How Successful B2B Companies Use Social Media

“Focus on how to be social, not how to do social.”

– Jay Baer

B2B customers often require multiple interactions to move them from awareness to interest and finally to desire and action. With over three-quarters of B2B buyers active on social media, platforms like Twitter, Facebook, Instagram, and LinkedIn are no longer only for B2C companies.

B2B companies that actively employ a social strategy see better returns in the long run. It’s important to remember that creating an online presence is about more than short-term gains.

Here’s how successful B2B companies use social media:

They leverage social media to create brand awareness and get in front of their target audience.

If you want to connect with your customers you need to be where they are. Creating brand awareness is key in separating you from your competitors and getting customers to remember and use your name.

They create content that offers value to their audience.

Providing interesting and valuable content helps your audience identify you as a reliable source of information and authority in your business niche. Content that offers value is essential to driving engagement and generating interest in your offering.

They use social media as a listening tool.

By having a presence on social media, B2B companies can gather comments and feedback to understand what their ideal customers are looking for. It also provides insight into how they view your business and those of your competitors.

They use social platforms as a communication tool.

Using social media as a customer service channel provides B2B companies with a quick and effective way to answer queries and respond to questions raised about your brand.

They use social platforms as a way to generate leads.

Social media is an effective way to generate new leads, by providing valuable content that addresses customer pain points. Warming and nurturing leads by engaging with them regularly helps salespeople build trust and move prospects further down the marketing funnel quicker.

They use their social presence to help drive traffic.

Whether through paid or organic posts, B2B companies can connect with people interested in their service and drive traffic to landing pages, capture forms, or any other apps or websites.

They use social media to positively affect their SEO score.

While social media may not directly affect your SEO score, the links you share on social channels, which in turn may get reshared, and direct traffic to your website indirectly has a positive effect on your search rankings.

They use social media to show their human side.

People connect with people and social media makes it easier for B2B companies to showcase their human side. Being authentic on social platforms is the quickest way to start building trust with your target audience.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Create some connections of your own with Rob Riccardo and ‘Deep Connections’. More to listen to on our Spotify Playlist.

Why Quality B2B Copywriting Matters

“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”

– Joanna Wiebe

Not all copywriting is created for the same purpose. Sure, it’s being written for advertising or other forms of marketing but understanding who you’re writing for is what matters.

B2B copywriting is similar to writing for B2C (business to consumer) in that the end goal is to engage and convince the reader to take a specific action. But how you create that desire for someone to take the next step depends on what drives them.

For B2C readers, appealing to their emotions focuses on highlighting their wants which in turn drives their actions and behaviour. For B2B readers emotion plays a role but appealing to logic will ensure more success, here’s why;

B2B readers are less likely to make impulse purchases and spend more time investigating and understand the products or services they are investing in.

This creates a longer sales cycle, where B2B writers need to help readers understand the costs involved, as well as the impact the product or service will have on productivity and profit.

Understanding your audience and what motivates them before you start writing will make a noticeable difference to the success of your business’s lead generation and sales.

Now that you understand the difference between B2B vs B2C copywriting here are a few tips you can use to improve the quality of your B2B writing.

Know your audience

Identify who it is you are targeting with your writing. Having a clearly defined target persona will aid you in writing copy that appeals to their needs, curiosities, and possible objections.

Write with your brand’s personality in mind

Writing copy with the right tone of voice will help convey your brand’s personality and values. Doing so will make your copy seem more authentic. Even though the person reading your copy works for a B2B company they will respond better and be more receptive to writing they feel is genuine and reflects the identity of the company.

Use storytelling techniques

Using storytelling techniques in your writing will help to capture the reader’s attention. Stories, case studies, and other anecdotes help writers illustrate their point. It can also help to liven up what is sometimes a fairly boring topic.

Don’t forget the headline

Headlines shouldn’t be an afterthought. They are what hooks and draws the reader in. The headline should highlight benefits, create curiosity while being specific. Wishy-washy headlines don’t get clicked.

Get to the point

B2B readers are busy professionals. Writing long, jargon-heavy copy will put anyone off. Instead, keep things simple by getting to the point quickly and deliver your message in a readable way.

