Social media isn't just teenagers doing fun dances on TikTok, it's also a great tool for businesses to create a dedicated community and attract customers. 50% of the population uses social media, but just appearing on these channels isn't enough. You shouldn't post without a social media plan and simply wait for something to happen. As part of your Social Media Strategy, it's crucial to measure engagement, or the bond between your brand and its social community, and the potential reach and promotion of your business online.
To measure engagement, we use the Engagement Rate.
Depending on this value, we will obtain:
- Less than 1%: Low engagement
- Between 1% y 3.5%: Good engagement
- More than 3.5%: Excellent engagement
Remember that it's necessary to analyze where your audience is; it doesn't make sense to be present on all social networks if your audience isn't there. Below, discover how to increase engagement on social media for B2B.
How to improve engagement on social media
There are many ways to improve engagement. Below, we will tell you the most effective ones:
1. Build your B2B community
The first thing you should do to create a community is to define your audience, also known as Buyer Personas. It's a way to segment your audience and thus make targeting and messaging more personalized.
A common practice when creating or expanding a B2B community is the use of hashtags:
- Community Hashtags: Use them to create brand recognition. Avoid using the most common or generic ones like #b2b or #ecommerce, as your content will get lost among the multiutudes. Instead, use more specific hashtags with less competition but that still have a good sense of community, for example #b2bcontentmarketing. They should always be industry specific and target what your Buyer Personas are searching for.
- Unique Brand Hashtags: These are branded hashtags that you make up for your business, and they will be much more specific than your community hashtags. For example, at mbudo, we use the hashtags #mbudo_you and #mbudoblog to target our followers. According to Sproutsocial, 70% of hashtags are brand content., and its because they are extremely personalized, geared towards a specific campaign or content, and help build customer loyalty and community.
Another key element when trying to build your online B2B community is not to be afraid when interacting with other brands, companies, users, and followers. Interactions like comments and shares will help you improve the presence of your company within the industry and its members. If you're only publishing posts and nothing more, you're losing out on the "social" part of social networks. To get started, ask your followers for their opinion on certain topics, create surveys, leave comments on related content, respond to questions and comments,... in other words, interact with your potential audience.
Furthermore, if you get a comment or question on one of your social media accounts, it is important that you respond within 48 hours, as this will convey timeliness and give the user more confidence in your brand.
Not only should you start conversations with your followers, but you should also keep track of everything that is said about your company, understand it, and actively participate in these conversations. This is called "social listening" and to do right, we recommend the following tools:
- HubSpot: Publish and schedule posts for all your social networks, and seamlessly track and analyze all results. Monitor hashtags and easily respond to any threads or comments.
- Hootsuite: With your keyword research, you can monitor all the search terms you want.
- Commun.it: Monitor websites and keywords.
- Twazzaup: Free keyword and hashtag monitoring.
2. Post consistently on social networks
It is necessary to consistently publish content to improve engagement on social media. The ideal number of publications regarding social networks are as follows (though you should study your audience and see what works best for your business):
- Facebook: 1-2 times per day.
- Twitter: 3-5 tweets per day. Remember that for this social network is very important that you are aware of live events and updates. That way, if something relevant happens, you'll be able to join the conversation.
- LinkedIn: 1 post per weekday (most LinkedIn users are not active on weekends). Keep in mind that this is the best social network for B2B.
- Instagram: 1 feed post per day. For Instagram Stories, the ideal would be to publish at least 2 times a day.
- YouTube: At least 1 video per week. The ideal would be 2-3 videos per week.
A useful tool for creating quality and consistent content is a content calendar. At first it may seem a bit tedious to plan content for the entire month, but once prepared you'll solely focus on optimizing your strategy and profiles. In addition, a content calendar will help you plan social media campaigns, distribute content across formats and networks, detect and anticipate problems, research trends, and maintain an ongoing relationship with your followers. Make sure to align your social media calendar with other Marketing initiatives, such as blog content, corporate events, product launches, etc.
