9 ways to overcome issues with marketing your B2B company on social media

Social media is so prevalent now that a lack of presence online is tantamount to people wondering whether your company exists at all.  I’m not exaggerating.  You don’t want people to think that your business is no longer there, or no longer vibrant.  Suffice to say you need a presence.

But many business owners, whether start ups or more established businesses, particularly in the private B2B sector, are really struggling to find the resources to manage their social media and prove that it’s making a positive contribution to the business.  HOW many times have I heard business owners as me for the ROI?

Many business people complain that social media is not working for their B2B and they wonder what to do about it.  They want a quick, cheap fix and they want the phone to ring off the hook.  (So sorry to tell you life and business don’t work like that but it’s true.  Crushing, I know).  You want results, you need a good strategy combined with dedication and repeat over time.

So many businesses either push out the same old content without building engagement or just give up because the ROI is so difficult to prove and they tried outsourcing but could only pay peanuts, so guess what, it didn’t work out.

Here are 2 truths that present us with a dichotomy:

1.      Social media done very well looks easy
2.      Social media done very well is not very easy to do

Here are 9 tips to overcome the issues of marketing B2B on social media:

1.      Decide on 2 platforms to really focus on and do them well – once you have a presence you can branch out with repurposed content to other platforms

2.      Set realistic goals about what you want your social media to achieve. Someone who works in social media all the time is ideally placed to help you with this. You don’t need to figure it out alone nor watch 50 crap YouTube videos that ultimately told you nothing.

3.      Get your CEO involved and online – having experts, thought leaders and decision makers empowered with the confidence to share and be visible is the best route to make meaningful comments online. It will increase your engagement and interaction and give your company brand presence far more credibility online. People like to see real people and they like to know who is at the helm.  Most companies will benefit from a brand presence on social media plus a personal presence from their key employees.

4.      Make sure your branding and content looks visually appealing. It doesn’t have to be rose gold and modelesque Insta perfect, but it does need to be modern and credible. Please do not scrimp on this. Also, it’s quite plausible to find NO ONE in your organisation who has an eye for what looks good.  I recommend spending one hour’s consultancy fee with a branding consultant and they will give it to you straight. It’s then up to you to listen to the feedback and implement changes with the help of a very good graphic designer if you need to make changes.

5.      Same goes for copywriting. If your website contains rubbish copy (boring, misleading, confusing, dull, etc.) then invest in a copywriter to re-write it.  This will feed into all other online marketing – blogging, social media writing, etc.  Some companies find they need to go back to the drawing board to company values if they have lost their way. All this needs sorting prior to anyone tinkering with social media!

6.      Go in with some colleagues or associates to like and comment on each other’s posts, thereby giving a boost to credibility

7.      Be real and honest as much as possible.  People like transparency, it makes them feel comfortable around you.  You don’t want to do business with people who are fake anyway, do you?

8.      Set a strategy and stick to it – have regular check ins with your team and encourage feedback about how social media is going.  Making it a team effort not only makes it more enjoyable but helps to hold you all accountable and invested in the whole process.

9.      Making the right decisions about outsourcing.  Whether you decide to outsource or not is up to you. I’m happy to help you to decide whether outsourcing is right for your company. It may be, it may not be.  But one benefit I would really stress is that if you can’t envisage how your B2B social media should or could look (what to write, what to say, how to interact, what images and video content to share) then it could be a very good investment to let someone else take over the reigns for 3-6 months so that you’re then able to understand how it looks and take it over.  Most of my smaller business clients fall into this pattern, where I do a handover after 3-6 months and this is the upfront strategy. 

Ideally for most businesses the best social media will happen in house, however, there are many businesses that fall in the in-between stage – between being so small that they can do it in house and being so large that they can employ a person full time to do it in house.  For many businesses it’s simply nowhere near a full-time role, yet to lump social media in with someone’s job may be asking too much of them, because it takes time and knowledge and being able to find the creative space to do it well.

I hope you’ve found some of the tips above useful.  If your business is struggling with any of these issues, you can contact me by email any time to arrange a 30 or 60 minute consultation on what to focus on.