Steal My Instance of a B2B Social Media Technique

Social media is well-liked amongst B2B entrepreneurs. Partly as a result of it’s the primary query they are going to be requested of their subsequent job interview, partly as a result of it’s thought of free (not true) and partly as a result of, nicely, it may be thrilling. However and not using a technique it would fail.

Like another advertising and marketing channel, earlier than you begin the deep dive into social media technique you have to determine in your objectives. Would you like larger engagement (Likes, Clicks, Shares, Feedback) or are you in search of gross sales leads? Or maybe one thing else?

Personally, I don’t worth engagement on social media. I feel ‘Likes’ are largely an arrogance metric. There’s proof that an individual who Likes your social media posts is not any extra probably to purchase from you than someone that doesn’t (see ‘Stop counting Likes – it’s a waste of time‘).

The place I imagine social media does rating is in paid lead era (principally LinkedIn), as a analysis device (LinkedIn and Twitter) and as a nurturing device for these that aren’t but prepared to purchase (positioning you as a Topic Matter Professional).

Market analysis

Earlier than you start any marketing campaign or programme I hope you’ll do market analysis to grasp the wants, needs and pains of your audience(s). LinkedIn is excellent for B2B market analysis and Twitter is a quick, low-cost different.

Each allow you to ask a single query however with restricted multiple-choice solutions. That’s priceless. Particularly because the outcomes can typically type the premise for a chunk of content material (weblog article, video, and so forth.)


LinkedIn: Example of social media poll

LinkedIn at the moment limits the working time on your ballot to 2 weeks and you’ve got solely 140 characters on your query. Plus you’ll be able to solely record 4 potential solutions (see instance).

As well as, you can not pay to advertise your ballot. Its success will rely in your private LinkedIn reputation and the recognition of the ballot query.

(Your private reputation will rely upon how a lot authentic content material you may have posted on LinkedIn, whether or not you touch upon different folks’s posts and the consistency with which you have interaction on the platform.)

Nonetheless, you’ll be able to copy a hyperlink to your ballot after which create a separate submit directing folks to have interaction. That submit generally is a paid promotion to a focused viewers 🙂

The opposite excellent news is that LinkedIn’s algorithm appears for the time being (January 2022) to be actually eager on polls. Polls seem to get larger distribution than different posts.


Twitter: Example of social media poll

I like Twitter polls. They’re low-cost, focused (relying in your viewers) and quick. Nice after I want some stats to again up an article I’m writing. Usually you will get over 100 responses inside two days for £20-£50.

The restrictions are you solely have 280 characters for the query and simply 4 potential solutions (see instance), plus your ballot can solely run for a most of seven days.

Nonetheless, you’ll be able to pay to market it to a focused viewers. Though the success of concentrating on is variable. Concentrating on HR executives is comparatively simple (goal for followers of HR Journal or The Chartered Institute of Personnel and Improvement), however pinpointing Workplace Managers is just about unattainable.

No matter technique you employ, be certain the outcomes are legitimate.

Topic Matter Professional

Your organisation will little question have some specialists (chances are you’ll be certainly one of them), and your market analysis could have revealed an attention-grabbing truth you can inform the world. Now it’s time to launch your ideas on social media.

Distributing your content material on social platforms won’t essentially ship a gross sales lead. It would, however that’s not its goal. The goal is to place you as a thought chief and subject material professional to those that are usually not but prepared to purchase. You’re nurturing the shopping for staff.

Typically the gross sales course of will be prolonged and you have to preserve your organisation’s title entrance of thoughts. Content material that teaches the shopping for staff one thing they didn’t already know has a task to play.

You may after all distribute the content material by way of different channels (e mail?). However profitable advertising and marketing has at all times been multi-channel; for instance, a mixture of e mail, Google adverts and social media make sense.

LinkedIn particularly allows you to goal particular folks at particular corporations together with your content material.

Think about you may have made contact with a senior government at British Airways however they’ve indicated the corporate is in a contract for the following 6 months. You’ll change into a nuisance should you name them each month, so goal them (and their shopping for staff colleagues) together with your content material.

For instance, I simply ran a pattern marketing campaign by LinkedIn concentrating on Heads of Division and Administrators at British Airways. The full was 600 people inside the UK.

A single picture commercial selling a chunk of content material would value between £23-£100 each 30 days. LinkedIn estimates the marketing campaign would produce 30-98 engagements each 30 days (an engagement is a share, like, remark, view, click on or comply with)

Paid lead era

Natural lead era on LinkedIn may be very time-consuming. You desire a shortcut to gross sales leads? You must pay.

Natural leads are sometimes thought of free, so there’s a temptation to ‘give it a attempt’. However they don’t seem to be free. The period of time you’ll spend creating and submitting posts (and your time has a value) means it’s truly fairly costly for sporadic reward.

(In the event you insist on attempting natural, the very best instances to submit are 7-8am and 5-6pm)

All the social media platforms have change into monetised. They’ve altered their algorithms in order that paid posts generate extra leads than natural ones. They need you to spend cash.

However the fee is just not prohibitive and the concentrating on will be very correct.

In the event you needed to focus on Airline Administrators and C-level executives based mostly within the UK, LinkedIn says its complete attain is 10,000 folks. It will value you between £290-£1178 each 30 days for a single picture commercial, and LinkedIn estimates it may possibly ship as much as 30 leads each 30 days at some stage in the marketing campaign.

The lead era campaigns on LinkedIn are frictionless on your viewers. They see the advert, click on a hyperlink and get taken to a pre-filled type which they will select to submit (or not).

Connecting the dots to type a method

So the technique I usually use is to start out by understanding my viewers by way of social media analysis. What are their wants and desires? Which pains are they discussing in boards? What matters appear to be trending?

Armed with this perception I can begin to create related content material that can be utilized to nurture present prospects (who are usually not prepared to purchase), and in addition appeal to new prospects in search of an professional.

To generate gross sales leads inside a selected time-frame I pay for lead era. Granular concentrating on by space, trade, job title and pursuits plus an entire host of different choices to make sure I ship probably the most related message.

Photograph by The Creative Exchange

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