Engagement is key, and it’s no different just because your brand is B2B rather than B2C. With the social algorithms constantly updating to reward engagement and interactions, you could be limiting your potential audience reach if you’re not thinking about engagement when you post on your social channels.
Many B2B brands struggle devising engaging social media content due to their products being more corporate or technical than B2C products, but it’s not impossible. Below we look at some effective ways to generate engagement for B2B brands on social media.
Share relatable content
Connecting with your customers is vital, and the best way to do that is to share relatable content, content that means something to them. It’s important not to use your social media channels as purely a sales tactic, but rather share relatable content which your customers will want to engage with. This can be using tactics like humour or content which relates to your customers, or your industry, or something simpler such as a tool or app that is going to help them
Leverage video content
Video content is the best performing content type on Facebook in terms of generating engagement and will continue to grow in 2019. If you haven’t already started to leverage it in your social media plans, then it should be a top priority. In fact, a recent study found that 80% of customers would prefer watching live videos rather than other social content types, and that social video generates 1200% more shares than text and image content combined.
Video content can be anything from GIFs, to animations to live Q&As and we recommend a mix of all three to keep the audience engaged.
Link up with influencers
Word of mouth marketing is particularly important for B2B business and by using influencers you can reach an already engaged target audience.
It’s important to spend time finding the right influencers for your B2B brand, really thinking about who your audience will listen to and engage with, but once found they can be an excellent secret weapon to add to your marketing strategy. You can also use your employees as brand advocates, especially if they already have a strong social presence and are connected to people in your industry.
Influencers are authority figures and experts at creating engaging content which resonates with their audience, allowing your brand messages and values to be delivered in a creative and natural way which will be perceived as more trustworthy by customers.
Utilise paid advertising
Implementing an effective, performance-driven paid social strategy is essential to grow new audiences, generate leads and drive traffic and engagement. LinkedIn & Facebook are the best platforms to use for B2B social advertising, with LinkedIn options being the most in depth in terms of targeting by job titles, industry, and company.
Many of the B2B brands we work with are seeing success with social advertising, in particular with video view campaigns, but also with traffic driving campaigns on LinkedIn. Testing ad types and creative is vital to find out what performs best for your target audience, but once this has been established paid advertising will guarantee you results at a considerably lower price point that other advertising methods.
Amplify & comment on industry news
With almost daily industry updates or news going on in the B2B market, it’s important to keep your customers up to date with the changes happening. However, instead of just sharing the latest news with a simple summary, try to add some commentary to it, such as how the news will impact your customers or business.
By doing this you will highlight your industry knowledge and expertise and be seen as an authoritative voice in the industry. In return you can expect your audience to grow, and your relationship with influencers to build.