Social Media Marketing In B2B: How to Use Social Media Effectively
In this day and age, social contacts take place far more frequently — at least in our perception — via social media than on a personal level. Of course, it is important to differentiate according to the type of contact. But regardless of whether it’s an exchange between friends and family, whether a company is addressing the end consumer, or whether you’re in B2B sales: At the end of the day, you’re still communicating “person to person.” If you’re a B2B company looking to make good use of social media, you should already take this fact into account.
Below you can read why you need a B2B social media strategy, what it might look like, and what goals it can help you achieve.
Why is a B2B social media strategy necessary?
Social media hasn’t been something that should happen on the side for a long time. The opportunities that social media offers companies and brands are far too precious for that.
Social media can help you raise awareness of your brand/company, increase traffic to your website, and also boost your sales. At the latest since social media marketing is also used to achieve specific business goals, it is essential to work out a B2B social media strategy. After all, you want to exploit the full potential of your social media presence in the B2B sector.
How do you develop a social media strategy?
The procedures for developing a social media strategy are rather similar to those for many marketing strategies. The necessary building blocks are an analysis, the definition of goals and target groups, the development of a strategy with measures derived from it, and finally the monitoring of success.
Do you already have social media channels that you operate? Analyze your previous activities in terms of what worked well and what didn’t, how your company is perceived on the respective channel, how your KPIs — reach, interaction rate, CTR — have developed over the last few months, etc. Don’t forget to observe how your biggest competitors approach social media.
Define goals you want to achieve using social media that are related to your business objectives. It’s all well and good to define that you want to double your follower count in the next 3 months, for example, but will that do anything for the success of your business? In some cases yes, in most cases probably not. Besides, it’s just a matter of how long followers will remain publicly visible as a metric.
Determine who you want to reach with your B2B social media activities. To get a better understanding of your target audiences, for that it is recommended creating buyer personas — they are semi-fictional representations of your ideal customers.
In a social media strategy, you bring together the results of your analysis with your goals. Part of a strategy is selecting suitable channels that provide you with a good platform for communicating your content and that will be used by your potential customers. Another necessary, strategic step is setting KPIs and creating a timeline to measure success based on your KPIs. Remember that your social media strategy is part of your content strategy.
To achieve the defined KPIs on each channel, you need to derive specific actions from your strategy. Work with editorial plans that show precise topics and responsibilities.
Monitoring or success control
Set individual milestones in the achievement of your goals. Conduct reporting at least every three months (or ideally even monthly) to monitor whether you are on the right track.
What can you achieve with social media in the B2B sector?
Social media goals should always pay off on higher-level corporate goals. Simply increasing followers without subordinating these KPIs to any goal is not useful. After all, what do you get out of it? Social media channels help you establish a dialogue with your customers and potential customers; provide you with additional opportunities to distribute your content and thus get more traffic to your website; allow you to engage in professional exchanges on platforms such as LinkedIn or Facebook; and can help increase your leads and ultimately your sales.