4 Ways to Refresh Your Stale B2B Social Media Presence

b2b social mediaLet’s face it, in B2B marketing it’s easy to let your B2B social media accounts grow stale and outdated. With the social media landscape constantly evolving, and with so many other marketing responsibilities to juggle, many brands get complacent and fail to keep their social media strategy fresh.

However, it is important to recognize when you’ve gotten complacent and what updates you need to make to get back on track.

If you feel like your brand is stuck in a B2B social media rut, keep reading! Today’s blog post explores four tips to refresh your social media presence.

1.    Revamp your B2B social media profiles.

Sometimes the simplest and most effective way to inject new energy into your B2B social media presence is to revamp your profiles. When you’re constantly scheduling and releasing posts across platforms, you often forget about the smaller details.

Not sure where to start? Here are a few quick ways to bring new life to your social media profiles:

  • Update your imagery. Have your accounts had the same profile photos and banners for the past three years? It may be time to work with your design team to develop a new look and feel for your accounts.

    Your brand has likely evolved and you want your images to reflect that progression. One way to keep things fresh: update your banner seasonally. This is a fun way to alter your aesthetic without having to make massive changes, and ensures that your banners are updated at least four times a year.

  • Check your bio. Make sure your bios and “About Us” sections are up-to-date.  Specifically check that the links in your bios are still active and direct users to the correct place. If you’ve updated your website, it’s possible that your URLs are out of date.
  • Review your messaging. Your messaging should be consistent across all platforms and should reflect your company’s overall goals. Keep your messaging current and consistent on social media to ensure your brand is properly represented wherever it is discovered.

2.    Dig into your analytics.

Before you can truly know what direction to take your social media accounts, it is important to determine what has and hasn’t worked for you in the past. Take a detailed look at your activity, engagement, and growth on each platform. From there, you can figure out what practices are best to leave behind and which ones you should expand upon.

Thankfully, the big three B2B social media platforms – LinkedIn, Twitter and Facebook – all offer analytics tools that will make it easy for you to collect this data.

Here are some of the best metrics to look at:

  • Follower growth. Look at the amount of followers (or page likes) you’ve added over a specific period of time across all platforms. Have you seen a ton of growth on one platform and very little on another? If so, you may want to zero in on the account that’s lagging behind and change your approach.
  • Engagement. It is essential that you understand how your audience reacts to the social content you’re sharing. Track which posts have garnered the most likes, comments, video views, clicks, etc.

    It’s likely that you’ll discover some important trends– maybe your infographics consistently perform well, while your Tweets that simply link to a blog post rarely elicit engagement. This information will help you determine what kind of content to share more of in the future.

For more ways to increase your social media engagement, check out the following blog post: Increase Your B2Bs Social Engagement.

  • Posting times. A successful social media strategy isn’t just about posting the right content, but also about posting it at the right time. On Facebook, for example, you can view data that shows what time of day your followers are most active. You can also track how your engagement rises and falls throughout the week. By examining these metrics, you’ll have a better idea of when to schedule your posts so that they’re seen by the most users possible.
  • Referral traffic: Using Google Analytics, you can see how visitors have found and clicked on your website. More specifically, you can track traffic from social media platforms. This data is useful because it allows you to prioritize your social media activity. Perhaps you’ll be surprised by the traffic generated by one platform, inspiring you to increase your focus on that account.

3.    Experiment with new tactics and technology.

Social media platforms are constantly evolving and adding new features that change the way we use them. If your B2B social media practices are the same as they were a year ago, it’s likely that you’ve missed out on some tactics and tools that can keep your presence fresh and boost engagement.

Here are some examples of recent B2B social media trends that your business should consider experimenting with:

  • Video content. The increasing popularity of video content is one of the biggest trends your brand should take note of. Consider these statistics (source):
    • Social video generates 1200% more shares than text and image combined.
    • 82% of Twitter users watch video content on Twitter.
    • One-third of online activity is spent watching video.
  • Live streaming. With Facebook, Twitter, Instagram and other platforms making it easy for users to start live video streams, businesses have been quick to use this tool to their advantage. And statistics show that live streaming is not a novelty, but rather an effective tool to boost engagement (source):
    • 82% of people would rather watch a live stream from a brand they follow than read a social media post.
    • Viewers spend more time watching live streams than standard video – on desktop, they spend an average of 34.5 minutes watching a live stream compared to 2.6 minutes watching a regular video.

You can start with simple live stream ideas, like a product demonstration or a quick Q&A. If you have an event coming up, that is a great time to stream live on social – after watching a live stream done during an event, nearly 67% of viewers then purchased a ticket to a similar event (source).

  • Influencer marketing. A great way to spice things up on social media is to collaborate with influencers and thought leaders in your industry. This means reaching out to influencers whose expertise and message is relevant to your buyers. Here are some content ideas for working with influencers:
    • Social media takeover: the influencer takes over your social media account for a specific amount of time. This works great during live events. People will be more interested in following along with a trade show or conference if an influencer is giving the commentary.
    • Live Q&A: In coordination with our earlier advice about live streaming, this is a great way to boost viewership. Host a Q&A where the influencer can respond to your audience directly.
    • Product advertisement: While creating content with an influencer is a great way to generate engagement organically, they may also be willing to share your products. Not only will this have a sales impact, but it will also direct the influencer’s followers to your organization’s social media pages.

Learn more about influencer marketing here: B2B Influencer Marketing 101.

4.    Get input from your followers

Don’t underestimate the importance of letting your audience have a say in regard to your social media strategy. Put together a survey with the purpose of understanding how your audience uses social media, and what content they want to see more of.

Here are a few examples:

  • What social media platform do you use most frequently? (Twitter, Facebook, LinkedIn, Other)
  • What time of day are you most likely to browse social media pages? (morning, throughout the day, afternoon, night)
  • What type of content are you most likely to share? (text, video, images/infographics, links)
  • What is your favorite way to consume information from a brand? (text, video, images/infographics, other)
  • How often do you click links that are shared by a brand you follow? (never, rarely, sometimes, often)

Analyze your survey results and use the insights to tailor your B2B social media strategy to your followers’ preferences.

Key Takeaways

With so many other marketing channels to keep track of, it’s easy to let your accounts grow stale and outdated. But every once in a while, take the time to stop and examine your social media presence across all platforms. Social media is constantly evolving, so if you keep things the same for too long, you’re at risk of falling behind.

To learn more of the best B2B social media tips and tricks, check out these resources:

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