How to create a profitable B2B Social Media Strategy

Learn the steps needed to create a profitable B2B social media strategy by investing in an approach that engages your targeted audience and strengthens your brand.

written by Aleksandar Debeljak
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Social media is an important channel for many companies to keep in touch with their customers and, at best, get more followers, which in turn can translate into future business. However, in order to be successful, companies need a healthy strategy to optimize their presence on social media.

When companies use social media correctly, they strengthen their brand and through clear goals and a smart strategy, they also get a positive ROI from their investments in social media. The problem that many B2B companies often face is a lack of knowledge and awareness of social media. This prevents them from fully embracing social media and continue to rely on traditional marketing tactics such as attending networking events, cold calling and direct mail.

There are many B2B companies of all sizes that have gained success from utilizing content marketing to add value to their targeted audience on social media. For a successful social media strategy, your company needs to take a strategic approach and execute your campaigns with precision if you want to receive meaningful results.

social media b2b pie chart

Any B2B company can grow awareness about its products and build a stronger brand by strategically using the appropriate social media platforms. However, to succeed it’s not enough to just post things for the sake of it. It’s important to have a strategy to successfully use social media for your business advantage.

Social media is not about you, it's about your target audience and how to meet their needs if you want to succeed.Click To Tweet

7 tips for creating a profitable social media strategy

1. Have a clear goal

In order for a social media strategy to work, you must have set clear goals before you start using the different platforms. We recommend that you use SMART goals (Specific, Measurable, Accepted, Realistic, Timed). It will help you meet your business goals. Make sure you measure the results of your efforts on social media to more easily determine what needs to be changed to achieve better results.

2. Get to know your audience

To know what kind of content works best it is important that you know who your target audience is. Knowing their interests and challenges makes it easier for you to understand what kind of content they will like. To make them engage with your company on social media, it is important to create content that they want to share and comment on. By getting to know your audience, you make it easier for them to engage with you and they will see you as a thought leader in your industry.

A smart tip to get to know your audience is to create buyer personas. When you create a buyer persona, you get a better picture of what needs they have and can thus tailor your content to reach them effectively.

3. Keep track of your competition

Chances are that your competitors are already on social media, therefore it’s important to learn about how they behave on it, for example Facebook and Twitter. By doing a competitor analysis, you will get a better understanding of what your competitors are doing well and what they are doing wrong. By getting to know your competitors, you also get a better understanding of what is required to succeed in achieving your business goals.

4. Evaluate your current efforts on social media

You get a better understanding of what worked and what can be done better. Create a questionnaire to find out what changes need to be implemented to achieve a positive outcome. An example of a questionnaire might look like this:

  • What works well and what needs to be done better?
  • Who engages with you on social media?
  • What does your social media presence look like compared to your competitors?

Once you have answered these questions, you can better plan what needs to improve in the future to see a positive change. If you use several different accounts, for example, Facebook, Twitter and Instagram, it may be good to review if you really need to be active on all three. Depending on where your audience is located, you must review which option is best for you.

If your target group is on Instagram, it’s wise to invest your time and investment on that platform because that’s where you’ll be doing the best. Trying to appear on as many platforms as possible is a waste of your time and resources. Spend your precious time instead on choosing the platform where your audience is active because it is where you will achieve your business goals.

5. Use the right platform

Once you’ve determined which platforms your target audience is using, it’s about optimizing them according to the established strategy. Be sure to use the right keywords, messaging and use a relevant image that is customized for the platform you are using. A good example of how to optimize your profile on social media is our blog about how to optimize your LinkedIn profile – this example applies to LinkedIn, but can also be applied to other platforms. Be sure to have a clear profile and message that is relevant to your audience.

6. Find inspiration and be consistent

A great way to find inspiration can be from companies that have achieved success on social media to gain a better understanding of how they communicate with their followers. Instead of constantly trying to find content to share, it’s wise to instead have a calendar for sharing your content. By creating a calendar, it is also easier to be consistent with how you handle social media. Of course, it’s also good to have spontaneous posts but make sure you have a clear plan for when and what you choose to share.

7. Review your strategy and adjust it

This is essential for succeeding on social media. You will not create a perfect strategy from the beginning, but afterward you will see what worked well and what can be done better. Once you have received data from your efforts, you can see what kind of content resonates with your audience and optimize your strategy. Engage with your followers and ask them what kind of content they would like to receive. Getting to know your target audience is necessary to succeed on social media.

Conclusion

To create a profitable social media strategy, you need to learn from your mistakes and to adapt to your audience’s needs and challenges. Getting to know your potential customers and knowing where they are located is essential to succeed on social media. Keep in mind that social media is not about you, it’s about your target audience and how to meet their needs if you want to succeed.

What social media tips does your business use to engage with your B2B targeted audience and how do you adapt to their needs? Share your thoughts in the comments below.

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About Aleksandar Debeljak

Aleksandar Debeljak is Head of Content for DLE Solutions who helps clients align marketing communications with business goals. He enjoys strategising and crafting content that delivers meaningful experiences to connect customers with brands. Follow him on Twitter @aleksdebeljak.