Creating a B2B social media strategy that keeps customers coming back

Many marketers mistakenly think B2B stands for Boring2Boring, when it actually refers to businesses selling to other businesses. This stems partly from the tendency for B2B social media strategies to focus on growth messaging and stay within the safe confines of brand guidelines.

Although to give B2B marketing due credit, there are inherent challenges that most B2C brands don’t face:

• Long lead nurture processes

• Selling services, not products

• Numerous decision makers

• Indirect sales journey

There are differences between B2B and B2C marketing strategies.But that doesn't mean your strategy has to be devoid of creativity. On the contrary, B2B social media campaigns need an injection of authenticity and inventiveness to stand out.

How to Spice Up Your B2B Social Media Campaign

Here's how to rethink your B2B social media strategy in 2022:

• Define Your Strategy Differently

Social media is most effective when it focuses on building your brand's credibility and visibility in the eyes of new audiences.

Redefining the purpose of social media in the B2B marketing mix presents an opportunity to focus on building relationships with new audiences, rather than just selling products.

-Establish brand credibility
-Grow visibility and brand recall
-Engage and educate new audiences 

• Humanize Your Products and Services

Don’t forget that a human is reading your content. So who are they? Build buyer personas specific to social media. Depending on the strategic goals, these can be derived from existing customer profiles or created from scratch.

• Choose Platforms Carefully

Most B2B social media strategies focus on LinkedIn, the only platform dedicated to professionals.Nearly all B2B marketers rely on LinkedIn for content marketing:

-95% use LinkedIn for organic content marketing

-76% use the platform for paid promotion

There’s no doubt these platforms can generate value. But the best B2B social media platform is the one that reaches your audience and aligns with your goals. Consider how other platforms can support your social media strategy.

• Diversify the Content Mix

The main reason that B2B social media strategies often come across as stale is because marketers skip over this point due to resource constraints or lack of reliable data.

When you are creating content for social media, remember that it should always be connected to your overarching social media strategy. But don't be afraid to have fun on social media! Humanize the brand and appeal to your audience, instead of trying to put a spin on what other brands are doing. Monitor your competition and the content mix should reflect where your audience is and what engages them.

• Plan, Measure and Evaluate your Social Media Marketing

When planning and executing ambitious campaigns, it’s easy to lose sight of how a top-of-funnel content piece contributes to cross-platform lead generation.

With Chasers, you get visibility over all your marketing activity to plan, monitor and optimize B2B marketing strategies and, crucially, demonstrate ROI. 

Strategic Planning is especially valuable for agencies and global brands with large or simultaneous campaigns.

Chasers puts all your marketing in perspective and gives you the tools to optimize ambitious campaigns and reach your targets faster – then exceed them.

Find out more about our platform or book a free tour to see how Chasers brings it all together for you.