Research has shown conclusively that companies who regularly blog and post on social media can get as much as three times greater volumes of traffic to their website. This is something that companies overlook at their peril.

Anyone not willing to invest time and effort into the content creation and logistical support required for undertaking this sort of activity is going to end up losing out to its competitors. So why let this happen?

Generally speaking there are a number of obstacles that will hold a company’s marketing department back when it comes to implementing an effective social media strategy. These are:

  • A lack of resources to deal with creation and posting of content on a regular basis
  • A limited understanding of the social media landscape and which particular platforms are a good fit for the company’s needs
  • A failure to grasp the nuances that each social media platform has (including the sort of content that will be best suited to it or the frequency that posts should be made)

For most social media/blogging platforms, it is always advisable not to make your posts over-promotional, as this is likely to have an adverse effect. Marketing teams need to consider how their posts come across from the viewpoint of those reading them. Simply applying a corporate perspective will normally be far too blunt to appeal to the social media crowd. Such a lack of finesse could mean that the target audience is put off. If your Twitter followers, for example, are continuously bombarded with sales-orientated posts, they may start treating them as background noise and just blank them out. Even worse they may decide to unfollow/unlike your company – thus taking them completely out of your sphere of influence. This means that the sort of engagement you were looking to make is not going to happen – simply because you took the easy route.

Conversely, they are going to be willing to connect with you in a more productive way if they can see a clear benefit for them within the content you post. The key is not to endlessly churn out stacks of purely promotional, company-centric material. Via tweets and other forms of posting activity, you can get people’s attention by putting forward opinions and comments – for example on B2B business trends, new legislative measures, emerging standards and the like. In addition, mixing things up by sharing/retweeting relevant material from other people/organizations will again make your social media presence more customer-focussed rather than company-focussed. This material, which might come from partners, industry bodies, distributors, journalists, market analysts or standards consortiums, will enrich your social media output significantly.

To learn more about B2B social media you can download our e-book here:

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