How can you keep your B2B social media presence consistent?

The most effective way to use Social Media as part of your B2B Marketing Strategy is to increase and maintain your brand awareness. But how do you do this? By posting engaging content consistently. By doing so you will be front of mind when your ideal buyer persona/target audience is ready to buy.

In addition to developing KPIs and knowing WHAT to measure, it’s important to develop goals around each KPI. An easy way to do this is to baseline how you’re currently doing, and set stretch goals for your team to accomplish the new KPIs. But I agree it starts with knowing what you should be measuring. I typically recommend organic social media be mainly for generating awareness (measured in impressions and followers, and later, engagement to drive followers down a funnel)

You can't measure what you can't track (or don't attempt to). Understand which metrics and objectives matter most to *your* company. It can be different than others.

Unless you have a large marketing team, it’s almost impossible to be effective on EVERY channel. Understand where your customers are, and develop unique strategies for those channels. You can typically find these metrics online, and simply from exploring the platforms get a good idea for who the target users are. For example, you shouldn’t repost the same content you post on IG to Threads. Marketers need to go to the drawing board to create a unique and engaging strategy for each channel. Content can be repurposed, but the difference should be HOW it’s repurposed.

Please please PLEASE ( apologies for shouty caps) don't just throw your content out there on every single platform... Consider who it is you are selling to, build up a buyer persona eg age, interests, job, salary, do they have kids, location etc. See if you can picture that person, give them a name, more often than not it will be someone you know! Once you have done this, think about which social platforms they use and why they use them. Also, why not check out which platforms your competitors are using and see if they are getting any engagement on their content? Use the platforms that work and don't bother with the ones that don't. And if you're not sure, do some A/B testing on different platforms.

To start, play with a few platforms based on intel from current customers and prospects as to where they spend their time. But zero in on one or two for 80% of your efforts. It's nearly impossibly to be effective on every single channel.

A cadence that leans on consistency is critical to performance. Things don't happen overnight. Just make sure you don't sacrifice quality for quantity.

Be proactive NOT reactive with your content. There is nothing worse than sitting there on a Monday morning like a bunny in the headlights panicking about what to post. Honestly, do yourselves a favour and plan ahead using a content calendar.

Automation and AI is here to stay and it is here to help you to be more productive too. When you are looking at how to plan out a Content Calendar here are my top tips: 1. Break it down - you have to fill a whole year, so plan it in manageable chunks say every quarter. 2. Look at your Marketing Strategy and pull out key dates for product launches, exhibitions. 3. Decide how often and when you are posting - Remember it is key to be around for engagement ;) 4. Use place holders for scheduling - these can just be one word Once you have followed these easy 4 steps you will have a basic structure in place. Add more flesh to the content bones each week to keep it fresh.

Bring your brand values to life using your brand voice. Get your team to create videos and introduce themselves to your audience. Why? Because people buy from people right? People want to know the face behind the brand - who is in the Sales Team? Who will be looking after me in Customer Service? Make the human connection feel human!