because you primarily market to other businesses, doesn’t mean that social
marketing can’t be an effective marketing tool.
Media Examiner reminds us that companies are social too: “It’s important to
remember that other businesses are comprised of real people who behave
1 While it may be more challenging, it is vital that businesses find ways to
connect with their audiences on a human level.
It’s important to remember that other businesses are comprised of real people who behave socially.2
Social Media Examiner
four topics will improve your business-to-business (B2B) social media strategy by focusing on
helpful tips for transitioning to more human-to-human (H2H)
1. Don’t just talk, listen. Only 4% of online conversations are
branded and only 4% of the people talking about your brand actually follow you.
What both of these numbers tell us is that if you’re only paying attention to
the followers who tag your name in mentions, you’re missing out on the vast
majority of conversations about your industry, market, and products.
96% of people talking about your brand do not follow you.5
Include actively monitoring both branded and unbranded conversations in your B2B social media strategy to uncover critics, industry influencers and trends, as well as new opportunities for your business.
How to: It’s no longer possible to manually sort
through the noise and chatter on social media. Invest in a social management tool
that monitors keywords and phrases to help you track relevant conversations.
Look for a tool that offers a notification system and a way to respond when you
see alerts as well as a real-time search component.6
2. Discover content worth sharing. When B2B brands leverage user-generated
content (UGC), they see a 50% increase in social media engagement. Also, your customers
and prospects are more likely to trust UGC over branded content. But finding high-quality
content is time-intensive, and determining the most effective time to post it
can be a guessing game. Check out our
guide to leveraging visual UGC for best practices in turning UGC
into a powerhouse for your brand.
How to: It’s time give up the free tools and
invest in a data-driven approach. Pick the best in class enterprise-wide social
media management tool for your use case—be it marketing or service—and be sure
it’s grounded in data. This will enable your team to discover content worth
sharing and get it out to your community at the optimal time in a much faster
and cleaner way.
3. Offer peer-to-peer support. Your customers want to engage with
you after they’ve made their purchase. By creating a community hubwhere customers can quickly find answers
to their questions and share their experiences, you’ll leverage the power of
the crowd and build deeper relationships. Many companies have discovered their customers
are more satisfied when they can find solutions on their own 24/7. Not to
mention community members spend more than average customers.
How to: Transform your website into a social
destination by deploying a community with robust features such as a tribal
knowledge base, ratings and reviews, gamification and crowdsourced ideas.
Community members spend 2x more than the average customer.