B2B Social Media Marketing

5 Steps to Elevate Your B2B
Social Media Campaign
_____________________________
Sarah Kloth
SEO Team Lead, Social Media & Content Marketing
TOPFLOORTECH.COM @TOPFLOORTECH @SARAH_KLOTH

Sarah Kloth
SEO Team Lead, Social Media &
Content Marketing
@Sarah_Kloth
LinkedIn.com/in/sarahkloth

Why NOT
Social?

Why Social? Fast Facts
The top social platforms of choice for B2B marketers are Facebook
(80%), Twitter (78%) and LinkedIn (51%).

Benefits of Social Media
Benefits of Social Media Marketing
• Generate exposure for business
• Increases traffic / subscribers
• Improves search rankings
• Results in new business relationships
• Generates Qualified Leads & Improves
Sales

Analysis:
Where are your competitors?
How does your brand look across platforms?

Analysis:
Competitor Analysis
Identify following, post
frequency, shares,
engagement, etc. to get
insights about where they
are and their success on
each platform to establish
opportunities.
SIMPLYMEASURED.COM
FANPAGE KARMA

Analysis:
Brand Audit
Performing a social media
brand audit will allow you to
establish social items that
need to be cleaned up and
identify additional
opportunities that you are
not taking advantage of.
LIKEALYZER.COM
EYEBALLING EACH SITE

Identify Audience & Platforms:
Linkedin, Twitter, Facebook
Where is your audience?
Who are industry influencers?

Strategies For Determining What Social Networks Your Audience Uses:
1) Existing Profiles
2) Followers & Engagement
3) Traffic Generation
4) Conversions & Customer Value
5) Customer Preferences
6) Industry Synergies
FACEBOOK ANALYTICS
LINKEDIN ANALYTICS
TWITTER ANALYTICS

Strategies For Determining What Social Networks Your Audience Uses
FACEBOOK ANALYTICS
LINKEDIN ANALYTICS
TWITTER ANALYTICS

GOOGLE ANALYTICS

YOUR CUSTOMER BASE

HASHTAGIFY.ME
COMPETITOR ANALYSIS
FOLLOWERWONK

PRO HACK: Use The Paid Network
Create mock paid campaigns on each platform to
get an idea of your target audience on that
platform.
• LinkedIn
• Twitter
• Facebook / Instagram

Strategy Development:
Identify goals
Find Your Voice
Post Frequency
Content calendar

Identify Social Media Goals:
•Raise Awareness of Your
Brand
•Drive more Traffic to Your
Website
•Increase Total Conversions
From Social Media

Don’t Settle for “Boring”
• Leverage visual mediums
• Write like you speak
• Make people feel informed

Find Your Voice
https://blog.buffera
pp.com/social-
media-marketing-
voice-and-tone

Content Calendar:
-Tradeshows
-Product Launches
-Industry News
-Curation
-Company News
-Press Releases
-Employee Features
-Awards
-Blog Posts
-Infographics
-Videos
-Paid Promotions

Paid Campaigns:
-Promote Tradeshows
-Promote Product Launch
-Increase Brand Awareness
-Example: If you owned a
manufacturing company looking
to increase exposure to the
aerospace industry, you could
choose to run social advertising
targeting LinkedIn members with
the job title of 'aerospace
engineer' with tailored ad
messaging that when clicked
would push over to your
aerospace industry webpage.

Execution:
Messaging
Social tools
Consistency

Execution:
Social Scheduling Tools
-Use Social Automation to
Save Time
-Hootsuite, Sprout Social,
Buffer
SPROUT SOCIAL
HOOTSUITE
BUFFER

Execution:
When To Post
-Consistency
-Timing
-Frequency
PLATFORM ANALYTICS
GOOGLE ANALYTICS

Social Posting Pro Tip #1: Use Branded Imagery
Execution:

Social Posting Pro Tip #2: Use Hashtags
Execution:
HASHTAGIFY.ME
TWITAG.COM
HASHTAGS.ORG

Social Posting Pro Tip #3: Don’t Over Sell
Execution:

Social Posting Pro Tip #4: Post Frequency
Execution:

Social Posting Pro Tip #5: Don’t Be a Robot
Execution:

Measure & Refine:
Formulate the Right Questions
Measure against Goals
Refine based on Data
Identify post types that are most effective – video, image, etc

It’s Not Big Foot!
Measure & Refine:

Formulate The Question
Measure & Refine:

What are we measuring?
- Is a particular type of post getting more traction
- Is a specific product line getting the most engagement
- How do text post compare to video posts
- How to Video posts compare to image posts
- What is getting the most shares
- What is getting the most likes
- What is not gaining any tractions
- What is leading more traffic to the website
- What posts are leading to conversions
Measure & Refine:

Pro Tip #1: Use UTM Links to track specific social posts and campaigns
through analytics
Measure & Refine:
Google: “UTM Builder”
https://support.google.com/ana
lytics/answer/1033867?hl=en

Step 1:
Analyze Your
Accounts &
Your
Competitors
Accounts.
Step 2:
Identify Your
Audience &
Platforms
Step 3:
Create A
Social Media
Strategy Plan
Step 4:
Execute
Step 5:
Measure &
Refine

Social Media –
It’s not just kids
and puppies
The benefits of a B2B social media presence are many,
from increasing website traffic to building new business
relationship. When done right, a B2B social media
marketing presence can rival the creativity and appeal
of some of the most popular consumer targeted social
pages, and in return provide a measurable impact on
your bottom line.
Remember, the truth is even top business decision-
makers use social media. Be where your audience is.

BONUS: Tools
• FollowerWonk
– Analyze your Twitter followers to give you
insights about how you can engage with them
better
• IFTTT (IF This…Then That)
– Create simple connections between apps like
Facebook, Dropbox, Instagram, Twitter, and
Gmail. IF a new post is published on
Facebook (the “this” event), THEN send me
an email (the “that” event).
• Hootsuite / Sprout Social / Buffer
– Schedule posts on all platforms
• Kingsumo Headlines
– WordPress plugin that allows you to A/B test
(split test) headlines against each other.
• Moat.com
– Spy on the social ads your competitors are
running.

Sarah Kloth
Title
@Sarah_Kloth
LinkedIn.com/in/sarahkloth
Questions?
LEARN MORE: BIT.LY/1RGKXFK

B2B Social Media Marketing

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