It’s crystal clear that covid-19 has changed the society and the way we do business. In the 90s the internet growth disrupted the communication. While social media has been around for some time, the changes since March or 2020 have been phenomenal. But what do you care if you own or are charged with the marketing of a business-to-business product or service? Business-to-business sales are different, you might say. This is no five bucks, fast fashion item. So, should you really be looking at social media marketing?
“Social” media isn’t just for uploading friendly pictures and video calls with grandma. It creates the opportunities to leverage the millions of content for B2B engagement by providing an expanding gateway for savvy marketing team. Social media has changed the game of customer retention, especially after 2020. Brand could interact more closely with your target audience on social media than nearly any other medium. There comes an opportunity — and an obligation — to provide relevant, valuable content and tempting ads that resonate with target users.
Video Content For B2B Social Media Strategies
Video content was king in 2021 as the use of Instagram and TikTok has raised. Users prefer to watch what happening and feel closer to the action, it seems that this will likely to continue into 2022.
A survey conducted by HubSpot found 30% of marketers plan to invest more in short-form video than any other social media strategy in 2022. Approximately 33% of those marketers plan to leverage short-form video for the very first time.
Brief content has proven effective for message and delivery by providing engaging, digestible pieces of content that could be cross-posted across social channels. Your audience scrolls immediately through their feed, especially a B2B user. Remember, they’re buying on behalf of a company, not for themselves, so they’re looking for something different. Rather than throwing your whole arsenal of memes, gifs and short videos up on the web, focus on quality over quantity. Test various design aesthetics and mix up your content with interactive quizzes or topics.
Increasing Brand Connection And Personalization
B2B Social Media Engagement should acknowledge the real human person on the other side of the scroll. Engage on a more personal feeling, even though you’re a business and they’re a business.
Storytelling has an incredible impact on engagement, and there’s no better platform for sharing stories than on social media. Even B2B users follow concepts, causes and content that connect them to their desires and goals. Make relatable videos and content — the more personal, the better.
Your business, as a collective, must take on and perpetuate the identity and story of the individual in the industry you’re trying to reach. They want to see what they value. Put people before profit, and one will follow the other.
Source: Forbes