It’s no secret that social media benefits businesses of all kinds, including B2B (business-to-business) companies. That’s why 72 percent of brands use social media to inform their decisions.
If you’ve yet to jump on the social media train, or if you don’t have a clearly defined social media marketing strategy, perhaps our story will inspire you.
Today, I want to share the story of Boral Agency and the incredible role that social media has played in helping me change and grow my company.
My sister and I started our firm in 2011.
Now, as all small business owners know, that means we were working 12-hour days, forgetting how sleep feels, and feeling the rush of excitement on the days we managed to beat the clock.
How did we build our clientele in those early days?
Back then, we relied heavily on networking events.
We set up booths at trade shows and other events and met all of our potential clients face-to-face.
Our original methods continued to work for the first year, then BAM! We hit a standstill.
As a digital marketing and branding firm, we spent most of our days with our eyes glued to the computer screen, crafting our clients’ personalized marketing campaigns.
Because we were so busy, we had to miss the very networking events that had grown our business.
We knew we had to revise our marketing strategy and figure out how to connect to all our clients, reach out to potential new clients, and stay active in our professional community.
How did I feel? I was afraid, of course!
After all, roughly 20% of businesses fail within the first 2 years, and 45% fail within the first 5 years. At this point, we were getting close to those dreadful statistics that we refused to become part of.
We needed a new solution…
What Did We Do?
This is the point when social media marketing came into the picture.
We began to strengthen our social media presence and invited everyone to join.
It all started with one Facebook post, which started a conversation, which started a domino effect.
As you know, though, one post is not enough.
This wasn’t the case in 2012, and it certainly isn’t the case in 2022 when so many businesses use Facebook and other platforms to build their brands.
To continue generating leads through social media — and increase the number of leads we were generating — we hired a social media specialist and, later, a content strategist.
With our new team, we started implementing the same aggressive tactics that worked with Facebook on LinkedIn, Twitter, and Instagram. We also noticed some platforms gave us better results than others, and we prioritized accordingly.
Our Tried and True B2B Social Media Tips
We’ve gone through some high-level changes we made to our marketing approach in the early days of our business.
Now, we’re going to give you some actionable suggestions that you can use to grow your B2B company, build your brand, and achieve your social media marketing goals.
Listed below are some of the techniques that worked best for us.
Post the Right Kinds of Content
Start by making sure you’re posting a wide range of high-quality content on social media.
Not sure what to post?
Here are some ideas to help you get started:
Take advantage of trending topics, major events, and especially holidays
Create contests, special offers, or free giveaways for your followers
Share pictures of your company team going to events, team building exercises, and charity events
Announce and share when you attend networking events, conferences, trade shows, or speaking engagements
VIDEOS, VIDEOS, VIDEOS! They don’t have to be Hollywood quality, you can simply post live videos
Post articles with content that will interest your audience
It’ll take some time to figure out what kinds of content resonate the most with your audience. Don’t be afraid to experiment with different types to see what your followers seem to like the best.
Create and Stick to a Posting Schedule
In addition to posting relevant and high-quality content for your audience, make sure you’re posting consistently and frequently.
You don’t necessarily need to post every day.
However, we recommend that most brands post at least 3-5 times per week.
Depending on your industry, you might be able to get away with posting more or less frequently — we offer some more detailed insights here to help you decide.
Regardless of how often you choose to post, make sure you post regularly.
Don’t post 7 days in a row and then not post anything for 2 weeks.
It’s better to be consistent with 3 or 4 posts per week if that’s all you can handle.
Use Multiple Platforms
You don’t necessarily need to have a presence on every single social media platform.
However, it is a good idea to diversify your online presence and use more than one platform to market your B2B company.
For example, you might choose Facebook, Instagram, and LinkedIn (this one is an especially popular one for B2B companies).
Do some research into your audience to find out which platforms they use most often. This will help you ensure you’re focusing on the right ones.
Engage with Your Audience
No matter where you’re posting content online, you must engage with your audience.
You can’t just throw content out into the universe and expect it to help you grow your business. You also need to respond to comments from your followers, thank those who share your content on your stories, and answer direct messages.
The more engaged you are, the more likely people are to trust your brand and want to learn more about the products or services you offer.
Keep Track of the Latest Trends
Every year, new social media trends pop up. It can feel impossible to keep up with them, but you need to do your best to do so, regardless of the type of business you run.
For example, in 2022, two social media trends are non-negotiable: Influencer marketing and brand inclusivity.
In 2023, there will be other trends that no one can sleep on.
Do your best to keep up with these trends so you can stay ahead of your competitors, attract more clients, and grow your business.
Learn from Experts
As you learned from our story, we weren’t afraid to ask for help.
When we realized that social media was the key to growing our agency, we reached out to social media experts and learned from their experiences.
Now, we offer those same services to our clients.
If you’re confused by the world of social media marketing, don’t panic! Reach out to a professional (or team of professionals) and ask for their advice.
Whether you need help with Facebook ads, creating video content, or writing blog posts, some experts have the skills and resources you need.
What Can You Learn from Our Story?
We hope that our story was inspiring to you and your marketing team.
After learning about how social media helped us to 10X our B2B company, we hope you can better appreciate social media as a networking tool.
Social media has the power to connect you, the small business owner, to your consumers (AKA: the people who need your service or product). You need to use it properly, though, and implement the tips discussed above.
Let’s go over some key details:
Who Are Our Followers?
Our audience includes marketing experts, Houston professionals, and business owners who want to build their brands.
How Did We Get This Following?
We grew our following by consistently engaging with our audience with a thread of posts. We replied to all comments and retweeted interesting conversations about the latest trends in the industry.
How Can You Actually Use This Information?
Get involved in social media. Follow experts in your field, post regularly so that your target audience will turn to you for answers, and regularly connect by engaging in conversation with your audience.
By the way, this phrase should be your mantra moving forward: Consistency is Key.
Why Social Media Marketing Matters for B2B Companies
Social media is a powerful tool that allows you to spread knowledge and educate people about your product or service. It is a cost-effective and fun way to promote your brand and grow your audience.
Facebook saved us from throwing in the towel on our company. Imagine what it can do for your business.
If you want to know if your social media activity is paying off, you can get a Free Social Media Report today.
Remember, too, that not all social media platforms are the same.
Because of this, you should choose your key platforms wisely before starting any campaign social media marketing campaigns.
Social Media is a great tactic that should be included in your marketing plan.
Download our free and easy, 2-page Marketing Action Plan Template so you can start your business on the right foot!