Begin using these B2B social media plans immediately and watch your engagement increase.
In previous years, companies often believed social media marketing was reserved for the B2C sector, but B2B companies have been wiggling their way onto social platforms, and many are finding great success.
Stand-out examples include General Electric and IBM, but you don’t have to be a huge corporation to find success on social media.
54% of B2B marketers have generated leads with social media marketing, and 40% of those generated leads have generated revenue. To deliver these results, you must first put in the work.
There is no denying that creating a social media profile is easy. Technically, all you need to do is sign up for a free profile, and you’re done. But, to find success on social media is a different story.
Once you have a social media plan in place spend about 45 – 60 minutes per day on it. Track and analyze results and tune your time accordingly.
Table of Contents
- 1 What is social media plan?
- 2 Post in the right place at the right time.
- 3 Join the conversation during events with your social media plan.
- 4 Connect with your prospects.
- 5 Make it Easier to Plan Your Marketing Strategy and Improve Results.
- 6 Engage your followers.
- 7 Be different with B2B social media marketing.
- 8 Stay focused with these B2B Social Media Tips
- 9 Optimize your profile with your social media plan.
- 10 B2B social media tips – Track, test, and analyze your results
- 11 Social media SEO seems to be thrown around, where most people don’t even know what it is.
- 12 Why is social media marketing important?
- 13 Debunking The Myth: Is Social Link a Ranking Factor?
- 14 Social Mentions as Indirect Ranking Signals
- 15 Build Social Partnerships To Build SEO Success
- 16 Social Media as a Search Engine
- 17 Social Media Profiles as Important Branded Keywords Results
- 18 Social Media in The Future of SEO
- 19 Wrap-Up about Social Media Plan
- 20 General FAQ’s
Your social media plan is a summary of everything you plan to do and hope to achieve on social media.
Social media marketing is the use of social media channels to connect with your target audience. The objective is to build your brand, increase sales revenue, and drive more web traffic.
This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.
The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.
Social media management tools can help businesses to tune and maximize the effectiveness of their social media marketing strategy.
For example, Buffer or Hootesuite are platforms of social media management tools.
These social media tools help you achieve success with your social media marketing. Whether you want to build a brand or grow your business, we want to help you succeed.
Though it may take time, money, commitment, and a lot of effort to generate a solid social media strategy, it’s important to go all in when deciding to step into the social media world.
Otherwise, you’ve spent time and resources on a marketing tactic that will never provide a return on your investment.
Therefore, we’ve put together a list of helpful social media plans and social media marketing tips to help you boost your social media presence with business results in mind.
Post in the right place at the right time.
The first step to improving your social presence is to make sure you have chosen the right social platform for your company and your audience. While you can later expand to other social channels, first choose one or two platforms you can fully commit to.
It’s much better to be active and helpful on one channel rather than aloof and inattentive on five channels. When deciding which social platform to use, keep your audience in mind.
After all, the goal here is to build your brand presence, connect and engage with your target audience, and increase traffic back to your website.
LinkedIn is a great place to start, as it is consistently listed as one of the most popular channels for business professionals, boasting more than 465 million users.
This platform is a great place to position yourself as a thought leader in your field by publishing your latest blog posts and sharing industry news.
It would help if you also considered what times people are most active on your chosen platforms to increase your chances of having your posts seen.
The posting frequency will vary among social platforms, but when you post, make sure it’s a busy time for your audience.
For example, many people check their social media accounts during their commute, their lunch break, and after they’ve made it back home for the night. Conduct some research to see if the same trends are true for your audience, and then schedule your posts based on their activity level.
Attending trade shows and events is a major part of working in the B2B sector, but with the expense of travel and tickets, it is not always possible for you and your team to attend all the events in your sector.
Just because you can’t be there physically doesn’t mean you can’t join the buzz digitally.
Do your homework before the event begins. Identify the most popular relevant trade shows and their hashtags and make a note of them in your social media calendar.
