May 23, 2016


B2B clients often ask us whether social media and content marketing are worth the investment. Our answer is always a resounding “Yes.” Here’s why…

Research has shown that B2B brands with a documented content marketing strategy are 35% more likely to succeed. Why? Because having a defined and consistent presence across different platforms allow companies to demonstrate thought leadership and create more meaningful audience connections.

Here are four strategies that are critical in creating greater thought leadership for B2B companies on social media:

Use Social Media to Find Out What’s Important to Your Audience

Understanding your target audience is critical in capturing the attention of prospective customers. Interacting with your audience on social media can give you key insights in to their constantly evolving psychographics, attitudes, and behaviors. Those insights should drive your content strategy, tone, messaging platform and selection of social media outlets–whether it’s Facebook, Twitter, LinkedIn, YouTube, etc.

Photos_4Prime the Market to Increase Lead Generation

B2B companies often rely on internal sales strategies and tools to differentiate their service or product offering. Social media can be a powerful channel for priming your audience about product launches or new innovations. This strategy can help to generate new leads because your sales force will be connecting with prospects that are already educated about your company.  We call this the “Oh, I saw that on Facebook,” phenomena. It makes the face-to-face conversations your sales force are having with prospects more meaningful.

Tell Stories that Tell Greater Stories

Don’t treat your social media page as an extension of the “About” section on your website. Share stories that demonstrate a multi-faceted perspective of your company, providing insight into your industry expertise, core values, culture, and past successes. Here are some ideas:

  • Problem & Solution: Share a post providing insight into a common issue your clients are facing and how they can address it. Treat this post as an opportunity to demonstrate thought leadership in a specific area of expertise and show your audience you understand their challenges.
  • Industry News and Events: Create a post about recent news within your industry. Implore your audience to learn more and position your company as forward thinking and current on industry trends.
  • Success & Recognition: Share your company’s successes and achievement (recent awards, new projects, etc.). This establishes credibility towards your company’s brand and promotes different services and expertise. It also boosts your company’s internal morale by recognizing the achievements of your group.
  • Culture & Environment Post: Share a post about your company culture (a company celebration, new hire, events, office life) that showcase your company’s values. This makes your company more relatable and attractive when prospective clients are looking for a partner. It also helpful in recruitment efforts.

Build Relationships With Like-Minded Organizations

Research the type of content your core audiences are sharing and the types of interactions they are having throughout their networks. And be willing to engage in conversations by making references to other organizations and industry professionals in your posts (by tagging them). This type of interaction will encourage them to later tag and share your brand’s online activities and help you grow a greater social presence. 

Whether you’re selling a product to the general public or very specific services to a niche market, having a solidified social media presence will grow your business. Social media is a powerful platform for creating awareness of your expertise, and expand your message to new customers.