Byline: Ashleigh Casstevens
Social media has revolutionized the way brands connect with their target audience. It’s more than just a platform for sharing content; it’s the gateway to making a lasting impression on potential customers.
In my recent interview with Authority Magazine, we chatted about B2B social media marketing for eCommerce businesses. Although I came to social media marketing through live events, the principles remain the same—knowing you contributed to something bigger than yourself that generated a lot of consumer happiness is rewarding.
I shared my top five tips for how to grow your eCommerce business through social media marketing with Authority, but now I’d like to share how they also apply to B2B marketing and B2B’s approach to social media.
My favorite part about working as a social media strategist is having the ability to take creative B2C approaches and apply them to B2B companies. For example, I had the opportunity to lead an influencer campaign for Zen’s client TrueLook, a niche B2B company in the construction industry looking to generate brand awareness around its job site surveillance equipment.
When TrueLook partnered with Zen, they were unaware of the untapped community of individuals online who were eager to learn about their new product launch through influential voices within the construction industry.
By the end of the influencer marketing campaign, we generated 548 high-intent leads directly through the product demo request page. The account received over half a million impressions and engaged with audiences through 2,446 touchpoints. These outstanding results demonstrate that influencer marketing can be a triumph, even within a niche industry.
I really enjoyed having the opportunity to educate and display how powerful influencer marketing can be in B2B marketing spaces as well as B2C spaces. And that’s the thing—especially with social media marketing—consumers are expecting the same level of treatment, personalization, and engagement in B2B spaces that they are getting in B2C. So let’s deliver that experience.
Here’s how B2B’s can implement my top five tips for growing your business with social media marketing:
1. Provide Compelling Video Content
Video content continues to be the most captivating and influential form of media on social media platforms. B2B brands should prioritize integrating video content into their social media marketing strategies. By creating engaging videos that showcase their products, services, or behind-the-scenes insights, B2Bs can effectively capture their audience’s attention and drive engagement.
2. Prioritize Customer Service Engagement
Recognize that social media is often the first impression customers have of your brand. With the growing trend of using social media as a search engine, particularly among Gen Z, it’s crucial to leverage these platforms to maintain strong customer service interactions. Engage with your audience, respond promptly to inquiries and feedback, and provide a positive customer experience that enhances your brand reputation.
3. Foster Collaboration and Meaningful Connections
Social media algorithms favor genuine engagement and discourage a “post and ghost” approach. B2B businesses should actively interact with users, build relationships, and make lasting connections on social media platforms. By engaging in conversations, sharing valuable insights, and collaborating with industry peers and thought leaders, B2Bs can expand their reach, enhance their credibility, and create a loyal community of followers.
4. Streamline with Automation
Maintaining consistency is essential on social media. To ensure regularity in posting content, B2Bs can leverage the power of automation. In today’s world of advanced technology and AI, scheduling platforms can simplify content management. By automating the scheduling and publishing of social media posts, B2Bs can adhere to a content calendar effortlessly, saving time and effort while maintaining a consistent online presence.
5. Harness the Power of Influencer Marketing
Consumers desire authentic experiences and often seek to witness products in action before making purchasing decisions. Collaborating with respected influencers who align with your brand values and target audience can be immensely beneficial. Influencers can endorse and showcase your products, providing social proof and expanding your brand awareness among their dedicated followers. Leveraging B2B influencer marketing campaigns opens doors to new audiences, increasing your brand’s reach and potential customer base.
By implementing these five strategies, B2B businesses can unlock the full potential of social media marketing to drive growth, nurture customer relationships, and establish a strong online presence within their niche industry. If you’d like to work with me and my stellar team at Zen to improve your business’s social media marketing strategy, reach out! We’d love to hear from you.