3 Things B2B Organizations Need To Do On Social Media

b2b social media

Business to business organizations sometimes feel that they can’t maximize the full potential of Social Media Marketing.

While it’s true that they have a little more difficulty than B2C organizations, that doesn’t mean they can’t use social media effectively.

Here are 3 guidelines specifically to maximize B2B social media impact:

  • Play the Social game by their rules:

b2b social mediaIt’s easy to post slick corporate posts showcasing products, projects or events. Those types of posts are, of course, necessary, however they aren’t usually the types of posts that get a lot of engagement.

You might say that you prefer quality over quantity when it comes to engagement and / or posting. The fact is that without a certain quantity of both, your posts are just not going to show up in your target audience’s newsfeed – irrespective of platform.

When you are just one among many in your industry trying to be seen on social media, you can’t afford to take a ‘quality over quantity’ attitude. Don’t get me wrong, I’m not suggesting that you post things that aren’t in line with your corporate standards. Everything you post should adhere to certain quality guidelines. What I am saying is that you have to work with the ‘rules’ the social media platforms set, even if you don’t like them, if you want to be seen on these platforms.

In essence, you need to have a balance between human interest and corporate posts. The balance also has to be right, with perhaps a weighting in favor of the human interest material.

Why? Because human interest posts get more engagement and it’s engagement that will help not only these posts, but also your corporate posts, to be seen by your target audience. If you are getting a lot of engagement on a post – irrespective of the subject matter – the social media platform (especially Facebook) assumes that your audience likes seeing your posts and will therefore show them all more often and higher in your target audiences feed.

This will result in not only higher visibility to your target audience, but also increase your exposure to new people fitting that profile.

Conversely, no engagement, no views. Pretty soon, no one is seeing your posts and therefore there’s little to no chance that they’ll be engaged with or shared with others.

In both instances, it’s a self perpetuating process.

If getting seen means that you have to post things that will engage more people more readily, it makes sense to do that rather than trying to maintain that ‘stiff upper lip’ professional persona.

  • Engaging Your Audience:

b2b social mediaWhat’s the best way to engage your audience without compromising your professional integrity? This is often a stumbling block for professionals and B2B organizations. Fortunately, there are ways of doing this without damaging your integrity.

The best way to do this is to feature ‘behind-the-scenes’ type of content. This could take the form of “Get to know us” and introduce different staff members, or feature case histories, or expert interviews of interest to your audience, asking questions, posting polls, running contests amongst other strategies.

That’s the first step. The second step, especially if you’re just starting out in social media or if you’ve been at it a while without getting much engagement, is to get your staff on board as your ambassadors. Having them like, share and comment can mean the difference between a viral post and one that totally falls flat. What’s especially effective is getting them to start conversations with one another using the comments and replies features under the post.

At this point, most of the social platforms will not differentiate between staff and public when it comes to assessing the ‘popularity’ of the post. By having your staff engage in this way, the platform will show that post to many more people giving it a great deal of exposure. This is especially true if your staff are prepared to share it on their timelines. At this stage it doesn’t necessarily matter that it’s not being shared to your target audience. It only matters that it’s being perceived as a post of interest to people. This alone can result in higher search engine rankings and more exposure on the platform. Judicious use of hashtags and phrases can help bring it to the attention of the right audience eventually.

Remember it’s not about one particular post becoming ‘popular’. It’s about creating a history, or a trend, of popular posts. This gives your brand credibility with the platform of being ‘wanted’ by your audience. Wherever possible, be sure to include a local angle, even if it’s just in the hashtag, especially when it comes to Facebook who is now prioritizing ‘local, trusted’ news.

  • Get your brand involved.

b2b social mediaBe sure to have your brand also engage in the conversations I’ve described above. Especially pay attention to questions and other feedback. Answer questions promptly and respond to any feedback whether positive or negative quickly and sensitively. Social Media is a great way to deliver customer service and most platforms will rate you on the time it takes you to respond to questions, messages and requests. Getting a good rating here will help with your online credibility.

 

 

 

Following these 3 suggestions will help any B2B organization to begin building up their social media audience and make a positive impact without necessitating hard sell online.

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