How to Build Trust With a B2B Audience on Social Media

HOW TO BUILD TRUST WITH A B2B AUDIENCE ON SOCIAL MEDIA FOCUS ON YOUR TARGET AUDIENCE Focus on people who are most likely to benefit from your products or services and provide targeted content on your social profiles to build familiarity, authority and trust. Hi FAMILIARITY AUTHORITY TRUST WHICH SOCIAL NETWORKS AND PROFILES TO INVEST IN AS A B2B? SOCIAL PROFILES CAN BE DIVIDED INTO 2 TYPES: Company profiles help to drive awareness, engagement and inbound traffic. Personal profiles of key people in the organization are optimal for reaching out and initiating an outbound sales cycle. SOCIAL NETWORKS CAN BE DIVIDED INTO 3 TYPES: THE MAIN SOCIAL NETWORKS Communication with an audience is two-sided and multi- faceted. These networks are suitable for inbound and outbound strategies alike. in f Consider starting from company and personal profiles on Twitter and Linkedln only. SPECIFIC CONTENT TYPE NETWORKS Allow to spread specific types of content such as videos, slide decks, images and audio. In a B2B context, these are auxiliary networks that help to diversify content on the main networks. Consider having company profiles on YouTube and SlideShare and add Soundcloud if you are hosting a podcast. INTEREST BASED NETWORKS Focus on specific interest groups and are challenging to get right for acquisition. Consider becoming a frequent contributor in 2-3 of the most active LinkedIn groups in your industry. HOW MUCH AND HOW OFTEN TO POST The most important factor for linear and exponential audience growth on social media is consistency: CONSISTENT INCONSISTENT Time Time SHARING FREQUENCY BY SOCIAL NETWORK BEST PRACTICES Social Company Key People's Groups Profiles Days per Week Posts per Network Profiles Day y B= 7 3-6 in 睡 B = it 5 weekdays 1-2 WHERE TO GET ENOUGH HIGH- QUALITY CONTENT TO SHARE? In-house content creation: 合 effective to drive traffic to your site but expensive Content curation: effective to establish authority but doesn't drive traffic to your site USE THE 10-4-1 RULE Curated posts 10 Original posts Promotional posts 1 Use curated content to consistently grow an engaged audience while strategically creating content assets to drive targeted traffic to your landing pages. Design by Sveta Sobolev inboundli Followers Followers