When a B2B company is not seeing results from their social media program, it is usually because of undefined objectives or a misunderstanding of how to use these platforms that will truly benefit your brand.
The above diagram shows the many benefits of implementing a solid social media marketing program. When developing your plan, feel free to copy this diagram for your presentation!
Start by reviewing your goals. Why does your company need to be on social media and does it fit with the larger company’s goals? Goals should include expanding your brand leadership, improving lead generation, optimizing your website and creating another sales channel.
If your activities aren’t centred around reaching these goals, then your social media activity is simply posting the news of the week.
I’ll say it again, your social media objectives should be part of your marketing communications plan. Social Media Marketing is not a stand-alone tactic.
For specific goals where social media can help with, let’s take a look at the chart to give you an idea of the goals you can achieve with your social media program. This chart is from our post called, What Social Media Can Do For Your Brand. It is a good read, you should check it out!
Now that you have a clear and achievable goal for your social media program let’s review the 3 steps to save your social media program.
1. Build Social Activity Just For Your Community
The first item is to learn “who is using the social media platform”. Does this social media platform fit your target market? Once done, the next step is to get a solid understanding of how to use one platform, learn the platform’s algorithm and what top influencers are doing to stay there! Then you can start to build the community around this platform by posting unique and original content that is yours and yours alone. This is an important step in the early days of your social media program. Finally, measure the results of your effort and the program’s goals. You’ll need to provide fresh and consistent content, and based on the tool you’ll be working on this could mean daily activity on your part.
Of course, it is always nice to get a large following. But, the critical thing to remember is there is no right number of followers. Because even if you have 16,362 followers, what does that mean if no one is listening to your message? It is better to have 100 engaged followers that want to hear your news as opposed to having 1,000 followers just for the sake of having 1,000 followers.
Building a good community is an engaged community.
Commit to one social media platform for at least 6 months to develop before you give up on the tool. Take the time to evaluate the results of your efforts on this feed before moving on to another one.
And, finally, the community you are building should match your objective. For example, if you want to increase sales in your B2B Target Market, then you should actively search for B2B clients, your target market and give them a shout out, follow them, comment on their blog and so on to build a relationship with them.
2. Commit to Building the Right Community
It takes time to develop your community, the right community. Our second reason when a social media program is unsuccessful is usually that no one at your company is putting in the time.
Be ready to spend about 2 hours every single day to build your platform, even on weekends! We suggest dedicating your 2 hours on one single platform, like Twitter or Facebook. Once you’ve established this platform, you then move on to a second platform, always making sure any platform you’ve chosen is a good fit for your company.
Plus, you can automate some of your posts and tweets, but as we’ve mentioned it over and over, you will still need to be online to ‘build engagement’ with your community.
Follow the rule of one-third. Meaning 1/3 of the time you post is about your content, talk about yourself and self-promote your product and services. The second one-third of the time is for your followers where you thank someone, comment, link back, answer a question, retweet and give a shout-out and 1/3 of your time is developing an engaged community, at specific users which is your targeted customer and community.
3. Original Content Based On Customer Journey
Content should be based on your objective and written with your audience in mind. Again, if it is to increase sales, then develop contests, case studies, exclusive promotions on your feed and anything that will help you stand apart, say offer dedicated hours where you will be online to answer any question.
Design content as a sales journey. Top of the funnel would be content around building the company’s brand value, a trusted brand name; whereas the bottom of the funnel you would be writing articles to close the sale such as case studies.
Remember, you need to build the relationship to sell your wares. Social Media is about building your community building not straight selling.
It is also best to post different content on different platforms. Especially if you have the same followers on different platforms, you will need to add more creative and distinct content per platform. To help you out you can hire a writer to write posts and organize your tweets and posts.