Twitter, Facebook, Google+, LinkedIn and more. There are a lot of social media platforms that modern companies are expected to be on – at least that is what all the books, consultants and media claim.
For a B2B company you need to be present on those platforms, yet keep in mind their mostly B2C audience. But if you can manage campaigns and post interesting information, you will see your audience develop with potential customers (they also have Facebook!) and partners. Social media is a reflection of your company, a way for your audience to understand better how you work and what you propose in a more personal way than a website.
Because of these facts, we’d like to offer our experiences and suggestions within the social media space.
Why Prioritize Social Media Marketing?
To Listen To Your Audience
The main reason to build social media is to build a relationship with your target group and increase your brand awareness. It shows you are listening to what your customers say about you or your products and, most importantly, lets people know that they are being heard. Questions regarding your product often cannot be answered in 140 characters but even a simple acknowledgement of the issue can go far.
By sharing valuable and relevant information you show that you are knowledgeable in your field of business. Content should be interesting to read (product news or industry insights), exclusive to the audience (promotions), lighthearted and funny (so they will share with their network), something that offers value to the reader.
Search Engine Optimization
Social media also plays a role in search engine optimization. The more you post, the more of your content can be found in the search engines which then increases your ranking so customers will be more likely to see your activity.
Posting the Right Content
Considering all the above, your goal when posting something is to create engagement with your readers: you want to convert the audience from passive observers into active participants. The best social media accounts are those that make you think, "I wonder what they have posted today."
In the end it is all about an interesting, but meaningful mix of content that people are attracted to and that they would like to read and share. Focus on communicating socially in the same way as your daily business: professional, yet friendly. We’d consider the following list a good place to get started:
- Product news (how-to, new features, reviews etc.)
- Corporate news (press stuff, events, job offers etc.)
- Industry news (industry events, market trends, all kind of information that your audience might find useful)
- Competitions and social media campaigns
- More "personal" information such as funny pictures from events, daily office life, etc.
These are some suggestions on how to do social media marketing when you are a B2B company.
Christine Lindner is the Business Development Manager UK for Paessler AG. Paessler AG provides powerful, affordable and easy-to-use network monitoring and testing solutions. The company’s suite of just-right software products deliver peace of mind, confidence and convenience for businesses of all sizes – from Small Office/Home Office (SOHO) to large enterprises, including more than 70 percent of the Fortune 100 companies. For more information, visit www.paessler.com.
Edited by Alisen Downey