B2B social media is exploding right now (in a good way) – due to the fact that trade shows, exhibitions and person-to-person meetings have decreased but businesses still need to sell to other businesses. Social media platforms have filled the gap. 

The stats supporting the effectiveness of B2B social have been around for a while. In fact, research by IDC has found that;

  • 91% of B2B buyers are now active and involved in social media

  • 84% of senior executives use social media to support purchase decisions

  • 75% of B2B buyers are significantly influenced by social media

We’ve compiled a few tips for any of you playing in the B2B space on social.

Edutainment

Anyone who’s been on LinkedIn lately knows that the platform is going through a huge change.  As more and more individuals flock to LinkedIn, the type of content that’s popular has evolved from having a more corporate flavour to content that borrows more from the B2C realm.
 
The fact is that users want to be entertained. Boring, one-dimensional content doesn’t cut it any more. Instead, think of how you can entertain and educate at the same time! Edutainment is the way to go. Think creatively about how you can position your service or product in a video, for example, that’s fun to watch and gives the viewer the information you want to get across. 

Employee Advocacy

One of your most crucial marketing assets could be sitting at the desk across from you (or on the Zoom screen anyway). Employee advocacy is on the rise.  Brands are increasingly leveraging their employees' own social media presences to spread brand messaging via social. From a B2B perspective, this is a really good move. LinkedIn has found that most employees of companies have 10 times as many followers as the company itself and that when even 2% of employees share a company’s post, they are responsible for 20% of engagement.

LIVE

Have something of value to share? Test out a LinkedIn live session where you can ‘edu-tain’ your network.  LinkedIn Live popularity has increased and for good reason: according to LinkedIn, LinkedIn live streams get 24x more comments than LinkedIn native video.  Live streams on the platform have increased by 158% since February of this year.

Prospecting and Social Selling

If your Sales Team is not on LinkedIn looking for leads and connecting with prospective buyers, you’re missing a huge opportunity. LinkedIn is one of the most effective ways to build relationships online – which is especially relevant in a world where 90% of decisions makers don’t respond to cold outreach (source: LinkedIn) 

Strategy

You’d be surprised how many B2B companies are blindly engaging in social without a strategy. Why do you need one? Mostly so you don’t waste time and money. Focusing on who you’re talking to and what content they like to consume is a good place to start.

We’ve only just scratched the surface with these tips but there are many more great ways to get traction on your B2B social efforts. Want to chat about your social? Get a free 30 mins consultation.

Does your Sales Team need new skills? We offer a range of workshop and training courses, including “LinkedIn for Business” and “Social Media for Sales Teams.” Email us to chat.

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