7 Ways to Revive a Dead (or Dying) B2B Social Media Presence
Is your B2B company still not active on social media?
Did your company get started on a social media site such as Facebook or Twitter, but become discouraged because no one followed your company – or “liked” its posts?
Do you have competitors who have an active social media presence – but no idea how to get your company there?
If so, you already know how overwhelming social media – and finding people to connect and engage with – can be. But, what you don’t know is that there are a few basic steps you can take to revive your B2B social media presence. Here are 7 things you can do to bring a languishing B2B social media presence back to life.
#1: Invite People You Know to the Party
To build an audience for your social media presence, start with people who already know and love you in real life – your company’s employees, customers and vendors! Create a short email inviting these folks to “like” you on Facebook (or whatever social network you have a presence on), including a few benefits of liking your page. You can also provide a post that your employees can use on their personal social networking profiles to invite their associates to “like” your company’s page.
#2: Find Your Peeps (and Tweeps)
If your company has a solid list of email contacts, this is a very valuable asset for social networking too! Uploading a CSV file of your contacts to Facebook – or importing your email contacts to social networks such as LinkedIn, Twitter or Pinterest – is an easy way to see which of your customers and prospects are already active on that social network. Once you’ve found your contacts on a social media network, simply “like” or “follow” them – and they will probably return the favor.
#3 Advertise to Build Audience Faster
You can also use your email list to build a fan base more rapidly by running paid ads to promote your social media presence. On Facebook, you can use Custom Audiences to target ads to everyone on your email list who has not “liked” your business page yet. Since these folks already like your company, they are highly likely to “like” its Facebook page too!
#4 Promote Your Social Media Presence Everywhere
For your presence to grow, you also need to promote it outside of social media. So, be sure to add a link to all of your company’s social networks on your website and in every printed and online marketing communication that you use, including your business cards. And don’t forget email! Add links to all of your social networks in your email signature, any promotional emails your company sends out and your monthly enewsletter.
#5 Post Content that Is Interesting to Others
Most dead (or dying) social media profiles have one thing in common – an endless stream of posts promoting their company and products. Remember, social media is supposed to be social! Take the time to create an editorial calendar that will ensure your company has a plan to post a variety of content that will be of interest to your customers and prospects, including curating content created by others that is of interest to your audience.
#6 Network with Other Pages
B2B social media posts simply won’t receive as many likes and comments as B2C, because, let’s face it, you’re posting about business (rather than delicious pizza and cute puppies)! But, if your page doesn’t have any engagement, networking with other business pages can help you get started. For example, use Facebook as your business page and participate in status updates posted by other pages (such as liking or sharing posts by partners, suppliers and trade magazines in your industry).
#7 Leverage Your Most Powerful Social Network
If your company is having more success on one social network, you can leverage this to help build your presence on other sites. For example, if you have a large following on LinkedIn, you can post Company updates asking your followers to “like” you on Facebook too. In fact, Boomm has a much larger following on Twitter than other social networks, and we’ve had great success using Direct Messages (sent in real-time, not automated) to ask new followers to “like” us on Facebook.
Although your B2B social media presence may not attract thousands of fans – and simply will not fill your pipeline with “ready to buy” sales leads – you can use it to achieve realistic goals. Using the seven steps listed above, you should be able to quickly attract a few hundred fans to give your business a respectable social media presence. Then, you can begin sharing relevant, valuable content with your new followers to help build brand awareness and establish your company as a thought leader in its industry.