The Six Steps To Building A Crash Hot B2B Social Media Marketing Plan

The Six Steps To Building A Crash Hot B2B Social Media Marketing Plan
SHARE
THIS



Have you included social media as a line item in your B2B marketing strategy, but not sure of the approach? Brent Walters (pictured below), founder of B2B Digital, provides a few handy tips.

Brent Walters

You’ve decided your company needs a social media marketing plan… so now what? Breaking the tasks into bite-size chunks will make it less daunting and reduce errors. Here are the steps you need to take:

  1. State your goals. The objectives should contribute directly or indirectly to your business plan. Is it to drive revenue from new customer acquisitions, increase revenue from cross-selling to existing customers, increase brand awareness, or something else? Most likely, you’ll have a list of goals – all of them desirable. It’s important to prioritise them to make it easier to measure your success.
  2. Who’s the target? You already know who your customers are, but are you clear about your prospects? It’s vital at this point to have a clear understanding of customer segments. Thoroughly conducting a customer segmentation analysis will lay the framework for achieving the goals. You’ll probably have most of the information you need to segment your customers by company metrics – revenue, number of staff, industry sector, and so on. However, it’s also important to segment your customers by key stakeholders – your buyers and influencers. You will, after all, deal with these companies on a person-to-person basis.
  3. Choose your poison. Your customer segmentation will give a clear idea with whom you need to be engaging. But first of all, your customer segments, particularly the people in target companies, need to be aware of you. So, since you need to fish where the fish are, that means determining which social networks they’re on. Is it LinkedIn, Twitter, Facebook, other? It’s most likely LinkedIn in the B2B world, but don’t make assumptions – check if they’re there.
  4. Reach out. So, by now you’ve figured out you need to engage. But to engage, you need to be connected, so introduce yourself properly. If they’re on LinkedIn, reach out and invite them to connect. Found them on Twitter? Follow them. Ensure you’re using proper etiquette, as everyone loves good manners – offline and online.
  5. Engagement time. So, your prospects are aware of you… what now? Well, bring something to the table. How? Be a valuable resource, someone who is helpful, has interesting insights, knowledge of what’s going on the industry, now and possibly in the future. This is best done by sharing content – interesting articles, case studies, whitepapers, and any other type of content your prospect likes and cares to engage with. Your customer segmentation will have provided a guide about your content distribution plan, and the intel you gathered along the way will have refined it. Rome wasn’t built in a day, and you shouldn’t expect your content to win clients over in the same timeframe either. Consistency and relevancy are the key takeaways here.
  6. Gauge your activity. Measure your achievements against your goals. Was it to increase brand awareness? If so, market research will shed some light. Was it to increase revenue? If so, once your prospect has been exposed to your content over a period of time, it will be time to request to meet. When you reach out to your new connections, you won’t be a complete stranger this time. Some will have seen your content. Once again, use proper etiquette. Being relevant in your request will show that you’ve done your homework.

So, you now have a few ideas for your B2B social media marketing plan. Taking a methodical approach will make it easier to complete each task successfully, and contribute to the likelihood of achieving your objectives.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]