Quality B2B copywriting is concise, persuasive, and relevant to your audience. Making good copywriting part of your business strategy will help you generate more brand awareness, attract new leads and ultimately close more deals.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss Something to get your feet moving. We Might As Well Dance by Madeleine Peyroux. More to listen to on our Spotify Playlist.

Social Media for Sales Teams in the Industrial B2B world

“Great salespeople are relationship builders who provide value and help their customers win.”

– Jeffery Gitomer

Sales teams in the Industrial B2B world have had to keep up with the explosive growth in digital marketing to stay competitive, generate and nurture new leads.

They’ve had to adapt and understand how technological advancements, shifting buyer preferences, and improved connectivity have changed the way people interact, connect and educate themselves on products and services.

Social media platforms are increasingly becoming the new model for sales teams in the industrial world to find and engage with prospects.

By providing value through high quality and informative content and engaging with prospects through social media (also known as Social selling), sales teams are better able to create brand awareness, build relationships and guide prospects through the buying process.

Having a strong and professional brand presence on social media helps sales teams reduce the amount of time they spend looking for leads, improves the quality of the relationship with prospects, which helps to shorten the overall sales cycle.

Here are a few tips to remember as an industrial B2B sales team using social:

Understand your audience, knowing the personas of your ideal prospects will help you solve their problems and provide quality content that appeals to their needs.

It takes time to start creating leads, build trust and authority, and develop relationships with people. Investing the time to be social and authentic on any social platform is vital to the success of social selling.

Know which platforms your target audience is on and what type of content they respond best to. The reality is that your target market is using multiple social platforms, and so should your sales teams. Facebook, LinkedIn, and Twitter appeal to different people and groups in your target market. Creating and testing different types of content for each of those groups, helps your team identify the best way to attract and convert new prospects.

Remember it’s about building networks and relationships not pitching products and services. Being authentic and showing an interest and responding to the questions and comments users have will have a profound impact on how they perceive and trust salespeople. 

B2B brands and sales teams that are not using social media as a way to connect with prospects are missing out on one of the most effective ways to build strong relationships and credibility, and importantly stay competitive in a world which revolves around being able to communicate and do business digitally.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Mango by Handbook Safe Travel will distract you, in a good way. More to listen to on our Spotify Playlist.

The view from the B2B content creator’s perspective

“The best marketing doesn’t feel like marketing.”

– Tom Fishburne

Being responsible for coming up with ideas that help connect a brand to its prospective audience is at the heart of what any content creator does. Creating content for industrial companies and B2B brands, in general, requires an open mind and a willingness to be creative and try new things.

While creating content for industrial communications may seem intimidating on the surface, a deeper look reveals an exciting niche with a lot to offer. Not just in terms of the solution’s heavy equipment and the industrial engineering market has to offer, but the magic of the engineering that goes into creating different innovative solutions and the people behind the scenes making it all happen.    

When done correctly engineering content appeals not only to target audiences and future engineers but also to general audiences. As a content creator, creating this appeal is one of the main goals while also making sure the content produced directly taps into the needs of clients.

By breaking down and demystifying how complex machinery or processes work and highlighting the benefits, it links engineering and technology to the key influences they have on our daily lives.

As more industrial firms see the value in having a digital presence and sharing their expertise with others, they soon realise it’s something they should have jumped on board with a long time ago. Creating a digital presence allows industrial B2B companies to engage with people in a new way, amplifies their reach, and allows them to dig into the data in a way traditional marketing doesn’t.

One of my favorite aspects of creating content for these companies is helping them show their human side. Like any company, industrial brands are made up of passionate people working towards a common goal, and they often have rich histories which few know about. Helping them develop their online personality inline with their brand is always exciting.

Helping heavy industrial companies expand beyond just LinkedIn onto other social media networks also helps them develop a more complete social media strategy. Letting them benefit from the advantages platforms like Instagram and Twitter have to offer when it comes to sharing news, educating, and inspiring others.

