Create a social media plan for a “boring” B2B industry

1. Identify which social platforms are best suited for your audience. Common platforms for B2B include LinkedIn, Twitter, YouTube, Facebook, and SlideShare.

Consider gathering research from sites like Statista or the Pew Research Center to identify where your target audience spend their time online. Analyze your web analytics to identify which social media platforms account for the most referral traffic to your website. These channels could be good opportunities for you to market your brand to similar audiences.

2. Use the overall goal for your brand’s social media strategy to decide the KPIs - key performance indicators - you need to measure.

For example, if your goal is building brand awareness, relevant KPIs could be impressions, shares, or follower growth rate. If your goal is to increase engagement with your existing audience, your KPIs could be based on likes, comments, or traffic conversions.

3. Decide how you'll track your KPIs: an analytics platform, social media management software, or a manual process like entering data in a spreadsheet.

Relevant KPI tools depend on the platform, but the most popular are Google Analytics, Hootsuite Analytics, Brandwatch, and Talkwalker. Social platforms also have their own analytics tools, but they can be limited compared to other options.

4. Refine your brand voice to make it more conversational and relatable. Avoid robotic or stuffy language that will turn off potential customers from paying attention to your content.

5. Plan content topics and ideas for your social media channels that will resonate with your target audience and highlight the real people behind your business.

Consider content like: Explainer posts, videos, or infographics that acknowledge your audience’s pain points and showcase how your brand can help resolve them. Posts or stories that highlight your team members in appreciation or behind-the-scenes content. Content that entertains with industry insider humor. Timely commentary on industry news or updates. Posts that shout out a satisfied customer review or testimonial. An example of an entertaining post that leveraged a common interest while tying in their brand’s services is Hootsuite’s 2014 video titled A Game of Social Thrones, inspired by the opening title sequence of the popular fantasy show.

6. Create a social media content calendar that includes a consistent mix of valuable, engaging, entertaining, and timely content.

Mix occasional promotional content into your content calendar to market your products and services as your target audience gains interest in your brand. Establish a consistent posting schedule to give your brand a professional and cohesive feel, keep your business top-of-mind for your audience, and help your content’s performance with social media algorithms.

7. Monitor your social media channels and engage with your audience through comments and direct messages to build rapport with your B2B prospects, leads, and existing customers.

Consider using a social media management tool like Sprout Social or Hootsuite to monitor your social media engagement for multiple channels in a single dashboard and make it easier to keep up with notifications and respond to your comments and messages.

8. Measure your KPIs to determine what is working well within your social media strategy versus what could use improvement. Optimize your strategy based on your results.

If certain types of posts are consistently underperforming, replace those going forward with ones that better meet your KPIs.  Determine what time of day sees the most engagement and adjust your posting schedule accordingly.