Welcome to my “B2B social media strategy”. B2B social media budgets are growing, but the 2016 CMO Survey reveals that 40% of companies are not happy with the performance of their social strategies.
Despite this, social media will make up almost 21% of the average business's marketing spend in five years. That compares with less than 6% in 2009.
Along with examples of the accounts that exemplify best practices, here are the following:
1. Use Employee Advocacy
Featuring employee voices in posts can address an issue many B2B companies face - consistently creating new content.
Updates that use can:
Humanize your business
Demonstrate the value you place on individual employees, improve internal and external perception
Sharing brand messages through employees can also be seen as a form of earned media - word-of-mouth and recommendations from trustworthy sources.
More than 90% of consumers trust earned media more than all other types of advertising, according to a 2012 report from Nielsen. Plus, a 2010 McKinsey study found that customers have earned a 37% higher retention rate.
As a result, posts using employee voices and advocacy.
2. Monitor Competitors
Tracking competitor activity across social platforms can reveal tactics that do not work, help inform your strategies.
For example, you could use a social media monitoring tool to track opposing business accounts and brand hashtags.
Depending on the tool, doing so will reveal information such as:
Posts that yield high engagement
Ideal post length, hashtags and sharing time
Influential users who interact with your competitors
This data should help you determine which subjects and post types resonate with your audience. You will also be able to get the best results.
Give competitive social media monitoring a shot:
Despite this, social media will make up almost 21% of the average business's marketing spend in five years. That compares with less than 6% in 2009.
Along with examples of the accounts that exemplify best practices, here are the following:
1. Use Employee Advocacy
Featuring employee voices in posts can address an issue many B2B companies face - consistently creating new content.
Updates that use can:
Humanize your business
Demonstrate the value you place on individual employees, improve internal and external perception
Sharing brand messages through employees can also be seen as a form of earned media - word-of-mouth and recommendations from trustworthy sources.
More than 90% of consumers trust earned media more than all other types of advertising, according to a 2012 report from Nielsen. Plus, a 2010 McKinsey study found that customers have earned a 37% higher retention rate.
As a result, posts using employee voices and advocacy.
2. Monitor Competitors
Tracking competitor activity across social platforms can reveal tactics that do not work, help inform your strategies.
For example, you could use a social media monitoring tool to track opposing business accounts and brand hashtags.
Depending on the tool, doing so will reveal information such as:
Posts that yield high engagement
Ideal post length, hashtags and sharing time
Influential users who interact with your competitors
This data should help you determine which subjects and post types resonate with your audience. You will also be able to get the best results.
Give competitive social media monitoring a shot:
3. Create Buyer Personas
First, open a spreadsheet. Fill it with the names, contact information and - if possible - profile URLs of people who have bought their products or services on behalf of their businesses.
Second, once you’re with the list' s size, additional information such as:
Age
gender
position
Industry
Business size and scope
Understanding who is the only person who has the power to do it.
4. Put Money Behind Your Posts
As networks such as Twitter and Facebook, you'll be able to:
Depending on the network, you can choose the best service you can offer.
Work categories of some of the most useful targeting criteria for B2B marketers.
First, open a spreadsheet. Fill it with the names, contact information and - if possible - profile URLs of people who have bought their products or services on behalf of their businesses.
Second, once you’re with the list' s size, additional information such as:
Age
gender
position
Industry
Business size and scope
Understanding who is the only person who has the power to do it.
4. Put Money Behind Your Posts
As networks such as Twitter and Facebook, you'll be able to:
Depending on the network, you can choose the best service you can offer.
Work categories of some of the most useful targeting criteria for B2B marketers.
5. Optimize Your CTAs
Whether it's paid or organic, optimizing a post-call-to-action (CTA) should lead to more clicks.
Consider using one of these tactics:
Include the word "please"
Start your CTA with a verb or adverb
Analyzing more than 1.5 million Facebook pages from almost 6,000 brand pages, TrackMaven "please" nearly double the average amount of interactions on a post.
Studying 200,000 tweets, social media analyst Dan Zarrella found that CTAs with adverbs and verbs earn more clicks than with withs and adjectives:
Whether it's paid or organic, optimizing a post-call-to-action (CTA) should lead to more clicks.
Consider using one of these tactics:
Include the word "please"
Start your CTA with a verb or adverb
Analyzing more than 1.5 million Facebook pages from almost 6,000 brand pages, TrackMaven "please" nearly double the average amount of interactions on a post.
Studying 200,000 tweets, social media analyst Dan Zarrella found that CTAs with adverbs and verbs earn more clicks than with withs and adjectives:
7. Showcase Your Partners
Send users to your partners' social profiles by posting about collaborations.
You can also see the following links: For example, offer a one-time discount to followers.
But, you have no upcoming offers, you can support your partners by:
Tweeting about them for #FollowFriday
Sharing and commenting on their Facebook posts to increase impressions
Sharing their Pulse content on LinkedIn, or even posting about their job openings
What's more, your partners may return the favor.
8. Comment on Breaking News
Sharing insights from your leadership team about relevant.
First, set up Google and social media alerts for industry keywords. You can also include "breaking" to ensure the alerts deliver big, important stories.
Send users to your partners' social profiles by posting about collaborations.
You can also see the following links: For example, offer a one-time discount to followers.
But, you have no upcoming offers, you can support your partners by:
Tweeting about them for #FollowFriday
Sharing and commenting on their Facebook posts to increase impressions
Sharing their Pulse content on LinkedIn, or even posting about their job openings
What's more, your partners may return the favor.
8. Comment on Breaking News
Sharing insights from your leadership team about relevant.
First, set up Google and social media alerts for industry keywords. You can also include "breaking" to ensure the alerts deliver big, important stories.
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