If your business relies on consumers, social media is a dream. For little to no cost (more so little than no, but that’s another topic altogether) you can reach and connect with your target audiences and communicate your brand story effectively. Not only can you advertise new services and products, but also respond to comments and inquiries from devoted followers and potential customers. As social media becomes more and more integrated into our daily lives, we are becoming increasingly reliant on it to help determine which brands we deem credible, creating plenty of opportunity to use it to advance your business.
But what is the point of all of this if your business is in the business of doing business with other businesses (yup, we went there)? Sure, your target audience is most likely using social media – nearly all of us are – but this isn’t how connections are made with potential partnering companies, right? Not necessarily. Don’t let the perception of being in a potentially ‘boring’ industry fool you, social media is a powerful tool for most brands, regardless of service or scope.
So now that we’ve determined clothing brands don‘t have a monopoly on social media, how do you begin to know how to use it for your brand? Here are a few tips for you to help up your social game for your B2B business:
Get to know your audience
If your company makes specialized cabinets for home developers, you may not think your target audience is on social media, but you may be surprised. People who aren’t using some form of social media in 2018 are few and far between, and while it may not be a direct source of business development for you, there is still value in maintaining activity on the social channels your audience uses. Staying in your audiences’ feeds will keep your business top of mind, making your brand the first they think of when needed.
It’s also important to consider where your audience is most active – there would be no point in making Instagram your top priority when people in your industry use Twitter the most. Do some research into what platforms your target audience uses and what kind of content they share and respond to most.
Become a thought leader
When it comes to business, social media is not only about sales, especial for B2B industries. It can be an immensely powerful tool in establishing your company as a leader. Be proactive, rather than reactive, and become a resource of information for your industry. Share articles, information, blog posts, news and more. Provide opinions on current industry trends and demonstrate how you apply them to your business. By sharing your knowledge online you are setting your business apart from the rest, showing your passion and knowledge for your craft. People want to hire the best of the best, so show that you are exactly that.
Create relatable content
Part of the reason countless brands have found social media to be a valuable addition to their marketing strategy is because it makes them more relatable to their audiences. Social media has become popular because it allows us to connect on a deeper level to those around us. You can use social media to your advantage simply by sharing information on your team and your corporate social responsibility initiatives, and providing a more personalized look into your daily operations. It’s easier to do business with brands you feel like you know and trust, so make it easy for those you want to reach.
Having some difficulties finding your audience, or have questions about how much is too much information to share? Navigating social media as a business can be difficult. Luckily, we’re pretty good at identifying brand needs and developing strategic social media plans – if you have any questions, give us a shout!