Leveraging Social Media for B2B Marketing: Strategies for Success

Hey, welcome to Mind Your Marketing. The weekly newsletter that gives you actionable social media advice for your brand.

Today’s post is all about B2B social media. I break down where brands go wrong, the opportunities they have, and a recent conversation I had with B2B social media agency owner, Tommy Clark.

Enjoy below!

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In B2B marketing, social media is an essential tool for reaching and engaging target audiences outside of traditional (and expensive) avenues such as events.

But if social media is so powerful, why does it feel like so many brands never get any traction on social media?

Brands lose on social media when they:

1. Become feature-obsessed

2. Think in MQL/SQL terms only

3. Are too reactionary

These setbacks are specifically challenging in a ‘red ocean’ market - an environment where fierce competition makes it hard to stand out. Most B2B players are playing in a red ocean market (whether they know it or not).

So, how do you use social to navigate these waters?

Increase Overall Impressions

In a saturated market, simply being present on social media isn't enough. To make an impact, B2B marketers need to employ tactics that increase their visibility and audience engagement. Experienced B2B Marketer Pritesh Vora calls this the “Times Square Effect.”

More impressions come from:

• Creating content that Resonates: Understand your audience's needs and interests. Create and share content that addresses their pain points, industry trends, and solutions your business offers.

• Engagement Strategies: Actively engage with your audience. Respond to comments, participate in relevant discussions, and foster a community around your brand.

• Collaborations and Partnerships: Partner with B2B influencers or other businesses in your industry to expand your reach.

• Data-Driven Insights: Use analytics to understand what content performs best and refine your strategy accordingly.

Turn Executives Into Advocates

Leveraging the profiles of company executives on platforms like LinkedIn can significantly enhance your brand's credibility and reach.

• Thought Leadership: Encourage your executives to share their insights and perspectives on industry trends. This positions them as thought leaders and amplifies your company's expertise.

• Personal Touch: Posts from executives add a human element to your brand, making it more relatable and trustworthy.

• Networking Opportunities: Executives often have extensive networks, which can be tapped into for broader content distribution and brand exposure.

If you’re struggling to get your executive team to post on social, request an hour of their time where you can interview them and ask them questions. This hour will provide you with plenty of content ideas. From there, create the posts and send them to the executive for approval.

Social Media as a Recruitment Tool

Social media isn't just for marketing products or services; it's also a powerful recruitment tool.

• Showcasing Company Culture: Use your platforms to give a glimpse into your company culture. This attracts candidates who align with your values and vision.

• Employee Advocacy: Encourage employees to share their experiences and testimonials. Authentic stories from current employees can be more compelling than traditional job adverts.

• Targeted Recruitment Campaigns: Platforms like LinkedIn allow for targeted content, enabling you to reach potential candidates with the right skills and experience.

Social media isn’t a burden to your organization; it’s an opportunity.

Cheers,
Jordan

Want more? Check out my recent interview with B2B Marketer Tommy Clark.