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B2B Social Media Practices That Work

Time and time again, B2B tech marketing professionals glance over social media campaigns with little consideration. It’s easy to push social media to side with the impression that it’s not the right way to market B2B products, but that’s just not true.

Using social media platforms to market to consumers is a no brainer—it’s absolutely necessary in this day and age. However, social media is NOT reserved exclusively for clothing and beauty companies. There are more than a billion people on social media, you can bet that at least a small percentage of that billion are interested in your industry.

Here are some of our favorite strategies for leveraging social platforms for B2B tech companies...

Create a Personality

Nobody wants to work with boring, faceless corporations. Social media campaigns are a great way to humanize your brand and engage with your audience. Follow in the footsteps of some B2C companies and get creative.

Here are some tips to get started:

  • Use a conversational tone. Consider using words like “we” and “our” when you’re speaking about your company to make it personal.
  • Engage with other users instead of just broadcasting your message. Social media was created to initiate dialogues and real-time conversations. Don’t be afraid to talk to your audience.
  • Don’t be afraid of using humor. After all, social media was created for humans. Have fun with it and use humor as a tactic to get the attention of your audience!

Put Your Money Where Your Post Is

Consider putting a fraction of your ad budget behind important posts that you think will attract your targeted audience. Boosting posts customizable parameters can increase exposure and engagement, grow your following, and build a list to re-market to site viewers.

Go Beyond LinkedIn

LinkedIn has developed a reputation for being the top B2B social media platform. The Content Marketing Institute found that 63% of marketers rated LinkedIn as the most effective B2B social media platform.

PlatformB2B-image-1

In turn, a lot of B2B marketers feel they need to devote 100% of their efforts to LinkedIn optimization. The logic there is simple: social media = leads, which makes LinkedIn extremely appealing. However, your biggest priority for social media marketing should be branding, not just leads.

One of the best ways to find other social media platforms besides LinkedIn for your B2B company is to see what your competitors are using to successfully build an audience. Take a look at the top companies in your industry and see which platforms they’re dominating. That should give you an idea of where to start.

You can also take a look at these social media demographics to find out where your audience hangs out. Despite what you may have heard,

Consider Publishing Curated Content

Most readers are turning to curated content to help them sift through the information overload on the internet., Many are only looking for the top pieces of content surrounding the subject they searched for.

Content curation can be as easy as referencing an article in a blog post and filling in the blanks with your own personal commentary. So essentially, you’re objective is to sort through the information on the internet and wrap it up neatly and present it to your audience.

Put Your Multimedia Skills to the Test

You might still have your doubts. Is it really worth to consider using videos for promoting your company? Do you have enough resources to use video content marketing?

The answer is simple: Yes, it’s worth it. Not only because everyone’s doing it but because video is one of the most versatile and profitable digital marketing tools out there.

If you think about it, the effectiveness of video is not even that surprising. After all, vision is our most dominant sense. Most information transmitted to our brain is visual. If pictures can boost engagement massively, imagine what moving pictures can do to your business.

Studies show that 74% of users who watched an explainer-video about a product subsequently bought it. So better start crafting your product videos now!

Be Consistent

One of the most important practices to winning at B2B social media marketing is being consistent. The most recognizable companies in the world all do a very good job at keeping the branding consistent across all platforms.

Set some goals for your social media campaign and stick to them. Implement appropriate strategies and tactics to get the exposure your company is looking for.

Use marketing automation software, like HubSpot, to stay on track with your posting schedule and social media campaigns.

Are you using B2B social media tactics for your company yet?

While your inner-marketer might be telling you social media is all about selling products to consumers, that’s far from the reality. It’s time for your company to start using social media to your advantage to build your online presence.

 

 

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Hana Hodali

Written by Hana Hodali

Hana, our self-proclaimed “Head Intern,” is in her final stretch at Kent State University pursuing a Public Relations degree. She has a passion for putting ink to paper and brainstorming ways to influence consumer behavior. When she’s not writing for our blog or scheduling social media posts, Hana can be found binge-watching an HGTV series, creating a new Spotify playlist or attending a boxing class.

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