3. Find new ways for your business to stand out
Sometimes it can be difficult for businesses to stand out on social networks, but all you need a little imagination, hard work, and some time to find new ways to create and communicate your content. Take into account the latest trends:
First of all, it's better to tell the user what you want them to do than to wait for them to do it, so don't be afraid to ask your community. Think of it like a social call-to-action. For example, ask followers what they think of your new product by taking a short survey.
Nowadays, it's essential to include Video Marketing in your social media strategy, as it allows you to communicate messages in a visual and creative way. Videos, especially short-forms videos, are becoming more popular with the rise of platforms like TikTok and Instagram (characterized by viral video clips or cut-together photo reels), and Twitch (live-streaming long-form video feeds). Despite what you may think, B2B content can find its place on these networks.
Finally, more companies are joining in on fast content and real-time marketing. Fast content is meant to be quickly and easily consumed (think Snapchat), and real-time marketing consists of doing things live or at a specific point in time to gain awareness (an event or product launch).
4. Partner with industry influencers
Marketing influencers in your industry offer a lot of potential for increasing engagement with your business online. According to a report by Influencer Marketing Hub “67% of communication and marketing professionals work with influencers to promote content" and "companies earn $5.20 for every $1 spent on Marketing influencers”.
The key is to choose an influencer whose values are totally aligned with your company or brand, who has visibility in the industry, and who is committed to their community. A B2B industry influence could help you increase your brand reputation or brand messaging, deliver traffic to your website or landing pages, stimulate conversations about your products/services, and extend the reach of your social media campaigns.
As a final tip, we advise you not to impose a “speech” on your influencers; they know their audience best and they know address to them. You should give them guidelines for communication, but let them use their personal tone as it will seem less commercial and achieve better results.
5. Choose the right time and day to post
The best time to post on social media depends on three factors:
- The social network: Each channel has different characteristics and ideal publication frequency (see above). What works for LinkedIn won't necessarily work for Instagram.
- The industry: Even if your followers are connected at a specific time, your sector is highly relevant. For example, a restaurant wouldn't publish a new menu item at 4pm after the lunch rush is over. Always think about your audience's motivations and their stage in the Buyer's Journey.
- Your target audience: As previously mentioned, it is essential define your Buyer Personas in order to know their age, location, interests, habits, the channels they're on, and more.
As for the moments with the highest audience for each network:
- Twitter: Monday to Friday from 3-4pm and 9-10pm.
- Instagram: Monday, Thursday, Friday and Sunday from 3-4pm and 9-10pm.
- Facebook: Wednesday through Saturday from 3-4pm, 6:30-7pm and 8:30-9:30 pm.
- LinkedIn: Tuesday through Thursday from 10-11am.
Remember that this data can be used as a reference to begin with, but you should analyze your audience, traffic, and results to optimize further. Some networks like Instagram have built-in metrics for analyzing this data, or you can use tools like Semrush or HubSpot to schedule the posts and track metrics.
How to improve engagement on LinkedIn
LinkedIn is the top network for B2B and Account Based Marketing. Although users spend less time on LinkedIn than on other social networks, the truth is that it is 277% more effective at generating leads than Facebook or Twitter. Use these tips to increase your engagement on LinkedIn:
- Showcase company content: Don't just copy and paste links to your posts. Just like on other social networks, you need to include attractive descriptions/images and relevant hashtags.
- Use SEO keywords in your profile: Using SEO-optimized keywords will increase the chance that potential customers end up on your profile, which will increase your engagement considerably. Use keywords related to your work, products, clients, and industry.
- Acknowledge the work of others: Show your contacts that you care about your industry and community by sharing quality information with them, even if it's not yours. However, try to avoid sharing content of competitors.
- End your posts with CTAs: Tell your audience the next steps after viewing a publication or reading a post. Ask them to write a comment, click a link, sign up for an event, take a survey, etc.
- Stay active in LinkedIn groups: Join LinkedIn groups where you can interact with other companies in your sector. This will help show off your expertise and increase your visibility.
