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SOCIAL MEDIA ADVICE FOR B2B COMPANIES

Social media marketing is pretty vital to every company, but it’s easier for some than it is others. Marketing plans can be particularly tricky to navigate at the best of times, so we’re here with some social media advice for B2B companies from The Source team. We have a wealth of experience in B2B PR support, which includes content marketing, social media and media relations and from that experience, here’s what we recommend.

Top Social Media Advice For B2B Companies

Click on the links below to jump to specific social media advice for B2B companies…

  1. Find the right social media platforms
  2. Utilise industry news
  3. Remember that people like people
  4. Keep things interesting
  5. Leverage appropriate hashtags
  6. Don’t underestimate Facebook groups

Find The Right Social Media Platforms

Not every platform will work for every company, that goes for B2C industries as well as B2B. For example, TikTok marketing is a great opportunity for brands with a visual appeal, such as tourism providers, wedding dress manufacturers and cosmetic companies. Other platforms, such as LinkedIn, work much better for B2B marketing, especially for service products such as CRM software, for example. There’s no one way to decide which social media platform will work best for your B2B company, so the best way to approach is through trial and error. See which types of content get the most engagement, and where. Traditionally, though, we’d match the following top platforms to the following sectors..

  • Instagram – mainly B2C, with opportunities for B2B
  • Twitter – mainly B2B, with opportunities for B2C
  • Facebook – both B2C and B2B
  • TikTok – mainly B2C, with opportunities for B2B
  • LinkedIn – mainly B2B
  • Pinterest – mainly B2C

So, if you’re heading a B2B company and want to give social a go, it’s worth dipping your toe in the water with LinkedIn, Twitter, Facebook and potentially Instagram and TikTok also. We have some more social media advice on what kind of content to focus on below.

Utilise Industry News

You shouldn’t be content curating all of your posts, as most of your audience will be following your accounts because they want to hear from you, however, utilising relevant industry news in posts is a good way of keeping your audience informed of relevant and interesting developments. It keeps you abreast with your sector and positions you as an expert in that field, furthermore, it creates a good mix of content to keep your strategy fresh and current. We’d recommend around an 80:20 ratio of curated to original content, but don’t be afraid to mix this up week on week.

People Like People

As we mentioned above, people like people. Though you’re selling ‘business to business’, there’s still a person behind that brand at either end. A study by Princeton University proposed the stereotype model, which boils down to the fact that people judge others on their warmth and competence. The more ‘friendly’ you appear, the more likely people are to trust you – this applies to your social media followers too. Though it’s important to draw a line and remain professional, it’s also a good idea to be conversational in your content and help build trust in your brand. Harvard psychologist Amy Cuddy says it’s important to demonstrate warmth first and then competence, especially in business settings. A lot of effective social media marketing begins with an understanding of human psychology.

Keep Things Interesting

It’s a common misconception that B2B communications have to be stiff and corporate, try injecting a light tone of voice into your content or experimenting with light-hearted competitions for engagement. With one of our B2B clients Altecnic, they ran a 12 days of Christmas giveaway which included a daily video of their Technical Manager dressed as Santa. You need to remember that your audience is human and keeping things engaging is a sure way of retaining engagement and growing following. If there’s a certain lull, never underestimate the power of a social media giveaway either, no matter your industry.

Social media advice for B2B companies: competitions

Leverage The Right Hashtags

Researching into hashtags is never time wasted. You can now use hashtags in your posts across LinkedIn, Instagram, Twitter and more recently, Facebook. One of our B2B clients frequents the ‘#PlumbersHour’ hashtag because this is where their core audience is. Hashtags are often followed by those interested in that kind of content, so if you have a specific audience of your B2B brand, then find out what the kind of conversations that they’re already in, and join in. You can discover hashtags through researching related terms on Instagram and Twitter, and also by looking at what other influential accounts are tapping in to.

Don’t Underestimate Facebook Groups

Finally, our last piece of social media advice for B2B companies is not to underestimate the power of a Facebook group. Similarly, to leveraging hashtags, Facebook groups can be a great way to find your audiences. In 2019, Facebook announced that Facebook says there “are more than 400 million people in groups that they find meaningful”, meaning there’s a huge potential audience if you know where to look. Start by searching keywords on Facebook that are relevant to your brand for example “food manufacturing”, “plumbing” or “health and safety”.

 

For more advice and support for B2B PR, social media, content marketing and more, please get in touch with our friendly and experienced team through our website. Or, you can keep up to date with what The Source is up to on Facebook, Twitter, LinkedIn and Instagram.

