Social media has come a long way from being a nice-to-have to a must-have in modern-day marketing. Today, most businesses place a relatively high priority on a social media marketing strategy.
Regardless of how crowded the market becomes, every marketer wishes to get their brand in front of as many people as possible. Despite social media’s widespread use and adoption by people, many B2B enterprises have done little to capitalize on its potential. Most of those businesses want to do more, but don’t know where to begin or how to use social media to generate traffic, convert leads, nurture those leads into a sale, and delight their consumers.
For B2B brands attempting to navigate the social media landscape today, there are numerous potential pitfalls. As a result, B2B marketers are likely to have their fair share of social media mistakes. Here are some pointers for avoiding common social media mistakes made by B2B companies:
Also read: Marketing Leaders Should Drive More Value in 2022
Avoid Sounding Like a Sales Pitch
People nowadays prefer marketing that doesn’t feel like marketing. Customers like to be taught or entertained, or both, rather than sold to in most cases, even while making a business purchase. On social media, this is becoming increasingly true. Brands should avoid making the mistake of sounding too much like a sales pitch on social media by ensuring that the content they post is balanced. Marketers should try different things to see what works best for their business and keep in mind that results may differ across social media platforms.
Go Where the Audience Is
Businesses should be present on all of the major social media platforms, but they should focus their efforts on the platforms where their target audience spends the most time. Also, in addition to the major social networks, marketers should think about smaller or more specialized networks that might be a good fit for their company and audience.
Social Listening is Important
Posting content is often the first thing that comes to mind when marketers think of managing their company’s social media presence. While publishing is an important element of their social media strategy, so is listening. They have direct, always-on access to their customers and their views about their brand thanks to social media. Listening can assist them in determining if overall sentiment is positive or negative, and can enable them in promoting the positive or address the negative, based on what they hear.
Also read: Top Social Media Marketing Trends for Businesses in 2023
Be Prompt with Responses
One might expect companies to respond to an email or return a phone call within a day, but social media users have much higher expectations. Many businesses are unaware of how much a slow response can undermine trust in their brand and cause discontent. Marketing leaders must ensure that their team is prepared to monitor and respond to any messages or comments received in a timely manner. Some concerns may need to be referred to other departments, especially in B2B companies with a more complicated sales cycle and support process. As a result, there must be a strategy in place for deciding what goes where and informing individuals who contact brands via social media about what to expect next.
Keep Optimizing
Businesses can’t just set and forget about social media. It necessitates a significant amount of interaction and engagement. Even when it’s successful, it still needs a makeover now and then. Marketing leaders must be constantly on the lookout for methods to increase their company’s social media presence. They can try out new hashtags, new types of content, different frequencies for posting or repurposing current content across platforms to see how it performs with their various social audiences. Even the tiniest adjustments can sometimes have the most significant results.
Measuring Social Metrics Alone Isn’t Enough
The bread and butter of social media metrics are shares, likes, and comments. But, in the end, what do those activities represent for the company? What impact do they have on the company’s overall success? Leaders must ensure that each social channel has goals and KPIs that are aligned with their overall marketing and business objectives. They can get more significant outcomes from their social media activities if they don’t operate in a vacuum.
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