Digital marketing is the best platform for communication in the 21st century, and there is no debate about it.
You, your family, your friends, your teachers, and even your pet must have a social media presence.
Why the hype of participation? Because it gives people topics to talk about, it gives them videos to laugh at, it gives them an opportunity to learn, and more such resources of information that add value to their lives.
These benefits also come with the blissful advantage of choosing the type of content you like to watch and thanks to the algorithms, a user is showcased more such content based on their interests. (ULTIMATE JACKPOT!)
All of these parameters combined make digital marketing an ideal foundation for sales and recurring traffic. Now the big question is “Is digital marketing fruitful for B2B brands?’
The simple answer is, yes. B2B brands also create the same amount of value as B2C but with a challenge of demanding higher investment for a larger quantity of goods/services from the consumer. This draws a new line of obstacles but with a calculated strategy even B2B brands can derive the same results.
You must be wondering “How”? We did too, until we talked with some of our key players in the industry at Litmus and found out these gems of keynotes that will bring your brand in perfect harmony for success.
Top B2B Social Media Marketing Strategies For High MRR
1- Define Your B2B Objectives
When your B2B social media marketing goal is clear, you can focus all your ideas, resources, energy, innovation and communication towards it.
Consistently aligning everything towards a common objective makes your thinking and your strategy so instinctive that you can hit a bull’s eye even after being blindfolded.
But to achieve such a level of excellence you need to define your objectives first and a social media funnel is just the solution you should be looking at. This funnel has been designed to filter an audience that understands the value of your offering and the value for money it offers. But these goals should be pragmatic and well thought out.
For instance, if your business wants to create awareness, shares, engagement and impressions will be important KPIs.
2- Keep an Eye on Competitors
Your competitors become your best friends when we talk about social media strategy. By defining an analysis from the B2B social media marketing campaigns of your competitors, you can identify what intrigues your audience and what does not.
Integrate the results of this study before designing the strategy for your B2B business, take a huge leap towards your goal and stay ahead of your competition.
Remember, your competitors are for your reference, communicate with the audience in your own distinctive brand voice while keeping your competitors as an outline.
Also read: Hidden Gems: 5 Underrated B2B Growth Channels You Have To Try
3- Create Informative Content About Your Niche
Every motivational speaker tells you the same thing, but still, we have our favourites. This phenomenon applies to almost everything these days. The fact that we have our favourites is because we like the way how they tell us things, and that is what you need to crack for your brand.
A distinctive brand voice helps brands to stand out from the competition and engage a loyal audience. To shape a distinctive voice the fundamentals of brand objectives should be clear and it should be able to reshape and resonate with your audience on different platforms.
Some of the most popular content types are
- User-generated content (UGC)
- Live streams and Q&As
- Long and short-form videos
- AI-generated content
- Testimonials
- Case studies
- Blogs and infographics
- Polls and quizzes
These goals are generalised for every organisation. To target your B2B social media marketing goals uniquely you can collaborate with a social media marketing agency like Litmus branding. An agency expert can help you shape unique content strategies and attain your goals in a progressive manner.
4- Use Multimedia
The attention span of a 21st-century human is less than that of a goldfish. (You can google the exact time later) But a unique challenge that this factor brings is, how to keep the audience engaged for a longer span.
This is where multimedia comes into play for your B2B social media marketing. When you tell people about your ideas in ten different ways it will attract a hundred people with different backgrounds but similar interests.
The variety of content that will be created as a result of this strategy will keep the viewers on a hook creating a lasting impression of the brand.
5- Highlight Your Employees
Your people make your company, and highlighting them to the world creates a lot of impact. When you highlight your team it personifies the brand, brings relative engagement, puts out a statement of being genuine and reaches the masses with word-of-mouth.
Additionally, your employees also feel valued to represent themselves as the face of the brand. This B2B social media strategy is simple and effective as you just need to flaunt the great work your employees do every day, the way of displaying can be creative.
Also read: How to Maintain a Good Atmosphere At Work
6- Create Brand Voice
A good brand voice is like a jingle, whenever you speak the same way it reminds people about your brand. This is one of the key reasons why it is important for every brand to have a distinctive voice that echoes on all platforms and every small thing posted on social media.
Similar to all the other attributes of your communication the distinctive voice should also align with the vision of the brand. Once your target audience knows the language tone they will be able to differentiate the brand from others easily.
7- Brainstorm B2B Social Media Content Ideas
David Ogilvy once said, “Some of the best ideas come from account executives, researchers and others. Encourage this; you need all the ideas you can get”.
When each and every member of your team makes efforts towards the shared goals of the company’s B2B social media marketing the results are tremendous.
In today’s competitive world we need to understand that every individual has a unique view towards the world and discussing such ideas together can help you design a holistic strategy that will help you sustain every wave of competition.
