Engaging with B2B Accounts that Don’t Know You on Social Media
In today’s digital age, social media is an essential tool for businesses of all sizes.
Based on Garner’s Future of Sales Research, the majority of B2B sales interactions between suppliers and buyers are expected to take place in digital channels, reaching up to 80%. The reason for this is that 33% of buyers prefer a sales experience without a seller.
But for B2B companies, it can be especially challenging to engage with other accounts that don’t know you or your company. After all, why should they care about what you have to say?
The good news is that it is possible to engage with other B2B accounts on social channels, even if they don’t know you. It just takes a little planning and effort.
In this blog post, we will discuss some tips for engaging with other B2B accounts on social media channels. We will cover topics such as:
Why is engagement on social media important also for B2B, not just B2C?
75% of B2B buyers and 84% of C-level/vice president (VP) executives surveyed use social media to make purchasing decisions.1Super Office Stats
Social media is an integral part of the marketing strategy for many B2C brands, but it is often overlooked for its potential in a B2B context. B2B companies can gain significant benefits from social media marketing, including finding and engaging with a wider audience, building brand awareness, and generating leads.
First, social media engagement helps to humanize the brand. It allows B2B organizations to break away from the traditional corporate persona and showcase more personality. Creating and maintaining a social media presence builds trust and loyalty with potential and current customers. This is a great way to gain a competitive advantage in a crowded market.
Second, social media engagement provides businesses with a cost-effective way to communicate with their target audience. It allows organizations to reach a broader audience, monitor customer feedback, and stay up-to-date with market trends. This is key for B2B companies looking to stay ahead of the competition.
Use social media to reveal your brand authentically, understand audience desires, and become an industry leader.
Third, social media engagement can help businesses establish themselves as thought leaders and experts in their respective industries. Sharing valuable and informative content can help to build trust with potential customers, positioning the company as a reliable source of information in a crowded market.
Fourth, social media engagement can help businesses gain valuable insights into their audience. By analyzing the engagement, B2B companies can learn what their audience is interested in, allowing them to tailor their marketing strategy accordingly.
Fifth, social media engagement offers an opportunity to create brand ambassadors. If a B2B company creates content that resonates with its audience, it is likely to be shared, increasing brand awareness and loyalty among a broader audience. That is also free worth of mouth advertising for you. Thanks to the brand ambassadors.
How to Find Other B2B Accounts to Engage With
The first step to effectively engaging with other B2B brands on social media is to find them. The process of finding relevant and compatible accounts can be tedious, but it is an essential part of successful B2B marketing.
To search for potential B2B customers, it is helpful to think about the industry in which your business operates and identify the businesses and organizations that fit into that industry.
I find that there are several ways to do this, including:
Utilizing Social Media Search Functions
Social media platforms have advanced search functions that can help you identify the right B2B accounts. By using search terms and filters specific to your industry, you can narrow down the search to find the most relevant social media accounts. For example, you can search for companies that are within a certain geographical region or that have a specific number of employees.
Influencers are individuals who have a significant following on social media and can influence the behavior of their followers. Finding and engaging with industry influencers can help you increase your reach and connect with potential B2B accounts. Researching and connecting with influencers can also help you build valuable relationships that can help you grow your business.
Analyzing your competitors is also a great way to identify potential B2B accounts to engage with. Note who is following your competitors on social media and interact with them. This can increase your brand awareness and potentially turn those followers into your own customers.
Search Engine Results
Another way to find potential B2B accounts to engage with is to use search engines like Google to search for businesses within your niche. Look for companies that are writing guest blogs or are mentioned in other blogs or articles. This shows that they are active in their industry and may be open to collaboration or partnerships.
By uncovering customer needs through social media, your brand can reach new heights of competitiveness and authenticity.
One of the easiest ways to find other B2B accounts is to search for industry-specific hashtags on social media platforms, such as Twitter and Instagram. Use a tool like Hootsuite, Sprout Social, or TweetDeck to monitor these hashtags in real time and engage with the businesses that are using them. By doing so, you can build valuable relationships and potentially even partnership opportunities.
There are several online directories that list businesses and organizations by industry, location, and other criteria. By using these directories, you can quickly identify potential B2B accounts to engage with. Also, many online directories offer contact information for the businesses and organizations listed, making it easy to reach out to them directly.
Engage in Communities & Groups
Another effective social strategy is joining and engaging in relevant communities and groups on social media platforms can provide opportunities to connect with other B2B accounts. These communities may be industry specific or targeted toward a particular audience or market. Engage with these groups by offering valuable insights and taking part in conversations.
