I want to talk about a marketing channel that isn't often considered for technology companies. And that is social media. It's a great way to build brands and generate leads all without sounding so serious as other communications tactics. But don't be fooled. Social media has plenty of gravitas in the B2B world if done correctly.
Tech prospects will usually check out a company’s online presence to learn more about it before engaging formally. And one of the best ways to drive people to websites is social media. And there are definitely best practices when it comes to B2B social media plans.
Brand awareness is the first objective.
Most companies think that social media is for leads. It is, but there’s a time for that. Engagement with a brand should come first. The leads will follow if the prospect can perceive a connection. Something about the social media must appeal to their code of doing business as well as the perceived solution to their business pain.
A technology company doesn’t have to be boring.
Make your brand personality come to life. Social media is the best place for showing who you really are. Remember—customers are people first and creative engagement will go a long way in enticing them to your brand. And, again, the leads will follow.
Take stock of your current social media presence.
Review your current line-up of platforms and make the appropriate changes. You might want to take a look at what your competitors are doing so that you can improve your presence. The social media expert on your marketing team will want to analyse current activity and make revisions based on new strategies.
Hire a social media expert.
As part of the leftover thinking regarding social media, many businesses simply assign the task to someone on the marketing team who is probably already overworked. The best thing to do is to hire a social media expert who knows how to create a strategy and then execute on it. Social media marketing success takes more than updating posts on platforms every day.
The fundamentals of social media for tech companies create a great foundation. Then it’s time to talk about the nitty gritty of your social media plan. Take a look:
Determine the appropriate platforms. LinkedIn is a must for B2B social but it’s not the only game in town. Instagram, Twitter and Facebook are all viable platforms for your social media efforts.
Identify your social media expert. Whether you make a new hire or tap into existing resources, it’s critical to name the person who will be responsible for your social media initiative.
Identify target audiences. Who are you interested in reaching and where can they be found in social media? Be sure to include current customers as well as influencers and aspirational customers.
Keep website content fresh. Most of your social posting activities will direct readers to your website so make sure the content is fresh and robust. Evergreen content is great for some things but make sure repeat visitors see movement and activity in what you publish.
Identify your target customer. This is a critical component of any social media plan because it will guide your messaging as well as the platforms you utilise. The basic customer profile data to identify Include age, location, job title, pain points and frequent social networks.
Identify your key metrics. How will you determine the success of your social media plan? Social media can be a fun tactic but it also has to make money for your business. Critical key metrics include conversion rate, time spent on website, reach, brand mentions, sentiment and total shares.
Offer engaging content. With your target customer in mind, you can start to create the appropriate content. Relevant content that is engaging and helpful will intrigue IT customers. Some of the most utilised forms of content include images, videos, blogs, corporate news, infographics, eBooks, white papers, case studies and interviews.
One thing we would advise IT marketers is to have some fun with their social media campaigns. Of course you’ll need product and solution information too, but a bit of wit will show that there are real people behind those solutions and will return for your ongoing saga. And the other thing is to recognise that a social media plan for your IT business is never set in stone. That’s the beauty of it. If you’re not getting the results you want, just make the appropriate changes and keep moving toward more sales.
How to become a social selling legend
We all know how hard it is to stand out. To be heard through the deafening noise of rivals, commentators, ‘thought leaders’, and anybody else who feels the urge to share. And of course many do, Find out how to cut through that noise and become a social selling legend.
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