Social media marketing is a powerful way for businesses to reach their potential customers and engage with them. Interacting with your audience on social media is not only for brands that target individual customers (B2C). Companies that sell products or services to other companies (B2B) can also benefit from being active on social media.
Did you know that 75% of B2B buyers and 84% of C-level executives are influenced by social media when making purchasing decisions? If decision-makers are on social media during their buying journey, you should be there too.
When targeting business managers within a company you need to keep in mind the following specifics:
- The target audience wants to be educated.
- The B2B clients often need to consult with other members of their company which makes the sales journey longer.
- The clients are focused on long-term solutions.
In terms of social media channels, LinkedIn is probably the first one that pops up in your head when it comes to B2B. However, Facebook is reported to be the most popular platform for B2B marketing, followed by LinkedIn, Instagram, Twitter and Youtube, according to Statista research released in January 2020.
If you are wondering how to approach your B2B social media strategy and achieve more engagement we are going to give you ideas for engaging social media posts as well as examples from brands that have succeeded with their social media accounts.
Know Your Audience So You Can Tailor Engaging Social Media Posts
The first rule for creating tailor-made social media content is to know your audience or potential clients. You need to define your ideal buyer personas and create a strategy on how to approach each one. Do research to understand their problems and pain points and how you can help them. Having this in place will help you create a clear vision of what your goals are.
Social media marketing in the B2B context is often considered boring, but actually there’s room for creativity and opportunities. Social media is a place where you can experiment and embrace your imagination.
Don’t focus on self-promoting your product or services. The key is to share content that would be interesting for your audience and focuses on solving their needs.
Some of the best B2B approaches on social media are:
- Brand personality – Build your personality on social media and be consistent in your posts.
- Use conversational tone – Create your social media content in a way that encourages comments or discussions on your posts.
- Use a little humor – You can be more casual and funny if this fits your company.
Let’s move on to practical ideas and examples of engaging social media posts.
Use Employee Branding and Behind the Scenes Content
Employee branding is always a good practice because this is an opportunity to show the faces of your company. Of course, you can’t force your employees to share company news or posts using their personal social media accounts. This is something where the best-case scenario happens naturally because your employees are happy working for your company and are ready to share something work-related on their personal feeds.
Slack is a business communication platform that does a great job of presenting to other businesses the happy and hardworking people that are part of their team. An inside look shows brand personality as well as company culture which seems friendly and trustworthy. You can browse through their account to get inspired.
Create eBooks with Landing Pages and Share Them on Social Media
Sharing any kind of freebies is always a good approach to engage your audience and to capture leads. One of the biggest advantages of eBooks is that they don’t necessarily require too much effort for creation. At the same time a book can bring valuable information to the users who download it. You can also create a dedicated landing page with an opt-in form, so you can easily acquire new leads and use them to create even more tailored content.
One of the easiest ways to create an eBook is to collect articles from your blog that would be useful for your audience. For example, if you are a design agency and you have a blog you can collect articles about the upcoming trends in the design such as colors, shapes and fonts and create a guide for your clients.
Use the landing page to share and promote your eBook on social media and prompt the audience to get it. The collected database you can use for your email marketing campaigns and follow up on leads with more useful information and even special offers to turn them into your clients.
Share and Promote Your Webinars
Recent studies suggest that 20% to 40% оf webinar attendees turn intо qualified leads. In addition, 73% of B2B marketers say a webinar is the best way tо generate high-quality leads. The statistics prove that webinars are one of the most powerful forms of content for a B2B audience, so sharing and promoting them on social media is a must.
How to create a post on social media that is engaging and promotes your webinar?
- Share a short teaser video to provoke interest.
- Add a question to the post copy.
- Create a little urgency by using words like “Only a few places left”, “Register Now”, etc.
- Add a link leading to the registration form.
- Encourage comments by asking your customers to share opinions about what topics are to be discussed.
Build Trust by Using Live Stream
Live streaming is a constantly growing trend nowadays. Due to the Covid-19 outbreak, brands had to find ways to stay in touch with their audiences. That’s why live streaming has become more important than ever before. In fact, the video streaming market is expected tо exceed $70 billion by 2021. There is more. According tо the numbers, 80% of consumers would rather watch a live video than read a blog.
It’s easy to live-stream your events on social media because all the popular channels have the option.
HubSpot, for instance, did a live stream where one of the co-founders shared powerful insights about inbound marketing in 2020. If you visit their Facebook page you’ll see the video pinned on the top of their page so the users can find it easily. The video has 74K views, 22 shares, and 25 comments so far which makes us conclude that it has generated noise and engagement.
Allowing yоur fans and fоllоwers to get live access to yоur business builds trust. It shows proven experience on a specific topic and has the potential to influence client decisions. Imagine business owners who are browsing for marketing software and stumble upon positive comments (like the ones from the screenshot) from other business owners left not under the reviews sections, but in a webinar post.
Tell Everyone You Are Looking for People to Join Your Team
Even though this is not a social media post that would influence the decision-makers directly or encourage them to buy from you; these types of posts still increase your engagement rate.
Posting different types of content rather than only displaying your product or service is a good practice as this shows your brand is not only about the sales.
Posting that you are hiring people helps to generate noise around your brand which results in a higher engagement rate that reaches your potential B2B clients.
Check the above video by DevriX showing the company is looking for people to join the team. It’s set up as Facebook’s company cover photo in order to capture their attention.
Ask Questions, Create Polls or Surveys
Polls, surveys, and questions are probably the easiest way to engage with your audience and drive up attention to your community. Just like the live stream platforms, all the mainstream social media channels provide the option to create polls. Depending on the channels you focus on you can use Instagram Story, Twitter Polls, LinkedIn Polls, Facebook polls and more.
In the above screenshot, the computer technology company Dell created a poll in LinkedIn asking its community about their ideal work location. The poll generated 14.571 votes.
Another way to ask your customers a question is simply to post it on your feed. You can include a link with valuable resources whether it be an article or video. In the above example, the technology conglomerate Cisco uses Twitter to ask their audience their opinion if they agree that cultivating personal interaction while working remotely is important for a happy team.
Use Your Social Media Channels for Holiday Greetings
When people are in a holiday spirit you need to jump into it. Holidays are a great occasion to engage with your audience. Personalized greeting cards for your clients on emails are a must, but you need to do something special for the online community. No matter if it’s Christmas, Thanksgiving, Easter, Halloween, or National Take Your Dog to Work day, it’s a good opportunity to congratulate them on an engaging post.
DevriX is a dog-friendly office so it couldn’t miss the opportunity to share a post celebrating a day dedicated to dogs that are also welcome in the office.
Introduce New Products or Features Through Videos
When it comes to visuals videos are the winners and the statistics prove it:
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
- Video drives a 157% increase in organic traffic from SERPs.
- Videos up to 2 minutes long get the most engagement.
Considering the data, think of ways to introduce your new product or feature by using a video on social media. It could be a tutorial video displaying what’s new and how your customers can benefit from your new product.
The video will do a great job especially for B2B where people want to make sure the product or the service is good enough and will respond to their needs.
Check this example on Instagram by the social media tool NapoleonCat.
View this post on Instagram
The video shows how potential customers can use their Instagram Scheduler when they manage multiple Instagram accounts.
Engaging with your B2B customers is not that difficult or boring as it seems at first. You have a plethora of opportunities to spark interest and create engaging social media posts. We’ve offered up different ideas and examples of how brands use social platforms to communicate with their B2B clients.
You can apply those that make sense for your business and let us know which ones have worked for you. Do you have any other ideas or ways to create engaging social media posts for B2B? Don’t hesitate to share in the comments below.