When we live in a world where every major social media network counts more monthly active users than the largest countries on Earth, it seems obvious that the only way to stay on top or move forward for your business is to join the social media landscape. But with so many options available to showcase your business, it can be challenging for B2B companies to figure out where they fit in.
Below are a few considerations you should think about when choosing a social media platform for your B2B:
Is your target audience there?
Are the people your prospecting or clients you’re working with using this certain social media platform? And if they are, are they using it for business or for fun? For example, your ideal client may love Instagram, but they don’t care to see you boast about your B2B services when they just want to find inspiration for lunch. Solution? Head over to LinkedIn or Twitter where the professionals hang out and talk biz.
Do you have time to keep up consistency?
Who will be in charge of your social media marketing? Will they have a dedicated title just to social media? Will there be an entire team working together? Do you have the time to keep up with a consistent schedule to stay visible online? One of the worst things you can do for your social media marketing is set it and forget it. Consistency is key.
Do you have content that provides value to your audience?
Social media is a powerful place to showcase your company’s abilities, expertise, and every day “behind-the-scenes” operations. This is a great way for industries who can be considered ‘boring’ to gain a competitive edge and show the more human side of your business. But if you don’t have content that brings value to your audience and followers, then you’re just wasting everyone’s time. Remember the 80/20 rule when it comes to your content (80% educational, 20% promotional).
Social media marketing is a complex matrix of becoming visible, gaining attraction, and engaging your followers. But if you’re at the wrong place at wrong time in front of all the wrong people, your social media efforts will show that.