A woman sits at a table in a storage room in front of rows of stacked cardboard boxes. She speaks to a smartphone mounted on a tripod and gestures at the mailing paraphernalia (manila envelopes, boxes, tape, a stamp printer) on the table in front of her.
Regardless of the size of your company, it's important to showcase the people behind your brand. Spotlighting your employees on social media is a great way to do just that. — Getty Images/svetikd

Social media has transformed the world of B2B marketing, becoming an indispensable tool for brand outreach, connecting with customers, and generating revenue. And according to an Insider Intelligence report, 60% of U.S. B2B marketers said social media was the most effective channel for driving revenue in 2023.

To thrive on social media, B2B companies should create and post engaging content that resonates with customers. Here’s how you can build a successful B2B social media strategy.

[Read more: 9 Tools to Help You Manage Your Business's Social Media]

Focus on B2B-friendly platforms

When promoting your brand, you want to ensure that you’re getting the most out of your time. According to a 2022 report by Content Marketing Institute, the top platforms for B2B content marketing were LinkedIn (93%), Facebook (80%), Twitter (71%), and YouTube (60%), with 77% of content marketers seeing the best results with LinkedIn.

To avoid spreading yourself thin, choose one or two networks to focus on. For example, you can use Twitter to hone in on the latest trends, and then create content or ads based on those trends for Facebook.

Watch your competition

Monitoring your competitors on social media can give you insight into their strategies and show you what a successful campaign looks like. Don’t focus on copying how your competitors release new products or services; rather, take note of your target audience crossovers and industry trends. Observing gaps in your competition’s strategies or trends that have yet to be brought to fruition can shape your unique approach to content — differentiating your brand while capitalizing on new opportunities within the shared market.

Set SMART goals

Set SMART (specific, measurable, achievable, relevant, and time-bound) goals by defining key performance indicators (KPIs) based on your brand’s objectives — whether that’s brand awareness, acquisition, or increased reach and traffic. Tailoring your metrics, from tracking clicks and conversions (if you’re looking for leads) to engaging users and making impressions (to create brand awareness), should be based on your predetermined KPIs and how you define success for your brand.

[Read more: What Social Media Metrics Really Matter to Your Business?]

Incorporate multimedia

Grab the attention of potential B2B clients (and keep the eyes of your current customers) by producing a variety of content on your social media pages. Adopting a multimedia approach — such as using Instagram Stories, Twitter polls, and LinkedIn documents — creates an appealing feed that leaves your clients wanting more.

After establishing a consistent posting schedule, experiment with the type of content you post along with posting times.

Spotlight your employees

Highlighting your employees on social media humanizes your brand, which is crucial for both small and large B2B companies. Crafting a post about your team will personalize your company and help with employer branding; there’s a good chance your employees will talk about their workplace (your brand) with their personal networks. You can also share staff stories to enhance engagement, which is one of the best (and cheapest) ways to market your company.

Be consistent

Consistency in social media posting can be challenging but is essential in ensuring viewers come back to your page. Prioritize quality over quantity so you can contribute meaningfully to your audience’s feed. Furthermore, crafting thoughtful content that sparks engagement beats typical daily posts that lack substance (and can become a bore over time). Consider a publishing calendar and scheduling tool to stay organized and maintain a steady presence on your social platforms — you don’t want to lose viewers or followers due to a lack of regular posting.

Experiment with posting times

After establishing a consistent posting schedule, experiment with the type of content you post along with posting times. Doing so will help you reach your target market faster. However, each targeted audience is different, so customizing post times and adjusting the frequency with which you post or offer paid promotions will impact the number of people who engage with your content.

[Read more: 3 Emerging Social Media Strategies Businesses Must Know to Grow]

Join in on relevant conversations

Social media was created to build connections with people, and although brands have stepped in to use these platforms, that sentiment hasn’t changed. Use tools like Hootsuite, for example, to monitor hashtags and terms that are relevant to your business. Once engaging content is posted by your company (or another source), be authentic and offer valuable insights in your responses. This aids you in building connections and brand awareness instead of pushing a product on someone and hoping for a sale.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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