When it comes to developing a social media marketing strategy for your B2B brand, it makes sense to see what’s working for other brands and then adapt the very best ideas for your own company. Here are four quick tips that can help to boost your B2B social media marketing strategy by making it easier to convert leads into sales.
Tip 1: Create customer-centric content
It’s tempting to crank out product videos and thought leadership pieces as part of a social media marketing strategy. But take a closer look at how the most popular B2C brands use social media. It’s really all about creating a relationship with the customer and using different social platforms to connect with them.
So think about ways to make your content more customer-centric. That means more attention to answering questions from customers and addressing their concerns. It’s really all about having conversations with customers, and seeing what’s on their minds.
Tip 2: Embrace video
Video is by far the most popular form of content that’s being consumed across social media platforms these days, so it makes sense to create a steady stream of short, bite-sized video content that will really resonate with customers. This might include testimonials, interviews, product demos and even a Q&A.
For example, consider how much more effective a video testimonial is than a written testimonial. If you have a passionate user of your product or service, a short video clip of them describing how they use your product can be invaluable in helping to convert other potential prospects.
Tip 3: Tap into real-time trends
One thing that B2C brands do very well is inject themselves into real-time trends. Every day on Twitter, for example, there are trending stories and trending hashtags. So instead of only using your own hashtags when you post content, see if you can start injecting yourself into real-time trends and popular hashtags. Another way to leverage real-time content is through the use of interviews, such as a live interview about an important new development in the industry.
Tip 4: Focus on qualified leads
Let’s face it – not everyone who views your social media content is going to be a potential prospect. You can’t even assume that someone who “likes” your Instagram photo or re-tweets one of your posts on Twitter is a potential lead. So you really need to think in terms of “qualified leads.” The goal of posting content should be attract those qualified leads.
In other words, you need to focus on quality over quantity. It means nothing to have 10,000 Facebook fans if they aren’t potential buyers of your product. What that means in reality is that you have to fine-tune the content and brand voice so that it appeals to a narrower segment of all potential followers. Instead of trying to be all things to all people, it can actually be more effective to drill down in a certain area.
Ultimately, the goal of having a presence on social media is to find leads and turn those leads into sales. By following these four tips, it will be a lot easier to execute on that strategy.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.