Looking to make your B2B business’s social media channels more engaging and inspiring for your users? Here are our tips on how to avoid sounding bland and up the ante with your B2B social media marketing strategy.
Choose the Right Social Media Platforms
While B2C companies commonly make use of platforms that cater to individuals’ needs, such as Facebook, Instagram, and even TikTok, B2B companies have historically been more limited to professional platforms like LinkedIn.
However, this doesn’t have to be the case for your B2B company. All you need to understand is how to harness the power of other major social media platforms for your particular product or service.
Indeed, there are many TikTok, X/Twitter and Instagram hacks for B2B businesses looking to branch out and address potential customers in a more personal way. For example, businesses selling SaaS (software as a service) solutions to companies may find lots of success by breaking into the tech niche on Twitter/X, whereas brands that produce online shop design templates may well find their audience on both Facebook and Instagram.
At Growth Hackers, we worked with a B2B SaaS client where expanding beyond LinkedIn into X/Twitter, Telegram, Reddit, Discord and niche tech communities helped increase qualified demo bookings by 38% by reaching decision-makers in more active, real-time conversations.
How To Pick the Right Platforms for Your Brand
- Determine which social networks get frequented by businesses that fit your ideal customer profile. You should primarily direct your marketing efforts toward the social networks your buyer personas are already using. It’s always a good idea to meet potential clients where they want to be met, and this is especially true if you want to appear interactive and up to date as a brand.
- Choose platforms that B2B marketers have already deemed productive. It makes sense that LinkedIn is consistently regarded as the most successful B2B social networking platform because it is still the only significant platform targeted at business professionals. So don’t drop it just yet!
- Draw in under-served clients by choosing a less popular website to focus on. If you build your presence on a platform that isn’t already overrun with your rivals’ messaging, it might be much simpler to stand out and encourage conversions. Potential customers using websites like Twitter are worth looking for since they can very well represent an underserved market in your sector.
Understand Your Target Audience
Knowing your audience is crucial to providing content on social media that appeals to them.
As a B2B business, your goal should be to target particular decision-makers inside companies, rather than addressing general industries or enterprises. Simply put, humans working at companies who fit your ideal customer persona (ICP) will decide whether or not to buy your products or services.
You can’t expect to increase cold email responses or foster more engagement on your channels if you don’t know who you’re talking to (or who you’re talking about) when promoting your B2B brand.
Since there will frequently be several individuals participating in the purchasing process, find out (with as much specificity as possible) who the decision makers are in your sector or even the company you wish to close a deal with. Then, gather information about these decision-makers and create a detailed buyer profile.
Once you have this information, you can create informed content that speaks to specific interests and needs.
The most successful B2B companies present themselves as selling solutions to streamline other companies’ day-to-day processes or operations. To sell your solutions, you must have a good grasp of the most salient issues found in your target market, and address those issues through your offer to the best of your ability.
At Growth Hackers, we partnered with a B2B platform that was struggling with low engagement, and once we mapped out their real decision-makers and rebuilt messaging around their daily operational challenges their content finally started driving meaningful conversations and demos.
By doing this, you will be able to reach your target audience in a much more focused and engaging way and mitigate any generic or bland-sounding messaging in the process.
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Have a Unique Tone of Voice
When B2C businesses post on their channels, they frequently take the liberty of sharing amusing and interesting content that contributes to getting more social media engagement. On the other hand, B2B businesses tend to commit the error of sounding too stale or robotic.
This happens because B2B brands often feel that brand personality and style are not as relevant when addressing industry experts rather than regular internet users.
However, speaking (or writing) in a dry, dull tone on social media is ineffective for grabbing the attention of anyone, whether they are the CEO of a company or a young millennial casually browsing their feed.
At Growth Hackers, we treat tone of voice like the personality of a brand in a crowded room, and with a FinTech client we helped them stop sounding like a manual and start sounding like a confident expert people actually want to listen to.
Achieving a Unique Tone of Voice
Before launching your next social media campaign, give some thought to how your brand should sound and appear. The main objective is to avoid becoming boring or stilted, regardless of the business you work in or the products/services you offer.
Your strategy will depend on your audience demographics and industry, but there are some broad guidelines to keep in mind that you can incorporate into your social media dashboard:
- Use comedy freely, and enjoy creating your work. Everyone appreciates humor from brands, as it can contribute to a sense of authenticity and reliability even in the B2B sector.
