EVERY minute of every day millions upload something to social media; it’s a way of life, it’s a way people like to communicate. Social media is a great opportunity for businesses to build awareness, make new contacts and increase engagement. It has opened up an expanding doorway to reach out to your clients, your supply chain and the influencers in your sector.
Take back control
Brands can use social media to broadcast news, views and opinions, more regularly than with any other digital medium. And as you have editorial control and don’t have to rely on a third-party journalist or editor to publish something, you create the message.
Traditional media outlets, such as newspapers and magazines, do have an advantage. They are often seen as reliable and trusted sources, read by loyal readers and subscribers. So, for brands to go directly to their target audience, they have to work hard at building their own audience and encouraging them to interact with your product and services.
Create relevant and valuable content
Let’s not forget that digitally savvy users can scroll through screens and become increasingly oblivious to meaningless chaff and chatter. The onus is on firms to provide relevant, valuable content and tempting information that resonates with the target audience.
Bite-sized chunks of content have proved effective for message and delivery by providing engaging, digestible pieces of content that could also be posted across other channels. Your audience scrolls quickly through their feeds, especially a B2B user, so you should be current and on message with your posts to get their attention.
An effective B2B social media strategy is best built around a solid content plan for both short-term gains and long-term growth. When someone is looking for potential people to do business with, they’re not looking for ordinary, they’re looking for something different.
Consider your content plans carefully. Rather than throwing your whole arsenal of benefits, photographs and short videos up at once, focus on quality over quantity. Test various design aesthetics and mix up your content with interactive elements, such as White Papers and online events, which are now much easier to deliver.
When is best to post content?
And send out regularly and often. According to Sprout Social, the best time to post on LinkedIn is on Tuesdays from 10 a.m. to noon. The worst days are on weekends – with Saturdays and Sundays offering the lowest engagement levels. However, we have found that owner-managers responded better at weekends.
Having a clear content plan will engage. However, when you walk through the social media door and into the room there’s no benefit to just looking at names on the badges. Your next step is to fix your aim and target the people you want to follow up and get to know.
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