Inject personality into your social media posts
To avoid appearing too salesy, keep in mind that you’re trying to build a relationship with prospects. B2B social media marketing is still B2-human communication. And because you’re communicating to a real human and not some faceless business brand, your social posts should feel more like a conversation than a billboard.
Your tone of voice should match your brand and position in the market. If you make a utilitarian, no-frills products, then your tone of voice should come across this way, too—no fuss, informative and functional. If you’re not selling high-end, complex software, don’t try to sound like you are.
If you’re selling data analytics or accounting services, you need to communicate to your prospects in a way that matches your brand and their expectations.
While you can (and should!) give your audience the kind of content they expect from you and in the way they expect it, it’s OK to be creative and try different approaches so long as you remain authentic to your brand. Standing out from your competitors can help your posts get noticed in your prospect’s cluttered feed.
Social media presents an opportunity for us to give our audience a peek behind the curtain and show the human side of our business. It’s where people can see the interesting things we’re working on and get to know us and the other people in our business, better. Consider passing the social media baton to your team members from time-to-time to help humanise your business. It’s a great way to show that there are real people and stories behind your brand. Plus, it keeps your content fresh.
How to plan your B2B social media marketing strategy
Having a good marketing plan in place will set you up well to create an effective B2B social media strategy.
Know your brand pillars
If you haven’t already identified your core brand pillars (those 4 or 5 top-level categories all your products and services fit under) then take the time to decide what those brand pillars will be. These are the key things you want your business to be known for.
Plan your social media posts
Social media planning is all about working out what you’re going to say and when.
Plan topics and themes under your brand pillars. This will help you streamline your posts by staying focused on those core messages.
Think about important dates in your business—product launches, busy periods, seasonal influences, sales cycle predictions—and plan content to lead up to those events.
Prepare content in batches so you’re not having to scramble for fresh stuff each week. Batching social media posts saves a lot of time. Refer to the educate, entertain, engage, or inspire matrix to produce a good mix of content themes.
Use a social media scheduling tool to line up your posts in advance so they publish automatically across the week or month ahead. Then during the week, you’ll only need to set aside time to respond to comments to encourage more engagement and build those all-important relationships.
The easy way to create a B2B social media schedule
While B2B social media marketing might make you feel anxious about creating and executing a plan that perfectly balances a mix of post types that sound authentically like your brand while incorporating your end goal—sales— it doesn’t have to be overly complex.
We’ve prepared a DIY social media calendar to help you create a month’s worth of social media posts aligned to the topics you set under your brand pillars and to ensure you get the right mix of promotional and other post types.
Join the DIY Marketing Project for access to our calendar and plenty of other tools and resources to help you with your marketing.
Set yourself up for B2B social media success
The key to social media success for B2Bs is to use your authentic voice and let your personality show through while showcasing your knowledge and what you do best.
Keep an eye on your metrics to see which posts get more engagement and which posts don’t. Use these metrics to continually refine your social media calendar.
Use a spelling and grammar checker like Grammarly or ProWritingAid to avoid embarrassing typos that can make you look unprofessional and reflect poorly on your brand. You can hire a graphic designer to set you up with templates that reflect your visual brand and look great, or choose stock images and resize them yourself—we have resizing templates you can use on our DIY Marketing Project platform.
But perhaps the greatest tip is to remember that good B2B social media marketing is all about connecting human to human, not business to business. By showing the human side of your business and offering that personal touch, you’ll have a greater chance of bringing in enthusiastic customers who are on board with what you do.