Social media has grown tremendously and now boasts 4.95 billion users, representing 61 percent of the global population. Because of its popularity, brands now first go to social media to share information about their services and gain the largest coverage.
By aligning their social media and PR efforts, brands can keep their customers engaged and effectively deal with any crisis that arises.
The focus of this article is to share some practical social media PR tips for driving B2B brand visibility. With 75 percent of B2B customers using social media to make purchase decisions, a solid social media PR strategy will help you build a positive brand image that drives sales.
Let’s get started!
1. Share valuable educational content
Publishing high-quality education content is one of the most effective social media PR tips for B2B brand visibility. Sharing informative content that informs and empowers your target audience will help you enhance your online reputation and earn the trust of your target users.
As you create your content, remember that the target users for your B2B brand are the top-level executives who make the key decisions in your target companies. This type of audience can only be moved by high-quality content that helps them enhance their operations and improve their efficiency.
As such, you want to focus on sharing industry-specific information, best practices, and insights to help your target companies stay competitive.
But how will you structure your content? Will you follow the text-heavy approach of most B2B marketers and focus on creating blog posts, white papers, and publishing opinion papers on leading publications?
Contrary to popular belief, B2B content should always be text-based. You can leverage the following captivating content formats to drive brand visibility:
- Images
- Videos
- Infographics
- GIFs
- Live events
- Webinars
Consider HubSpot’s social media strategy. The brand uses various content formats to engage its audience.
Image via Instagram
As you develop your social media PR strategy, create a content calendar that outlines what content you’ll create and when. You can learn from the curated and reviewed list such as Attrock social media management tool. These lists can help you choose one tool to drive better results.
2. Share your core values on social media
What does your brand stand for? What values drive your mission?
Sharing your company’s core values is one of the most powerful social media PR tips for B2B brand visibility. Whether it’s a commitment to sustainability, innovation, or customer centricity, this strategy will help you build trust with potential clients and enhance your overall brand reputation.
To start with, you want to identify your company’s core values. Through effective social listening, you’ll know what your customers truly value and weave those insights into your PR plan.
As you share your company values on social media, consider a mix of captivating visuals and compelling content to improve your brand visibility.
Cisco uses this strategy effectively to connect intimately with its audience. The brand regularly publishes inspiring posts that communicate its core values of innovation and technology.
Image via Instagram
3. Encourage employees to post on social media
Employee advocacy is a powerful strategy that can help you enhance your brand reputation and engagement. It amplifies your social media PR efforts and brings your content to a much larger audience.
Encouraging employees to post on social media also creates the impression that your brand is a community of passionate individuals. This personal touch humanizes your brand, allowing potential customers to interact with faces and not just your brand logo.
To spur engagement around your brand, you can ask employees to share the following information:
- Valuable company updates
- Industry-specific news
- Personal achievements
- Behind-the-scenes content
- Employee testimonials
- Industry events and conferences
These activities will elevate your brand’s profile and amplify your B2B sales lead generation efforts.
4. Create posts to showcase the social causes you support
Corporate social responsibility is central to the growth of any organization. This is because customers are more likely to buy from a brand that supports the social issues they care about.
By aligning your brand with relevant social issues and sharing this publicly on social media, you create a positive brand image that endears you to your audience.
Alignment with social issues also helps with reputation risk management. According to a recent study by Zipdo, 76 percent of companies say that CSR is an effective way to reduce brand reputation risk.
Image via Zipdo
So, if you haven’t done it already, find social issues that align with your brand and start a campaign highlighting how your brand supports those causes. The content for the campaign can be in the form of written posts, images, videos, or a live stream.
From here, find the best tools for social media management to track the effectiveness of the campaign. Use the insights to determine what content formats to prioritize going forward.
One of the social issues Slack cares about is the seamless reentry of incarcerated individuals into society. In the example below, they have partnered with Prime Video to create a film to showcase their support for this social issue.
Image via Instagram
Final thoughts
Social media PR presents you with an invaluable opportunity to drive visibility and create awareness for your brand. Through strategic content that resonates with your audience, you can create a positive brand image that draws customers to your brand.
Now that you know the best social media PR tips for B2B brand visibility, it’s time to implement and elevate your online presence. Remember, consistency is key. So keep at it even when you don’t see immediate results to build an endearing brand identity.