Before the event begins, join the conversation. Follow event coordinators and influencers, retweet or share feature articles about the show, and even join the conversation by sharing your content connected to the event theme.
Below, I’ve provided an example of how we joined the conversation around Denver Startup Week.
Relevant trade shows will attract your target audience, so you want help to build momentum and increase your digital presence before, during, and after the event.
Connect with your prospects.
Social media marketing is a simple way to connect with your potential customers.
By connecting or following your prospects, you can monitor what content they are consuming, what they deem share-worthy, and how they engage with others (brands or people).
You can also learn what matters to them and gain insight into their pain points.
Not to mention, there is a good chance that when you follow them, it’s likely they will follow you back. This is a great way to ensure your message is reaching your audience.
Make it Easier to Plan Your Marketing Strategy and Improve Results.
The right marketing tools make it easier to plan your marketing strategy and improve results.
Engage your followers.
The best way to build a relationship with your followers is to interact with them. Follow trending hashtags in your industry, identify groups of industry experts and thought leaders, and become a valuable member of the conversation.
Make sure to use hashtags and tag responders using the “@” symbol so they’re able to see your response easily. Being an active participant in social media will further your credibility while allowing you to interact with prospects and industry leaders daily.
There are thousands of B2B companies on various social media platforms, many of which may be selling a product or service similar to the one your company offers. To break through the noise, you must bring something new to the table.
Get creative and find new angles to refresh your content creation. You must ask: what are my competitors publishing? How can I improve upon their content? How can I increase the value of my content? Always know what you can offer that your competitors can’t, and let that be the driving force behind your content creation.
Stay focused with these B2B Social Media Tips
While this may be a subsection of tip number five, we thought it important enough to break out independently. Your audience followed you for a specific reason: they hope to learn from the industry content you provide. The goal should be quality over quantity, so stay focused on the content you post.
Whether you’re shooting out a link to your blog or posting an article from a third party, make sure you’re sharing content that is related to your audience’s needs. If the content were helpful for you, most likely, it would be helpful for your audience.
If you thought the article was useless, it would be useless for your audience as well. Don’t just share/retweet to increase your post frequency.
To keep your audience engaged, you must remain a useful source of information. According to a LinkedIn survey on B2B buyer preferences, buyers are 5x more likely to engage with a sales professional who provides new insights about their business.
So, stay on topic and provide insightful information. If you lose focus, you’ll likely get unfollowed or unfriended, resulting in the loss of a valuable opportunity to connect.
If you have trouble staying organized, use a social media calendar to keep track of daily posts. This will allow you to plan to ensure your messaging and content match your audience’s needs and the current trends in your industry.
Click to Download the ebook.
Being an active member of a social media platform has many upsides, but one of the major perks is that it can contribute to your ever-powerful search engine rank. But, to do so, you must make sure you’ve optimized your profile.
Here are a few steps you can take to increase optimization:
- Link to your social media from your website. When credible links are connected to your social page, it helps push them up the search engine results page. Not only does this increased visibility for your social profiles, but it also connects your website’s authority to your social media.
- Consistent branding across all channels. Your social channels may be the first place new customers interact with your brand, so make sure it’s connected to your company by using branded images throughout, providing a link back to your website, and consistently using your messaging in profile bios.
- Include keywords. Throughout your bio and in your posts, make sure to include keywords that tie back to your company and the products/services you provide.
- Post often. Customers should never question whether or not your page is still active. Make sure to post frequently to get as many eyes on your content as possible.
Zero-in with paid advertising. While posting on social media may allow you to connect and interact with your followers, paid social media advertising is a great way to ensure your content is seen by a larger audience, including people who aren’t following your account.
Additionally, you can have greater control over who is seeing your content with social media targeting. With paid advertising, you can target people based on demographics, interests, geography, etc. The more focused your targeting is, the greater chance you have of connecting with people interested in your product.
Add these to your social media plan.
The best way to find success is to constantly improve your social media strategy by tracking, testing, and analyzing your activity.
