When you think of your favourite brands on social media, the first ones that come to mind are probably not companies offering financial, technology management, manufacturing or construction services. That’s because, in most cases, B2B companies have struggled to understand the impact of social media or have simply neglected it altogether. However, what is not lacking are B2C brands that capture the interest of the public with a dynamic online presence. The time has come for B2B companies trying to be relevant to look to social media for B2Cs! Whilst cybersecurity and health are not subjects as ‘appealing’ as a line of celebrity endorsed clothing, it doesn’t mean the B2C companies can keep all the fun.
Here are some tips and tricks for businesses looking to get into action on B2B social media:
1) Show why you are worth it
To gain (and then retain) a follower, a company’s social channels must provide some kind of benefit to its followers. Whether it’s providing expert opinions on relevant industry topics, offering humor to ease the day, or entertainment with visual creations, there has to be a reason for fans to jump on board and come back the next day! Taking into account that people’s attention span decreases day by day, it is also important that the content that is published is diverse. Combine messages with stock images, GIFs, or even short videos, depending on the platform. Additionally, it is imperative to establish a consistent posting cadence to create an ongoing dialogue with your audience.
2) It’s okay to mix business and pleasure
We have something truly revolutionary on our hands: your followers (with the exception of the occasional robot) are human beings! Therefore, it is important to make them feel like they are following someone else rather than a brand. For this, the posts must be a mix between brand image, third-party content and references to current milestones. It is important not to flood them with brand-centric information, as this makes the channel seem “for sale” and selfish.
Another key way to humanize a brand’s presence on B2B social media is through writing posts. Copy must always be consistent in style and tone to create an authentic brand voice. Also, don’t hold back on adding relevant emojis, hashtags, and mentions. Just because you’re posting about something technical, it doesn’t mean you can’t add a little “personality.” If you need a little extra guidance on writing good social media, here are some additional tips.
Related content: Webinar: How to adapt a technical copy to B2B social networks
3) Get involved!
They don’t call it “social” networks for nothing! How a brand interacts with its community is crucial to its social media presence. In the industry this is commonly referred to as community management. Here are a couple of ways to cultivate your social communities:
Answer back! Yes, it is that simple. If your followers are commenting on your posts, be sure to reply. According to recent studies, the majority of customers now turn to social media to manage customer service and want fast responses. However, the answers should not only refer to complaints or inquiries. You can respond to user messages praising your brand, or even respond to other companies by discussing a topic relevant to your industry.
Incorporate questions into your posts to create a dialogue with your followers. Asking them for comments or opinions makes them feel that their voice is valued by the company. A consumer is more likely to be loyal to a brand with which they feel connected.
And this is just the tip of the iceberg! If you are ready to take advantage of the ‘monster’ of communication that is social media, transform your B2B dialogue and take your business to the next level, be sure to contact us!