Social media marketing is gaining a huge share of the entire concept of corporate marketing. Both B2B and B2C companies enjoy high returns on investment with social media marketing. B2B businesses, in particular, need to employ specific strategies to ensure the perfect balance between engaging the audience and creating a unique experience. Here are four proven-to-be-working strategies on how B2B businesses can resourcefully utilize social media marketing.
The first step towards achieving success in social media, for B2B companies, is to set SMART goals that create a strategic direction for the company’s social media engagements. When setting social medial marketing goals, the company should ensure that each goal is specific, measurable, attainable, relevant, and time-bound. Such goals should be accompanied by an appropriate key performance indicator that can assess the strategies’ success.
Authenticity of Content
When engaging users on social media, it is important to create original content that is highly creative in nature. Social media audience can easily tell the difference between creatively coined posts and content with doubtable originality. B2B businesses’ social media marketers should post original content that elicits users’ thoughts while creating humor in a positive way.
Use More Multimedia
Multimedia content on social media attracts high viewership and engagement as compared to text-based content. Posting content, such as images, gifs, short videos, and infographics, enhances the ability of social media users to remember and even share across different platforms.
In this regard, every B2B business should understand the demographic preferences of different social media platforms. Twitter, Instagram, and YouTube, for instance, are great with short texts and multimedia content while Facebook does well with texts of any length and multimedia content.
For B2B businesses, branding is an important aspect in helping to maintain market dominance and identity. When using social media for engagement purposes, it is important to ensure consistency. Consistency in terms of the brand voice, the approach used in social media posting, as well as the brand colors, reinforce the message being presented to customers. It is also advisable to create a brand logo and an accompanying brand ambassador. Such attributes help a B2B business to create a niche for itself in the congested and competitive market.