Social media has been a key factor in B2B marketing for some time, but in 2020 it’s more important than ever.
What’s more, the landscape has dramatically shifted. Social media marketing is not only useful for B2Bs – it’s crucial, and approaching it the right way can do wonders for your business.
It’s a fantastic channel for driving leads and building your brand. Here are 6 quick and easy tips and tricks to get results in 2020.
How to Use Social Media for B2B Marketing in 2020: 6 Tips and Tricks
Tip 1: Don’t Pigeonhole Yourself
First of all, you need to pick which channels to target. You might already have an idea of which channel you’d like to target – namely, where you think your audience is.
Go for it – but try other channels as well. Facebook, for example, is the obvious choice, but you’d be surprised how much success you can have using Instagram.
A good way to identify channels to experiment with is to create an in-depth buyer persona, based on your best customers. What sort of people tend to become your top purchasers? Are there any patterns to their job title, industry, age range, or anything else?
A good buyer persona will let you make educated guesses as to which channels you can expect to find your audience on.
Tip 2: Don’t Post for Yourself
It’s important to remember that the sort of content you’re posting doesn’t need to be what you want to see. You should create and share the sort of content that your audience wants to see.
Of course it needs to be relevant to your brand and industry. It’s too common to see businesses publishing self-congratulatory posts about some achievement or other, or content that doesn’t actually provide value to the reader at all.
Focus on content that will get people to engage with it and come away feeling like they’ve learned something or otherwise gained some sort of value.
Tip 3: Post Regularly
People scrolling social media have little to no attention span. Think about how often you’re on your platform of choice and see something truly impressive or amazing. How long does it take until you’ve forgotten about it entirely? Minutes, probably.
Imagine how quickly your posts slip people’s mind when they aren’t driving engagement in any way – if it’s not an article or a video that provides value, it’s out of mind as soon as they scroll past.
Post valuable content regularly. Whether that’s sharing your latest blog posts, an awesome infographic, or an informative industry article, churning out good posts means you’re being seen more often. That keeps you more top-of-mind.
Tip 4: Paid Ads Are Your Bread and Butter
Social media posts are a great way to encourage engagement and build your brand’s reputation. Paid ads, on the other hand, are how you drive lead volume.
Facebook and Instagram are the two giants here, and they’re rolled into one ad platform, so you can manage both in one place. Convenient, right?
The key here is to fine-tune your audience targeting. Try this: collect a list of your customers in the last quarter, or year, and use that list to generate a lookalike list on Facebook and Instagram. The platform will serve your ads to people who most closely resemble your customers, and are therefore more likely to convert.
Alongside getting your targeting right, the most important thing is to experiment with your ad content. Test different styles and approaches, keep what works, and discard what doesn’t. Then try again with a new experiment.
That way you can consistently improve.
Also, don’t forget to use dedicated landing pages for each ad, with content that reiterates and reinforces the ad’s message. A good landing page is a major component to a successful social media ad campaign.
Tip 5: Be Organized but Pivot as Needed
When you’re managing a whole lot of content, creating a content calendar is extremely helpful. This way you can see what you’re meant to post, when, and work accordingly. You can tell if you’ve overloaded your schedule (or your writer), and what sort of content you posted recently so you don’t accidentally repost.
However, you should also keep your finger on the pulse of your industry and watch emerging trends and topics. Be ready to post about those as needed. If you’re too slow out of the gates on a new tactic or an emergent piece of news in your industry, you’ll look less “they’re on top of this” and more “they’re jumping on that bandwagon too”.
Tip 6: Remember, You’re Human and They Are Too
This one is a major problem in a lot of B2B writing, whether it’s blogs, emails, social media – anything. The tendency for B2Bs is to write in a “professional-sounding” voice, very serious and almost formal.
Stop that. It’s very dated. These days, companies engage their followers in a much less formal manner, and it’s much more conducive to building a rapport with people.
You should still be professional in your conduct, but relax the actual tone of your voice somewhat and you’ll come across as significantly more relatable.