Getting engagement on social media can be very tricky for B2B businesses. From experience, the reason B2B brands usually find it difficult to get engagement on social is that a lot of B2B content creators fall into certain traps that hold them back.

At the time of writing this article, it’s a challenge we’re working on getting ahead of. In developing our social media strategy, there are a few ideas we are going to be executing on, so I decided to share some of the ideas with you.

Here are 10 ideas that can improve your social media engagement if executed correctly.

#1. Have a clearly defined audience.

Have you taken the time to define your audience? One of the traps B2B content creators fall into is to start creating content without first considering the audience they’re trying to reach. This to me is the wrong approach, and it will only lead to you creating irrelevant posts.

You have to know your audience, and really get into their minds, ask the question, what would be of value to them? What kind of content will they vibe with? Create from that mindset. When you don’t consider your audience, you fall into the trap of talking about yourself all the time, and trust me, no one cares about you.

#2. Create intrigue through your content delivery.

Tony is the most skilled accountant in the office, but when he tried to pitch a solution to a problem the office was dealing with, he was immediately shut down because he was very condescending to his peers.

The point here is that you cant rest on your laurels when you have created something valuable. You have to consider how to deliver it in a way that resonates with your audience. Your content might be valuable, but if your delivery is not up to par, you won’t get your audience’s attention in the first place.

Think about how you want to come across to the person consuming your content, also think about how you can make your content more intriguing. Once you have decided on the content idea, ask yourself 2 questions

  1. How do you want to come across to your reader/viewer?
  2. How will you make this post interesting/intriguing to consume?

#3. No one cares about you

Imagine you want to meet someone, and the first time you meet them all you want to talk about is yourself and how cool your life is. Think about how shallow that is. Sadly this is the approach many B2B brands default to.

You may think it’s the logical thing to do, after all, you want to create awareness through your platform… eerrr… no! Think about the last time you were in a social setting with more than two people, and you guys were having an enjoyable discussion, what was the discussion about? The easiest way to make that discussion sour is for one person to just start talking about themselves and why they’re so great.

Multiply the number of people in the discussion by a few million, that’s the social media world. Don’t be the guy that always blows their own trumpet. Be relatable by speaking on things your audience can relate with.

#4. Seek to make conversations

There’s a time and context to talk about your brand. And as explained in #3, you can’t create interest in your brand by talking only about your brand all the time. Seek to be relatable by creating or joining in conversations that fit the context of your brand’s strategic identity.

It’s in the name SOCIAL-media, meaning, a set of media for social activities. Your brand is just a piece of a wider community of people and other brands. So through your channel, Join conversations that are on-going in your social media community or create conversations that your community can relate with. Don’t just make statements, be a part of a conversation.

#5. Be human

Yeah, yeah, I know it’s a company profile, but what makes a company a company? That’s right, people. And who are you trying to appeal to? Right again, People!

Don’t be afraid to sound like a human in your content. The reason why this article was written from the first-person point of view is that I want you to know that it’s Ade that’s talking to you, not some machine named Kishi Creative. You’ll also notice that my tone is not too “corporate-sounding” either right? (At least I hope so).

The point here is that people love to relate with other people, so don’t be afraid to show the human side of your brand. Let people feel like it’s a human that’s talking to them through your channel. Many businesses fall into the trap of sounding like a machine when communicating on their platform.

#6. Host social activities on your platform

Sometimes, actual activities make for the best content, especially when the activity is very engaging and interesting. Here’s an example you can try.

Let’s say you’re trying to attract CEO’s in the food sector, you could try hosting a series where you actually interview CEO’s in that industry and share the discussions or excerpts from those discussions on your platform.

The hard work here is to make sure that you make your interviews as valuable as possible and as intriguing as possible for both the person you’re interviewing and the people that are going to consume the content.

The key takeaway here is to let your audience or people in your community be participants in the activities, they make for good content.

#7. Loosen your tie a little

Relax, I understand you’re a corporate company, it’s not that serious. At the end of the day when you’ve closed from your office, you’re not going to act all corporate when you’re with family and friends right? Exactly.

Remember we’re trying to create relatability, so don’t be too uptight and corporate on social media, be a bit more casual, this way more people will be drawn to your channel. People are not on social media to be corporate, they’re there to be social.

#8. Be aware of your metrics and goals

The amount of likes you get on a post is not always the best way to measure the success of your post. This is an easy trap to fall into. People fall into the trap of creating posts for likes.

An influencer posted a tweet about a company I worked for some time in the past. Our goal was to get people to sign up for a product. The number signups we got was vastly more than the number of likes we got.

In that context, likes don’t count as much. In some scenarios, the comments matter more than the number of likes. Am I making sense? The idea here is to keep your goal in mind and make sure you have the right metrics to measure success.

#9. Be original

This one is more important for B2B’s than B2C’s in my opinion. As a B2B, you should be trying to differentiate from competitors. This also applies to your social media content. Figure out a way to differentiate through content.

Now I understand that there’s a place for content curation, it’s fine to curate content from other sources. My opinion on curation is that when you curate content, make sure to put your spin on it and make sure you credit the sources you curated from.

Curation is not the same as copying. If you find yourself copying, it just means that you don’t have a plan. Copying other people’s content is not cool. Being original doesn’t take away from curating content, curation is fine, just make sure to make the content yours.

#10. Have a grasp on your brand identity

Tobi told his son “Just be yourself…” when he was asked for advice on dating a girl from school. But we may not know ourselves, most people don’t know themselves till much later in life, how can you be what you don’t know?

The idea of creating a brand identity is about more than visuals like logo and colours. As a human, your identity is not only limited to your name and the way you look. It’s how you talk, how you think, the nature of the people you’re closest to, etc. In the same vein, your brand identity is why you exist, who you attract, what you stand for, how you speak, what you stand for, etc.

Having your identity clearly defined is important because in spaces like social media, you have to create intrigue through the way your brand expresses itself and you can only express yourself when you know yourself.

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Adeoluwa Abraham

Author Adeoluwa Abraham

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Join the discussion 2 Comments

  • Efe Emmanuel says:

    #9 does it for me. If you only look at your like count as a measure of success, dear up for some serious depression as a content creator. It’s very important to set the right goals for your posts and have the right metrics to measure success. Most of the time people don’t even set goals in the first place. They just start posting and hope for the best. smh. Great content!

  • Kolade Balogun says:

    Awesome stuff