Lastly, I believe it’s important for any content creator to look outside their comfort zones. Pushing yourself to try new things boosts creativity and helps you see problems in a new light, letting you create the best content you can in a digitally-driven world.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Get into a state of flow with ‘A dark cloud is coming’ by Moby. More to listen to on our Spotify Playlist.

Are B2B Brands and TikTok a good fit?

Once you begin looking at it from a branding lens, the marketing possibilities are almost endless.

– Lucy Rendler Kaplan

2020 saw TikTok reaching an astronomical 2 billion downloads, catapulting the app to a global audience status. 2020 however, also saw the pandemic reducing the planet to an almost global lockdown. With it came an increased focus on the use of social media as an effective marketing tool.

So how did an app launched in 2016 for the Chinese market find itself being mentioned in the same breath as the other major social media players like Facebook and Instagram?

The platform designed for mobile devices supports short format video content (think Instagram stories) has become extremely popular with Gen- Z users, with around 65% of the user base falling between 13-24 years old.

What separates TikTok from other platforms is the emphasis the algorithm places on new content. When new content starts to gain engagement, it can quickly spread and in some cases goes viral, even if the account has little to no followers. But it’s not all just lip-syncing and dance challenges, education content has become popular on the platform with users sharing life-hacks and quick tutorials.

The question for B2B brands is whether the time is right to embrace TikTok.  

Looking at the current demographics of the platform it would seem that it’s more suited to B2C brands looking to reach new audiences. Understandably many B2B brands are hesitant to invest in a platform that doesn’t directly target the decision-makers of their specific target groups. But for forward-thinking companies, the lack of competition may become a competitive advantage when the platform’s demographics start to shift to an older audience.

To answer the above question there are a few things B2B’s need to consider. Such as is your brand open to and does it have the capabilities to create unique and experimental video content, and does such a strategy match your brand’s image. Current TikTok strategies are primarily for brand awareness and reach rather than short term leads and sales.

The platform itself is also experimenting with its advertising model and will have to evolve beyond short videos if it wants to keep the attention of its users in the future. For B2B marketers keeping an eye on the platform is a good idea even if now is not the right time to jump on board.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Something to get creative to, Breathe by Telepopmusik. More to listen to on our Spotify Playlist.

How to create personas for B2B companies

If you aim at nothing, you will hit it every time.

Zig Ziglar

A massive 72% of B2B buyers expect personalized engagement from vendors, tailored to their needs – this, according to research by US software giant, Salesforce, titled State of the Connected Customer. Even more interesting, or perhaps unsettling for business owners, is how 76% of the customers surveyed, feel it’s never been easier to take their business elsewhere, thanks to technology.

In today’s fast-paced digital era, the old saying; time is money has never rung truer. The average B2B buyer has no time for the one-size-fits-all sales pitches of the pre-technology days, or to sift through a minefield of information to find what they need.

Today’s buyer wants customized solutions and expects you to understand and meet his needs.

So, how do you “get into” your clients’ minds to understand their needs? The simplest way is to create buyer personas, or archetypes, in layman’s terms.

Personas are detailed profiles of your ideal clients, based on your team’s combined research, and data: Designed to help you understand their needs to tailor your solutions accordingly.

Now, there are no shortcuts to creating high-value personas, but a carefully crafted profile can be invaluable to your marketing strategy. Done right, it could increase your conversions by 73%, according to Aberdeen research. To do so, you need to consider these factors:

1. Buyer demographics

First and foremost, you need a proper understanding of your buyers’ background. This includes:

  • Age
  • Gender
  • Education
  • Income
  • Geographical location
  • Interest
  • Job title and role
  • Career goals
  • Job-related challenges
  • Challenges and,
  • Necessity points

2. Their company’s DNA and what drives them

Dealing with B2B buyers often means you’re dealing with multiple decision-makers. To understand what drives your buyers, it’s imperative to have a detailed understanding of their firms, as well as the industries in which they operate.

