Navigating the world of social media for B2B businesses can, frankly, be more than a little confusing. Social media platforms appear and disappear on a regular basis, making it tricky to identify which platforms are best for your business.
Not only that, but different social media platforms have different audiences, and different ways of communicating – whether through video or image-led content, short, snappy copy, or longer-form insight content.
If you can’t see the wood for the trees when it comes to social media, then take a look at our five top tips for your B2B business social media strategy.
1. Quality over quantity. Make it worth the read.
When mapping out your content programme, it’s essential that you align all content production with your company’s marketing and business objectives.
Ask yourself: why is this piece of content being produced, who is it for, and what will they take from reading/viewing it?
High-quality content that offers your audience industry insight, advice or practical guidance positions your brand and its spokespeople as an authority on a chosen topic or industry.
Note: high-quality doesn’t mean reams of text (especially as the average reader spends less than one minute reading your content) it could be a video campaign, backed up with short blogs and a piece of lead insight content, for example. Entice your readers to stay that bit longer with well-structured content (we’ll come that in a moment).
2. Structure, format and tone.
First things first – don’t underestimate the power of a punchy headline. Keep it short and clear so your audience understands what your blog, article or video is about, and entices them to read further.
Once they click the link and land on your content, it’s the quality and relevance that will keep them there.
Briefly outline the topic in a short introduction. The rest of the content should be sectioned using sub-headings. Include links to any research you cite, and link to any associated content you’ve published previously.
Readers also like data-driven content, so whether that is the result of desk-based research or a commissioned survey – using data strengthens your content.
3. Find platforms that work for you.
In the B2B world, some social media platforms are better than others. Typically, LinkedIn and Twitter lead the charge, but more B2B businesses are exploring platforms such as Facebook and Instagram, too.
Choosing your platform boils down to who you want to communicate with, and how you plan to communicate. If you want to share engaging CSR and employee stories, then Facebook, LinkedIn and Instagram could all work for you.
If your content is likely to be aimed at senior management, contain industry insights and technical information then consider LinkedIn and Twitter as your key platforms of choice.
4. Build an online community.
Building an online community that engages (likes, shares or comments) with your content by following people and organisations and joining groups.
Promote your company’s social media platforms online – on your website, in your email signature and via professional social media profiles.
Over time, your community will start to grow. Invest time in nurturing your online community – think little and often – by engaging with other people’s content, sharing relevant third party content, publishing high-quality owned content at a consistent volume, and exploring paid-for campaigns to get your brand in front of a niche or targeted demographic.
This takes time, but will result in a valuable pool of followers who could be your next big customer.
Download our Passnotes: Social Media for B2B Business
5. Engage your workforce.
Lastly, it’s vital to get your workforce on board and share company content far and wide. Sales teams in particular can benefit greatly from leveraging brand content to demonstrate expertise and knowledge in a specific area.
Guide your workforce on how to communicate on behalf of the brand, offer guidelines and practical tips on how to share company content on social media.
By creating brand ambassadors, your organic reach will significantly increase and your business will benefit as a result.
Need help with your B2B social media? Contact The Henley Group to get started.
The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.