9 Ways to Take Your B2B Social Media to the Next Level

Nov 10

To get results from B2B social media, you can’t approach it as an afterthought. You can’t post when you feel like it, have someone unfamiliar with your brand post, and occasionally check in to see if you have any engagement.

If you want to see real results from B2B social media -- and use it to effectively attract, engage, and convert audiences -- you need a strategy to take it to the next level.

To start producing better results from your B2B social media efforts, use these tips to improve your strategy and drive better results from your organic posts and paid campaigns.

1. Assign goals to your social media efforts.

Your B2B social media can only achieve an outcome if you know what you want to accomplish. Take your social media to the next level by starting with a goal-setting session. Assign one or two primary goals for your social media efforts, and use those goals to guide the next phase of your strategy.

B2B social media goals may include:

Brand awareness
Lead generation
Educating audiences
Building trust and credibility
Staying relevant
Offering customer service

2. Get to know your audience.

The best content speaks directly to a target audience. It connects with readers by calling out their problems and the things they want, need, or desire. To create content like this, you need to know your audience.

Spend time creating 2-3 buyer personas. Outline who they are as well as what they would find useful on social media. MarketingProfs found that 84% of B2B executives use social media as a source for making purchase decisions. Consider how your ideal customer uses social media and how your content can help them as they:

Discover solutions to their problems
Research products and services
Learn about their industry
Get inspiration

3. Be engaging, useful, and original.

Millions of social media posts go out every day. If you want to stand out, you need to offer your audience something they can’t find anywhere else. To stand out from the crowd, pull from your experience and distinct brand to create useful, engaging, and original content.

Think about how you can use unique brand stories and internal personalities, insights, and data to create content with:

Case studies
Industry stats
Product demos
Customer stories
Company stories
Real-time updates from your company

Struggling to come up with ideas? Keep an eye on competitors or other similar companies to see what type of content is working for them. Follow industry trends and current events to participate in timely conversations. Top tip: be aware of trending hashtags.

4. Mix up and repurpose your content.

You have a lot of options when it comes to social media content. Don’t get stuck in the routine of posting website links. Instead, use a design tool like Canva to create graphics, short videos, infographics, and animations.

Different content formats work differently on each social media platform, so repurpose content to work best on each site. Consider how you can turn one piece of content (like a blog post with a list of stats) into multiple pieces of other content (like an infographic for Pinterest, a thread on Twitter, or a Reel video for Instagram).

5. Get the whole company involved.

While the marketing team may curate social, the best content is going to come from the company at large. Employees at all levels will be able to offer interesting content that can be used in your posts.

In your posts, welcome and highlight your team. Feature project completions, company outings, employee appreciation, and behind-the-scenes looks that offer a window into your business. And, talk to your team about what your customers are asking them so you can create content to serve customer needs and wants.

#MeetOurTeam: Michaela Thomas ⭐️ Michaela recently joined the Launch team as Marketing Associate. We're so excited to have Michaela on the team!⁠ #welcometotheteam 👋 #bestteam #teamwork pic.twitter.com/vnWXETf1xj
— Launch Workplaces (@LaunchWorkplace) November 2, 2022

6. Be consistent.

One of the fastest ways to crash your social media momentum is by failing to post. Consistency is key when it comes to social media. Post regularly to keep your audience engaged.

If you feel overwhelmed with your social media options, start with the three platforms most relevant for B2B businesses:

LinkedIn
Twitter
Facebook

Create an editorial calendar, and post consistently. Each platform has their own acceptance for frequency of posts. Twitter audiences handle frequent, multiple posts a day just fine. While it’s best to keep LinkedIn and Facebook posts to one, occasionally two, per day maximum. We like to start with three posts a week and add or subtract based on engagement. Then, as you get in a good rhythm, test out other platforms and scale up your posting schedule.

7. Do more than post. Engage!

To take your social media to the next level, you need to do more than post. You also need to engage with your audience and make connections to expand your reach. At the core of being “social” is reciprocity.

Use hashtags to find your audience and engage with their posts.
Follow the accounts of your ideal customers.
Tag relevant accounts and individuals in your posts.
Quickly respond to comments.
Go live to answer real-time customer questions.
Invite responses by posting questions and surveys.

8. Focus on amplification.

To get seen in the sea of social media posts, you may need a little boost. Create an amplification strategy for your social media that will help your content get in front of your ideal audience.

Use paid ads or boosting to increase visibility.
Partner with influencer accounts that share your ideal audience.
Encourage your team to share and engage with content that comes from your brand.

9. Assign and measure social media KPIs.

To improve your B2B social media, you need to know what’s working and what’s not. Use key performance indicators (KPIs) to measure and monitor the success of your efforts.

Assign KPIs tied to your goals while setting realistic expectations for both your organic social media and your paid social media efforts. For example, track the number of new leads for paid social if lead generation is your goal. Monitor reach if you need more brand awareness and engagement metrics or if you’re looking to build credibility and trust. And regardless of your goals, always track impressions and engagement when running social media campaigns.

Tracking impressions and engagement shows your company’s reach, brand recognition, and credibility in the industry which offers long-term value. Presenting posts to curated audiences can keep you top-of-mind no matter how long a sales cycle may be. With so many people scrolling through social media daily, the right piece of content can hit the right person at any time, driving leads and sales down the road.

Learn More: How to Win at B2B Social Media: 5 Steps for Success

Take Your B2B Social Media to the Next Level

One thing is true with social media. You will struggle to achieve impressive results if you approach social media without a strategy and consistency.

Social media participation has set firm as a staple in good marketing plans. If you want to take your B2B social media to the next level, use these tips to improve your strategy and create a plan that will effectively attract, engage, and convert audiences.

If you need help putting a B2B social media strategy into place, SpotOn Digital Media is here to help. We have expert social media strategists on our team who can help you lay out and execute a plan that leads to more results from your social efforts.

See how we can help you boost your B2B social strategy. Contact us to learn more.

B2B

Robyn Spoto