Conduct A/B testing to see how different aspects of your posts resonate with your audience? Does your audience engage more when you post photos? Do they prefer a lot of text or brief messaging?
Look at how past activity performed. What posts inspire the most comments? The most shares? Which posts drove the most traffic to your website? Are there themes among your most popular social media posts?
By analyzing your social media results, you can find out what works and what doesn’t to ensure you’re making the necessary changes to ensure future success.
Want to take your first step toward improving your social media presence?
Now let’s move on to how your social media plan includes SEO (search engine optimization).
Social media SEO seems to be thrown around, where most people don’t even know what it is.
Social media SEO is not complicated but very misunderstood.
I’m here to help.
I’ll answer the following questions:
- What is the relationship between social media and SEO?
- Should we focus on just one of them, or will doing both be more beneficial?
Social media for marketers requires that the marketer use social media for marketing strategy development. It’s part of the overall marketing plan and helps with reach and engagement.
Social media marketing offers many benefits to the business, as it allows them to reach out to their customers and to gain the attention of more people/potential customers. Social media marketing enables businesses to get exposure, traffic and gain market insights.
This guide will discuss all you need to know about how social media marketing can affect SEO and vice versa. There will be six important aspects to discuss below, and so let us begin with the first one.
Debunking The Myth: Is Social Link a Ranking Factor?
Here is where things can get confusing. In 2014, Matt Cutts (now ex-Google) mentioned that social signals (likes, number of followers, etc.) wouldn’t affect search rankings. This statement contradicted his previous video in 2010, where he said that social signals are also ranking signals.
However, what about links shared on social media? Would it count as a legitimate backlink? On the same video (the former), Cutts mentioned that anything crawlable on a social media post might affect ranking—and links are crawlable—.
Several studies have also suggested that social links will affect ranking. For example, a 2018 experiment by Hootsuite and a similar 2019 research by OptinMonster agree that social links (and overall social performance) help with SEO ranking.
So, how can we take advantage of this fact? There are several things we can focus on:
- The best and most effective way is to post relevant, shareable content on your social media. This will also help your social media performance establishing your position as an expert/thought leader.
- Build relationships with key influencers, engage with your loyal customers, and ask them to share your content around
- Mention (or link) influencers in your content and let them know about it. Chances are, they will share the content with their followers.
Remember that mentions won’t affect your organic ranking unless they also include links.
Social Mentions as Indirect Ranking Signals
Above, we have discussed how Google has confirmed that social mentions and other social signals are not direct ranking signals.
However, in 2017, Google’s Gary Illyes discussed that Google might sometimes use social mentions to determine your ranking.
Illyes mentioned that a particular brand—or person— might be unrecognized by Google at first. However, when this entity is getting many social mentions (for example, when one of your content went viral or when you just launched a popular product), Google can now recognize this brand or person and rank it.
Also, the context of the social mentions matter. For example, if you’ve never targeted the keyword “social media marketing” in your previous SEO efforts, but you get many social mentions together with “social media marketing,” Google will now consider your site as a contender for the keyword.
It is, however, unclear whether this will also affect existing target keywords (i.e., if you already targeted “social media marketing” in the previous example).
To summarize, yes, social mentions matter, so it’s important to build authentic followers and encourage them to talk about your brand.
Build Social Partnerships To Build SEO Success
One of the key ranking signals for SEO is backlinks—both in quality and quantity—. However, nowadays, the quality of your inbound link is more important than quantity. Getting too many backlinks from low-quality sites can get you penalized by Google.
However, getting backlinks from high-quality, relevant sites is often easier said than done, and this is how building relationships in social media can play its part.
Remember that the main purpose of social media is, well, being social. Strategic relationships in social media—concerning SEO— can be divided into three different levels:
- Loyal Audience: build loyal followers that will engage with your brand. This has several key benefits discussed above: first, you can get more positive social mentions, and second, you get more people to link your content.
- Influencers: if you have healthy relationships with influencers in your industry, it’s possible to get their engagements and mentions spending nothing. Paid influencer marketing can be expensive nowadays, so building organic relationships with influencers is very important. Influencers can also provide (very) valuable mentions and links.
