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How to create a winning B2B social media strategy: Essential tips and tricks

Learn how to build an effective B2B social media strategy. Our blog post has a framework and practical examples.

Jon Davis · June 9, 2024
How to create a winning B2B social media strategy: Essential tips and tricksHow to create a winning B2B social media strategy: Essential tips and tricks

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Think social media is just for B2C? Think again. 84% of B2B buyers scroll through social networks when making purchase decisions. These aren't casual browsers. They're decision-makers looking for solutions.

B2B social media is a strategic battleground. Brands use it to influence the buying process directly. If you've underestimated the power of platforms like LinkedIn, Twitter, Instagram, and even TikTok for B2B, it's time to see how they can drive real business.

We'll show exactly what a B2B social media strategy involves, why it's indispensable for your business, and how to kickstart your campaign.

You'll also learn nine proven B2B social media strategies that work.

What is B2B social media marketing?

B2B social media marketing is the tactical use of social media to build relationships, promote brand awareness, drive traffic, and generate sales in a business-to-business context. B2B social media marketing focuses on long-term relationships and demonstrating value to other businesses.

B2B vs B2C social media marketing

B2B (business-to-business) and B2C (business-to-consumer) social media marketing target different audiences and have distinct strategies.

B2B marketing builds long-term relationships. It uses educational content to engage a smaller, more specific audience of professionals and decision-makers. LinkedIn is a favorite for its professional network capabilities.

On the other hand, B2C marketing connects with a broader audience. It uses emotive and engaging content to drive quick purchases and brand loyalty. Platforms like Instagram and Facebook are popular choices for their large, diverse user bases.

While B2B content often involves detailed explanations of products for informed decisions, B2C content is more about storytelling and visual appeal.

This brings us to the next point: do you even need a social media strategy?

Yes, you do.

Why you need a social media marketing strategy

You may believe that social media isn't crucial for your business, especially if your company hasn't relied heavily on it in the past. However, the evidence overwhelmingly supports the idea that social media benefits nearly every type of business.

Consider this: every day, your potential buyers are active on platforms like Facebook and LinkedIn. They receive tailored content that influences their purchasing decisions.

As of writing this, there are, collectively, 5.04 billion people active on social media. There are bound to be at least thousands of people interested in your product.

These buyers are ordinary people, like you, who use social media to connect, learn, and make choices.

This makes it a powerful tool for reaching and engaging with your audience, regardless of your industry.

That said, with the right social media strategy, you get to:

Expand brand reach and awareness

Social media provides B2B companies with an extensive reach to connect with prospects and showcase their brand identity across various platforms. Creating brand awareness this way is effective for just about any line of business.

A strong social media presence helps increase brand visibility and establish the business as an industry leader in its respective field.

Generate qualified leads

Social media platforms have powerful targeting capabilities, allowing B2B businesses to reach their demographic and interact with their ideal cusomters.

Through the right strategies, B2B businesses can attract qualified leads and drive them towards conversion.

Improve customer engagement and loyalty

Social media enables B2B companies to engage their audience and address concerns in real time.

This helps improve customer service and promote long-term relationships and customer loyalty.

Showcase thought leadership

B2B companies can leverage social media to share industry trends and expert opinions, positioning themselves as thought leaders in their sectors.

This can help build credibility, attract potential clients, and stay ahead of the competition.

Boost SEO and website traffic

Social media marketing can significantly impact a B2B company's search engine rankings and drive organic traffic to its website. In addition, social media posts can also generate referral traffic.

Sharing relevant material and connecting with your audience on social media is an effective way of gaining traction. B2B businesses can increase their online exposure and attract more customers to their websites.

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Getting started

Getting started with your social media strategy means asking the right questions.

Ask yourself:

  1. What are your goals? Think about what you want to achieve with social media. Are you looking to increase brand awareness, generate leads, or improve the bottom line? Your goals will shape your strategy.
  2. Who is your target audience? Identifying your target market is crucial. Understand their buying behavior and what type of customer they are. This insight helps tailor your content and messaging.
  3. Examine your competitors. What are they doing on social media? Analyzing their activity can provide valuable insights into what works and what doesn’t. It can also help you find a unique angle for your own strategy.
  4. How will you communicate your message? Decide on the tone and style of your content. Also, plan how often you will post. Consistency is key, but so is quality.
  5. Finally, where will you publish your content? Consider which platforms best suit your target market and goals. Do you have a social media manager to manage these platforms, or will you need to hire?

