In today's digital age, social media has become an integral part of any business's marketing strategy. That goes for B2B companies, too. In fact, social media comes in third as the most effective type of content that B2B marketers can use in their marketing.*
As a marketer, you're surely aware of the potential customers you could be reaching on the available platforms. But haven't you also stared at that blank page, cursor blinking, and wondered, “what the actual heck do I write??” Whether it's for LinkedIn, Twitter, Facebook, Instagram, or TikTok, putting together a social strategy is intimidating! Most B2B marketers don't know where to start.
Here are 5 things to keep in mind as you work to bust through that writer's block.
Have a distinguished and consistent brand voice When creating your social media marketing strategy, it's essential to establish a consistent brand voice. The way you write for social media should represent your company's values, mission, and culture. It should be consistent across all your platforms and reflect your company's personality. To start, determine a clear set of guidelines for your brand's social media voice and tone. Make deliberate decisions about whether your content will skew more professional or casual, more sophisticated or accessible. And be sure to proactively consider whether you'd like to include any humor. Decide whether to use first person or third and think about how you want to refer to your readers. Apart from language choices, you'll also want to be planful about how you'll use emojis and exclamation points. Establishing a brand voice can help you connect with your target audience and build brand loyalty. If you’re not sure where to begin, I’ve got a messaging and positioning framework that can help you get started.
Keep tabs on competitors Check in on what your competitors are doing on social media every now and then to see what's working for them. You can gain valuable insights based on their tactics, identify opportunities, and stay ahead of the curve. Make sure to notice which posts of theirs are getting the most attention and also what they're not doing. Use this information to inform your own social media strategy, taking inspiration from their successes, filling gaps they’ve left behind, and avoiding making their same mistakes. For example, if you notice that your competitors are generating high engagement on their webinar-related social media posts, consider incorporating webinars into your social media strategy. This doesn't mean copying their approach outright, but rather adapting it to fit your brand, product, and audience needs.
Share original content Original content is critical in B2B social media marketing. Sharing original content such as blog posts, infographics, and videos helps establish your authority in the industry. It also helps you attract potential customers and build brand awareness. When creating content, focus on providing value to your target audience. Share informative and educational content that addresses your audience's pain points. As you create that content, proactively think about how you might leverage it for social media. When we create new content at Wheel’s Up, I think about the ways we can use it for social media and build that into my plan from the start. If we’re creating an on-demand webinar, for example, we also create teaser clips that we can use to promote on social.
Utilize the platforms that make the most sense for your business It’s important to be strategic about which social media platforms you use. Not all platforms are created equal, and some may not be the best fit for your business. Rather than trying to be everywhere at once, focus your efforts on the platforms that are most likely to reach your target audience and drive the best results. For B2B companies, LinkedIn is often the most effective since it’s designed for professional networking and communication. It’s ideal for building relationships and generating leads within the business world. That said, it's possible the other options are a better fit for you. In industries that are particularly visually stunning, Instagram might be a good fit. If you need to reach a community of doers and planners, perhaps it's worth giving Pinterest a try. And if your target audience includes younger generations, you've got to give some video-based platforms a whirl. No matter which platforms you're using, if you're creating content for more than one, look for opportunities to repurpose themes and content across platforms for a chance to create cohesion and save yourself some time.
Don't be afraid to test multimedia Multimedia has changed the social media game, resulting in more interactive and engaging social posts. The use of video, stories, polls, carousels, and other media options have opened up possibilities for new and exciting ways to share content. Each platform has its unique multimedia format. Don't be shy, test some out and see what works best for you. Here are a few ideas to get started: LinkedIn: Long-form articles, Polls, and Documents Twitter: Polls, Gifs, Threads, and Videos Facebook: Polls, Stories, Videos, and Documents Instagram: Stories, Carousels, and Reels
By keeping these five things in mind when creating your B2B social media marketing strategy, you can ensure that you're putting your energy and resources into the right platforms and creating valuable content that resonates with your target audience. Need a hand fine-tuning your social media strategy? We’d love to hear from you.