- Partners: strategic relationships in social media can develop into beneficial partnerships with other businesses, influencers, or even customers-turned advocates. You can work with these partners to create engaging content and build social media marketing and SEO results together.
Consider shifting your social media marketing strategy to relationship building. Create a list of accounts with which you can build relationships, starting from the very first stage above (loyal Audience) until you can convert them into partners.
Answer their questions (even if it’s not directly to your business), provide useful tips, and publish valuable content for your target audience.
Social Media as a Search Engine
It’s important to consider that the end goal of SEO is not about ranking higher on the SERP. It’s just a means to an end. The goal of SEO should get more people to consume your content (traffic), converting some of them into prospects, and convert them into actual, paying customers.
With that being said, social media can also help you achieve those goals, even if it doesn’t directly affect your SEO results. People nowadays don’t rely on Google (or Bing) to search for information. A lot of us also search social media networks to find what we are looking for.
There are various ways to capitalize on this, depending on your niche and your branding. For example, you can publish engaging visual content (memes, infographics) and use hashtags to allow people to find them.
People might also look for a specific solution or even a product, and providing the information on your social media can let them stumble upon it.
Also, people are likely to check social media networks when they want to find out more information about your company.
So, how can we take advantage of this? Build your social media presence, provide useful and engaging information, and organize everything well. Also, make sure it’s easy for people to recognize your valid brand account (delete duplicate accounts, report fake users, etc.).
Social Media Profiles as Important Branded Keywords Results
Branded keywords are search queries or keywords that include a brand name—or its variation— in it.
Branded keywords are useful for specific user intents, for example, when they are already aware of your brand or product/service and want to check out your website.
It’s important to note that while social signals might or might not affect your SEO ranking directly (as we’ve discussed above), social media profiles are (and should be) the top results for these branded keywords. Ideally, your social media profiles should be just below your brand’s main website.
So, even if you want to focus solely on SEO and not social media marketing, consider the fact that having a good social media presence is important for these branded keywords.
At least have one or two active social channels besides other marketing channels that will suit your brand (i.e., if you are a B2C company, have at least an Instagram account, if you are B2B, focus on LinkedIn, and so on). Give people an accessible and engaging way to know your brand.
Social Media in The Future of SEO
It’s no secret that Google frequently changes its search and ranking algorithms. Yes, social signals might not be a direct ranking factor today (except social links), but it doesn’t mean it will always stay that way.
Social media is here to stay, if not to become even bigger than what it already is today. Google doesn’t include social signals in its algorithm (directly) because several aspects of social media are still relatively unreliable (fake accounts hard to trace, false information, etc.).
However, if social media technologies are getting better soon, Google may also find a way to include reliable social signals.
So, it’s always better to prepare ahead: build your social media presence to provide value for your human Audience, so when the time comes, you can reap the results.
Wrap-Up about Social Media Plan
Social media impacts SEO, both directly and indirectly. A strong SEO manager can help our social media presence. So, we can see both as a positive symbiosis and should be the core of our digital marketing strategy.
Have something to say about your thoughts on the Social Media plan?
What Is the Relationship Between SEO and Social Media? SEO is about making sure that your digital activity improves your search engine ranking. It begins with content found by the search engines. That’s is why if you want to rank, you need excellent content marketing and social to amplify your content.
A social media strategy is a summary of everything you plan to do and hope to achieve on social media.
A social media plan is an essential part of their growth strategy, which includes a planned out content calendar, an arsenal of automation tools, tools for tracking performance metrics, and more. Each post they share is designed in advance to maximize their success on social media.
Here are the components that belong in your social media plan, regardless of organization type, size, and structure.
Social Media Goals and Objectives.
Does Facebook affect SEO?
Social Media and SEO go hand-in-hand. However, Facebook doesn’t directly connect to the major search engines in the sense that activity there has an immediate or direct impact on your rankings.