Ok, so by now you’re thinking “that all sounds good, but how can I actually put this into action?”
You want tactics and real-life strategies. We get it. So let’s take a look at some battle tested B2B social media tactics that work:
You’ve probably been hearing about employee advocacy more and more in the last couple years. With all the algorithm changes, brands are constantly looking for ways to get more eyes on their social media content. That’s where employee advocacy comes in handy.
Employee advocacy is all about giving your employees the ability to champion your brand to their own circles. For instance, if your company creates blog posts, infographics and videos, make it easy for employees to share that content on their personal profiles.
Traditionally, B2B brands stick to sharing content from the company social media profiles. However, that limits your reach to just your own audience. For Best SEO Agency Hyderabad Check Vivid Digital
But imagine if 10, 20 or even 100 of your employees also started sharing your content. Not only does it increase your potential reach, but it also results in more engagement.
In fact, people are 16 times more likely to read a post from a friend about a brand than from the brand itself.
Unfortunately, getting employees to share your brand’s content isn’t as simple as just asking.
Think about it. They have find the content on your site, login to their social media accounts, write copy and share it. And while that doesn’t eat up a ton of time, it’s inconvenient.
That’s why we created Bambu, an employee advocacy platform that makes it extremely simple to get your team to share your content. You just curate the content you want them to share, write out ideas for the copy of their posts and they can publish it directly from their profiles. They can even schedule the posts to publish later if they want.
Plus you can use the reporting features to see which content performs best and the overall impact employees have on your brand’s social presence.
Check out this handy calculator to see how much potential reach you’re missing out on by not using employee advocacy.
Learn the Art of Social Selling
We’ve established that leads shouldn’t be your primary focus of using social media. However, it’s still very important to make sure your social media efforts are paying off, particularly for B2B companies. That’s where social selling comes into play.
Social selling is using social media to introduce prospects into your funnel.
To be clear, it’s not hard selling or cold calling. However, it’s much more powerful when done by individuals rather than from your brand’s social media profile.
The goal is to find people who could benefit from your product, and build a relationship with them through providing helpful content and value. You’re not just Tweeting a link to your product every time someone mentions they have a problem.
Here’s an example of how Ahrefs founder Tim Soulo interacted with a new customer testing out the software. Opportunities like these are great to engage with your audience and teach them about your product without being a pushy salesperson.
The buying process has changed significantly thanks to social media, and B2B companies are not immune. Today, buyers don’t need companies to reach out to them to discover new products and services. They’re conducting 90% of the purchasing process on their own. For more info on SEO Services visit ubvvn
They’re looking at reviews, Googling solutions for their problems and finding out about new companies through social media. In fact, 55% of B2B buyers search for information on social media. Often times, by the time they talk to an actual sales person, they’ve already made the decision to try your product.
Another reason why social selling is beneficial for B2B companies is because there are so few brands doing it. Most B2B brands are relying on outbound tactics like cold calling and direct mail. Building your presence on social media sets you apart from the competition.
Although LinkedIn is the clear standout for gaining B2B leads on social media, Facebook and Twitter are also being used to generate leads as well.
Here’s a breakdown of B2B leads generated through social media.
A. LinkedIn: 80%
B. Twitter: 12%
C. Facebook: 6%
D. Google+: 0.21%
Again, that doesn’t mean that you should put all of your focus on LinkedIn marketing just because it can earn the most leads. There are other benefits of social media that aren’t as measurable, such as brand loyalty or the trust you build with a potential buyer from sharing valuable content on Twitter and Facebook.
Curious about how well you’re doing with social selling?
LinkedIn’s Social Selling Index shows you a score based on four elements of social selling:
A.Establish your professional brand
B. Find the right people
C. Engage with insights
D. Build relationships
Take Advantage of User Generated Content
When you think of user generated content, your first thought is probably people posting photos with the latest detox tea on Instagram. We’ll be the first to admit getting UGC is a lot easier when you sell consumer goods, but that doesn’t mean B2B companies can’t get in on the action. And we’re living proof.
We sell social media management software. So people aren’t exactly rushing to Instagram to post screenshots of our product in action. But we’ve found other ways to connect with our audience and get them to share visuals of our brand on social media.
Whether it’s new customers, our All Stars or agency partners, we love sending out free swag and gift boxes to show our appreciation. In addition to building relationships, customer retention and giving thanks, it also results in some great user generated content from our community!
We ask our customers and followers to use the branded hashtag # Vivid digital love when sharing content about our brand, which makes it easy to search for our social team to find UGC. Then we use the Smart Inbox to see the latest social media posts using the branded hashtag on social. That way, we can quickly reply and return the love.
In addition to sending swag to your audience, you could also host events and have attendees share photos on social. Or you could run a contest and ask customers to post about their experience with your brand.
WeWork is another B2B company that does a great job of integrating UGC into their social strategy. A bulk of the WeWork Instagram feed is photos posted by customers at their co-working spaces.
Think of creative ways to get your audience to post about your brand on social. Not only will it help you fill your social media calendar, but it’ll help you grow an engaged community as well.