Five Tips for B2B Social Media Managers

Grabbing attention on social media is a fight in a sea of endless content. Every brand is unique, and once you establish a way to creatively showcase who you are, you’re on the fast track to increasing your engagement, impressions, influenced opportunities, etc. In the B2B space, decision-makers are getting younger, with 75% of B2B buyers using social media to make purchasing decisions. This means your social media strategy just got that much more valuable. Adaptec’s social media has seen strong results from these strategies, and we believe they could add value to your marketing efforts too.

Recognize Your Employees

Employees are your superstars, and unique to your company, so lean into their stories and achievements. Not only will highlighting employees boost internal engagement and employee morale, it also builds trust with customers, vendors, and partners. Your audience will connect a face with your brand, excellent for brand recognition. Pro tip: engage different people at the company, even the quiet ones! Their participation matters, and they’ll appreciate it more than you know.  

Showcase Thought Leaders

Identify and establish key individuals within your organization to share their unique perspectives and insights on industry topics. Thought leadership builds trust with your audience and positions these individuals as reliable, knowledgeable voices. Always keep your audience in mind by focusing on what they care about and the insights they are looking for. True thought leadership comes from being authentic, approachable, and empowering. Encourage employees who are active on LinkedIn to repost this content and add their own thoughts. This not only extends the reach of your message but also builds credibility. According to LinkedIn, while only 3% of employees share company content, those shares drive 30% of the total engagement a company receives. Adaptec has incorporated this initiative into our strategy by utilizing Oktopost’s Employee Advocacy program. 

Lean on Topics That Excite

What’s trending? What’s eye-catching to stand out in the feed? How can you apply it to your business or industry? Relevance is key. Marketers are always looking for inspiration, and the question to keep asking is: how can I be part of this? It’s not a one-size-fits-all, but creativity goes a long way. Exciting, relatable content makes your brand feel approachable and builds stronger trust and relationships. Not to mention, algorithms prioritize content that sparks conversations, reactions, and shares. For Adaptec, that means spotlighting our case studies, new technology, and latest innovations.

Start a Series

What’s better than good content? Good, consistent content. Starting a series gives viewers something to look forward to and connect with. This approach has become a common trend and receives great traction in the form of short-form videos, which we can be seen on apps like TikTok, YouTube Shorts, and Instagram Reels. At Adaptec, we’ve put our own spin on this by doing “Manager Moments” where we do speedy interviews with employees leading different departments. 

Don’t Underestimate the Recruiting Power Behind the Post Button

Candidates seeking out new positions often refer to a company’s social media to peel back the corporate curtain. They’re looking to get a better feel for whether they’re going to be a good fit, so highlight your company’s culture and atmosphere. What makes you stand out? Why would someone want to be a part of your team? Take this one step further and use your new hires as an outside perspective. How did your brand’s content resonate with them? What did they like/dislike? Analyze, optimize, rinse, and repeat. 

At the end of the day, choose authenticity over perfection. Showcasing genuine brand values and personality not only sets you apart from the competition, but keeps you relevant in a fast-moving, ever-changing industry. Experiment, push creative boundaries, and always stay true to your brand. If these tips sparked your interest and you’d like to dive deeper into marketing strategies designed specifically for manufacturers, check out this blog: https://adaptecsolutions.com/marketing-for-manufacturers/