The social media landscape is constantly evolving, and PR pros must stay in step with trends and tactics. 2021 saw emerging platforms that B2B brands were eyeing to for their marketing plans, and some may have been missteps. In fact, there are several social media approaches that should be reassessed as we enter 2022.
Filler content created solely for ‘likes’
Although content engagement is social media’s baseline for success, one of the top mistakes marketers make is posting content solely for the sake of comments and likes. The main goal of social media marketing is to generate a dedicated audience for your brand. Content for likes will at best gain a few followers here and there, but it’s unlikely to help establish trust with your target audience. B2B companies should be actively working to strengthen relationships with their current customers by creating well-crafted, and timely curated content that’s relevant to their audience.
To ramp engagement, consider mixing the following into your content:
Personal observations and opinions on the latest news/current events
Evergreen content that will be relevant for months to come
Polls to gauge where followers stand on industry trends or common obstacles
Adding a creative twist, like a compelling photo, chart, or real-time visualization, is another way to kick up engagement.
Because LinkedIn is seen as the top platform for business messaging, B2B PR and marketing teams have been on the fence when it comes to Facebook. But with a user base of 1.6 billion, Facebook is still one of the best platforms for building brand awareness. Advertising on Facebook also offers a better return-on-ad-spend with a lower CPM compared to LinkedIn.
Facebook Groups offer ways to locate a specific audience and direct commentary on relevant topics to its members. Also, business-oriented Facebook Groups give brands the opportunity to organically build engagement while discussing technical and insider information, with lead generation as an added benefit.
Facebook’s latest features have introduced ways for B2B marketers to share and engage with their target audience. Facebook may not be the first line of defense for B2B marketing, but the data shows its effectiveness. It may be time to revisit the platform and the ways you can work it into your social media strategy.
Not prioritizing video in content mix
We’ve witnessed the explosion of TikTok and Instagram Reels this past year as marketers have recognized the power of video. In 2020, 80% of marketers incorporated video into their organic efforts, and B2B companies are realizing that excluding video from the content mix is not a viable option. If video hasn’t been a staple in your marketing in 2021, 2022 is definitely the time to incorporate it.
Video works effectively across multiple platforms. Videos on your website or YouTube channel can be distributed on Twitter, LinkedIn, Facebook, and Instagram. Marketers can now easily create and distribute videos with a variety of video editing apps at their fingertips – cutting a bit of spend from campaign budgets.
Live video is also growing in popularity, and it’s an optimal tool for driving B2B content like webinars and Q&As. Live streams give your followers an interactive experience in real-time with the content creator.
Teaming up with influencers is another great way to create fresh video content.
Host a live Q&A on Facebook and Instagram
Have the influencer be a host for a webinar
Record a podcast episode together and have video to share
See more ways influencers can elevate B2B PR campaigns here.
Video gives brands the opportunity to be personable with prospects and clients. It will continue to be the most advantageous way to build your audience’s trust.
A stodgy or stiff brand voice
Some marketers believe that to stay professional there can never be any levity in social content. They choose to play it safe. But a bland brand voice is the biggest culprit behind boring content. Playing it safe means content to blend in when the goal is to stand out from competitors.
Enter 2022 by establishing a strong brand voice that has personality. Here are some the steps you can take to get started:
Review your company’s mission and vision, and have your brand voice reflect them.
Audit current content. Note the common themes and tone on your website, blogs, social posts, and other marketing material. Then determine if the current voice aligns with your brand’s mission.
Assess your audience and list traits and common vocabulary to imply it in your brand’s content. Social polls are also useful, since they deliver feedback directly from your audience.
Be sure that you’re maintaining your brand voice across all of your social media channels.
With this in mind, you can adopt a clear perspective on which tactics to leave behind in 2021, as well as fresh takes on what to consider as you launch social campaigns for 2022.