How to Build an Effective Social Media Strategy for your B2B e-commerce website?
More and more people are spending time on social media, and some even use it to make informed purchasing decisions. That's why it is beneficial for both B2C and B2B companies to establish a social media presence.
However, you can't post on social media randomly and expect to get results out of it. First of all, you need to build an effective social media strategy first. Here are 11 steps to do that:
Select the Right Platforms
When it comes to an effective B2B social media strategy, you have to carefully consider which social media platforms you want to invest in the most. It's a lot of time and effort to invest in all social media platforms available. Unless you have the budget to hire people, it's going to be tough to maintain them.
That's why it's crucial to have a solid understanding of customer behavior.
When you understand customer behavior, you also know where they hang out on social media platforms. If we could make a recommendation, LinkedIn and Twitter are both excellent platforms for B2B interaction. YouTube is also an ideal platform for that.
Optimize Your Social Media Profiles
No matter how good your social media posts are, it would be best if you didn't neglect to optimize your profile itself. Profile optimization means that you should also take care when choosing your username, profile picture, cover photo, and profile description.
Your social media profile is what your target audience will see when they look at your account. Therefore, it will help attract the right kind of people.
By optimizing, we don't mean that you should fill it with keywords. Instead, you can use this opportunity to drive home your branding and give your customers a call-to-action.
Understand Your Target Audience
Most of the marketing agency, as agency Voy Media Advertising Agency NYC, believe that a successful social media marketing campaign results from understanding your audience well.
You can't look at what other brands' social media posts are and find out what your target audience wants from your social media post.
Although you might have a better idea when you look at your competitors' campaigns, you should go straight to the source and figure out key details about them.
The demographics aren't enough. You also have to look into the psychographics to understand a lot of their behavior more. That will help you figure out how best to approach your customers on social media.
Set Your Goals
When you're setting up your social media presence, you should be deliberate with your approach. You have to set goals to ensure the success of your brand there. Otherwise, you can lose yourself in maintaining your account.
Aside from having an overall strategy, you'll also need varying tactics for every social media platform you use.
Setting goals allows you to discern which key indicators will indicate your success on social media. Plus, you'll have an easier time knowing precisely what it is you're going to do on your account aside from posting random photos.
Establish Performance Metrics
As mentioned before, having a social media strategy includes having a goal in mind. For each of your campaigns, it will be different, and your day-to-day social media goals will be different as well. With that said, you need a plan because it will help you establish the correct performance metrics.
You can't look at all of your metrics on social media to define success because it won't give you an accurate representation. Also, when it comes to social media, followers aren't the best indication of success because engagements are crucial.
Before running your campaign, make sure that you are clear on which performance metrics to track.
Create Engaging Content
Once you have a goal, strategies, and everything else, it's time to start posting content. The content is the vital life force that makes your social media and brand presence alive and well. That's why you have to be careful and deliberate when it comes to putting posts.
Remember that if the post works for a specific brand, it doesn't mean that it will work for yours. If you want to figure out or get inspiration, you can consider posts by businesses in your niche as well.
Many people also make the beginners' mistake of posting their brand's version of something that went viral. This type of post is a hit or miss. It's better to invest in content that is evergreen than to ride trends.
Create Relevant Videos
Videos are one of the best types of content out there for your social networking site. It requires your audience to engage with your content for a longer time. Plus, it grabs people's attention more. That's why ensure that you take the time to create relevant videos and post them on your social media account.
Follow and Engage
Social media isn't a one-way street. You'll have more success in it if you engage well with the audience that you currently have. That's why you need to use that follow button and follow back other people as well. Some great people to follow would be influencers relevant to your niche.
Of course, the following isn't the only thing you should be doing. You should also respond to messages, both in your direct messages or in your comments. Engaging with customers will help you establish an excellent customer service reputation.
Use Influencer Marketing
One of the most significant phenomena in social media marketing right now is the rise of influencers. Influencers are the in-between of your average person and a celebrity. They have access and reach the audiences that you may or may not want to pay attention to you. That's why influencer marketing is such a useful tool.
With that said, not all influencers are right, no matter how big their following is.
You have to do your research and understand the demographics of the influencer you're interested in contacting. The closer the influencer's audience is to your target audience, the more your message will be well-received. That's why you have to be careful, which influencers you want to speak about your brand.
Track Your Competitors
You can't strategize with your marketing without looking into creating a competitor analysis. The competitor analysis will give you essential information about their social media strategy. You'll understand which ones worked well for them and which ones didn't. You can then use that information to influence your social media strategy.
What works for them could work for you, and if you tweak it to something better, you might even get better results. Also, it's safe to say that what doesn't work for your competitors might be something you want to step away from.
But if you know where they went wrong, you might be able to salvage it. However, it's best to stay safe and not do those if possible.
Measure Your Results
Once you finish the campaign period, it's time to get down and look at your KPIs.
Remember your goals and the target you've set for yourself to help guide you on which metrics (maximizing conversion rates can be one for example) to look at to determine your campaign's success.
Aside from your successes, it would be best if you also looked at which metric goals you've failed to reach. Identify why you weren't able to achieve these goals to perform better for your next campaigns.
All of the tips mentioned above are part of any effective B2B social media strategy. Thus, you should apply these to your social media marketing strategy, and you'll still find the same chances of success.