Creating fascinating B2B social media post ideas can be … challenging.
Let’s be honest If you’re in the B2B space, you know that it has a reputation for being a bit boring. In fact, one survey found that 48% of B2B customers say the ads they receive are boring and there is a lack of creativity in B2C marketing.
Don’t let this misunderstanding distract you from B2B Social. Indeed, social media is an essential part of successful B2B marketing. 79 percent of B2B marketers say that social media supports their goals of building thought leaders and strengthening customer relationships. And half of B2B decision-makers use networks like LinkedIn to research and consume information.
As social spaces become denser, B2B brands need to prioritize strong and engaging social content in order to stay ahead of the competition. We’ve compiled a list of B2B social media post ideas that you can try out to get inspiration on how to improve your social strategy and make sure your content stands out from the crowd.
1. When in doubt, be helpful
One of the biggest dangers of B2B social is the bad habit of driving hard-selling messaging. However, this type of message overlooks one important thing: how is your product or service dealing with your buyer’s vulnerabilities?
Write with your prospects and focus on their needs first. The social copy should show how the product or service can make the potential customer’s life easier. According to one report, 88% of leading B2B content marketers prioritize their target audience’s needs over sales or promotional messages.
Being helpful also strengthens consumer confidence. B2B marketers can build buyer confidence by delivering useful content and consistent news across all channels, including corporate websites.
2. Curate the thoughts of others
It is bad to talk about yourself all the time. B2B social media best practices include sharing your own content, as well as third-party industry-focused articles to build trust and credibility.
Consider how 65% of B2B buyers are consciously more focused on credible content from industry influencers. Sharing content from third-party sites like Gartner and Forbes can further build trust with your target audience by promoting a trusted source that potential customers are likely to already know and respect. Finally, curating third-party content reduces the burden on your creative teams of constantly creating new content.
3. Embrace the hashtag
Regardless of how you feel about hashtags, they’ll affect your social content. If you don’t use a few hashtags per post, you are missing out on opportunities to expand the post beyond your existing followers.
For B2B, it’s important to rely on niche hashtags that your audience is likely already using. Moving into another niche, you can have specific conversations with thought leaders, executives, and industry employees. For example, if you work in cybersecurity, you may want to use targeted hashtags like #Cybersecurity, #CloudSecurity, #DataPrivacy, or #DataSecurity for ambiguous #Cloud, #Data, or #Security.
While branded hashtags are great, keep in mind that you are only talking to your current followers and they are not endorsing any new customer awareness efforts. If you have to choose between a branded hashtag and a public hashtag for your awareness campaign, go public. Always.
4. Don’t skimp on your creative resources
Seventy-one percent of B2B marketers are currently using video as part of their strategy. With tools like Canva and Adobe Spark, it no longer takes hours to produce a polished video. Even a video with simple animated text is more exciting and informative than a single static image or a long block of text in the caption.
What works for one campaign may not work for another. It is therefore important to test how your audience reacts to certain content and adjust it as necessary. Consider A / B testing to determine which elements resonate with your audience the most, such as: B. Testing photos against video content.
5. Be coherent with your voice and tone
Regardless of what you post, your brand’s social feeds need to have a consistent look and feel. This makes it easier for your followers to see your content in the feed and a well-designed post will grab their attention. Here are some simple tricks we at Idea Grove use to create social content for our B2B customers:
- Use color overlays with reduced opacity to give all images a uniform element
- Create a family of uniform shapes and designs to use in your pictures and videos
- Edit all of your photos with a filter treatment
- Develop an aesthetic to inform your visual content
For example, GE uses the same visual treatment to indicate when certain videos belong to a certain series on LinkedIn.
6. Take people behind the scenes
Break down your social feed and stand out from the competition by showcasing the people who work behind the scenes of your brand. Regardless of whether you are selling a product or service, at the end of the day you are selling to other people. And when customers feel they can relate to your brand, they’re more likely to want to do business with you.
Humanizing your brand is also a great way to give prospects an unfiltered insight into your company. Does your team value diversity? Are you a suit-and-tie business, or does your corporate culture include a hoodie-and-sweatpants mood? For example, Salesforce regularly publishes videos that showcase the resource groups for company employees around the world.
7. Boost your media profits – both large and small
Are you looking for more ideas for B2B social media posts? When you’re working with a PR team, sharing media placements with your brand is a great way to build trust with your audience. Sharing media placements adds credibility to your brand and provides an opportunity for you to decrease the awareness associated with a news agency. Additionally, tools like social monitoring and listening can help you spot brand names that you might have noticed the first time.
8. Highlight your success stories
Customers trust a customer reference more than any other salesperson. So why not take this testimonial and share it on your social channels? Record brief interviews with your customers or turn a quick quote into a shareable asset on Twitter or Instagram.
Testimonials show how your customer has used your service product to solve real-world problems and give potential customers a better understanding of the value your brand is bringing to the table. While product demos are great, there’s nothing like a case study of how customers are using your product or service to meet a need. In addition to their product content, Slack creates content that shows how customers like Stripe are using Slack’s software to improve their customer support efforts.
9. Invite others to join the conversation
Do you label other B2B brands in your social copy? What about your customers or the authors of third-party content you’ve shared on social networks? If you don’t flag, there’s a good chance you’re missing out on additional social impressions and reach. Tagging companies and individuals will include them in the conversation, increase the visibility of the shared content, and invite others to engage with your community. For example: To promote their new partnership, SAP made sure to tag Siemens in their contribution to their press release.
10. Increase visibility with paid social networks
One of the best ways to stand out from social networks in B2B is to take advantage of paid social ads. Research shows that 72% of B2B marketers who have used paid sales channels in the past 12 months reported using paid social networks.
A paid social strategy allows you to break out of the social clutter by using carefully defined audiences and messages to connect with your customer. Retargeting ads help you reach people who are already familiar with your brand (warm leads) and are ready to use. to promote conversion-oriented content such as webinars or white papers. And for untapped audiences (cold leads), paid ads are a great way to build brand awareness with informative, helpful, and unrelated content.
Implementing some of these tips will help you improve your B2B marketing efforts and break away from the ocean of social equality. While B2B may not be the same animal as B2C, there are still ways to express your creativity and develop an effective social strategy that isn’t boring.
Are you ready to take your B2B social strategy even further? Learn how market research can empower your social team to better understand your target buyer and develop content that resonates at every stage of the customer journey.