By now, just about every B2B marketer has come around to the fact that social media can be an incredibly powerful channel for attracting, engaging with, and converting leads.
Not so long ago, that wasn’t the case. For years, social media was seen as a purely B2C opportunity.
Of course, a big reason for this was because B2B marketers didn’t understand the tweaks that had to be made to make social media a successful channel with their markets.
Many still don’t.
If success with B2B social media marketing has alluded you, it’s time to change that.
3 Ways to Achieve B2B Social Media Marketing Success
Once you understand how to do it right, B2B social media marketing could become one of your greatest sources for new leads.
Here are the three most important tips to follow.
1. Treat It Like a Real Priority
The first method is actually one to borrow directly from B2C companies and personal accounts. Those that do social media well post regularly.
Here’s the breakdown of frequency by social media platform:
- Facebook: 1 post a day
- Instagram: 1-2 pictures a day
- LinkedIn: 1 post a day
- Pinterest: 11 pins a day
- Twitter: 15 tweets a day
That information was collected from 10 different studies, so it’s probably fairly accurate.
Nonetheless, here’s where we break away from conventional wisdom: try to post at least twice as many times as the recommended amount when you first start out. The more often, the better. That’s because you want to garner attention and can only do that with posts. So, the more you do, the more likely you’ll be to find followers.
Obviously, you need to post high-quality content. That doesn’t mean publishing 500-word posts on LinkedIn every day or professional photos on Instagram. Just be sure you’re offering value.
It’s far better to hit the point where you can tell you’re posting too often because you’ve lost followers than never have any followers to begin with because you’re not posting nearly enough.
2. Don’t Advertise Your Company
Every social media platform offers the ability to pay for ads. Most, like Facebook, even provide you with a number of different ways to hyper-target those ads at prospects who most resemble your current clients.
While every platform’s pricing is different, most marketers would agree that the cost is extremely affordable given the potential for finding new leads.
Still, your B2B social media marketing budget shouldn’t include any room for running ads featuring your company.
Instead, make a budget for ads that features a lead magnet. It can be anything from a free webinar to an eBook or even a no-obligation consultation.
Whatever the case, your ad is going to focus on the benefit of this lead magnet. For example, if your company makes accounting software, don’t run ads with your logo, your tagline, or anything else about using your platform.
Run an ad that promises to tell leads how their company is overpaying in taxes every year. That kind of benefit-focused ad is going to do much better on social media. The ad should bring the lead to a landing page where you’re able to capture their information, and you’re on your way to a conversion.
3. Use Social Media to Network
While B2C marketers usually rely on influencers to promote themselves on social media, your B2B company should focus more on networking.
Influencer marketing for B2B companies is an option, but it’s also an extra cost.
Instead, you can enjoy some impressive social proof by networking with other companies that serve your market. Share their posts and comment on them. Ask them questions.
Message them and see if they’d like to collaborate on upcoming blog posts or webinars that you can both share on social media.
The better you do at networking with other B2B companies, the more your market will see your brand.
Furthermore, you’ll make it much more difficult for competitors to get in on the action once they see how valuable it is. Your network may not be so welcoming if they already have a good relationship with your business.
How to Earn Conversions from Social Media Marketing
One big mistake to avoid with B2B social media is settling up for a high follower count. That might feel good with your personal accounts, but when it comes to B2B marketing, the goal is still conversions.
So, once you use your posts to bring followers back to your site, have high-quality content waiting for them. Then, make sure our platform is ready to turn that content into conversions.
We’ve already done it for more than 100 B2B companies just like yours. Contact us today to find out how.