment as it needs a lot of attention. This resource requires immediacy and consistency and if your company profile does not post or interact regularly, you will not achieve a good brand image and it will even look like your company has no activity.
Another key factor in your social media strategy is the link to your website. In addition to improving SEO, you will expand the information about your company, enriching your InBound Marketing strategy.
Choosing the right networks for your B2B Social Media strategy
To choose between the different social networks, you should take into account the type of company you want to target. Consider creating content for the account the managers behind these companies, adapting to their tastes and preferences.
Let’s start with LinkedIn, a very important network for B2B companies. The objective of this channel is to be a meeting point for professionals. Keywords in your description and active participation in groups with experts in your industry will be very beneficial for your brand image and the acquisition of new clients.
Instagram currently has more than a billion users, so it would be a mistake to leave this platform out of your Social Media strategy, given that you have nice visuals you could share. Instagram is the perfect tool to generate brand identity through videos and images. In addition, this platform gives you the possibility to discover new businesses, potential customers and engagement through interactions with other accounts or through your regular publications.
Twitter allows you a more direct, constant and immediate contact with your audience. It gives you the opportunity to participate in debates about the market in which you operate, offer customer service or share content about your activity and news about your website. Use it to generate leads and humanize your brand image. It does require a lot of work and the average ‘tweet’ last just minutes. So if you’re not able to maintain constant activity, the best thing to do is not to open a profile on this network.
Finally, if you dare to go one step further in the audio-visual field, you can also open a YouTube channel. Here you can present your products or services in a more dynamic and creative way than on your website or blog. Use it to improve engagement, as well as your search engine rankings.
As you can see, a B2B social media strategy offers many advantages. In fact, a company without social media channels can go often unnoticed by certain market segments. With a good strategy, attention to detail and the perseverance that social media requires, you will be able to improve your brand image online as well as further down the funnel, increase your sales.
