Best Practices for LinkedIn, Twitter, and Facebook for B2B Service Companies

When utilizing sites such as Facebook, Twitter, and LinkedIn, be sure to keep things professional, informative, fact-based , and unique.

Are you a B2B business owner looking for an affordable way to build your list of customers and increase your sales? If the answer is yes, you should consider using social media marketing to reach out to potential customers.

Platforms like Twitter, LinkedIn, and Facebook are excellent ways to build your brand awareness and drive traffic to your company website if you do it the right way. 

Let’s look at some of the best practices to try when utilizing social media for your B2B content marketing strategy. 

When done right, the use of social media platforms offer an efficient and affordable way to generate leads and increase traffic to their websites.

The Best Practices for B2B Services Companies on Social Media

1. Choose the Right Platform

Many people believe that the more platforms you market on, the better. However, that isn’t necessarily true, especially where it comes to B2B business. The question is which social media platform your target audience tends to visit the most. For our clients we generally use:

• LinkedIn: One of the most useful social media pages for B2B services is LinkedIn. This platform offers companies a library of target-based parameters to explore when creating a B2B marketing strategy.
• Facebook: Facebook is a valuable resource for many. It’s the original social media platform and has the largest number of subscribers, with many of your potential customers scrolling through their newsfeeds. 
• Twitter: You will see many B2B companies marketing on Twitter. This popular microblogging space allows companies to filter through potential customers while making their presence known for free.

These three platforms could be all you need to increase revenue and potential collaborations with other companies. For many companies just one or two of them would be sufficient.

2. Share Relevant Content Selected for Your Targeted Audience

Once you know which platforms you want to use, it is time to create content. However, even the most professional, well-thought-out, and creative posts won’t gain any traction if they aren’t attractive to your audience. 

To develop a connection with your target audience, build trust, and bring brand awareness, you’ll need to create content which is relevant to their business.

• Know your audience: Who are they? What questions are they asking? What solutions are they looking for?
• Be detail oriented: Choose your targeted audience wisely. Research who would benefit most from your services and base your campaign on their needs.
• Organic or paid: Decide whether your content will be organic or paid for, then decide how to customize it for the audience you are seeking.
• Stay relevant: Stay relevant in your niche and keep up with your audience and what they like or dislike. Changes happen often, and you don’t want to fall behind the latest trends.

3. Post at the Perfect Time

When you put up a post, everyone can see it, right? Technically, yes, if they wanted to scroll through your page or travel back in time in their feed. But your content is only helpful if your consumers can see it. If you aren’t posting at peak times, you are losing many possible customers.

Statistics show that the best times to post for B2B business are:

• LinkedIn: Wednesday from 8–10 am, Thursday at 9 am and 1–2 pm, and Friday at 9 am (Check LinkedIn analytics for your exact peak time frame)
• Facebook: Tuesday, Wednesday, and Thursday, 3-4 pm
• Twitter: 9 am-4 pm Monday through Thursday (peak time 11 am-1 pm)

One of the best times to post your content is when consumers are on lunch or before and after work. These windows of time are typically when people scroll through their phones and check their social media news feeds.

4. Be Creative and Unique

While you want to be professional and informative, you should also take the time to decide what will help you stand out from your competitors. Although the cookie-cutter approach might seem safe and effective, strategizing a marketing plan that goes above and beyond will ensure you stand center stage.

Choose a relevant theme and stick with it consistently throughout all your content and social media pages.

• Unify your content and design with your website: Don’t mix and match your style and branding theme. That can confuse customers and won’t be helpful when connecting them to your service page.
• Stay current on relevant and popular trends in your industry: The world is ever-changing, and people’s interests follow. Stay current on all the relevant trends so your company is sought out, not passed over.
• Use detail-oriented photos: Photos are a great way to market your services. Looking at a photo of what a company offers is quicker than reading text and encourages viewers to explore deeper.
• Utilize videos as guides or offer helpful information: Videos are a fabulous way to help consumers understand your services better. You can also use video testimonials to increase your reputation.
• Use appropriate business jargon: Business talk is great on B2B social media sites. However, you must use the appropriate words and amount when doing so. This form of communication makes potential customers feel comfortable, welcomed, and understood.

You can customize your marketing on social media sites in many ways to make your company look more impressive than your competitors and draw in a broader range of audiences that would otherwise go elsewhere.

5. Engage Your Audience (Be Present)

Posting frequently is not enough. Although great content is always beneficial, you can maximize your effect on consumers through engagement.

People want answers instantly after asking the question, so ensuring you can communicate with your guests quickly and appropriately is the best way to keep them coming back.

There are a few different tactics to try out when keeping in contact with your targeted audience, including:

• Chat boxes
• Email links
• Quickly replying to comments
• Starting conversations and engaging with the thread

6. Be Professional

B2C companies tend to take a more relaxed approach when using social media for marketing. However, B2B businesses could harm their potential clientele pool by doing this.

When businesses seek services offered through other companies, they need reassurance that it is reliable and comes from knowledgeable and educated brands.

While you’re strategizing a B2B marketing campaign, it is critical to include tactics that appeal to the intellect of those you are targeting.  People spend a lot of time and money on their businesses, from learning their trade to building their success. Communicating with these people on their level is going to make you more relatable while also showing respect.

You can speak to professionals through data, statistics, and other similar details to show them you are on the same level.

7. Track Progress

You can also track the progress of your posts on each site. Check your “likes,” comments, followers, etc. You may have to rethink your techniques if your posts aren’t reaching a large audience.

8.  Use Case Studies to Your Advantage

You can quickly put together case studies to prove the success of your services with other businesses. These studies are great ways to provide potential clients with quick sip-its of how and why they should come to you for their needs, with data and proof backing up your services.

Case studies are relatively easy to conduct and can provide businesses with examples of how other companies like them utilize your services and benefit from them.

9. Get to the Point 

Don’t waste time with nonsense. Most companies are not looking for funny pics or inspirational quotes; they want cold hard facts and data to back them up.

There are a few ways to showcase your company’s success and potential:

• Graphs
• Customer reviews
• Testimonials
• Timelines
• Future outlook of the industry

When you provide customers with irrefutable facts, they can’t argue with your company’s capabilities.

10. Be Honest

While this tip might be the last on our list, it is one of the most important. Never falsify information or tweak the truth. There is nothing more detrimental to a business than being caught in a lie.

When creating content on Facebook, LinkedIn, and Twitter, always be honest and upfront about all the information you are putting out. Dishonest practices might get you more customers initially, but it will cost you once your brand is defamed when the truth gets out. 

• Instagram: The site influences 75% of Instagram users on which brands to buy.
• TikTok: There are over 1.2 billion TikTok users, meaning your brand has a good chance of getting noticed.
• YouTube: 87% of marketers say YouTube is a beneficial site for advertisement and leads.

With social media being so prevalent today, it would be crazy not to use it in the professional world. These platforms offer B2B businesses the chance to reach a much broader audience more efficiently than ever.