When it comes to B2B social media campaigns, it’s important to have the right goals in mind. While B2C campaigns are often all about driving sales, B2B social media is more about building relationships and setting the groundwork for future business. In this article, we’ll discuss what specific goals you should focus on and the best content formats to use to do that.
If your goal isn’t clear then how can you measure your success? The good news is that the top three overall goals for B2B content marketers are: creating brand awareness, building trust and credibility, and educating audiences. Let’s take a closer look at these goals and how to achieve them through your B2B content marketing.
Brand awareness means that people know who you are and what kind of services or products you offer. In order to increase your brand awareness, it’s important to create interesting and informative content that will engage your audience, which we discuss below. It’s also important to use social media platforms such as Twitter and Instagram to spread the word about your brand and get more eyes on your content.
In order to build trust and credibility with potential customers, it’s important to showcase why they should choose you over other businesses in the same industry. Showcase customer testimonials or case studies that highlight successful projects or products. This clearly shows potential customers that you have an established track record of success, which can go a long way toward convincing them to make a purchase from you. You should also make sure that your website is secure so visitors feel safe when browsing or making purchases on your site.
Educating audiences is one of the most important goals of B2B content marketing because it helps potential customers understand why they should work with you instead of someone else. You can do this by creating helpful resources such as “how-to” guides or tips & tricks articles that give readers information they can use right away. You can also create webinars or workshops where experts in the field discuss topics related to your industry. These not only educate viewers but also builds trust with them since they see that you are willing to share valuable knowledge without expecting anything in return.
Now that you know what some of your marketing goals should be, how can you actually achieve them? These five formats are the ones you might want to consider.
Blogging has become a staple in any content marketing strategy, especially for B2Bs. It’s one of the best ways to create brand awareness, educate your audience, and build trust and credibility. Consistently publishing quality blog posts helps establish your expertise in a given field as well as provide value for potential customers. Plus, blogging is a great way to rank higher in search engine results pages (SERPs).
Visuals are essential for any successful B2B social media campaign. They’re an easy way to capture attention and showcase complex information in an engaging format. Infographics can turn data that might seem incredibly dull into something that’s visually pleasing while helping you build credibility with your audience. Just make sure they’re well-designed. Otherwise, they could backfire on you!
Gated content is a great way to generate leads because it requires users to enter their contact information before they get access to the full piece of content (e-book, whitepaper, etc.). It also allows you to track who is downloading your content, which makes it easier for you to follow up with them later if needed. However, make sure not all of your content is gated—that could lead visitors away from your website if everything requires signup forms or subscriptions!
Videos are another great way to engage with potential customers on social media platforms like YouTube. Short educational videos or tutorials can help build trust with viewers by showing off your expertise in a particular subject matter or industry trend. Plus, videos tend to get shared more often than other types of content—so there’s potential for even more exposure!
Podcasting is an increasingly popular way for B2Bs to reach their target audiences on the go (and without being limited by character counts!). They can be used to discuss topics related to your industry or company culture and build relationships with potential customers through interviews or Q&A sessions with influencers or experts in the field. Podcasting also has the added benefit of potentially reaching new audiences who may not know about your brand before.
The key takeaway here is that B2B content marketing should focus on longer-term objectives such as creating brand awareness, building trust & credibility, and educating audiences about their product or service offerings. Plus, having clear goals in mind when creating content for B2B social media campaigns will help you maximize your efforts and achieve success over time. From blog posts and infographics to gated content and podcasts, there are plenty of different types of content that can help you reach those goals—all you have to do is decide which ones work best for you! With the right combination of creative ideas and strategic planning, you can create compelling campaigns that will help establish trust between you and your target audience while also increasing brand recognition over time.