Breaking the Ice: Engaging with B2B Accounts that Don’t Know You on Social Media

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Breaking the ice

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 the engagement rate also important for B2B, not just B2C?
How to find other B2B brands to engage with
What kind of content to share
How to interact with other accounts
How to measure your results
What are some lessons that I’ve learned from trial and error from engaging other B2B on social media?

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.¹
Super 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.

Industry Influencers

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.

Competitor Analysis

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.

Industry-Specific Hashtags

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.

Online Directories

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.

Starting Conversations

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?

engaging with B2B accounts that don’t know you on social media

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:

Industry updates, news, and trends: Stay up-to-date on what’s happening in your industry and share relevant news with your followers. This will position your brand as a thought leader and show that you are invested in the industry.
Thought Leadership Content: Develop content that showcases your expertise in your field. This could include white papers, blog articles, or videos. By establishing yourself as a thought leader, you can gain credibility, attract new leads, and increase engagement.
Case Studies: Sharing case studies is a great way to showcase your products or services and show their value to potential customers. Case studies show real-world examples of how your company helps customers solve problems or achieve their goals.
Testimonials: Customer testimonials are powerful because they offer social proof that your products or services are effective. Sharing testimonials on social media can help build trust and credibility with potential customers.
Educational Content: Creating educational content such as how-to guides, tutorials, and webinars can help position your brand as a helpful resource for customers. This type of content can be valuable to prospects who are considering your products or services.
Promotional Content: While you don’t want to overdo it with promotional content, it’s effective to offer discounts, special offers, or free trials to your followers. But remember to balance this piece of content with informative, educational, and engaging content.

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:

Comment on their posts: As you explore different social accounts and industries, look for opportunities to leave thoughtful, insightful comments on their social media posts. This will not only help you connect with followers in your field, but also show your expertise and willingness to engage with creators. When leaving comments, be sure to read the post carefully and offer feedback or insights based on its content. Avoid making generic or irrelevant comments that add little value to the conversation.
Share their content: Another effective way to engage with B2B audiences on social media is by sharing their company content. By promoting the work of others, you demonstrate you are interested in the larger conversation taking place within your industry, not just promoting yourself. When sharing social content, be sure to add your own thoughts or insights to the company page post, and tag the original author or account. This will help you expand your reach and show your willingness to engage with others.
Ask questions: To further build connections with your B2B audience, consider asking thoughtful questions that show your interest in the larger conversation taking place in community discussions. This could include asking for feedback or insights on a particular topic or requesting advice or recommendations on your social posts. You are showing here your willingness to engage with others and take part in the larger community.
Offer help or advice: Another way to engage with B2B audiences on social media is by offering help or advice where you can. This could include sharing resources or tools, answering questions, or offering your own insights and expertise to others. When offering help or advice, be sure to do so in a genuine and helpful manner, without coming across as pushy or self-promoting.
Thank them for their support. Be sure to thank others for their support as you work to establish yourself on social media. When someone shares your content or engages with you in any other way, take the time to express your gratitude. This will help you build stronger connections and show that you appreciate the support of others in the community.

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.

Remember that engagement is a two-way street. In order to build strong relationships, it’s important to not only engage with others but also respond to comments and messages in a timely manner.
Be patient. Patience is key in B2B social media engagement. It can take time to earn the trust and respect of others in your industry. Don’t expect overnight success – building genuine relationships takes time.
Be authentic. People can spot a fake from a mile away. In order to truly connect with other accounts, be genuine and let your personality shine through. Don’t be someone you’re not – people can tell when someone is fake. Stay true to who you are and let your unique qualities shine through. Genuine engagement is a must even in digital marketing.
Be mindful of your tone and messaging. When reaching out to your ideal audience, be sure to use a tone and approach that is in line with your brand values and messaging. This can help to establish consistency. In writing blurbs or engaging posts, use a conversational tone to encourage interaction.
Be proactive in sharing useful content. Share content that applies to your audience and that will add value to their lives. By sharing informative and helpful content with others in your network, you can establish yourself as a valuable resource and build trust.
Be consistent. The more you engage with others, the more likely they are to engage with you. Have a consistent brand style. Post regularly and interact with other accounts consistently. Explore the optimal engagement time on your social accounts.
Be flexible. Social media is ever-changing, so it’s important to stay up-to-date on trends and changes in the industry. Staying flexible and adapting to changes will help you stay ahead of the competition and maximize your engagement.
Don’t be afraid to try new things. Social media is a constantly developing landscape, and it pays to be open to new approaches and strategies in B2B marketing. Experiment with different tactics and see what works best for your brand and audience.
Reach out to others. Don’t wait for others to start to engage. Take the lead and start building relationships by commenting on their posts and sharing valuable insights. Leave positive feedback on their social posts.
Don’t be overly self-promotional. While it’s important to promote your brand, it’s equally important to avoid being overly promotional. Instead, focus on building relationships and providing value to others in your network.
Listen and learn from others. Social media is a great platform for learning from others in your industry, so be sure to take the time to listen and learn from their insights and experiences.
Extend your reach through social media advertising. While organic reach is a great social strategy, advertising promotes extended reach at a cost-effective rate for B2B marketing. The aim of this outreach is to reach a level of increased audience engagement and convert them into loyal customers. Emphasize the value that your business or brand is looking to provide and showcase a unique selling proposition.
Have fun! Social media should be enjoyable. If you’re not having fun, it will show. So relax, have fun, and connect with other people in your industry.

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.

However.

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.

References:

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