Mike Schaffer — December 20, 2018 — December 20, 2018
In the day-to-day, B2B and B2C companies can seem worlds apart — but on social media (even though B2C companies are having most of the fun), B2B companies have every opportunity to make up a lot of ground. If you’re a B2B marketing or social media manager, and you’ve been waiting for permission to act more like a B2C company, we’re here to say it: You can have just as much fun on social media as a B2C company! And here are some tips for how to sell it to the folks upstairs.
Image Courtesy of Echo-Factory Inc.
Social Media is a Conversation — So Be Conversational
The technical-minded folks you work with may read technical manuals for fun, but even they don’t get on social media to read jargon. Talk to your followers like you would talk to somebody in line at the grocery store (even if you’re talking about more technical subject matter), and you’ll likely get a much more human response.
Sell It to Your Team:
For anybody in your organization who thinks that social media is full of “fluff,” tell them you want your tone to sound more like the conversations people in your industry have at the trade show happy hour, and you’re sure to get a better view into the topics that get the veterans of your industry excited.
Make Technical Content More Engaging
As a marketer, you’d love to keep the more technical content out of your company’s social feed, but even if you get railroaded, you can help ensure that the end result is still compelling and engaging by adding some personal flair.
Sell It to Your Team:
Tell the old guard in your organization that you’re hoping to frame the technical content in the form of “mentor-apprentice” explanations. “Tell me like you’re telling one of your newest employees…” is a great way to get simpler, more helpful (and more jargon-free) content that is more compelling and appeals to a more universal audience.
Turn the Questions on Them
Often, the ones who have the most to say about what they dislike about your company’s social media are the ones who (unthinkingly) appreciate those facets in other companies’ social feeds. So, ask them the questions they want to know the answers to.
Sell It to Your Team:
As much as it may pain you to admit it sometimes, even the grumpiest, complainiest co-worker is a resource when you need to produce compelling content. So, flip the script on the people who are most critical of your company’s social media! Approach them with, “You’re an expert in our industry and exactly who we’re trying to reach — What gets you to click, like, comment or share when it shows up in your feed?” It may be uncomfortable for a moment, but you’ll probably also gain valuable insight. And who knows, you may even witness someone finally understanding how what you do is valuable!
Provide a Rationale for Your Work
You work for a B2B company, so it’s no surprise that your co-workers are more likely to respond well to information that is backed up by precedent. So show them that you’re not just trusting your gut, and that the strategies you’re suggesting are backed up by tests and trials.
Sell It to Your Team:
Whenever you suggest a strategy, provide a rationale and examples of other companies that have implemented those strategies and the successes that have come from the gambit. When people can see the other end of the strategy, they’re much more likely to get on board. Your plight may not improve overnight, but when you change the way you communicate about the value of your position and your work within the organization, it’s likely that your co-workers will quickly develop a better understanding of how your role benefits them and the company as a whole.
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