Tips for Building a B2B Content Strategy for Social Media
One in every three minutes of the time users spend on the Internet is spent on messaging services or social media. This implies that a sound social media strategy is essential for businesses of all types and sizes.
Goal setting is the first step of beginning to form a good social content strategy for social media. Most managers claim that the goals they set are measurable, specific, limited in number, and not overwhelming. However, it is essential for the business goals and the marketing goals to align well. In case of social media content, the focus thus must be on goals set around awareness in the market, lead generation, and social selling. If the content does not align with either of these goals, it is generally pointless.
Useful content always wins
Social Media Content, just like the blogging content in the sales funnel, needs to be useful and valuable for your target audiences. You must hence perform proper research and identify topics that are likely to perform better for your business, rather than posting anything randomly.
Keep your content at the “awareness stage” or at the top-of-the-funnel, working on topics focusing on market opportunities, buyer problems, inspiration, and aspirations. Avoid being too salesy in your approach as most adults in the twenties and early thirties are likely to follow the brand on their social networking channels, and thus it is an opportunity for you to reach to your target audience. Posting sales or bottom of the funnel content may sound too pushing and can get labeled as spam, thus making them unfollow your brand.
Identify the areas that you target audience has an inherent interest in and build your social media content around the same areas. Organize the social content by stepping into the buyer persona and ensuring that you identify with the topics.
Experiment and Participate
You need to build a conversation, once you begin posting, through experimentation and participation. Test hashtags, topics, subjects, and types of messages as a part of your experimental process. Test what works better with your audience – a poll, a video, or information content? To narrow down your content posting strategy, try to analyze and measure how each type of posts tend to perform and during what hours.
You may be willing to try live content to discover how many viewers you engage. You can then test if the strategy is working for your social media campaign by recording the results.
Never leave a conversation unattended after posting. Try and participate, as social media is the best medium to build loyal fans. Brand loyalty has its own works like free and credible word of mouth campaign. Essentially if your target audience includes millennials, try to engage with your followers, answer questions, and build conversations.
Perform a Content Audit
While most businesses do realize the importance of content audit for their websites, they tend to ignore the need of audit for their social media. To understand which of your content can be reposted, reframed, and reworked on, a social media content audit will turn out to be essentially helpful.
A decade ago, when Microsoft performed a content audit, it was discovered that almost 30% of their content was never visited. That is the combined effort of marketers and content creators going waste. The case is similar in case of social media content.
If a certain type or piece of content is performing better on your social media, you can always change the format and repost it for more views and better visibility.
Understand Buyer Perspectives
B2B content often focuses more on the perspective of the seller than the buter. Categorize the content based on parameters like persona, segment, type of post, value/pain etc. when conducting a content audit. Once categorized, you team would not just better figure out the current state of affairs but also see the gaps.
You may interview the sales team prior to categorizing as they spend a lot of time with buyers and can thus share insights about the buyer’s perspective. You could inquire about the question the prospect first asked, what was the buyer most curious about, and which questions made the seller uncomfortable or hesitant to answer. These insights will help you reframe and restructure your social media content strategy.
Always Measure your Efforts
Measurement is among the essential parts of content strategy for social media. A Content Marketing Institute claims that only 35% content marketers measure ROI while 47% confess that they can’t measure ROI while the rest remain unsure. Posting content on social media, hoping for it to perform, with producing ROI is a sheer waste of time and resources.
Rather, for measure conversions, engagement, and visibility within the right market, companies should resort to using native social and Google analytics. Figure out what type of posts best increase the lead pool for your website. The only one you answer question-related to performance of your posts would you know how well the social media campaign is working. Data driven decisions are necessary to keep the campaign going, based on the calculation of ROI on the efforts put in.
To build a channel-appropriate and mature content strategy for social media, a test-based strategy tends to work best. Ongoing learning and adaptive strategy too are required. Without testing, measuring, and analytics, you may not be able to build a successful and progressive content strategy for social media.
June 21, 2018
May 13, 2018