Social media marketing for B2B (business-to-business) can be challenging. It’s easier for regular businesses to start using social media platforms like Twitter and Facebook to promote their brand and products.
However, if you’re a B2B business, it’s a bit more complicated. Most social media networks, except for LinkedIn, aren’t designed for B2B marketing. B2B social media accounts have a tougher time gaining followers and growing compared to B2C (business-to-consumer) accounts. This is why you need to know the social media best practices for B2B marketers.
To be successful in B2B social media marketing, you need a different strategy than what regular businesses use.
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What makes it important for B2B marketers to prioritize social media in 2023?
Around the world, B2B (business-to-business) markets have been getting smaller. Almost 60% of marketers are worried about sales, money coming in, making profits, and how their sales plan is affected.
But why choose social media over other ways? It’s because everyone is already using it. In the past, B2B businesses only needed to focus on search marketing and content marketing.
But now, if you’re not on social media, you’re falling behind and losing to your competitors. B2B buyers want businesses to have a strong online presence, unlike older decision-makers who preferred more traditional methods.
However, B2B marketing on social media is not easy to do well. Most tools and lessons about social media are made for B2C (business-to-consumer) marketers. B2B marketers have their own special techniques that are not as well-known.
Top 5 Social Media Best Guidelines for B2B Marketing
There are some good ways to do social media marketing that works for everyone, whether it’s for a business, selling to other businesses, or just for fun. These tips include things like posting regularly and making your posts look nice with a certain style. But if you want to be noticed in the B2B world, you need more than just the basics.
Along with the regular social media stuff, you should use special plans and ideas that are meant specifically for marketing to other businesses.
1. Narrow Down and Group Your Intended Audience
It’s important to really understand your audience, not just have some general knowledge about them. To do this, you need to know the different roles of people involved in the buying process and who has the power to make decisions.
You can make your buyer personas even more specific by dividing them into smaller groups based on certain characteristics. Then, you can pay attention to different social media channels for each group. This will help you learn more about what each group cares about and what challenges they face.
2. Pay Attention (Using the Appropriate Tools)
Social listening means a company keeps an eye on different social media sites to see if people are talking about their brand, competitors, and more.
It’s important to use special tools for social listening to find out what people really think about your brand on social media. These tools help you figure out how your customers and possibly new customers view you and what you sell.
Using listening tools is also helpful for checking how well your campaigns are doing. They show you which social media sites are bringing in useful leads and which ones aren’t worth your time and money.
3. Create Your Unique Brand Style and Personality
During uncertain times, having a clear and special way of showing your brand and speaking up can make you stand out from other B2B companies and their confusing words.
Always remember your company’s goals and beliefs.
Think about how you want to talk on social media and match it to the platform you use. Developing and improving your brand style and personality is an ongoing process. The goal is to create a set of rules that make your social media posts feel relatable, trustworthy, and different.
One way to make your brand feel more human on social media is by paying attention to what your audience says. To do this, your ideal customers should match how you talk and what you share. Only then can you change your plan to do better?
4. Don’t Forget About Your Company’s Reputation as an Employer – Customers Definitely Remember
As people become more aware of how companies treat their employees, it’s become really important for businesses to have a good reputation as an employer.
Customers will stop supporting a brand if they hear it treats its employees badly. In fact, 64% of people said they stopped buying from a brand when they found out it didn’t have a good reputation as an employer.
There’s a chance for B2B businesses to make the most of their employees’ support. At the very least, you should give your employees a guide that tells them how to create and share content that can affect your brand, whether in a good way or a bad way.
5. Make Content That B2B Buyers Enjoy
Just making something and waiting for people to come won’t work in B2B social media marketing. You have to make sure the content you create matches each step of your customer’s journey. While it’s fun to post about your company trip to Barbados on social media, it doesn’t really help to close a deal.
B2B social media content is different from B2C content. The best types of content are things like pictures with information, videos, surveys, and other special content that gives something valuable.
Your goal is to make content that people react to and share. Just remember to keep track of everything and see how well it’s doing.
B2B marketing is happening on many different platforms, like LinkedIn and even TikTok. To do it well, you need to do things in a special way and use tools made just for B2B marketing. It’s different from regular social media marketing.
In the ever-changing business world, being able to adapt quickly is important. When you’re doing B2B social media marketing, it’s best to keep an eye on things and make changes to make them better.
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