5 Minute Video: Social Media Best Practices for B2B Technology Companies

Orange Marketing
8/19/19 8:00 AM

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We get it. You have a million things to do. Social media is not a marketing priority because it is your belief that your target is not looking for information about your product or your company on social media. Unfortunately, you are wrong. Social media is important for your B2B Software as a Service Technology company. You just gotta have it. The trick is knowing what to do with this very valuable marketing channel. 

Rebecca G.:       

Kelsey, let's talk about social media and why social media is important for our software as a service founders.

Kelsey C.:           

I think people instinctively know that you have to have a social media, but a lot of them aren't sure which and why. We absolutely recommend that you minimally have "the big three"  ... LinkedIn, Facebook and Twitter. But you're really going to want to get involved with some of the startupy social media sites. It would be include things like ProductHunt, TechCrunch, Crunchbase, and you can also have a lot going on via places like Reddit and Medium. Finally there are a ton of review sites, some even niche specific like Capterra in software. There's actually a really lot of social media. It seems intimidating, but it doesn't need to be.

Rebecca G.:       

What we recommend is a combination of strategies. We definitely recommend that you syndicate your own content on social media. That means you post your content, and we'll talk about who does the posting of it, but we also strongly recommend that you have an engagement strategy. This is something we like our clients to do, to find the influencers in this particular particular topic or the people who have an active social media strategy, you can tell who they are and engage with them.

Kelsey C.:            

By engaging with them, we mean comment on their articles, add something of value to their topic, ask a question of other readers on their posts.

Rebecca G.:       

There's many ways you can engage. Another reason we like you to do social media is social media has become very, very important pillar of advertising. They've started to own certain advertising channels. Kelsey, can you talk a little bit about that?

Kelsey C.:            

For one, these big media companies didn't become gigantic know-how. The organic reach of your social media posts is very, very low.

Rebecca G.:        Small.

Kelsey C.:            

They really basically make you pay to play, and you're going to have to get on board with that program unless you're going to do an amazing job of this engagement strategy. 

Rebecca G.:       

Like say you know a Kardashian. Something like that.

Kelsey C.:            

So you would really need to have these social media accounts set up and active, so if you do start posting, having featured or promoted posts, that it doesn't look weird without any other organic content in there.

Rebecca G.:       

Right. And the social media companies, you can't advertise in social media without having an account. Facebook has how many users, Kelsey?

Kelsey C.:            

Yeah, over 2 billion users. 

Rebecca G.:       

Your customers are likely in there somewhere. So we always recommend trying it. You don't have to keep doing it if it doesn't work. Another important topic near and dear to both of our hearts with engagement is how should the founders engage with social media and their employees?

Kelsey C.:            

Well, for one, they need to get their employees, all their team members, to engage with their own content. So the founder ideally would have some kind of editorial stance, right?

Rebecca G.:       

Voice.

Kelsey C.:            

They have their own voice and talk about what's important to them, and talk about why it's important, and talk about why they are solving this problem, and how the company came to be. Then ask their team members to engage with all of the content, whether it's stuff the marketing team's putting out or it's stuff that they are personally putting out. By engage, they need to comment, like, share, and that will actually help organic reach as well.

Rebecca G.:       

So social media is absolutely critical in your digital strategy, and people many times don't use it at all. They literally set up the accounts and don't touch them. When we come into our new founders and our new startups, we automatically want to start working on social media right away.

Kelsey C.:            

Benchmark your competitors, that's a hot tip. See what they're doing and they'll kind of help you lead 

Rebecca G.:       

Yeah, they'll show you how it's done and it'll scare you.

Kelsey C.:            

Okay. In our next topic, we're going to talk about some of the craziest mistakes that we've seen.

Rebecca G.:       

Yes. That'll be entertaining.

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