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How to Use Organic Social Media For B2B
October 5, 2020 |By NuQuo Admin
Have you ever wondered if posts on social media actually make a positive impact for your business? Maybe you’ve considered the possibility that organic social media can’t work for your business because you’re in an uninteresting industry. If this is something that you’ve considered before, or even at this moment—you’ve come to the right place.
Today we are going to dive deep into the subject of organic social media and how important it is for B2B companies to be using in 2020. We will also be covering various strategies that will help you effectively optimize your posts, increase organic traffic, and obtain more qualified leads.
It Can Work For You
For the most part companies that we are used to seeing on social media are B2C, not B2B. This is because most B2B companies are still relying on traditional methods of marketing such as brochures, cold calling, and networking events.
The first step to succeeding with organic social media for B2B is to realize that it can work for you. If you’re skeptical about having any success, it will be harder for you to be persistent when you don’t see immediate results.
The difference between organic and paid social media methods are quite obvious. You pay for one and not the other. In addition, paid social media provides immediate results, but only lasts while there’s a budget—while organic social media takes time.
Building a brand doesn’t happen over night; but once it does, it will be much more rewarding for your business—as loyal customers will trust and rely on your unique brand.
Commit yourself to active engagement on social media for at least 6-9 months before even thinking about what to do next. Like anything in life, organic social media will take time to get right.
NuQuo Tip :
If you ever feel lost with social media, analyze your competitors.
How It’s a Game Changer for B2b
The reason organic social media can make all the difference for your B2B organization is because most B2B companies don’t actively post on social media. Meaning that most of your competitors realize the potential, but don’t commit to it. If all B2B companies understood the power of using an organic social media strategy, everyone would be doing it.
The Buyer’s Journey
There are three phases in a buyer’s journey that distinguish how qualified a lead is — awareness, consideration, and decision.
The most obvious benefit to using organic social media is to generate awareness about your companies product, or service. Anyone can create a website for their business, but nowadays that’s not enough. In order to be found, you have to exist where your prospective clients are spending most of their time — social media platforms.
An organic social media strategy is ideal for helping customers gather needed information about your company; especially in the consideration and decision phases of the buyer’s journey. In fact, 84% of C-level and VP-level buyers are influenced by social media when deciding on making a purchase for their company.
There are many forms of brand advocates including employees, business partners, and influencers. But the most ideal of them all is your customers base. Word of mouth is one the most effective ways to scale your business because your customers are selling for you. Meaning, they are so highly satisfied with their experience that they actually become advocates for your business.
Did you know that 92% of customers seek social recommendations before buying? This is why brand advocates are a powerful part of your marketing strategy.
In order to turn your current customers into brand advocates you need to offer them something other than your product or services. Organic social media is a great way to do this. By sharing insightful content to your current customers, you’re already one step closer to generating a lead from your customers.
Reaching your customers is key to building your business. If you’re not engaging with them, it’ll be hard to know what they need. Some might say that the traditional forms of engagement like cold calling and emails are dead.
This couldn’t be further from the truth. If traditional forms of marketing didn’t work, companies wouldn’t be using them. The simple truth is this — marketing remains, but platforms change. Another great benefit to using organic social media for B2B is that you can engage with your customer base directly in the moment they are online.
By engaging frequently with your customers on social media you will also know how you can best promote your business in ways that will appeal to them. If you want to sell more, you must first learn to listen.
One way to promote your business is to have a social media strategy that draws people to your business pages. For instance, Google uses its social media platforms to showcase stories of how its products, services, and communities are enhancing real human experiences. By sharing real stories, you can offer a unique experience that entices people to come back for more.
Another way you might create an interesting business page that draws people in is to share stories about your employees. Avalaunch Media is a digital marketing agency does an excellent job of spot-lighting their employees. The benefit to using this strategy is it allows people to feel like they not only know your brand, but who your employees are.
What content to post
The type of content you post on your social media pages should never only be entirely focused on promoting your business. In fact, the 80/20 rule states that 80% of your social media posts should inform, educate, and entertain your audience, while 20% will promote your business.
NuQuo Tip :
Filling out all of the details on your business pages can help to increase the amount of leads that come from social media.
What kinds of formats
The majority of your social media posts should help your audience. But if you’re not interesting enough, you won’t be able to keep there attention long enough to be helpful.
Did you know that social platforms reward you with more “eyeballs” so to speak, if your content is successful at grasping attention. That is why using various formats on your organic posts is really effective. If you’re only posting photos with text, you might want to try switching things up. If you can stop someone from scrolling, the social platform algorithms will reward you handsomely.
Text may seem like a boring way to post on social media, but there are ways that you can make it interesting. Try capitalizing important keywords or using emoji’s in your captions.
Photos are great for representing the overall post at a quick glance. If you plan to use photos make sure they are relevant to what your trying to communicate.
GIF’s are another great way to grab the attention of your audience in the news feed. By using an interesting animation that represents your post, you can stop the scroll—keeping your audience engaged.
Video offers lots of information in a short amount of time. Videos can be a great opportunity for client testimonials.
When to post
For the most part successful post times depend on who your audience is. Someone working a 9 to 5 job will have a much different behavior on social media than a young mother. If you’re interested to know an optimal time for you target audience, check out this article by Sprout Social. Just remember your post time doesn’t matter as much as your post consistency.
Planning out your posts is extremely important. If you wait till the day of to post your content, you will quickly become overwhelmed. This is because you will have to spend the time to plan out the general idea, the format, and the design of the post every day— which is a lot of work. This will result in you becoming overwhelmed much more quickly than if you just used an automated software.
Hootsuite offers a great social media automated software that allows you to plan and post your content in advance and all at once. Also, the starter package is completely free.
Platforms to be on
Much like finding a successful post time, choosing the right platform will depend on your target audience. B2B audiences will be better associated with LinkedIn and Twitter, but there are no written rules on what platforms you have to be active on.
Try to experiment with your organic social media presence. Just because you’re a B2B company, it doesn’t mean that you can’t be on Instagram. In fact, the more platforms you use, the more awareness you will create for your brand.
Just keep in mind that you don’t want to have a mediocre presence on all platforms. It’s better to outperform your competitors on one platform than to lose on all platforms.
How to Grow your following
When it comes to increasing your following on social media platforms, it takes time. There is no getting past this, but there are a few things that will help:
- Follow the 80/20 rule
- Build a consistent brand
- Engage with everyone (even if they’re not in your network)
- Use tags and hashtags
How to Win
In order to win with organic social media, you’ve got to commit. Sharing super insightful posts for 2 months will likely not make a huge difference. Social media is most definitely a long game.
Sure there are some accounts that seem to blow up overnight, but we’ve all heard the saying before — the grass is always greener on the other side.
You don’t know how much effort your competitors have put into their social media efforts to get to where they’re at today. Instead of focusing on how successful others are today, focus on how far we’ve come from yesterday.
NuQuo Tip :
The most effective organic social media tactic is to get out of your own way and try things that nobody else will.
Today we discussed how to use organic social media for B2B companies. Not only will it take time to find success, but it will also require you to focus on one thing—your target audience’s best interests.
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