“A piece of advice I find myself repeating time and again for B2B brands planning social media marketing activities is to be organic. In general, people prefer to learn about new brands, products, and services through content; but if that branded information isn’t part of a larger narrative or story, it often falls flat. They also want to hear from industry experts. According to Demand Gen Report, 96% of B2B buyers want content with input from more industry thought leaders. Because of this, content marketing is having a resurgence right now.
“When developing content for social media, organic should also refer to the relationship between that content and the platform it’s created for. Recent and ongoing changes to the Facebook algorithm, for example, mean that content that is native to that platform often performs better than external links. Actionable tips for B2B brands would be to consistently post (on brand) photos and video, write narrative posts or consider using onsite blogging features, such as LinkedIn’s Pulse feature.
“Regardless of the social media marketing activities B2B brands add to their marketing lineup, the most important thing to remember is that it should all work to support the organic, relational marketing activities that take place in the real world.”