A consistent, long-term social media strategy is an essential component of the marketing mix for businesses in any industry.
You might now be asking yourself: ‘why does my tech B2B brand need a social media presence?’ Contrary to what you might think, for brands in this space, a consistent and established social media presence is an important driver of marketing success, whether your goals are brand awareness, lead generation, or sales enablement. Social media channels like LinkedIn and Twitter are more important than ever – 75% of B2B buyers use social media to support their purchasing decisions. This means that brands need to invest systematically in social presence, and quickly in order to form a solid brand personality, develop relationships, and educate prospects.
When you think of social media marketing, B2C examples such as Instagram, memes and boomerangs may come to mind. Although these are all valid means of promotion, tech B2B brands require a somewhat different approach. Don’t fret – you can still have fun with your social media content and mediums, just remember to keep it on an appropriate level that reflects your brand and will resonate with your target audience. Also, be mindful that each social media channel has its own set of guidelines, post types, character counts and more. This can make it challenging to establish the right presence for your brand across each of your chosen platforms; especially in the tech industry, where your product or service may be harder to understand at a glance or within a 280 character limit. But it’s not impossible. If you know where to look and what to say, the effective use of social media can be a powerful tool for your business; from building reputation as a thought leader, to driving new leads through the funnel.
Establishing your social media strategy is the first step to success. Once this is concrete and in place, you can start planting your brand’s seed into the brain of your audiences. Share targeted content, show them how innovative and cultured your company is and how much employees enjoy working there. Start engaging with others on the platform – from your followers to other industry experts or thought leaders to boost your brand presence. Two key things to remember: be consistent with your posting – your social platform and your audience will thank you for it; and monitor your performance – this will make it easier to see what’s working and what’s not, enabling you to tweak your social media strategy to fit.
We spoke to the Isoline social media experts to develop a list of 10 social media best practices for tech B2B businesses which we have compiled into the infographic below. Find out how you can start reaping the rewards from an effective channel for communication and collaboration, today.