When you're done answering these, here's a step-by-step guide on starting your strategy.

#1 - Choose your platform(s)

  1. LinkedIn: Start here. It's the leader for B2B. 96% of content marketers use it. Focus on organic posts from your company account and consider promotions. 84% of B2B buyers actively share and participate in business content on LinkedIn.
  2. Facebook: Don't overlook Facebook, especially for groups and paid promotions. It's used by 76% of marketers and offers a dynamic environment for targeted ads and community engagement through groups.
  3. Instagram: This platform is all about visuals. Use high-quality photos and videos. Both sponsored and organic posts work well here. Instagram's visual nature makes it excellent for showcasing products, behind-the-scenes content, customer testimonials, and more.
  4. Twitter (X): Keep it brief. X excels with short, impactful posts. It's perfect for updates, quick tips, product teasers, and direct engagement with followers. Use it to stay relevant and quick.
  5. TikTok: Engage quickly – your content has to be entertaining. TikTok is becoming a valuable tool for B2B, especially to reach younger industry professionals. Short, engaging video content that grabs attention works best here.

Don't overlook advertising. 85% of B2B marketers use social media for paid posts. Ads on these platforms can get your content in front of more interested eyeballs.

#2 - Connect your social media accounts

The next step is to connect your social media accounts. To kick off your activities effectively, we'll use Transpond, a powerful tool designed to streamline this process.

In Transpond, you can write, schedule, and post content all in one place. Its generative AI feature can also help you draft your social media posts.

To connect your accounts using Transpond, you have to:

  1. Access Transpond: Start by logging into your Transpond account. Navigate to the 'Campaigns' section and select '+ Start a Campaign'.
  2. Initiate connection: Choose 'Social Media Post' as your campaign type. You'll then see an option to 'Connect' your social media accounts. Click on 'Connect'.
  3. Authorize accounts:
    • For Facebook: You need to have an active account and be an admin of the Facebook Page you wish to connect. Follow the prompts to authorize Transpond to access your Facebook Page.
    • For Instagram: Link your Instagram Business account to your Facebook Page first. Then, authorize Transpond using the same process as Facebook.
    • For LinkedIn: Connect your LinkedIn Business page by logging into your LinkedIn account and granting the necessary permissions to Transpond.
    • For X (formerly Twitter): Directly log into your X account to connect. Make sure you have direct access as delegated connections aren't supported yet.
  4. Verify connections: Once you click 'Connect', a popup window will appear (ensure your browser allows popups from Transpond). Follow the instructions in each popup to authorize Transpond to manage posts on behalf of your business pages.
  5. Finalize setup: After successfully connecting each account, Transpond will confirm that your social media channels are linked and ready to use for campaigns.

#3 - Write posts

Now, write your message. Keep it clear and engaging. If you're linking to a website, use a short URL. Include a relevant, eye-catching image. Image sizes vary by platform, so adjust accordingly.

Before posting, tweak your content for each platform. A LinkedIn post might be more formal than an Instagram post. Use the Transpond AI Content Assistant for helpful emoji and hashtag suggestions.

Finally, preview your post on each channel. Make sure it looks great everywhere. Then, either send it immediately or schedule it for later. This helps you stay active online even when you're busy elsewhere. Follow these steps, and you'll get posts that grab attention and fit your strategy.

#4 - Establish posting schedule

Setting up a posting schedule keeps your social media on track. Decide how often you'll post to each platform. Quality matters more than quantity. Daily posts might suit Twitter; LinkedIn could need fewer. Next, find the best times to post. Check when your target demographic is most active using platform analytics. This will improve your post's visibility.

Use tools like Transpond to schedule your posts automatically. You can plan weeks ahead knowing your content will appear on time. Planning in advance means you’ll have more time to be flexible for unplanned posts. React to current events or trends to keep your content up to date.

