A Newbie’s Guide to B2B Social Media Marketing

B2B Social Media Marketing

Koju Media's guide on how to get started with your B2B social media strategy

B2B Social Media Guide

The team at Koju Media has put together a beginner’s guide to social media for B2B SMEs.

Social media has become an essential communication channel for brands, whatever their sector – so it’s especially important for SMEs to safeguard their brand by having a more active online presence.

B2B Marketing?

Whether it’s when the end of the year awards are given out, or a quick course in effective social media, B2B is nowhere to be seen. Last year Nintendo Switch, Oreo, Adidas and Airbnb all had massive campaigns, and the one thing they have in common is they are all aimed at consumers.

Just because all the award-winning campaigns are B2C doesn’t damper the importance for B2B, B2C campaigns are often broad-brush, trying to hit as many people as possible, whilst B2B is more targeted, driving demand and leads.

But wouldn’t you say Businesses make decisions in a similar fashion to consumers? Whether at work or home, our experiences form part of the decision making process, we prefer to buy from/work with people we like or who make the process easy. If you receive an email or a presentation, is the first thing you check their website and social feed? What would people think when they did this to you?

B2B social media budgets are growing, but this won’t necessarily bring the requisite level of performance expected. With upwards of 90% of companies registered on at least one of the big three (Facebook, Twitter and Linkedin) why is this performance lacking? Our first Social Media article will look at the basics, it’s often important to just take a quite step back and make sure that the basics are correct, so the clever stuff can work.

Pick the Social Media Channels suitable for you

Making a choice of which channels to use is the first step towards a successful strategy. As a data company, we primarily use Linkedin followed by Facebook and Twitter, but we chose to not use Instagram – photo’s of data anyone? or Google Plus. This is the right strategy for us, but may not be for you, a catering company for instance could create a better buzz on Instagram (because there aren’t enough pictures of food) than Linkedin.

Posting once across all your Social media channels is a massive time saver, there are a few pieces of software out there, we have personally used both Buffer and Hootsuite and both have free versions if you are watching the pennies.

Make sure to fully set up your profile page

Seems very basic, but many companies leave large chunks of their profile pages unfinished. Make sure to supply hi-res versions of logo’s and images, include any USP’s in your biography/about us and links back to the various parts of your website. The attached link will give you a full breakdown of the image sizes for all the various social channels:

https://cdn.makeawebsitehub.com/wp-content/uploads/2017/11/social-media-image-sizes-2018-a4.pdf

Once fully set up, be sure to share with staff, to share your pages with existing clients and networks.

Set a realistic goal

Social Media is primarily about creating awareness and demand for your product, but if you are expecting the earth and you get delivered Pluto, you’re going to be disappointed. There are a few ways you can help yourself get nearer to those goals, and most will be very cost effective:

  • Blog/Content Marketing – get scribbling! Sort yourself out a blog page and keep on track with what is happening in your market to promote shares and new followers.
  • Always remember to ‘#’ it – Hashtags are searchable on social media, so we use them in our posts where possible and after, this way people searching for the latest #GDPR article on Twitter, will hopefully choose ours, like, share and engage with us in the future.
  • Drive Paid Traffic – I said most would be cost effective! but even when advertising on Social Media, the rates will be much lower than other comparable Media.
  • Competitor analysis – Having a look at how your competitors are performing will provide a gauge for your own strategy, look at the frequency they post, popularity and types of messaging, to help tweak your strategy.
Lastly, remember to Tweet, Post and Share regularly

This sounds very obvious, but setting yourself a ‘Social Media Calendar’ can be very effective, using either Buffer or Hootsuite, you can schedule a full weeks tweets on a Monday, leaving plenty of time to research and share/comment on relevant social media posts find and follow influencers (they might follow you back!).

If you need inspiration, a website like Google Trends can really help you identify what is happening in your market, for us interest in the search term GDPR is peaking, so using #GDPR on our posts should result in better awareness for us.

For more information on how to utilise social media in the B2B sector, check out our blog post on direct marketing or if you have any questions visit our contact us page here.

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