Updating Your B2B Social Media Strategy for 2020

by | Mar 17, 2020 | Social Media, Strategy | 0 comments

Updating your B2B social media strategy for 2020 doesn’t mean creating a TikTok account and getting your team to learn the latest dance craze.

Although that might be fun, it’s by no means the best use of your time on social media. The largest age group of TikTok users are those between 18 and 24 years old – not likely the age group of your potential customers or the decision-makers at your target accounts.

To give you a baseline, 75% of B2B tech buyers are between the ages of 25 and 44 years old.

So, where are the B2B buyers, and where should you focus your strategy? LinkedIn, of course, but don’t forget about a few other platforms. Let’s take a look at social media usage today.

Among those aged 30 to 59, Facebook is the most used social media platform, followed by YouTube, Twitter, Instagram, Pinterest, and finally LinkedIn. Here are a few other data points you’ll want to keep in mind when deciding where to invest your social budget.

  • LinkedIn: More men than women use the platform, with 37% of users aged between 30 and 49 years old. Half of the adults with college degrees are using LinkedIn.
  • Facebook: Almost three-quarters of college-educated adults are using Facebook. Exploring age groups, 84 percent of 25- to 30-year-old Americans and 79 percent of those aged 30 to 49 are using Facebook.
  • Instagram: Among those between 18 and 29 years old, 67 percent are using Instagram, and most are visiting the platform daily.
  • Twitter: Most users have a college degree or higher education. The majority of users are between 18 and 29 years old, with the 30- to 49-year-old segment trailing closely behind.

Balance Technology and Human Activity in Social Media Strategies for B2B

Your B2B social media strategy for 2020 should be a balance of technology and human activity. Yes, you want to plan out your content and schedule posts, but also remember to incorporate time for real human interactions.

Creating conversations with your target accounts is essential to achieving results with social media for B2B companies.

Tactics to Include in Your B2B Social Media Strategy

Here’s a look at five ways to place yourself in front of B2B consumers and create needed trust within those relationships.

  1. Stories

Facebook and Instagram Stories are a valuable way for you and your brand to connect with customers. While the short videos or photographs you share on Stories can be edited and cleaned up, they’re not expected to be polished and perfect.

In your Stories, share tips, snippets from blogs, an inside look at company culture, teasers about upcoming videos, or a view of your events. The stickers from Facebook and Instagram give you lots of options to encourage engagement like asking questions and using polls. When possible, make it a point to respond.

  1. Influencer Marketing

influencer marketingCelebrities and accounts with massive followings are unnecessary to get your message out there. Look to event speakers and other thought leaders in your industries to serve as influencers or ambassadors for your brand. You might even look to your executives as influencers.

Create opportunities with micro-influencers by reaching out either at in-person events or via email, sharing their content and tagging them on social media, and hyping them up to your own audience.

  1. Video

Pre-recorded and live videos are great ways to generate brand awareness and to build relationships with potential buyers, current customers, and even your vendors or other partners. Here are some ideas to get you started.

  • Demonstrate your product and create quick tutorials on features.
  • Highlight your employees by interviewing internal experts.
  • Invite outside influencers for interviews.
  • Record client testimonials.
  • Reveal your company culture with in-office clips.
  • Involve vendors and show people what happens behind-the-scenes.
  1. LinkedIn Articles

Blog posts on your website are great, but have you tried repurposing that content on LinkedIn or creating new content specifically for the platform? Not only does it give your content more life, but it also centralizes your efforts, making it easier for potential buyers to decide if they want to work with you. B2B buyers consume about 13 pieces of content prior to making vendor decisions; make it simple for them.

  1. Advertising

With personalization taking such a prominent role in the consumer’s eye, you’ll want social media ads to be part of your 2020 strategy. Using ads, you can segment your audience and customize the messaging for different groups of people.

Facebook Lead Ads are highly beneficial in building a list using a lead magnet, while Brand Awareness Ads can help to get more visitors to your website. Depending on your objective, there’s an ad type for you.

Though the cost is substantially higher on LinkedIn – the median cost per click (CPC) is nearly ten times the CPC on Facebook – reports show they’re “500 percent more likely to convert to quality leads” than those on Facebook. When it comes to types of ads, LinkedIn’s Lead Gen Forms are a lot like Facebook Lead Ads, and there are other options too, though not quite as many as Facebook offers.

B2B Social Media Can Be Fun – We Think So Anyway

Bottom line? Experiment, experiment, experiment! What works well in one industry may be a bust in another. Try new things and infuse some humor into your social media posts.

Do you need help with your social media marketing? We can help. Get in touch, and let’s start planning your B2B social media strategy.

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