What sets Quora apart from its competitors
5 ways you can generate content ideas for your B2B social media marketing
“We are on the move in B2B; Social media marketing doesn't work for us. "
I've heard this phrase countless times when I've met potential customers. They believe it would be impossible to create content that others would love to share.
But that's nonsense. You just have to know how to inspire others with B2B content.
Many B2B companies take too much of a product perspective when they think about new content. In content marketing, this is the main reason why the marketing approach fails. Social media marketing is no exception.
Typically, B2B products are not sexy - at least at first glance. In addition, their sales cycle is usually very long. Therefore, social media marketing in the B2B space must focus on building awareness and trust with the target group. I like the way Neil Patel puts it: Your marketing team's job is to find an interesting angle to look at.
But how do you stage an interesting perspective?
The easiest way would be to speak the same language that you would use when describing the product to a potential customer at an industry event.
For us, such a product-oriented pitch would go something like this:
"The Flockler platform helps brands map, curate and analyze user-generated content."
Mmmm. The point is, a pitch like this usually doesn't really work - unless the person is already using a similar product!
A better approach is to talk about the benefits the customer will get from the product. So I would rather say something like:
“Have you ever seen feedback and pictures from other customers when they bought a product online? This is exactly what Flockler does: Flockler supports brands in collecting and displaying experiences that customers have had with the product on a website. "
Do you see the difference
Then I would go on and say that displaying user-generated content on your website increases the conversion rate. Because authentic photos of others convince us more than pictures processed with Photoshop.
If you tell a story about the benefits of your product from the customer's point of view, then all of a sudden a lot of content ideas will come to mind.
But how do you create social media content that relies on the benefits of a product instead of the product itself? Here are five ways that you can get content ideas for B2B social media marketing:
- Analyze the feedback and questions from your customers
- Follow your competitors on their social media channels
- See what groups are doing on Quora, LinkedIn, and Facebook
- Feature a partner
- Together with your employees, create content that lets you look behind the scenes.
1. Analyze the feedback and questions from your customers
Do your employees meet or have contact with customers online or over the phone?
I guess yes. Because it's almost impossible to run a company that doesn't have a single point of contact with its customers.
So the first step is to brainstorm employees with customer contact. Ask them to share typical questions customers ask you. Cluster the result: Which questions are related to your products? Which ones could you not answer?
Sometimes using your product requires a basic understanding of a specific subject. Or the product is part of a more complex solution. Focus on the questions that are not directly related to your product, but the answer to which is critical to sales in order to generate sales.
Look at the questions and think about what your customers see as an obstacle to buying. You have to remove these obstacles with the help of content. Once this happens, your sales will skyrocket.
To give you an example, using Flockler requires a basic understanding of social media marketing. That's why you can find tips on how to run a successful Facebook competition in our blog, for example. On the other hand, experienced customers ask us about influencer marketing. For this reason, we offer a whole series of articles on how to create influencer marketing campaigns.
When it comes to collecting ideas and feedback from our customers, the live chat on our website is our channel of choice. What are the best channels for your company to generate ideas for social media content?
By the way, if you're just getting started with your business, interviews with prospects are an excellent source of inspiration for content ideas.
2. Follow your competitors on their social media channels
There are certainly companies that go through life without competition. But even if your company is one of those lucky guys, you can use the same logic that I'm about to show you here. Then orient yourself to companies that work in a similar area or serve the same target group.
Some of your competitors' social media posts are made to generate engagement and are accessible to everyone. Follow the channels of your competitors and pay attention to reactions, comments and questions from your customers. Collect the most interesting comments and share them with your marketing team, for example via a Google Doc.
In addition, there are guaranteed to be content ideas elsewhere that appeal to the same target group as you. Follow other companies, associations or organizations that offer services to your target groups. Analyze the most engaging content and see if you can apply a similar concept to your content.
And hey, don't limit your research to just the social media channels your company is active on. Follow best practices on all popular social media channels.
3. See what groups are doing on Quora, LinkedIn, and Facebook
For social media marketing in B2B, Quora and groups on LinkedIn and Facebook are an inspiring source of content ideas.
In addition to competitors, there is also an abundance of Facebook and LinkedIn groups for B2B social media marketing in general as well as industry-specific groups. You don't have to start creating content right away either: follow other people's conversations and the questions your content might answer.
To give you an example: I actively follow the SocialMediopolis group on LinkedIn to generate content ideas.
Quora has 200 million monthly active users and allows you to ask questions and get an answer. I can't think of an easier way to learn more about the real challenges customers face - even if your business may be just starting out.
4. Feature a partner
Do you actively work with another organization?
Most companies deliver their products or services as part of a more complex solution. Bringing in a partner is therefore an excellent source for blog and social media content. Your partner serves the same customers, but often looks at your solution from a different perspective. Perhaps your partner can present your product as part of a more complex solution or provide insight into a niche topic?
To give you an example of such a partner feature, we interviewed Digisome to give tips on Facebook live broadcasts.
5. Together with your employees, create content that lets you look behind the scenes.
Another excellent way to increase your brand's reach is through employee advocacy programs. Turn your employees into brand ambassadors. Because the algorithms of the social media channels prioritize the interactions between personal profiles over the content that has been published by companies.
What is the best way to start?
It all depends on the company culture and the pillars on which your social media marketing strategy is built. What are the key topics where you can position yourself as an opinion leader and with which you want to break through the general noise on social media channels? Is there something that your employees already share on their own, from an intrinsic motivation, so to speak? Not just through your social channels, but maybe internally as well? Which aspects of your corporate culture would you like to promote in order to attract talent?
Take a look at the Sprout Social Instagram account and let yourself be inspired by how they encourage people to enjoy work in their company.
With Flocker's social media aggregator tools, you can bundle all your social media activities in one place and show social content on all digital channels that you use.
TagsEngagement, social media, social media marketing, content marketing, user-generated content, user-generated content, employee advocacy program, brand ambassadors, employees as brand ambassadors, content ideas
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