Social media marketing for B2B has never been easier.
B2B decision-makers are meticulous in making purchase decisions for their companies. The biggest challenge for B2B marketers looking to establish their presence on social media is how to engage and convert a limited audience through a relatively informal medium.
One might also feel that creating content for B2B audiences is difficult. This is why B2B marketers often struggle to create the right strategy for social media.
This article will give you valuable tips about how to market your B2B brand across social media platforms in 2022.
Before we get to the details, let’s look at some motivational B2B stats that highlight the many opportunities B2B media offers in today’s world.
Inspirational B2B Social Media Statistics in 2022
- 89% B2B marketers use LinkedIn to generate leads via social media.
- Social media can be used to make purchasing decisions for 84% of executives in B2B.
- 82% of B2B marketers believe social media is the fastest-growing channel for marketing.
- 72% of B2B tech companies use social media marketing.
- LinkedIn is the source of 4 out 5 B2B leads.
- 7 out 10 B2B customers watch videos during their sales journey
5 B2B Best Practices in Social Media You Must Follow in 2022
The social media landscape is constantly changing. These are some of the best practices people will be following in 2022.
- With Clarity, you can express your brand voice and identity.
B2B companies used in the past used to keep their brand voices professional and formal. Today, brands prefer to be more creative than traditional or ceremonial to create a distinctive identity.
Start by imagining the personality your company would like to portray on social media. What are the personality traits of your company? Are you friendly, approachable, caring, or bold? Your brand’s personality is a foundation for creating the content you want for your social media audience.
When creating your persona, keep in mind your business values and vision. B2B brands must be perceived as experts in their field. It’s important to find a balance between business jargon and layman language. Although you may not be able completely to eliminate business terminology as a B2B company, it is possible to simplify technical information to make your audience understand you and relate better.
You should also adjust your tone depending on the platform where you are posting. You can use a casual tone on Instagram to communicate your message, while LinkedIn is more formal and professional.
- Employer advocacy is important
Let the people who make up your organization’s DNA be your voice on social networks. Word-of-mouth recommendations are more effective than any promotional content. Studies show that a more substantial number of people trust regular employees than a CEO.
Social media can be used to showcase your company culture and humanize your brand. Social media can be used to highlight your employees’ success stories, perspectives, and experiences working for your company.
Your employees should be industry experts sharing their knowledge and expertise via their accounts. While encouraging employees to share company posts is a good idea, you shouldn’t make employee advocacy compulsory. This would mean that you have control over what, how, and where your employees post.
Instead, encourage willing participants to express themselves as experts in their field so they can build both their brand and that of your company.
- Make sure your content is customer-centric
B2B social media should place a lot of emphasis on providing valuable content to your target audience. You might be able to get enough attention on your social media accounts by posting relatable and humorous posts. Your sense of humor is not going to get you a promotion from the C-suite.
This is the main difference between B2C and B2B marketing via social media. B2B companies tend to pay more attention to informative content than any other type of content. Information formats such as infographics and surveys, trends, case studies, blogs, and others get better responses from B2B audiences.
It will be necessary to provide useful information to companies. You will be able to offer your unique perspective based on the knowledge and expertise of your company. This will make you stand out. B2B audiences appreciate content that challenges the status quo or teaches them something new.
- B2B-friendly Platforms: Post Heavy
A Statista report shows that Facebook, LinkedIn, and Instagram are the most popular social media platforms in B2B for 2022, followed by YouTube, YouTube, Twitter, and Instagram. Let’s take a look at each platform in detail:
LinkedIn is the perfect platform for B2B companies. LinkedIn is the perfect platform for B2B businesses to establish a strong presence.
Engagement-grabbing posts include career advice, industry news, and thought leadership content.
Twitter is different from other platforms in that you have to approach it differently. Your brand will not stand out if you post technical jargon and flat business terms to a platform that is based on opinionated, trendy content. Twitter is a place where authenticity is encouraged.
Engagement: Trend participation, customer interactions, helpful opinions, thought leadership.
Facebook’s admission shows that business decision-makers spend 74% more time on the platform than other users. It can be difficult to get organic reach on Facebook. This is why B2B marketing is mostly centered on ads. You should still be active on Facebook and establish yourself as an authority in your field.
Engagement-generating posts include video content, informative articles, and industry news.
Instagram is a photo-first platform and will reward visually rich content. Be as creative as possible when it comes to presenting information graphically.
B2B companies must maintain a professional online image. However, you should be able to post content that is fun and related to your company culture on Instagram.
Don’t limit your posts to regular ones. As Instagram’s algorithm favors the latest features, indulge in IGTV stories and Reel Trends.
Posts that grab attention include company culture, reels and videos, infographics, relatable posts and polls, and the latest trends.
In the past few years, video content has seen significant growth as a marketing medium. B2B businesses can create explainer videos that go into detail about the services they offer, How-to videos, and intro videos that introduce themselves as a brand.
You can also post behind-the-scenes videos of company culture or vlogs.
These posts get attention: vlogs and product reviews, how-to tutorials, and educational videos.
- Make use of Social Media Analytics Tools:
Social Media Analytics Tools can help you keep track of your social media performance
Social media analytics can help you optimize and improve the performance of your social media channels. You can use tools such as Google Analytics, Hootsuite, and BuzzSumo to see how your social media campaigns are performing.
These are the questions you should ask yourself:
- Do you have the ability to generate leads?
- Which platform experiences the highest engagement?
- What type of content performs well?
- Are your campaigns driving website visitors and increasing your page followers?
B2B companies are investing heavily in social networks, particularly as many businesses have moved digitally since the pandemic. These practices will help you create a solid social media strategy for your B2B business.