#5 - Reap rewards and monitor performance

Enjoy watching your efforts yield results Stay responsive to the data and feedback you receive and continue refining your approach. With time, you'll see just how powerful a well-executed social media strategy can be for your business.

With that out of the way, let's take a look at nine B2B social media strategies.

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9 most effective social media strategies for B2B

Social media doesn't have to be cumbersome, especially for B2B companies. With the right strategies in place, social media platforms can become powerful tools to connect with your target audience. Here are the nine most effective social media strategies that can transform your B2B marketing efforts.

#1 - Content personalization and behavioral targeting

Regarding B2B social media strategies, content personalization and behavioral targeting are super important. Here’s a breakdown of how to use these strategies effectively:

Tailor your content to meet your business audience's specific needs and interests. Use behavioral targeting to customize your messages based on user interaction data. This increases the relevance and effectiveness of your communications. A significant 94% of marketers report that personalization increases sales.

  1. Focus on quality: Produce original content that educates and captivates your audience. Move beyond just curating existing content. Show up with original research, whitepapers, e-books, and statistics.
  2. Diversify content formats: Experiment with various content formats, such as blog posts, videos, infographics, and regular social media updates. This variety can cater to different preferences within your audience and increase engagement.
  3. Maintain a consistent schedule: Keep a regular posting schedule and monitor the performance of your content. This consistency helps build a reliable presence that your audience can expect and rely on.
  4. Engage and inspire: 80% of internet consumers value custom content that helps them understand products better, and 60% feel inspired to learn more about a product after interacting with content about it.

#2 - Collaborate with industry influencers

For B2B companies looking to expand their reach, collaborating with industry influencers is a game-changer. Partner up with experts or complementary businesses to co-create content. This approach broadens your customer base and adds to your brand’s credibility.

Focus on working with nano and micro-influencers. They connect more authentically with their followers than the pricier macro-influencers or celebrities. Believe it or not, 44% of brands prefer nano-influencers while 26% go with micro-influencers.

TikTok is currently the top platform for influencer marketing, used by 69% of brands. It's outpacing Instagram, YouTube, and Facebook in this arena. So, consider leveraging TikTok to make the most of influencer partnerships. This strategy can bring fresh eyes to your content and open new opportunities for engagement and growth.

#3 - Social selling

Social selling is a powerhouse tactic in the B2B world. It uses social media to connect with potential clients effectively. The cornerstone of this strategy is to get involved with your audience where they are most active.

Start by sharing insightful content that adds real value. Join in on discussions and show your expertise. Use social media analytics to pinpoint where your potential clients hang out. Meet them at different stages of their buying journey.

Think about it: 87% of sellers say social selling bolsters their business. You might wonder which platforms work best. Both Instagram and Facebook Shops are top choices, used by 22% of marketers. Instagram Live Shopping and Facebook Marketplace are also popular. Even TikTok Shop is making its mark with 11% usage among social media marketers.

So, give social selling a go. It’s a strategy that turns social media into a powerful sales tool. Through activity and strategy, you can reach potential clients more effectively and drive your sales numbers up.

#4 - Integrate social media with CRM systems

To really strengthen your social media strategy, incorporate CRM systems with social media platforms. It also helps your sales team to efficiently monitor conversations and adjust tactics. Here's how to combine Transpond and Capsule to improve your social media efforts:

  • First, link your social media accounts through Transpond. Such a setup lets you manage posts and interactions directly within the system. Next, connect Transpond to your Capsule CRM. This integration streamlines how you follow up on social media engagements.
  • Every share, like, and comment is monitored. Your sales team receives in-depth knowledge of possible client behavior. They have access to the posts that are and are not functional. All of this data aids in customizing subsequent posts to your audience's requirements and interests.
  • Use this integration to improve customer service as well. Respond more quickly and effectively to queries and comments. This shows your audience that you value their input and are responsive to their needs.

Combine Transpond with Capsule to maximize your social media impact. Your team can act on precise, actionable data, turning social interactions into valuable customer relationships.

#5 - Use professional groups and networks

Use professional groups and networks to enhance your visibility and credibility. Platforms like LinkedIn host many groups where industry professionals gather to share insights and discuss trends.

