People love contest and free stuff. Doing a Facebook contest for your fans will give you higher engagement scores and activity. A simple “caption-this-photo” contest can bring in 5.5 times more connects than regular posts.
Twitter For B2B
Every B2B entity must develop it’s Twitter Strategy.
The question that should be kept in mind here is – Who do we want to reach with our tweets?
Professional tweeting adds value with each tweet.
B2B’s must adopt these below best practices to spark conversations and keep its audience engaged.
- Write a Good Bio
Writing an engaging bio that clearly explains what the B2B does will help people to know whether they want to follow the B2B or not. The bio must include a link to the B2B website to drive referral traffic and allow users to discover more.
- Adopt the KISS technique. KISS stands for Keep It Short & Simple
A concise tweet makes an impact. We keep each tweet focussed on one specific message rather than giving away multiple messages. B2B can include a link to its landing page to convey a longer message.
- B2B should Use Visuals in its tweets
Adding a relevant image or video in a tweet makes the tweet more compelling giving it a personality of its own and thus leading to higher engagement rates. Statistics show that tweets which carry an image or video have three times higher engagement rates. Twitter allows four images to be included in a tweet.
- B2B should incorporate Relevant Hashtags
Hashtags are powerful tools that allows to expand the reach of the post by tapping into relevant conversations happening on that hashtag. B2B must focus on keywords that are relevant to its business. Best practices recommend not using more than two hashtags per tweet. Hashtags can also be deployed by identifying popular events with which B2B can link its business.
- B2B should Ask Questions and Run Polls
Asking questions is an effective way to interact with the target audience, bring readers into the conversation and understand people’s opinion. B2B can use Twitter Polls to execute a survey on a topic or Tweet open ended questions to understand people’s or target audience’s sentiments.
- B2B should Curate and Connect through Retweets and Replies
Retweeting relevant content and replying to Tweets are a great way to maintain a robust Twitter presence. Positive customer feedback, helpful articles, and messages that align with B2B’s business’s authentic voice are all impactful content to retweet. The rule of thumb here is – B2B’s retweets should reflect on its business and should align with its purpose and values. People love to talk to businesses directly on Twitter.
B2B must be responsive to questions, comments, and criticisms that comes its way. To avoid long exchanges, B2B can switch to Direct Messages to resolve complex issues.
- To make Tweets look Neat – B2B can use Link Shorteners like Bitly, Tinyurl, etc
- B2B should Respond to any question/s on Twitter Quickly to create a Responsive and a User-Friendly Persona
- B2B should Retweet its Own Content more than once to extend the life of its tweets
B2B should retweet the same content a maximum of 4 times – once every 8 hours to attract a broader reach with limited overlap.
- Strategically Choose People whom B2B wants to follow
B2B should create Twitter lists. These are Twitter users whom B2B wants to follow. While Twitter lists can be as large as we want, we need keep the number of people manageable so that we are not overwhelmed with the stream. Further we don’t have to create lists from scratch. We can use other people’s lists as a shortcut. Lists can be public or private.
11. B2B should Time its Tweets to reach its key audience
B2B can use an app like Tweriod to determine the peak times of B2B’s followers on Twitter and accordingly time its tweets.
Google+ For B2B
Google+ is home to vibrant, active communities that foster deep engagement. The trick for B2B is to adopt strategies to take advantage of these communities to build long-lasting relationships with its core audiences.
B2B can adopt the below strategies –
1. Make B2B’s Google+ Page Findable
To make sure B2B’s Google+ page is easily findable, B2B can add a Google+ badge on its website. Badge will make it easy for visitors to find and engage with B2B in one simple click of a mouse.
2. Network Strategically with Circles
Curation isn’t just for content; it can be an important tool for organizing B2B’s relationships on Google+. Circles can be an effective way for B2B to manage different interest groups and home in on the communities and conversations that matters most to B2B.
Here B2B can use keyword searches to identify relevant people/pages/posts to add to its circles.
B2B can use circles as it is a great technique for building new relationships, as well as for keeping current relationships warm. Strategically B2B can curate its circles as this way it will be easy to target and stay connected with the right people.
B2B can create a Social Media circle that makes it easy for it to drop in on those people and participate in their Google+ activities without doing a regular search or sifting through its regular feed to find their content.
3. Include compelling Content
B2B can prioritize highly visual content such as images, videos and infographics as it is a winning strategy to stimulate engagement and promote shareability.
If B2B’s content is text-heavy because they’re information-rich and address a specific question or need, then it is okay to be heavy. B2B can also link back to its website for additional information.
B2B can add a #hashtag to make it easy for its audience to find related posts, follow ongoing conversations and join trending topics.
5. Be Proactive with Engagement
B2B must not merely post or share content. This will not be sufficient if B2B really wants to build deep engagement with its community/audience. It is equally important for B2B to interact by commenting on other people’s posts, asking questions and adding its opinion/perspective to existing conversations.
Further B2B should adopt the following.
B2B should always try to end its post with a question to spark discussion.
B2B should respond to users’ comments or questions and ask follow-up question to continue to drive the discussion.
B2B must develop repeatable campaigns that are easy for users to participate in and contribute to. It should utilize a unique hashtag dedicated to a campaign.
Quotes, beautified/interesting photos and humorous content are also categories that are very popular on Google+ and B2B should leverage this to its advantage.
6. Join Communities
Google+ Communities are gold mines for connecting and engaging with other users, especially those with interests relevant to B2B’s business. Participating in these features is critical to building a strong presence.
There are over 50,000 communities on Google+, spanning interests from social media to veganism to health and medicines. Once B2B has identified and joined relevant communities, it must be made a priority to participate regularly. Google+ is built on the principles of high-quality information-sharing; hence B2B must make sure to actively ask and answer questions, as well as share valuable content to fuel engagement and build quality relationships with its core audience.
7. Utilize Google+ Collections to promote B2B’s brand
This feature of Google+ allows users to categorize their updates by topics, which enables the people following them to find updates quickly for the subjects that match their interests and B2B can leverage this feature to categorize its posts on Google+
8. Use third-party posts and content
Apart from creating and posting self-created content on social networks and expecting engagement in return, B2B must post/share third-party posts, which are an untapped resource for driving engagement. B2B must add its own thoughts or opinion before reposting to add an original element to the content.
The whole concept lies around building new relationships with influencers, industry-friends, etc.
9. Focus on Becoming a Topic Expert
B2B must select a topic that is related to its product and/or service and support what its ideal customers are interested in.
B2B should optimize its business profile for niche keyword terms and then make a habit of sharing related news. Pretty soon, B2B will be well known for having specialty on certain topics. This way B2B can best connect with its target audience.