There are millions of tips out there for social media basics which are different from consumers and business to business transactions.
LinkedIn, Twitter, and Facebook are all excellent platforms for businesses to be on, but if you have limited time and resources you’ll want to start with LinkedIn.
Create a Presence with LinkedIn Pages
When it comes to the social platforms, LinkedIn is a great starting point for your B2B marketing. It differs from platforms like Facebook or Instagram in that it’s a place for people to connect focused on professional topics, rather than a place to share personal posts, family photos, or day-to-day activities. Because the purpose that LinkedIn serves is different, people are in a mindset to consume professional content when active on the platform.
Your LinkedIn Page, formally known as LinkedIn Company Pages, is the home for your business within the platform. Make sure that you complete your LinkedIn Page, including details such as an accurate description of your business, your company info, and an up-to-date logo. People use LinkedIn to research businesses that they want to work with AND work for, so having up-to-date information will help them determine if your business is a good fit or allow them to contact you.
Content + Culture
So, you’ve created a profile for your company, now what? Social media is a place for brands to be social, so don’t even think about taking a “set it and forget it” approach here. Customers and future prospects want to see that your company is taking an active part in industry conversations on the platforms as well as providing valuable resources. Studies show that you should post to LinkedIn an average of once per day, sharing a mix of your own content and curated content from other thought leaders in the space. On platforms such as Facebook and Instagram, it can be beneficial to showcase the culture of your company. This can take the form of employee stories, images from events, or ways that your company stands out from your competitors. Another fun tactic is sharing user-generated content–let your fans see what other customers are sharing!
Twitter can be a mix of articles, culture, and trending topics, but be aware that it’s recommended to post to Twitter an average of 15 times per day! The platform moves extremely quickly and it’s key to post relevant content frequently to stay relevant. Learn more about the best practices specific to Twitter here. No matter where you’re posting, make sure that you’re including engaging, high-quality images. Social media platforms are getting increasingly visual and the algorithms are much less likely to show your content without great images.
Engage with Your Fans
Once you have your profiles completed, content queued up, and a strategy in place, it’s time to relax, right? Not so fast. Showing up in a search and sharing quality content are just two pieces of the social media puzzle. If you’re sharing good stuff, your customers and future customers are likely to engage with your content by liking, commenting, and sharing your posts.
This is a GREAT way for your brand to get discovered by new people, but you want to make sure that you’re responding to these comments and shares, ensuring that people feel heard. Social media platforms can be a great place for B2B companies to engage with current customers, share thought leadership, and expand their online presence. If your resources are limited, start with one platform and learn how to execute it well before expanding to the other platforms. At the end of the day, it’s all about figuring out where your customers hang out online and getting involved in the conversations that they’re having.