Networking at Industry Events
Industry events are a great way to meet new people and build relationships with other B2B accounts. They provide opportunities to engage with others in your industry and learn about new trends and developments. By attending events and networking with other attendees, you can identify potential B2B accounts to engage with on social media.
Leveraging Employee Networks
Your employees can also be a valuable resource for identifying relevant B2B accounts to engage with. Encourage them to share business-related content on their personal social media accounts and engage with influencers and other industry leaders. This can help build a network of B2B accounts that are interested in your business and can provide value to your company. Having an employee advocacy program in place can do wonders for your B2B marketing.
Don’t be afraid to initiate conversations with other accounts on social media channels. Commenting on their posts, sending them direct messages or even tagging them in your posts can open up opportunities for collaboration and partnerships. Just be sure to keep your communication friendly and professional.
And oh, if it’s the first conversation you are having with them, please dial down selling your product or service. That is one thing that I find super annoying on social media. To me, that is like proposing already to someone you just met. And that is so wrong, don’t you agree?
What Kind of Content to Share
Once you have found other B2B accounts to engage with, you need to decide what forms of content to share. The best social content is relevant, informative, and engaging. It should also be consistent with your brand voice and messaging.
Here are some content ideas you can share:
By sharing a mix of these types of content, you can keep your followers engaged and build your social media presence. Remember to stay consistent with your brand voice and messaging and always focus on providing value to your audience.
Create inspiring, informative, and valuable content to nourish your brand’s social media presence.
How do you engage with a B2B audience on social media that does not know you?
In engaging with B2B audiences on social platforms, one of the most important things to keep in mind is the importance of building connections. Because you are not yet known to these people, you need to work to establish yourself as a trustworthy and reputable source in your industry.
A basic engagement strategy is interacting regularly with other accounts on social media. Through commenting, sharing, and offering help, you can show others you are invested in the community and willing to contribute in meaningful ways.
Once you have shared some content, it is important to interact with other accounts. This will help you build relationships and establish yourself as a thought leader in your industry.
Here are some tips for interacting with other accounts:
What are some lessons that I’ve learned from trial and error from engaging other B2B on social media?
Effective B2B social media engagement is all about building authentic relationships with other accounts in your industry.
Here are some valuable lessons that I’ve learned from personal experience in working as a B2B social media specialist for almost 20 years.
The more you invest in interactions, the deeper your connections become – sustained by kindness and consistency.
How to measure your social media engagement efforts?
Measuring your social media engagement efforts is an important part of determining the success of your campaigns and outreach. There are a few key metrics that can help you gauge how well your engagement campaigns are performing. This will help you and your marketing team determine what is working and what is not.
Keeping an Eye on Metrics
One of the most effective ways of measuring your social media marketing efforts is by analyzing metrics. By monitoring metrics like follower count, likes, shares, comments, and other engagement indicators, you can get a better understanding of the effectiveness of your social media campaigns. This will allow you to make data-driven decisions that will help you continuously improve your B2B marketing strategy.
Focus on Engagement Quality
Engagement metrics are not sufficient on their own to measure social media engagement. Quality engagement is equally important as the quantity of engagement indicators. Quality engagement occurs when followers interact with your content meaningfully. Evaluating the quality of your engagement activity can be done by looking at the conversations and feedback generated by your engaged followers on your key marketing channel.
True engagement metrics explore deeper into follower interactions to uncover their qualitative value.
Determining Your Reach
Another important factor to consider when measuring your social media marketing efforts is determining your reach. This is the total number of people who have seen your social media content. By calculating your reach, you can quickly identify the platforms that are most effective in reaching your target audience.
Test and Refine
Evaluating your social media engagement efforts is an ongoing process that requires continuous testing and refinement. Paying attention to user behavior and trends will help you stay ahead of the curve and change your social media strategy.
Initiate engagement one account at a time to build your community
Starting engagement with other B2B accounts on social media can be a challenging task, but it’s not impossible. By being proactive, providing value, and avoiding over-promotion, you can build meaningful relationships with key players in your industry.
Social media engagement continues to be a potent tool for boosting brand awareness, increasing your reach, and generating leads. It’s crucial to track your progress with metrics like follower count, likes, shares, and comments, and to test and refine your strategy for maximum results.
At Social Success Marketing, we specialize in helping B2B business owners like you in connecting with other social accounts and grow your brand. From developing a tailored social media strategy to tracking metrics and measuring success, we have the expertise to help you achieve your goals.
So why wait? Take the first step toward social media success today by connecting with us at Social Success Marketing. Let us help you engage with other businesses on social media and take your brand to the next level.
- 38 Social Selling Statistics You Need to Know in 2023. Blog Post.20 October 2022. Accessed May 25, 2023. https://www.superoffice.com/blog/social-selling-statistics