Consider link exchange groups on Slack for expanding your website's reach by sharing backlinks with peers. Similarly, B2B marketing groups on Facebook provide a space where business leaders exchange marketing strategies and experiences.

Get active in these groups. Share your expert content and participate in discussions. The core is contributing valuable insights that benefit others. You establish your company as a thought leader. You become a go-to resource in your field.

Make it a routine to check in on these groups, respond to questions, and offer your expertise. This continuous interaction helps build a strong professional network that can lead to new opportunities and greater business credibility.

#6 - Create an employee advocacy program

Create an employee advocacy program to widen your reach and add authenticity to your brand. Here's how to make it happen:

Start by training your team. Show them the best ways to share and talk about your business online. Next, set up incentives. These encourage your employees to post regularly. Think of rewards for the most shared post or most active participant.

Your employees are your best ambassadors. They know your business inside out. When they share their day-to-day experiences or professional insights, it paints a real picture of what it's like at your company. This attracts people who like what they see and want to do business with you.

Hinge Marketing notes that 64% of employees in advocacy programs believe these efforts help bring in new business. Getting your team involved turns them into a powerful marketing force. This strengthens your visibility and builds a trusted brand image.

#7 - Use video and live broadcasting

Use video and live broadcasting to establish a consistent brand voice.

Videos capture attention quickly. They can simplify complex topics like no other medium. Consider creating demonstrations, webinars, or behind-the-scenes tours of your operations. These visuals build transparency and trust with your clients.

Live broadcasts add a layer of authenticity. They allow real-time interaction with your audience. This creates a deeper connection and can lead to immediate feedback or inquiries.

The stats back up the effectiveness of the video. According to UserGuiding, 69% of B2B marketers plan to increase their video marketing budgets. Why? Because video significantly improves understanding of products and services. And, it converts well.

If you're considering where to post video content, think about Instagram. A 2023 report by HubSpot shows Instagram tops other platforms for ROI in video marketing. Start with this platform to maximize your video content’s impact.

Incorporate these visual strategies into your marketing to boost engagement and generate more leads. Videos are not just eye-catching—they are tools that convey your message powerfully and persuasively.

#8 - Conduct competitor research

To conduct competitor research effectively:

  • Start by identifying your main competitors. Check out their social media presence. Note which social platforms they use, how often they post, what types of content they share, and how they engage with their audience.
  • Look for gaps in their approach. Maybe they miss out on video content or fail to respond to comments quickly. These are opportunities for you to stand out. Capitalize on these gaps to differentiate your brand.
  • Keep an eye on their activity regularly. This isn't copying what they do. It's understanding the market better and finding ways to improve your strategy. Use their successes to inspire your campaigns and their missteps to avoid similar pitfalls.

Staying informed about your competitors helps you stay ahead. Make this research a regular part of your routine to keep your social media strategies effective. This way, you can adapt quickly to changes and trends in your industry.

#9 - Do A/B tests and monitor

Start by setting up A/B tests for different elements of your social media posts. Test things like headlines, images, landing pages, or call-to-action phrases. Use tools that track the performance of each version. This will help you understand what resonates best with your target.

Monitor your social media performance continuously. Use analytics to check which posts get the most engagement and when your audience is most active. Such information is important for making informed decisions about when to post and what content works best.

70% of marketers say A/B testing is key to improving conversion rates. Test your approach, and you get to keep your strategy relevant. Make adjustments to optimize posting times, refine your messages, and focus on content that engages your audience the most. This ongoing process almost guarantees your social media efforts pay off.

Now, implement your B2B strategy

A solid social media marketing strategy can significantly improve your organization’s brand awareness and demand generation.

Use each strategy wisely, from engaging with real-time data to tapping into influencer networks.

Keep your content fresh, and your interactions genuine, and always aim to provide value. This way, you’ll not only reach but truly resonate with your target audience.

When people land on your website, you’ll need a CRM to store contact details and lead status. Capsule CRM is a CRM designed to be easy-to-use, to implement for small businesses.

Try it, for free for 14-days in our trial.

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