The pandemic has changed our entire world in the past two years, and B2B social media is no exception. Two years of people being stuck at home, glued to their social media as their only source of human connection, has changed the game. You can’t just phone in your social media presence anymore.
As a B2B influencer, I’ve seen major transitions in how winning brands are fine-tuning their social media strategies. Here are eight insights into what you need to do differently on social in 2022.
1. Content is king; distribution is King Kong. Everyone got the memo a couple years ago that incredible content is the only way to break through the noise on social media. The problem is, today, no one is seeing that content.
Organic reach has declined massively because more and more platforms are prioritizing paid content. If you want your content to reach a wide audience in 2022, you need to focus more on how you’re releasing content instead of solely focusing on the quality of the content itself.
A great way to expand your reach is to partner with an influencer. Influencers come with built-in audiences, so you can reach the people you want without fighting the algorithms.
2. Live streaming audio is on a tear. Lonely and stuck at home during the pandemic, people flocked to audio platforms like Clubhouse to gain knowledge, entertainment and connection all at the same time. I expect these platforms to keep their momentum in 2022.
If you’re not familiar, live streaming audio is a lot like podcasting, except it’s interactive. It’s not a one-way street, which helps create a powerful connection between your brand and your listeners. Don’t be afraid to try this new way of connecting with your audience.
3. Energize your community. In the past, brands have been laser-focused on building an audience, but with the changes in how social media content is delivered, it’s no longer just about how many people like your page. It’s about how many people love your brand.
Once you have an audience, the question is, “How do I enliven my community and turn them into raving fans?” You’ve got several options. You can move your communities off social media and into DM groups or email lists. Or you can excite your followers with giveaways, live events, live audio conversations, and more. It’s all about upping the ante and creating an authentic, personal connection with your followers.
4. Rethink LinkedIn. LinkedIn used to be a back burner network for job seekers, but today it’s the best platform for organic social marketing. LinkedIn beats Facebook and Instagram for pure organic reach, hands down. For B2B social, LinkedIn is the best place to distribute your content and reach new customers without paying for ads.
5. Get customers off the platforms. Social media is a great place to grow your audience, but don’t leave them there. Real, raving fans want a more intimate connection with you than a public social media persona. Create private messaging groups, email lists, newsletters and more to give your followers a closer, more personal relationship with your brand. This way, not only do you energize your community, but you also have a modicum of safety if your social accounts are ever hacked, banned or closed.
6. Loosen up. Success on social requires being entertaining as well as informational. It’s not enough to educational and salesy. People have been “webinared” to death during the pandemic, and they’re tired of it.They go to social media to be entertained.
Go off brand from time to time. Be fun and comedic. Funny content gets attention. If your brand isn’t inherently funny, partner with someone who is. Comedic influencers know how to get an audience’s attention with laughter so they stay and listen to the message behind it.
7. Re-engage your employees. Employees have become disengaged during the pandemic, for a number of reasons. In 2022, you’ll need to find ways to re-activate these employees who can be ambassadors for your brand on social media. You can go the obvious route — pay them to post on social media — or encourage them with internal recognition, contests, and prizes.
Consider bringing in an expert who can teach your team to post and interact authentically on behalf of your brand on social media. An influencer can show them all the tricks to being an ambassador and even help them become their own thought leaders in your industry.
8. Get your CEO on social media. The CEOs of SalesForce, Microsoft, and Dell are winning the pandemic because they’re active on social media. Look at Elon Musk. He’s got five times more followers on Twitter than his own brand, Tesla. These CEOs are out there front and center building a following for themselves and their brands. Are you? If not, it’s time.
Social media is worth the work in 2022.
As consumers become even more immune to traditional advertising and marketing, social media builds the bridge between brands and the consumers they want. In 2022, make your B2B social media strategy a priority. The results will propel your brand into a profitable 2022 and a brighter, more engaged future.