You need to learn about:

  • Their company sizes
  • Culture
  • The average day of a typical employee
  • Reporting structure
  • Relevant decision-makers

Equally important, you need to find out about the industries the companies clients belong to, and what products or services your buyer’s firm provides for them. Bear in mind when dealing with multiple decision-makers, you’ll need to create multiple personas to help give you a better understanding of the personality traits involved.

3. Influences

These include questions about how your buyers absorb information, their preferred platforms, and sources of information. To do this, you’ll have to consider the social media platforms they use and other networks they’re on, popular keywords and language used your buyers’ circles as well as the type of publications they’re interested in. Simply put, if your buyers are all on LinkedIn, there’s no use trying to engage them on Facebook. You need to go where they are.

4. Challenges and deal breakers

Lastly, you need to learn about your buyer’s challenges, as well as those faced by his organization. The more you know about these, allows you to optimize your messages for maximum conversion.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Another inspiring moment, with an inspiring music background. “Riverwards Stream” by Nora En Pure. Listen to this song and more on our Spotify playlist.



Why Social Media is a Great Idea for Industrial Companies

Social media is the ultimate equaliser. It gives a voice and a platform to anyone willing to engage.

Amy Jo Martin, Founder and CEO of Digital Royalty

Being in business in the connected age we currently live in and putting social media on the back burner, could mean overlooking your most effective marketing channel. While mastering social media as a company in the industrial sector is a bit trickier, the benefits of investing time and resources into these channels are clear.

Here are 8 reasons industrial companies should have an online social presence to help build their brand and explore the benefits they could gain by developing their virtual identity.

Creating a Virtual Identity

Taking control of your companies’ online identity shouldn’t be ignored. Customers and competitors alike are all participating in online conversations. Crafting your virtual identity on social media channels helps in shaping your brand’s footprint in the eyes and minds of your audience.

Educating and Creating Authority

Creating content for industrial companies on social media calls for creativity, like many others, but these platforms provide an excellent opportunity to educate potential customers on the benefits a company’s solutions can provide. Educating and informing audiences also positions a company as a credible and professional authority, and source of information, which leads to an increase in engagement and potential leads. 

Adding the Human Touch

One area of challenge for many industrial companies is how to add the human component of the company to their technical or industrial image. Social media provides an opportunity to display that human side that would have otherwise remained hidden. Business is ultimately done between people and the less ‘corporate’ you can come across the more potential peers are likely to engage with you. By using storytelling industrial companies can begin a new conversation with their audience, one more centered around people.

Assisting With Sales

Social media may shorten the amount of time needed to close potential sales, by providing audiences with insights into different manufacturing processes, technology, or solutions you could offer them. This gives them a more informed opinion of your business and reduces the amount of time needed to educate peers or customers on your service offerings. Using social media platforms such as LinkedIn is a great way for industrial companies to find prospects and begin developing professional relationships by building trust, providing support, or answering questions.

Driving Traffic

The majority of valuable information that might be of interest to customers is usually located on a company’s website, the question is how to get them there? The content shared on social media is generally different pieces of information designed to educate, inspire or inform audiences about a company, but the ultimate goal (besides getting them to follow your social channels and engage with you) is to direct them to your website where they can be exposed to a wider and more detailed array of information that might interest them.

Keeping Your Audience Informed

Technological advancements and innovation move fast, and social media is a reliable way to stay informed about what your potential prospects or competitors might be doing. Likewise, it gives peers and decision-makers insight into the advances and new offerings your company might be launching, keeping them in the loop before you have even made contact.

Discovering More Benefits as You Grow

As your company grows on social media and you discover what works for your business, more and more benefits will present themselves.

Higher SEO rankings as a result of an active social media page. Aligning with other brands on campaigns on social media may allow you to build additional credibility in the market. Building a community online also attracts new talent, making your company an attractive option for future assets.

However, the true value of investing in social media can only be experienced in time. Like any other solid and sustainable relationship, it requires time, commitment, and clear communication. A more engaged community, better customer relationships, and access to new leads can only be obtained if social media is used in a way that educates, inspires, and engages people.

 

Our Moment of Bliss

Our thoughtful moments are always backed by inspiring music, like this corporate-meets-new-age style song “Into the Light” by Feki.  Spotify.