Are you getting the level of engagement that you were looking for from your B2B social media strategy? Maybe you’re unsure about the returns relative to your marketing goals, or maybe you’re questioning whether social is a worthwhile endeavor for the telecom, IT and cloud industries.
The good news is that giving your platforms a little TLC can transform them from dead space into valuable tools for your marketing campaign. Use these four tips to unlock the full power of your B2B social media strategy.
1. Develop Social Media Goals That Serve Your Overall Marketing Goals
Some telecom and IT companies fly by the seat of their pants when it comes to measuring online return, publishing content and hoping for the best. While it’s nice to see likes and shares, without the context of your marketing goals these metrics exist in a vacuum.
It’s easy to get overwhelmed with the amount of data that’s available from each platform. Consider which metrics best reflect your marketing objectives and measure accordingly. It may be worth your while to hire an analytics manager who is familiar with the different metrics and the ways in which each best reflect particular goals.
2. Maintain the Human Touch
Take a look at your content with an objective eye. Does it sound warm and personable, or does it have a robotic, canned tone? The more accessible your voice, the more your content will appeal to B2B clients and prospects. Aim for a professional but conversational tone, avoiding stiff and stilted language and construction.
3. Don’t Sacrifice Professionalism for Hipness
For better or worse, social media has given birth to a never-ending stream of memes, catch phrases, jokes, viral videos, and other trends. Just because these items are of-the-moment doesn’t make them valuable content. In fact, the opposite may be true: with these types of posts, you run the risk of losing your authority and coming across as superficial.
Sharing content from other sources is a great strategy, but make sure it’s relevant and substantial. Leave the piano-playing kittens and “Gangnam Style” for personal accounts. That’s not to say you shouldn’t develop a brand personality, just make sure your content falls in line with your brand pillars.
4. Monitor Online Discussions for Buying Cues
Technology has created a major shift in today’s buying process. Customers no longer need to rely on sales reps for information. A study conducted by CEB Inc. and Google demonstrated that the average B2B buyer is 57 percent through the buying decision before even speaking to a supplier representative.
You have two choices: take the passive route and hope that the prospective buyer contacts you, or be proactive and engage the buyer earlier in the process. Set up a search with your social media management platform that focuses on mention of competitors, products, or any other words or phrases that indicate interest.
Once you have made contact with a prospective customer, don’t go full throttle on a sales pitch. The old-school model of gaining trust and establishing a relationship has not yet gone out of style.
These tips will still apply as social media marketing continues to evolve. Make them the backbone of your strategy and you’ll always be positioned for success.