How to improve engagement on Facebook
Facebook is the third most visited website in the world (it is only surpassed by Google and YouTube). So when your Buyer Personas are spending time online, there's a huge possibility that they're browsing Facebook. Here are some tricks to increase B2B engagement on Facebook:
- Optimize your content for SEO: Like Google and YouTube, Facebook is fast becoming another place where we search for information. Thus, optimizing your profile and posts with SEO keywords will help customers find your business.
- Consider using Facebook Ads: It's a tool that requires little investment yet produces good results. Advertise simple posts that are very visual, contain a CTA, and little text.
- Upload videos: Like other social networks, video is becoming more prominent on Facebook. Facebook videos should be under 1.5 minutes, avoid technical jargon, be enjoyable and fun.
- Don't create posts that are too long: People get bored with posts that are too long, so a post of less than 80 characters is the ideal length to increase your engagement. Offer them more details via a CTA click.
How to improve engagement on Instagram
Instagram is undoubtedly one of the social networks where we spend the most time creating content. It's not surprising considering Instagram has more than 1 billion active monthly users and that brands on Instagram have a 58x higher participation rate than other social networks. Therefore, it is very important to properly curante your B2B content for Instagram:
- Use "stickers" in Stories: Stickers such as questions, surveys and countdowns are a great way to start a conversation with your followers or provide additional information.
- Offer saveable or shareable content: Comments, shares and saves on Instagram are more important than ever. The best way to improve engagement is to create content (such as advice, tips, or expertise) that encourages your audience to save it or share it with others.
- Share data: Publishing personalized content based on data from your company/sector will help you increase your B2B engagement.
- Write longer captions: Instagram algorithm's algprithm factors in time spent on each post, so make sure you write sufficiently long captions instead of single words or emojis.
How to improve engagement on Twitter
Twitter is used by more than 300 millions users, so it is very important that your company is present and proactive in this network. What's more, Twitter users are 38% more likely to post opinions about brands and products than other social media users.
To improve your engagement on Twitter, you should follow the tips below:
- Pin tweets to your profile: Pin your most important tweet to the top of your Twitter profile. This way, it will get a lot of interaction from your audience and your new followers.
- Retweet what your audience likes: Retweet your company's own publications that have received the most interactions. Continuously adding value to your existing content is easy, fast, and positive. Plus, retweet relevant content from others.
- Upload fleets: Like Instagram stories, fleets are a form of fast content that disappear after 24 hours. Moreover, you can share your existing posts as fleets, in addition to uploading new photos, videos and texts.
- Use UGC (User Generated Content): UGC is very important on Twitter, as it lets your audience know that you really appreciate the time they spent creating content or sharing their opinions about your company.
- Use a single hashtag: Without a doubt, the king of hashtags is Twitter - but use them sparingly! According to HubSpot, tweets from companies with one hashtag are 69% more likely to have retweets than those with two hashtags.
How to improve engagement on TikTok
If you are still wondering if TikTok is worth it, you'd better decide quickly, since this app was one of the most downloaded apps in the world in 2020. This is why more and more companies are joining the TikTok fever. If your audience is made up of millennials or Gen Z, using TikTok will be the best decision you make this year.
With TikTok for Business you can unleash the creative side of your company, since the platform gives you all functionalities like their Marketplace and business learning center. If you have already included it in your strategy, we give you the following tips to increase your engagement:
- The Batch Theory: When a video is uploaded for the first time to the platform, TikTok shows it to a segment of users. If these users watch the video to the end and interact with it, it will appear to more people. If, on the contrary, the video does not have the expected engagement, it will be classified as irrelevant and it will not be shown to more people. For TikTok, it's importante to create content that viewers watch until the end, pause, and even repeat.
- Go Live: TikTok allows you to go live, which is a great way to connect with your audience. Before going live, you can announce it in your feed and tell your audience to visit your profile. This will increase engagement to your both your profie and live video.
- Take part in trends and challenges: TikTok trends are all the rage, and they're not just dance challenges. Not all of them are relevant to B2B or even your sector, but study the trends, take part in relevant ones, or even create your own!
Increasing engagement on social networks for B2B is easier than you think. You just need a little creativity, planning and perseverance. At mbudo we are specialists in social media strategy, content, implementation, and reporting. What are you waiting for? Contact us today.