Social media is now in its twenties, believe it or not. LinkedIn was established in 2003, with Facebook following in 2004. There are individuals in the workforce today who cannot recall a time before social networking sites were in existence. Just like most twenty-year-olds, social media is going through a quarter-life crisis: questioning its purpose, lacking a cohesive identity, and uncertain about the future. This makes marketing on social media more challenging than ever. It’s not just about dealing with new channels, algorithm updates, and pay-for-play, but also about social sites continuously defining and redefining themselves. Simultaneously, people are also re-evaluating how they use these sites.
Despite these shifts, one thing remains true: B2B brands must be present for potential customers on social media. Here are the latest B2B social media marketing best practices to help you connect with your audience in 2024.
1. Be present on the appropriate channels in the right context: Focus your efforts on channels where your audience is active. For B2B, LinkedIn is essential, but other channels may vary depending on your audience demographics. Understanding the context of each channel is crucial for creating a successful social media strategy.
2. Tailor content to different audiences: B2B buying committees consist of individuals with varying roles, seniority levels, and pain points. It’s essential to create content that resonates with each persona within your target audience.
3. Balance and coordinate paid and organic strategies: A combination of paid and organic strategies is necessary for building a follower base and reaching your existing audience effectively. Coordinate messaging between paid and organic posts for a consistent brand experience.
4. Embrace multimedia: Social media platforms favor visual and video content. Incorporate images and videos into your posts to increase engagement. Respond promptly to posts to keep the conversation going.
5. Integrate influencers: Collaborate with influencers to expand your brand’s reach and engage with a new audience. Utilize influencers to co-create content, promote co-created content, and participate in social-first content on your brand account.
6. Explore new channels: Stay informed about emerging social media platforms and consider experimenting with new channels to reach a broader audience. Remember to focus on creating relevant content, targeting the right audience, and leveraging influential thought leaders.
If you need assistance in developing a social media strategy, contact us today. Joshua Nite is a content marketing expert dedicated to infusing humanity, empathy, and humor into content. He believes that great writing requires heart, soul, guts, and rhythm. Joshua is also a stand-up comedian, storyteller, and aspiring electric guitarist.
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