5 SOCIAL MEDIA TIPS TO KEEP YOUR ENGAGEMENT UP

Plunged into the second England-wide lockdown of 2020, it’s imperative that communications are continued on social media. Remaining vocal not only reassures customers, but it also keeps a brand at the forefront of their mind. When a company has something to sell through lockdown, even better. You can read our blog from the first lockdown on the importance of continuing your marketing efforts by clicking here.

Below, our social media experts at The Source have gotten their heads together and put together some helpful social media tips to keep your engagement up. The kind of advice that focuses on quality engagement, as opposed to vanity metrics and big numbers. After all, it’s better to have 10 interactions from users with purchase intent, than 100 people who’ll just scroll on without a second thought.

Five Social Media Tips For Good Engagement

Don’t Sleep On Boosted Posts

Don’t have the money for a paid ad campaign on Facebook right now? Don’t worry. Boosted posts are a great way to get around this, as you can push specific content out to a certain, refined audience (that you build yourself). You won’t find yourself paying out big budgets for this either. If you have something particular to push over a short period of time, such as last-minute room availability in a hotel, or an offer linked to an upcoming holiday (Bonfire Night, for example), then a boosted post may be the ideal cost-effective solution for you. Pre-lockdown, we boosted a Facebook post for one of our clients in the hospitality sector and for just £30, over the course of 7 days the campaign returned over 100 targeted website link clicks, as well as a reach of nearly 7000 people. That’s around a 30p cost per click and 0.04p per eyeball. You can find out more about the ins and out of boosting posts on Facebook’s help page.

Social media tips - boosted posts on Facebook

Promote On Other Platforms

When it comes to boosted posts, the usual go-to is Facebook – but the same advice can be used on Instagram too, which has a boosted post function that works alongside Facebook (due to their ownership of the platform). This means it’s super easy to do. One that’s often not mentioned in social media tips, but one that’s well worth considering… LinkedIn. Their sponsor function is a little trickier to get to grips with, with extremely specific audience filters that can provide a reach anywhere from hundreds to millions of users – but once you do get a hang of the process, it’s a great way for clients to reach the audience that are exactly right for them. Despite it being a little more costly (a daily sponsored post must be £8.00 minimum), LinkedIn was designed with B2B companies in mind, so if your clients are aiming to reach businesses and business owners, it’s well worth the investment.

Hashtag Phrases, Not Words

You can get a lot of engagement out of hashtags on Twitter in particular, but one of the best approaches (due to character limit) is to focus on phrases as opposed to single words. The reason for this, is that if someone is wanting to find out information about marketing, for example, then it’s easy enough for them to simply type the word ‘marketing’ into the search bar. Whether you’ve hashtag-ged in the post or not, as long as you’ve used the right keyword, your tweet will still be filed there. Hashtags that consist of multiple words or slogans usually get better engagement as they’re related to specific search patterns. The best tactic to use is to jump on the hashtags that are trending, wherever they’re relevant to your brand. For example, if you work with a client that produces cakes or baking ingredients, then rather than using characters up to hashtag #cake, why not wait until a Tuesday and start up a conversation around the Great British Bake Off? Use the hashtags #GreatBritishBakeOff or #GBBO which are usually trending in the UK between around 7pm-10pm on a Tuesday evening (when GBBO is on TV, that is). Another tip when it comes to hashtags, is capitalising each word to make it easier to read, for example you should say #ShopLocal instead of #shoplocal.

Tap In To New Industries

Crossing over to new industries is a great way to build your following up and widen your exposure. If your business is in food sauces, for example, try linking your content in to relate to restaurants or cafes, as opposed to keeping it really niche. This way, your business is available to a much bigger audience – but as those restaurant owners might want to purchase your sauces in the future – it’s a relevant audience too. One of the best ways to reach these new sectors is to share insights and relevant content. Get a Feedly stream going that includes trade publications for the industries you’re hoping to target so you can reshare their content, and don’t miss appropriate hashtags too, especially on Twitter and LinkedIn. They can help make sure you’re reaching the right people.

Try New Things

Lastly, another great social media tip to keep up the momentum with your social media is to experiment and try new things. A/B testing is an excellent method to trial different kinds of content, and you’ll likely find a tactic that works really well for your business. Every brand is different so it’s imperative you find what suits yours best. You could also try different platforms to see what works well for you. You might have traditionally always used Facebook and Instagram, but how about LinkedIn to reach a more corporate audience? Or, if you’re feeling particularly adventurous, TikTok marketing is very new and upcoming and the reach can be insane. You can check out an example here of a local estate agents who’re using TikTok to showcase the homes they have for sale, and average reach is around 20k views with some videos reaching over 900k impressions.

Social media tips - use TikTok

Credit: Social Films

For more social media advice, along with PR and marketing insights too, be sure to keep a close eye on our blog. Or, to keep up with what we’re doing on social – you can find us on Facebook, Twitter, LinkedIn and Instagram.