For many businesses, the main emphasis of their social media strategy is to connect with potential customers. The content, images and links they share are aimed at appealing to this type of audience. But once you’ve maximized these efforts, there’s another important aspect of social media that can greatly impact your marketing efforts. This is B2B (or Business to Business) social media marketing. This means that your goal is to connect and interact with fellow businesses and brands, not customers.
The successful implementation of a B2B social media strategy requires taking on a new mindset and thinking outside the box with the types of tools each social media platform gives you to connect with a particular audience. So how can your harness the power of B2B social media marketing using some of the most popular forms of social media? Here are some pointers to help you create a successful B2B social media strategy!
Linkedin is one of the most powerful tools for your business to use when connecting with other businesses. Linkedin allows you to create a “business page” where you can include a lot of different content to showcase everything your business does. You can also share status updates from your business page which is an opportunity to establish yourself as an expert in your industry by sharing valuable information. Anyone can “subscribe” to your business page, including other business owners and vendors which will help you strengthen your relationship with this audience.
Additionally, Linkedin groups allow you to contribute to meaningful discussions where you can ask business-related questions or provide answers to other members’ questions. This is a valuable opportunity to B2B social media marketing because you can offer expertise on behalf of your business or brand. Again, this goes back to establishing yourself as a trusted expert in your industry and one that other businesses will call upon in the future.
Search engine marketers know that it’s important to stay involved with Google and that includes setting up a G+ profile and maintaining it. Start a hangout with followers and engage in liking your industry’s community content. Link to your blog content, add memes, and set up your YouTube videos to directly post to your G+ profile.
Twitter makes it extremely easy to connect with other businesses. First make sure you are following other businesses you have done business with, want to do business with or find value in the content they share. Then make sure you interact with them!
Most essentially, tag fellow businesses in relevant posts. If you recently did business with them, tweet them a thank you or a referral for their service. Also consider connecting with them more personally through a direct message. Finally, be on the lookout for content that might be of value to them. Maybe this is your own blog post you just published. Share this specifically with them by tagging them in a tweet and crafting a meaningful message as to why they should enjoy this content. Above all else, make sure you are sharing quality content and make your tweets personal!
Facebook allows you to create a fan page for your business where you can showcase the latest news and accomplishments of your business. Most commonly, people use a business fan page as a way to interact with potential customers, but it’s also a valuable way to connect with other businesses. By selecting the option to use Facebook as your business page, you can like other business’s pages and interact with them on behalf of your business.
Maybe your business just used a printing company to produce new brochures. Create a post that shows a picture of the finished product and share it on your business fan page and tag the printing company in the post. Hopefully they will choose to share your post since it showcases their product. This will help your content reach an even broader network and help strengthen your relationship with that company. And there are many similar examples to which you can apply this same strategy!
SlideShare has 60 million monthly unique visitors and 215 million page views, making it a powerful way to connect with anyone and everyone including other businesses. You can make this part of your B2B social media marketing strategy by tailoring the content of your SlideShare to appeal to other businesses.
What’s especially great about SlideShare is that you can follow anyone without needing to be accepted as a connection or “friend” to see what they post. This means you can follow other businesses and they can follow the content you post in return. Maximizing the effectiveness of this tactic by posting slide decks about your company and what you do, as well as helpful content for your business audiences. Don’t just put your presentations up on SlideShare as you presented them, but add a narrative as necessary so that businesses can really understand what it is you do and why they should want to grow a relationship with you.
What strategy have you implemented as part of your B2B Social Media Strategy?