When it comes to B2B social media, finding the right type of content that resonates with your audience is key. Instead of focusing solely on self-promotion, consider creating evergreen content that your target audience will enjoy at any given moment. For instance, traditional insurance companies often share mundane articles about "How to Choose Business Insurance", which fails to captivate the attention of potential clients. In contrast, savvy insurance companies like Hiscox take a different approach by sharing valuable insights on topics that business owners are passionate about, such as marketing, entrepreneurship, and finances. At thirty3, we understand the importance of identifying our buyer personas, which includes CEOs, CTOs, and entrepreneurs. By determining their interests, we can create relevant content that piques their interest, such as an article on industry trends or tech stack. The key is to make your social media content about your audience, not just your business. By delivering share-worthy and readable content, you can engage potential clients and nurture them through the customer journey.

However, developing a successful social media strategy isn't a one-person job. It's a team effort that requires alignment with your marketing goals and employee advocacy. By empowering your employees to champion your brand on their personal profiles, you can increase your reach and brand awareness. Ultimately, the success of your social media strategy hinges on your ability to create engaging content that resonates with your audience. By aligning your social media goals with your marketing objectives and fostering employee advocacy, you can maximize your impact and generate meaningful results.

Key Goals

As we develop our social media strategy, it's important to keep a few key goals in mind:

1. Build lasting brand awareness.
   To create an authentic and lasting connection with our audience, we need to do more than just promote ourselves. Instead, we should focus on content that showcases our personality and puts our followers first. Remember, building a strong brand identity takes time and effort.
   
   

2. Keep an eye on the competition.
   What strategies are our competitors using to drive engagement and sales? By analyzing their social media presence, we can gain valuable insights into how to position our own brand both online and offline. This is especially important as we reposition ourselves with a new focus.
   
   

3. Develop a consistent personality.
   While this may seem obvious, it's crucial to maintain a consistent personality across all of our communication channels. We don't need to be controversial or edgy, but we also don't want to limit our creativity or interaction with our audience. So let's aim for a balance between professionalism and approachability, and remember to have fun with it!

Social media is about more than just broadcasting your message to the world. It's a platform for real-time conversations and engaging with your audience. Don't be afraid to participate in Twitter threads or comment on other people's posts as thirty3 on Facebook or LinkedIn. Injecting some humor into your interactions is always welcome. After all, social media isn't just for businesses; it's for people. And people enjoy conversing, sharing content, and having some fun.

Conclusion

But the ultimate goal of your social media strategy as a B2B business should be social selling. Instead of hard-selling or cold-calling your prospects, focus on slowly building brand awareness, identity, and trust. Nurture your leads until they come to you, and let your inbound sales speak for themselves. Hard selling and cold-calling aren't scalable, but building long-term relationships with potential and current clients through content sharing is.