In general, the majority of brands killing it on social media are probably Business to Consumer B2C. In a typical scenario, you wouldn’t find many cases like an IT management company dominating on Instagram. Or a granite manufacturer crushing it on Twitter. But with the millennials taking over the business world, not much of the same logic is applied today.
30% of the millennials engage with a brand on any social medium at least once in a month. Now, these B2B companies also have countless possibilities in social media management and marketing.
Social Media Management Strategy For B2B Companies
Many B2B companies are still relying on traditional tactics, which can be useful to a specific limit. But they can’t beat social media. Effective social media management strategy isn’t only about existence but the engagement. Many B2B brands are left in the dust because they fail to invest in social media marketing strategies. Strategies mainly focus on engagement and generating leads to grow the potential customers.
B2B companies who are shying away from Facebook, Twitter, or Instagram thinking that it wouldn’t go with the nature of their business, are missing out on a tremendous opportunity. By integrating social media into your B2B marketing, you can grow your brand and earn leads. Here is a step-by-step guide on how to integrate social media management strategy in your current marketing plan.
Step 1: Defining Your Marketing Objectives to Solve Challenges.
Your company’s ROI is dependent on how you set your marketing goals for overall growth. For that, you need to define the right objectives. The first step in building any strategy is understanding what you want from your efforts.
Social media management and content planning are not as simple as flipping a switch and getting it done. In fact, it is like cooking your favorite dish in someone else kitchen.
Where you have your ingredients and recipe but don’t know if more than expected guests arrive or if anyone is allergic to some ingredient you used. Your goal can shift from just making the dish to ensuring it will be enough for everyone and edible by all. That’s why setting up a goal and taking every decision in the right direction to accomplish it is the most essential factor.
Every Decision You Make Should Reflect The End Goals
After setting up measurable goals, it is essential that every decision in the right direction. How you plan to make in getting more prospective customers should reflect these goals. To be precise here is all you need in to start with your social media management:
- Start with attainable goals that are not unrealistic to achieve.
- Taking every possible social media channel in your current marketing strategy is not a good idea.
- Select the most critical channels with keeping your brand’s goal in mind
- Try to stick on to the original plan, too many targets and objectives can complicate the strategy.
- Document your goals and social media management to improve the chances of achieving them.
According to researchers and marketers, some of the social media marketing goals should be:
- Increasing Brand Awareness
- Increasing Customer Engagement
- Lead Generation
- Improving ROI
- Customer Retention
- User Registration
- Driving In-Person Sales
- Creating A Loyal Fan-Base
- Having Better Pulse On The Industry.
STEP 2: Identifying Your Target Audience.
More than 70% of adults are using Facebook these days regularly. But the question is, is your brand actively engaging the customers there? Knowing and understanding your audience is necessary before starting any successful marketing campaign for your brand. You need to research proper things like
- Who are your potential buyers?
- What do they like the most about your products?
- What age group do they belong to? And which age group is most stringent of all to convert?
- Elements your competitors are offering?
- What is the nature of the content you would be sharing with the audience? And how does it relates to the quality of your brand?
- What are the demographic factors of the social channel you’re selecting for your brand?
Answering all these questions will help you focus on your targeted audience. As well as the proper social media channel for your brand’s growth. B2B marketers need to find out the best social media platform for businesses ‘ success by testing and analyzing them. For instance, many B2B industrial companies who utilize videos to reach their marketing goal focus on YouTube to prompt themselves.
Every social media platform is different and has a particular set of users with unusual interests and priorities. While selecting a platform for your brand, the question should be, “Which channel supports the company’s marketing objectives the best?” rather than “What is the best channel?”
Step 3: Establishing The Most Essential Metrics.
The next most crucial step of a strategy is your targeted social media metrics. But metrics like followers or likes can’t always tell the full measure of the brand. To think of the number of followers as the truth of the campaign would give you a better picture of engagement metrics. You should take a step back to your overall goals and evaluate the social parameters associated with them.
A huge fan following and friendly content are not doubted great. But to build a long-lasting relationship on social, here are the few other things you should also consider:
- Post Reach: How far your content is spreading across social media? And how many unique users saw your post? Is it reaching the user’s newsfeed?
- Number of Clicks: This will help you appreciate the movement of users through your marketing funnel. By tracking clicks per campaign, you can cognize what encourages people to purchase.
- Performance of Hashtag: What are your most used hashtags? Do they represent your brand’s image? Which were the hashtags that created most user engagement?
- The Ratio of Engagement: Dividing the total numbers of social interactions by impressions will give you the rate of your fruitful engagement. This shows your user’s willingness to interact and how well your audience notices you.
- Organic & Paid Likes: For many channels like Facebook or Instagram, organic engagement rarely gives conversions for which many brands run paid campaigns like Facebook Ads. These natural and paid conversions will help you measure user reactions.
Dig a little deeper to find out why and what are people’s sentiments about your posted content and brand’s profile. Many social media management tools can help you around with this.
Step 4: Investigating Your Competitive Social Landscape Thoroughly.
Investigating your competitors before the content creation process doesn’t mean to steal their ideas. But to learn from their mistakes and growth. Find out who are your real competitors by merely searching your most valuable industry terms. See who shows up in search engine results. These results about their offerings and products will help you comprehend what kind of market you’re going to deal with. And how can you be better than your competitors? Digging deeper with competitive analysis will help you know your potential customers.
Step 5: Building & Crafting Engaging Social Media Content.
After following all the previous steps, here comes the most crucial part of your social marketing strategy: “Planning and Building Effective Content.”
Start with the content that grabs your brand’s identity and avoid reaching out to unpopular demographics without having a complete approach ready. Try to create the perfect balance between the targeted and overly promotional content.
Around 80% – 90% of online users and shoppers make their decision to buy by trusting the product videos. Placing video-based content of your brand’s product or service will produce around 40% of the online users to watch it. By investing in highly visual social media content like Instagram Stories or Facebook live sessions, brands can reach their users more influentially.
Step 6: Engaging with the Audience. Don’t Overlook Them.
Online presence of your brand on social networks doesn’t guarantee conversations unless you keep in touch with your customers. The engagement opportunities are left unattended if you don’t respond to your audience’s’ reaction.
Your brand will gain respect and a loyal customer base once you start being present and addressing your audiences. It will not only increase audience awareness, but the users will feel connected to the brand. Listen to them!
It’s All About How You Engage!
Finding the customer-base who is genuinely looking for answers and giving them timely, meaningful, and helpful replies. It will benefit your marketing campaign. Listening, and replying doesn’t mean that you should start talking to the people directly but to be responsive when required.
Step 7: Using a Social Media Management Tool.
How well are your social media management and marketing strategy going so far? Keeping track of your progress aids in putting things in a clear perspective. Each social media channel has its own limitations and requires much time to listen and engage alone. Your social media manager can be a more productive and well-organized part of each community by using a social media management tool that allows working on multiple streams at once.
To keep a bird’s eye view of your media activities and analyzing your efforts, we recommend Social Champ.
Social Champ is a useful and smart social media management tool that allows you to be productive with your social occurrence and helps you to make the right decisions.
As a Matter of Fact!
Many B2B marketers are still not sure that by using the social media management strategy they can generate revenue for their brand. But the fact is, if you are living in the 20th century without a social presence and marketing strategy and hoping to build a lasting relationship with customers, you would stand long.