- Maintain consistency across all of your social media platforms. You want potential customers to have the same experience wherever they happen to encounter your brand.
- Write in the first person (plural or singular). This gives the feeling that your company is, in fact, run by humans — which is always a plus in the often faceless corporate world of B2B.
The More Personalization, the Better
Social media excels in facilitating communication and bringing people together. One of the main reasons why social media is such a crucial medium for B2B marketers is exactly this fact.
While many B2C businesses may prosper on one-time sales, what you’re offering probably calls for long-term monetary commitments. For example, your company may be selling more expensive products or providing ongoing (subscription-based) services. In either case, developing a personal relationship with companies that return to you time and time again can help you get a higher return on your marketing investments.
Practically speaking, this implies you shouldn’t just broadcast your message into the ether and wait for a response from pretty much anyone. Instead, your B2B social media approach should be centered on building relationships and gaining devoted clients.
Apart from helping you establish more solid connections and a steady flow of income from loyal clients, a personalized approach to your messaging and customer service can contribute to making your brand seem fresh and exciting.
At Growth Hackers, we helped a B2B manufacturing brand move from generic broadcast messaging to a personalized engagement strategy, increasing customer lifetime value by 29% within 9 months while strengthening long-term client relationships.
Practical Tips on Achieving Personalization
Regularly review your messaging platforms to see whether you’ve received inquiries, and make sure to reply to each one promptly. Where you can, try to start a discussion (e.g., in the comment section under a Facebook post or in a X/Twitter thread). Ask questions and impart useful knowledge on your channels to maintain momentum and engagement.
Next, find prospective customers in your sector and connect with them through their personal profiles. Once you’ve established a rapport and a deal has been closed, you can even include a more personal approach to customer care, such as WhatsApp customer service to those who want to reach you instantly.
Above all, keep in mind that all relationships (including those primarily conducted online) are reciprocal. Don’t merely think about what your potential consumers can accomplish for your company. Make it apparent how you can help them as well, whether it be directly through your offer, or just by sharing knowledge and your thoughts with them frequently.
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Consistently Share Engaging Content
Some companies are aware of the value of sharing unique and engaging material, but if you’re new to social media marketing in the B2B sphere, you might not yet grasp how crucial it is to helping you stand out.
Remember, you are working with company experts and business professionals. They probably know what your competitors are doing or sharing on their channels, and they won’t think twice to unfollow your brand in favor of a more engaging one.
To stay on top of the latest trends by always refining your B2B sales lead generation strategy, come up with original content marketing ideas and improve your social media traffic, try your hand at some of the following tips:
- Look at trending topics in your niche. Nothing is more telling of your brand’s capacity to stay up to date than addressing current subjects that every industry professional is talking about.
- Don’t shy away from reposting content you discover on social media and adding your own brief take to the narrative.
- Create and distribute your own visuals. The use of multimedia files, such as infographics, images, charts, videos and even memes, will take your social media marketing to the next level. Visual material attracts the attention of users as they are scrolling through social media and motivates them to stop and look at your post.
Consistently sharing attractive content on social media will have the added effect of making your brand look like an industry leader to potential customers. Additionally, it will keep your existing followers interested, which is essential if you want to solidify ongoing or upcoming deals.
At Growth Hackers, we partnered with a B2B cybersecurity company that was posting sporadically, and once we built a consistent content system with trend-led posts and original visuals their audience growth stabilized and started driving regular demo requests.
To explore more on how to maximize the power of social media, visit our B2B marketing case study where you will find a lot of insights.
Final Thoughts About Not Sounding Bland with Your Social Media Marketing Content
Social media management (Especially a platform like LinkedIn) along with content marketing, search engine optimization, PPC management and email marketing are some of the top B2B marketing channels. There are many different ways that B2B marketers can utilize social media in order to help their businesses thrive on constant customer engagement and brand loyalty.
Avoiding a bland appearance on social media will help your B2B company establish a better reputation online, solidify existing relationships with clients and connect with other important B2B stakeholders.
We hope you’ll use these tips to make your B2B social media marketing strategy more effective and prosperous.
Growth Hackers is an award-winning B2B creative agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners create an effective B2B social media marketing strategy, increase their productivity, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales.
We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
