Working with a not so boring angle
Let’s be realistic, in most cases the B2B companies have a rather technical approach to how to handle interaction. Maybe its due to the fact that B2B’s are dealing with other businesses. This boring state of affairs has infected their social media campaigns as well. It’s not surprising that these social media campaigns are usually boring. For instance, a company selling electronic components to other companies might concentrate so much on the boring electronic parts they sell in other words the product. Few people are interested in electronic parts, but people are interested in the final products such as TV, microwaves, fridges and so on and how these will enhance their lives. This is precisely the angle they need to use in order to shake the “boring” tag off – focus on the solution to an issue/problem/wish rather than the actual products they sell, these products are the solution…
Feature a real person
In most cases, B2Bs tend to work their social media campaigns in the absence of a human element. Without a real person to relate to, followers tend to feel that the engagement is not real and is somewhat distant. How then do you humanise the brand on social media?
· Writing your content with emphasis in first person voice
· Having the name of the customer service personnel
· Allow the tweets, articles or updates to have a human element
· Initiating interactions and engagements from a genuine person
Hire a social media professional
It’s important to hire an expert who is really knows how to deliver social media campaigns. Instead of hiring a person who is just a professional in your particular niche. They might have the right skills in the niche of your choice but still fail miserably in understanding the social media concept. Ideally, you should look for a person or social media agency that has experience of social media in a related niche even if it’s not specifically your niche.
This simply means that your social media strategy should be in line with your content marketing strategy. If the B2B companies can be able to transfer the success of content marketing onto social media, then that means they just might get it right. However, even though most B2B companies are doing content marketing, not all of them are doing a good job. In essence, the company should find the most interactive and engaging articles from content marketing to be shared on social media.
There is a difference between how affairs are run on LinkedIn and other social media platforms. Basically, Facebook, Twitter, Google plus, etc., concentrate on being social whereas LinkedIn markets itself as a professional outfit, which it is. This is evident in that most B2B companies have a stronger presence on LinkedIn than they do on other social media platforms. Therefore, it’s important to create networks on LinkedIn as a B2B company and engage with your clients and those you hope to be clients in the future.
What other tips and tricks for social media do you have?