8- Engage in Conversation with Consistent Posting
The foundational idea behind the creation of social media was to provide a global platform for sharing, connecting and communicating with people.
Thus it becomes essential for brands to communicate frequently. Moreover, when brands engage in a one-on-one conversation it makes the audience feel more inclusive and also makes the brand a part of their known communities.
Talking about relevant topics on different platforms creates consistent engagement, also brings new insights for the brand and vice versa.
9- Focus Your Efforts on the Right Social Media Channel
Determining which social media platform is best for the B2B marketing of your brand is as crucial as choosing your life partner.
If you choose the perfect platform where you have the required audience that engages with content concerning or relative to your business it will help you reach the desired results sooner.
Whereas selecting the wrong platform will make you shoot your ideas aimlessly without deriving any results.
For instance, a brand like Fevicol can gain traction on Instagram, but a brand like Mitsubishi Diesel Engines derives better results on LinkedIn.
Also read: 9 Best Social Media Agencies In Abu Dhabi
10- Invest in Social Media Ad Campaigns
Growing the brand organically is an ideal initial process for every brand in B2B social media marketing. But to cross the rising walls of competition a brand needs to reach its audience multiple times and raise the amount of engagement to achieve its marketing goals.
The best method to do it is investing in social media ad campaigns. A social media ad campaign enhances the visual presence of your brand intrigues the audience to know more about the brand and ultimately benefits as a sale. In business terms, an ad campaign will provide a better Return On Investment.
11- Consider Engaging in Influencer Marketing
Have you ever purchased a product because your favorite star was selling it? Don’t lie to yourself because we all have. It is a basic human tendency to have the same thing as the person you aspire to be or look up to.
This concept is known as influencing. In this current trend of social media where everyone’s an influencer, you can leverage their audience to satisfy your targeted sales. But as everyone is ultimately becoming an influencer the potential of this strategy might be ineffective in many scenarios.
Which Social Media Platform is Best for B2B Marketing
With a variety of platforms available for B2B business marketing making an inappropriate choice can lead to an uninterested audience resulting in the failure of a wisely designed strategy.
B2B business marketing campaigns should communicate and target other businesses and leverage genuine leads. This is why one of the most popular platforms for B2B business is LinkedIn.
LinkedIn is the ideal choice for B2B marketing as more than 80% of business leads globally are derived from this medium. Apart from being the largest platform for professional connections, it provides special features designed to boost the performance of your campaign. Its lead-generation database helps you grow a certified consumer base and target qualified prospects for your business. (A must-have for every B2B business)
Twitter is also a key player when we talk about B2B business marketing. Its customer support feature helps brands to chat with their customers directly. Moreover, a brand can create an impactful first impression if its consumers come across their page on Twitter.
Also read: 9 Best B2B Ecommerce Platforms
Explain the B2B Marketing Funnel
A B2B marketing funnel is an effective roadmap staged to drive your brand towards its goals. With this visually representable diagram of the funnel, you can keep track of your marketing journey and design strategies based on the stage your business is at. This funnel is a precision tool that will help you define your niche, retarget them and convert your potential consumers into an actual community.
Over the past few decades, this strategy has helped attain proven results and effective ways to come across the rising challenges of diverse markets. Let’s examine the process of the funnel step by step so you can conclude a dynamic solution for your marketing goals.
1- Awareness
In this stage of the funnel, the branding should focus on creating awareness about the brands on all the platforms. This stage will pioneer the idea of your brand to a huge mass of audience so make sure it is designed holistically.
2- Interest
The second stage is to create engagement. No consumer will dive into investing in the product without knowing it. Try to inform the audience about your product in a manner which intrigues them to know more. This can be done through a how-to product video, a blog post or by making them sign up for a newsletter and feeding them with insights.
Also read: 7 Tricks to Build a YouTube Audience (And Get More Engagement)
3- Decision
In this stage, you have to convert your potential customer into a loyal one. To attain this you can dive into strategies that lead to product demonstration, post-utilisation reviews, stand-out benefits, and other ways to hand them the product or service.
4- Action
In this final stage, the buyer makes up their mind to purchase the product/service. You can make this stage effective and effortless by writing a compelling CTA. Keep in mind that every brand has different goals, find the best stage that suits your goal.
Conclusion
Social media marketing demands very detailed research, uniqueness in creativity and distinctiveness in speech. Apart from all of these, it takes a risk-taking nature. With every risk you take and every campaign that does/does not work out, you will be able to figure out what works for your brand and audience.
Once you figure that out try to know your audience more by reaching out to them in different ways and keep them engaged with communicative content. If you feel that a strategy might fail, keep a safe strategy at stand-by and retarget.
But the only way to know if your business will be successful or not will depend on whether you are well-researched and ready to take the best advantage of every platform that has a plethora of consumers consuming new products regularly. They must be doing it right now while you read this.
