B2B Social Media Fundamentals

Any business can relish success on social media, and B2B businesses can too. When it comes to B2B companies with amazing social media presence, names like IBM, HubSpot, Google, etc., come to mind immediately. These organizations accomplish an incredible role of creating and sharing content that fascinates and builds their target audience to the extent that they do not seem overly concerned with broadcasting their services or products continuously.
B2B organizations have changed what it means to be a brand on social media channels. To attract your audience, you need to consider the following tactics used widely in the B2B domain that may lead your social media accounts toward success.
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Top B2B Social Media Tactics to Drive Results
1. Establish smart goals
Akin to other marketing channels, a social media strategy is based on objectives to be successful. Defining measurable, specific KPIs for the organization’s social media, whether based on acquisition or brand awareness, would be crucial to estimating the company’s success in the future. To determine KPIs, you need to see how you define success for your brand. Are you striving to utilize social media as a channel for acquisition? Do you aim to increase the traffic on the organization’s blog or expand your reach? And that will decide what metrics you must monitor and analyze.
2. Analyze your competitors
Social media allows you to peep into the marketing strategy of your competitor. For bigger enterprises, scrutinizing the competitors is part of the strategy-making process. You crave to know what your competitor is relying on to see if they succeed at it. And if you share the same target audience, you may even get inspired by their social media campaigns. However, ogling your competitors on social media channels is solely not about imitating their tactics. Look for the opportunities that make you stand out from your competition.
3. Post original content
A no-brainer! Despite knowing the significance of original content to social media marketing campaigns’ success, many businesses avoid curating it. You must know that the modern audience is much smarter and can differentiate between creative and original content and something you posted to announce that you were active on the channel that day. You may scale back the operation if you are facing troubles in coming up with fresh and new content ideas every day. If you lack the bandwidth to post on each social media platform, spend most of your time on platforms that feature the most developed audience for your business.
4. Highlight your key employees (CEO/Founder/Other Thought-leaders with industry expertise)
Spotlighting the employees, which many B2B businesses do, enables the audience to pose as representatives for the company and customize the brand. This is crucial for big and small companies, as whether you are launching a neighborhood cafe or selling printers to businesses, people stand at your company’s core. Furthermore, highlighting employees is a marvelous opportunity for employer branding as it enhances the advocacy of your employees by allowing them the ability to spread word-of-mouth regarding their workplace.
5. Have a unique brand voice
Posting blogs, editing pillar pages, or sharing content on social media allows organizations an opportunity to indicate their brand voice. Akin to a scenario where a would identify your logo, you need to endeavor for them to be able to recognize your brand voice as well. Similar to other marketing assets, your business’s social media content must always be consistent with the perspective of the company. The top examples of such brand voices are companies like Wendy’s or Burger King. Having a different brand voice allows you to stand unique in an already cramped and busy marketplace.
6. Offer support
Set up a social media account to address the issues of your customers. This way, you will get a good chance to bolster your customer relationship and display to future customers that you value them and that you are there for them anytime a problem arises.
7. Experiment with posting times and content
This step is to be taken after you have clarified and proven that you can have a regular posting routine and wish to analyze audience insights. You will always need to follow the best practices for what and when you’re posting on social media channels; however, the reality is that each audience is unique and different, so you would want to do experiments to discover what works best for your business.
 B2B brands can no longer afford to shy away from social media. Whether you are seeking to chiefly build brand awareness or endorse your content, the best B2B social media practices mentioned above can guide your strategy such that it makes sense.
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