The 5 C’s of B2B Social Media Success

There’s a common misconception that social media is only for sharing photos of your dog, complaining about the temperature of the political environment, ❤️ing delicious food photos, and memes. While all of these things are absolutely happening on the various social platforms, they’re not the only conversations.

While B2C social media is certainly popular (i.e. restaurants, retail, etc), there is definitely space for all of you B2Bers. B2B social media can be tricky, but we’re here to help with a few simple tips and we have them all organized into a very handy list of 5 C’s.

Commitment

The first of the 5 C’s of B2B Social Media Success is commitment. If you’re not committed to the cause your audience will know and lose interest – quickly. Take a deep breath, rally the forces, and get ready to create some content. And then create some more content. And more…

Social media is a 24/7 environment that is changing by the second. It is a living, breathing thing. If you stop being involved, you will take a back seat and be forgotten. It’s as simple as that.

Whether you choose to post three times per week and every-other-Saturday or one post per day, pick a plan that is manageable and stick to it.

Consistency

The second C refers to the overall look and voice that your brand is portraying across your feeds. Wendy’s Twitter account is a perfect example of brand consistency on social media. Their comical and energetic tone is easily found in all of their posts.

Find the voice of your brand. It should portray your business, the people in it, and the overall emotion of what you want other businesses to know about you.

Creativity

Cue #3 – Creativity. When your business is B2B, you have to get creative. You don’t have the luxury of sharing a hamburger photo dripping with cheese and caramelized onions to get hundreds of hearts on Facebook or Instagram.

One of the things we’ve found that works best with B2B social media is being available everywhere. Email blasts followed up with targeted Facebook and LinkedIn ads that are in a cohesive campaign can be very effective. Be careful not to overdo it, you just want to be a simple reminder of your services and availability.

Community

It can seem kind of counter-productive to some, but one of the five C’s is community. Getting involved with other businesses in your area can really boost awareness of your brand. Don’t be afraid to give shoutouts to other local businesses who are doing well or plan events to partner together.

Community service events and partnerships can really make a difference. At the end of the day, is the business owner you are trying to woo going to be more inclined to do business with a stranger or the business they know is a pillar of the community?

Change

The final C for today is change. And we’re not talking about changing the world, we’re talking about pocket change. B2B social media can require some ad spend and specific targeting to get your business rolling. Facebook and LinkedIn ad targeting are incredibly intuitive and can pinpoint you to the exact person you want your business to be visible to.

Considering stepping up your B2B social media game? Give the Marketing Refresh team a call! Our extensive B2B experience can get you the results you need to be successful.

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Tiffany McArthur



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