6th February 2024 •
In the ever-changing world of social media, creating copy for B2B audiences is an art that calls for finesse and a smart strategy. Each platform is a new opportunity – knowing how to make the most of it can really boost your engagement and following. So, let’s break down these strategies together to make sure your B2B social media copy not only talks the talk but also walks the walk – on every platform.
Your people are the voice of your company, so let them be heard. Encourage your team to share their own content, full of thoughts and opinions, to make your company more relatable. The influential people within your organisation have personal brands that can make a big difference – they can be promoted for Thought Leadership ads on LinkedIn. The more genuine their insights are, the more it adds authenticity to your brand, building trust as well as making your online presence more compelling. It’s not just about your company – it’s about the people behind it, sharing real stories and making connections.
No matter how good the copy is within your social ads, if people don’t see it, it’ll go to waste. Invest in your paid social media with targeted campaigns. Utilise analytics to fine-tune and optimise the performance of your ads. Paid ads are also a great tool to test the messaging and conduct A/B copy tests to see what resonate with your audience. Ensure that your paid strategies align with the broader goals of your business. This approach helps you to maximise the reach of not only your copy, but the impact of your campaigns.
You need to know who it is your copy is targeting – you need to grab their attention and keep them engaged on the platform. Begin by conducting thorough audience research to create content that resonates with their interests. Develop compelling and relevant posts that not only capture their attention but also encourage them to stay on your social media channels. Utilise analytics tools to track user behaviour and preferences, allowing you to refine your content strategy based on real-time insights.
Hashtags are an important tool when it comes to getting your content seen by the right people. As a rule, the quality of those hashtags matters a lot more than the quantity. So, select hashtags that are relevant and specific to your content – consider a mix of generic and branded hashtags to boost your brand recognition. Avoid overwhelming your posts with too many hashtags, as this can dilute your message and make it less effective.
Often overlooked is a Call to Action (CTA) – a must-have when it comes to social media copy. Small but mighty, CTAs work as a signpost, telling your followers what to do next. CTAs involve using powerful action verbs to prompt engagement and drive desired actions. The goal of social media copy is to keep users on your platform, channels like LinkedIn and Facebook reward native content that does so – the more valuable the content the better for keeping your audience hooked. In essence, CTAs are your friendly nudge, inviting your followers to participate and interact in meaningful ways.
The way you talk to your audience matters. Make sure that all your brand communications have a consistent tone no matter which social media channel you’re on. Your voice should be instantly recognisable to those viewers. In comparison to B2C copy, B2B copy tends to be more formal and professional but that doesn’t mean dry or boring. You should tailor the tone to connect with your intended audience, finding the right balance between professionalism and relatability.
Your value proposition is what sets you apart, so you need to tell people that. Articulate the distinctive value only your business provides, spotlighting the benefits and solutions you offer to address your customers’ pain points. It shouldn’t be too salesy though – the key is to strike the balance between educational and promotional. The aim is to put your brand in a different league to your competitors, with content that’s value driven.
Set clear goals for your B2B social media, and make sure they align with your broader business objectives. Utilise key performance indicators (KPIs) to see the success of your strategies. Regularly dive into the analytics, analysing performance metrics and be prepared to tweak your approach as needed. Continuous assessment ensures your strategies are not just on point but actively boosting your overall business success.
As AI technology continues to grow in popularity, it’s important to embrace its efficiency and not get left behind. Whether you’re diving into data analysis, crafting compelling content or planning your social media posts, let AI be your ally. However, you need to make it personal, AI is only as good as the information you feed it with. Tailor AI-generated content to resonate with your brand’s tone of voice. Steer clear of generic automation and opt for that personal touch that makes you authentic. It’s not about being a copy and paster – it’s about letting AI enhance your creativity and efficiency.
When it comes to your social media content, cut to the chase and steer clear of confusing jargon. Keep it short, snappy and clear. Use specific terminology that resonates with your ICP and say goodbye to unnecessary jargon that leaves your audience scratching their heads. Aim for a message that’s not just clear but compelling – something that grabs attention and leaves a lasting impact.
B2B social media copy demands a tailored touch, there’s no one-size-fits-all solution. It requires continuous analysis, strategic adjustments and a commitment to adaptability. Engaging your B2B audience demands dedication, but the potential rewards are well worth it.
By incorporating these 10 tips into your approach, you can elevate your social media game, ensuring your content resonates across diverse platforms. Embrace the evolving social media landscape to craft compelling B2B copy that stands out. Get ready to witness the impact of your efforts in this digital world.